Anastasiia Neronova is a Creative Director of ADME marketing agency, based in New York. In this interview she told us about her life and her work as a Creative Director in New York.

Tell us a little bit more about your role at ADME agency?
I'm the Creative Director for the agency, which means I oversee a team of photographers, graphic designers, and social media managers. I work closely with marketers, researchers, and our PR team to define the character and soul of each of our client's brands based on their company values and what they care about. Then I ensure that we express that character through everything we do for them: marketing strategy, social media, etc.

What does a typical day look like for you?
Generally speaking, my day orbits around a healthy balance of professional, physical, and mental effort, for which I have found a personal balance over the years.
I wake up at 7 am and try not to writhe around in bed for longer than 30 minutes. I wake up, brush my teeth, wash my face and drink a coffee. After that, I run and then get ready while checking my morning emails, social media, and the news. I usually skip breakfast, and, believe it or not, I think that's why I'm the most productive in the morning.
The work day usually begins with a bit of chat with the team, most of the time via Zoom. Then the fun begins. I use an app called To-Doist, which tells me what due that day is and what I need to work on. I try to dedicate time to reply to emails in batches (unless, of course, they're urgent) so that I don't get distracted from the tasks at hand by constantly checking and replying.
Throughout the day, we have sessions with people on our team about projects or pitches we're working on, review progress, and work to ensure that our work doesn't stray from the goals we've set for it. If we have a photo or video shooting scheduled for the day, I'm on set, and that's one of my favorite things to do.

How do you deal with new fears and challenges in your role right now?
Anytime we learn something, there's a lot of fear underneath. I always feel excitement and anxiety whenever I'm pushing myself. To me, that is the pure essence of creativity. If I want to be creative or try something new, I have to push out against the edge of what I'm comfortable with. Unique ideas are often those furthest from the beginning point. Being willing to take the sometimes journey of creativity demands that you let go of your preconceived notions and be ready to go to places you have not explored before.
I often hear people saying, "I don't have a creative bone in my body." Oh, how much I hate it! Often these people forget how they demonstrate creativity every day. They dismiss it. So every time I feel like I need fresh ideas, I look around. Finding yourself in new circumstances and seeing how you overcome them may bring you an unexpected result.

What do you do to recharge? Where do you get your inspiration from?
To be truly inspired, you must learn to trust your instincts. The good news is that inspiration is literally all around you. It's everywhere. And if you trust yourself to find it, you will.
A great idea never comes to me suddenly; it always sits inside me for a while and then emerges. Ideas are always there, half-formed. It's about being in the right state of mind to take them and turn them into something that works. So I just live my life, doing things I love and trust the nature of the creative process.

Based on your experience, what education and personal traits should a Creative Director have?
Creative Directors come from all backgrounds, with degrees in art, marketing, communications, etc. Most work involves image- or graphics-based work, so they need a solid understanding of design and copy principles.
That being said, education alone can't outweigh the value of creativity, practical experience, leadership skills.
Few more things: knowledge and appreciation of what looks good and reads well, the understanding of the final consumer. I'd say that's important as well. And onne habit a Creative Director should not have is a reluctance to share recognition. A big head can definitely be a big showstopper.

Leading a creative team brings a whole set of hazards. Do you have any tips on how to manage the work?
Everyone on the team is unique, and my main job is ensuring they&rsquo;re not wasting their potential and doing what they love most productively.
I try to stay above the fray and not micromanage. I'm more focused on directing. I have a vision, and I need to keep the path we&rsquo;re headed clearly seen.
Plus, I did my best to institute a culture of developing creative briefs, doable deadlines, and clear checkpoints. Otherwise, it&rsquo;s easy to get lost in this beautiful yet dangerous mess of ideas and creativity.

What is the best piece of advice you have ever been given?
You need to define what you mean by success &ndash; it could be a mixture of financial success, creative challenges, and quality of life. Define what you mean by success, don't let others define it for you, and then you'll know what direction to take.

Credits: Photographer: Anastasiia Trubina Makeup &amp; hairstyle: Alena Lemondy Stylist: Alina Frolova

Interview with Anastasiia Neronova, Creative Director of ADME marketing agency based in NY

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