STUTTERING: A CREATIVE ALLY
The Stuttering Foundation recently had the privilege of sitting down with one of its most creative partners, Nino Ilievski. Nino is a copywriter in Cyprus and is the creative genius behind the Stuttering Foundation's most poignant PSA advertisements to date.
Q: Nino, tell us about you!
A: I was born and raised in Skopje, Macedonia, later moved to Berlin, Germany. And, If someone told me one year ago that in 2018 I would be living close to the sea in Montenegro, I would have laughed it off… But here I am.
I like snowboarding, drumming and football. I also like connecting various thoughts and converting them into meaningful words. The excitement of solving a creative puzzle is the reason why I became a copywriter.
Q: Do you have any personal experience with stuttering?
A: I’ve stuttered since I was a little kid, and this has shaped me as a person in many different ways. It sounds crazy, but being a person who stutters has actually helped me develop my writing. How?
By looking for substitute words for each phrase I’ve stuttered on, I’ve built a tremendous bank of synonyms I can use when writing.
By trying to come up with the shortest possible sentence so I don’t have to speak much, I learned how to write concise concepts and headlines.
By creating multimedia presentations at college, I’ve learned how to create work that speaks for itself, so I don’t have to do the talking.
From top: Nino Ilievski; Nino receiving the Best Poster Award at the Golden Drum Festival
I strongly believe that all stutterers are unconventional thinkers, which comes in handy when you do creative thinking for living.
Q: How did you get started in the advertising world?
A: I always wanted to be a copywriter. Or to be more honest, I always wanted to write commercials, but only later I found out that people who (among other things) create ad concepts are called copywriters.
At college I felt ready to give it a go, and when my professor recommended me to one of the biggest local advertising agencies - I gave my best. Those people recognized my determination, took me under their wing and taught me everything they knew. They helped me see my career path. I can only repay them by passing on the knowledge to the next kid with a creative spark in the eyes.
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