Campaign’s Media Faces to Watch 2021 —Yasmine Saab, Social Content Manager, Publicis Media
Nominated by Sajid Ismail, Associate Director – Content, Publicis Media
“Ever since she joined Publicis, she’s played a crucial role in unapologetically shattering expectations around what’s possible with social. Today, it’s a core to all things with Yasmine leading on an ever-evolving vision powered by dibs on new formats, new methods, new partnerships and alternative ways of thinking which have manifested into strong business results for Mondelez, particularly in Philadelphia’s “Shoppable Recipes” campaign.
With a string of firsts & awards under her belt, Yasmine is a force to reckon with and an absolute breath of fresh air with her jokes, signature laugh and soft humming of La en vie en rose.”
My journey in advertising started seven years ago and has been largely dominated by FMCG, having worked with food giants like Mondelez and Nestle. With a keen anthropological inclination and a love for all things social, I’m fascinated by how people act – and interact – online, and how brands create craving through content. This inspires what I do every day: find innovative ways to connect brands with consumers, and produce award-winning work in the process.
Social content evolves on a daily basis; we’re constantly tumbling towards the “new”, and attempting to master it before the moment passes. To be ahead of the curve, my guiding principle is to stay curious. Adopting this mantra has transformed my day-to-day into a series of delightful discoveries.
How has Covid changed your job?
Over the past year, I’ve missed the workplace camaraderie I once enjoyed with my clients and colleagues – the casual, unplanned conversations which slowly, subtly, brought us closer. WFH made me realise that personal connections can still exist virtually – you just need to be purposeful enough to build it.”
I’m an advertiser by trade and an actor at heart. Improv theatre is the best place to experience creativity in action; I love performing improvised plays, where the plot unfolds in real-time and lines are devised even as they are spoken. It’s heady, and almost always hilarious.
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