Tanya Ponømareva

About


I am a creative director focused on delivering smart, human-centric concepts that can positively change the world. I want to transform the advertising industry into a better, more inclusive, equal, mindful and diverse place.
I help to build sustainable brands on a genuine foundation, giving a new generation of consumers real communication value. I work with multidisciplinary teams to deliver the best quality on every project, establishing trust-based, long-term relationships with clients.
As a leader, I encourage creatives to develop concepts that bring more common sense to the industry and purpose-driven work to the world. As a creative, I use advertising to proliferate disruptive positive work. I don't generate ads, but I think of bold, provoking and fun ideas that can evoke emotion, leaving a mark.
Having worked at agencies across the globe, I am a true global citizen. I have launched creative unicorns at agencies such as Ogilvy & Mather APAC & EMEA, JAMI, Wunderman Singapore, Friends Moscow (Droga5), dentsuACHTUNG!, Boomerang and have worked with high-end brands such as adidas, Nike, Adobe, KPN, Porsche, Kimberly-Clark, PepsiCo, Google, Heineken, Epica et al.
While working worldwide, I have also won the most prestigious international, regional and local awards, including Cannes Lions, D&AD, Epica Awards, Eurobest, New York Festival et al.

 

Skills

  • T-Shaped — a multidisciplinary creative
  • Craft-obsessed — copywriting & art direction
  • Unicorn — representing the sweet spot between CX and comms
  • Trendsetter — always on the hunt for the new digital features and technologies
  • Design thinker — applying a non-linear, iterative process also in advertising
  • Independent — running creative development from insight to execution
  • Strategic — the affinity with research, synthesis and insight development
  • Social — knowing what's popular, why and when
  • Team-player — the ambassador of Hyper Island’s methodology
  • Human-centric — people first-solutions and no bullshit ads
  • Culture-oriented — looking at things primarily from the perspective of culture
  • Go-getter — making things done, never settling for anything less than perfect
  • Globetrotter — having worked in seven different countries both EMEA and APAC

Recognition


Awards:

  • Effie Awards (RU): Silver, 2014 
  • Effie Awards (RU): Silver / Bronze / Gold, 2015
  • Silver Mercury Festival: Silver, 2015
  • Young Glory: Shortlisted, 2015
  • D&AD Wood Pencil, 2017
  • White Square: Shortlisted, 2017
  • Russian Art Directors Club: Bronze, 2017
  • Effie Awards (RU): Silver / Bronze / Gold, 2018 
  • Russian Art Directors Club: Gold, 2018 
  • Red Apple: Gold in Media, 2018 
  • White Square: Shortlisted, 2019
  • Effie Awards (RU): Shortlisted, 2019 
  • Red Apple: Gold, 2 x Silver, Bronze, 2019
  • Eurobest: 2 x Shortlists, 2020 
  • Eurobest: Bronze in Film Craft, 2020
  • One Show: 5 x Shortlists  2021
  • One Show: Finalist Award 2021
  • Esprix Awards, 2021
  • New York Festival: 3 x Shortlists, 2021
  • Cannes Lions: Film Craft Shortlist, 2021
  • ADCN: 3 x Finalists, 2021
  • ADCN: Bronze, 2021
  • Effie Awards, Bronze (NL) 2021
  • SAN Awards, 2022
  • Esprix Awards, 2022
  • Cannes Lions: Digital Craft Shortlist, 2022
  • Cannes Lions: Silver in Digital Craft, 2022
  • Cannes Lions: Silver in Social & Influencer, 2022
  • Cannes Lions: Bronze in Social & Influencer, 2022
  • Cannes Lions: Brand Experience, 2022
  • New York Festival: 1 Bronze in Direct: Best Use
  • ADCN: 4 x Finalists, 2022

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