IT STARTED BY WINNING A CONTEST ON ADFORUM.COM, AND RESULTED IN SEVEN YEARS OF SHAPING THE WORLD PRESS FREEDOM DAY BRAND.

The World Association of Newspapers was promoting 3rd May as World Press Freedom Day, and wanted to create global awareness for it. They created a contest for all creative people to contribute their ideas on advertising for World Press Freedom Day. We sent an entry, and it was selected and printed in newspapers across the world. Since that first Press Freedom Day ad in 2007, every year we developed a campaign for them.

Hers is the unfolding of the World Press Freedom Day campaigns, with the focus shifting each year on the most critical press and journalism related issues.

All brands tell stories. Some are great, some powerful. Some work flawlessly, some fall short. Many are distinct and stand out, and many are featureless, hardly distinguishable, one from the other.

As communicators, brand custodians, and advertising and marketing professionals, we are a part of these stories. We haven't created them, for they are made of the blood, sweat and tears of those who built the brands, but we are entrusted with nurturing them.

We have to make them flesh and blood, and give them a distinct personality. And to do that we first need to understand and experience the brand, its origins, reason to be, culture, DNA. And when we truly understand a brand, we can tell its story to the world, in our own way, and in any medium.

Telling these brand stories is what I love doing the most.