Nominated by:  Vikrant Shetty Regional Head of Content, Wavemaker MENA
“Georgine has helped Wavemaker set up the creative offering within social services that helped us become independent and win numerous pitches by mainly showcasing our creative side. She was instrumental in setting up WM Studio in the office, a purpose-built photo & video studio to capitalize on real time social marketing. WM Studio is unique when compared to other content teams across our network. She was instrumental in driving new business growth at the creative front.”

Career path
“After 7 years in the Beirut creative scene as a web designer and digital art director, I made the switch from hummus to paella, moving to Spain to do my master’s degree in 2015. Despite being slightly incompatible with the ‘suit and tie’ corporate world, I was able to compliment my creative experience with my education at IE Business School.

I returned to my creative comrades shortly thereafter when I joined Wavemaker Dubai in 2016 as the first-ever Creative Director. I’m now safely back in ripped jeans, having launched the first WM Studio here in Dubai, an in-house production studio. I’m continuing to build the department by expanding our services and always on the hunt for more creative minds to join our team.”

Guiding principles
Creativity comes from across the agency and is not only limited to the creative team. Everyone has the potential to come up with an award-winning idea – even the most junior person in the team

It’s often easy to say yes at work but learning how to say “no” is a powerful skill that took me time to realize. Learn how to say no to the tasks that waste time and limit your productivity

Leave your desk. I rarely am inspired staring at my screen – the best creative campaigns come to you at the most unexpected times. Data and insights matter, but instincts matter more. Allow yourself the space to absorb real life and build those creative chops