Tanya Ponømareva

About


As a creative director, I am committed to creating smart, human-centric concepts that positively impact the world. My goal is to transform the advertising industry into a more inclusive, equal, mindful, and diverse place.

I specialize in building sustainable brands on a genuine foundation, providing a new generation of consumers with real communication value. I work with multidisciplinary teams to deliver the highest quality on every project, building trust-based, long-term relationships with clients.

As a leader, I encourage my team to develop concepts that bring more common sense to the industry and purpose-driven work to the world. Personally, I use advertising to disseminate disruptive positive work and come up with bold, provocative, and fun ideas that evoke emotion and leave a mark.

With a wealth of international experience, I have worked at agencies such as Ogilvy & Mather APAC & EMEA, JAMI, Wunderman Singapore, Friends Moscow (Droga5), dentsuACHTUNG!, Boomerang, and have collaborated with high-end brands such as adidas, Nike, Adobe, KPN, Porsche, Kimberly-Clark, PepsiCo, Google, Heineken, and Epica, among others. I have also received numerous prestigious international, regional, and local awards, including Cannes Lions, D&AD, Epica Awards, Eurobest, and the New York Festival.

In addition to my professional achievements, I have also served as the Jury President at the ADCN Awards for Digital Campaigns and was nominated for the jury at the shots Awards EMEA for Concept & Copywriting, the D&AD awards for Writing for Advertising, and the Cannes Lions for the Direct category.

 

Skills

  • A leader who manages large creative teams effectively 
  • Multidisciplinary creative with expertise in copywriting & art direction
  • Skilled in combining customer experience with communications
  • Always on the lookout for new digital features and technologies 
  • Adopts a design thinking approach to advertising, using a non-linear, iterative process
  • Experienced in managing the creative development process from insight to execution
  • Strong strategic skills, including the ability to conduct research, synthesis, and insight development
  • Knows what's popular and understands the cultural context to stay ahead of trends
  • Works well in teams and is an advocate of the Hyper Island methodology
  • Focuses on creating people-first solutions and avoids creating unnecessary or insincere advertisements
  • Experienced in working in diverse environments, with experience in seven countries in both EMEA & 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
  • Eurobest: Grand Prix and Bronze in Social & Influencer, 2022
  • Eurobest: Gold in Digital Craft, Brand Experience & Activation, 2022
  • Eurobest: Several Shortlists, 2022

Latest news

Photography 

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