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February 2007 - Strategy Magazine
Creative report card

Top Creative Director: Zak Mroueh, Taxi

by Natalia Williams with figures compiled by David Sp
page 50

Name: Zak Mroueh

Years in the business: 19

Big clients: Telus, Canadian Tire, Westjet , McCain, Pfizer, Molson

Dream client you would most like to add to the roster:

Any client that will allow us to be ourselves. My dream clients are the ones that haven't yet hit their creative stride, but are willing to take the journey with the agency. It's a lot more fun and challenging to create the canvas.

Which award were you most happy to receive? Why?

I was most happy with our showing on the Gunn report. It means a lot since it's a tally of all the international shows, not any one award in particular.

Which of your campaigns are you the most proud of? Why?

I was very pleased with where we've taken the Canadian Tire work after year one. It was a big challenge and I think we're making some nice headway on that brand.

What's your favourite campaign (here or abroad) over 2006? Why does it work?

I was a big fan of the Lynx Jet work last year. At its core was a big, campaignable idea that worked across all media. It was a brave, refreshing way to launch a new product.

Is there a creative trend you'd like to see disappear?

We're all tired of seeing posters that are pretending to be print ads. It's become a real format. These types of ads have little substance. and often don't even divulge basic information about the product or offering. Even a phone number or web address would be nice.

Is there any new marketing trend that seems daft to you? Why?

All trends seem daft because you're following a path that well trodden.

Who is/has been your creative mentor?

Wherever I've worked I've always learned from the people around me. My list of mentors would be very long and I wouldn't want to leave anyone out from the past. At present, it would be Paul Lavoie. I was fortunate to have him as a mentor, especially in my early days as a CD. He taught me a ton about leadership, vision and inspiration.

What's the best advice anyone ever gave you?

As long as you're doing great work, you'll always be in demand.

You're at the top of your game. Any sage advice to pass on to those who long to be you?

Tenacity. If you've got it, you'll make it.

THE RUNNERS UP

Ian Grais and Chris Staples, Rethink

Years in the business: 14 and 24, respectively

Big clients: A&W, BC Lions, British Columbia Auto Association, Solo Mobile, Mr. Lube, Coast Capital Savings, Science World, Sirius Satellite Radio, Slice TV, Sobeys Inc.

Dream client you would most like to add to the roster:

Any brand that we believe in, managed by like-minded people who share the belief that a creative idea can lead to increased business.

Which award were you most happy to receive? Why?

It was nice to finally win strategy's Agency of the Year competition.

Which of your campaigns are you the most proud of? Why?

That's like asking a parent which is their favourite child.

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