Sweta Pathak
Creative Director, Co-Founder, Women Unltd.
Sweta Pathak, Creative Director, Co-Founder, Women Unltd.
With over 25 years’ of industry experience under her proverbial belt, Sweta Pathak has earned her fair share of awards and accolades, including earning herself a spot on Campaign’s Ones to Watch next generation of female leaders in 2019. But perhaps most important to the Creative Leader, is the notion of giving back and helping unearth diverse talent from outside the usual London ad crowd. Creative from a young age, Sweta set her sights early on an advertising career and never looked back.
Was advertising always on the cards for you?
I’ve been working in leadership roles for the past few years - managing brands, clients and teams. Advertising appealed to me from when I was very young. I used to watch ads on TV and think that maybe I could make some myself when I grew up!
Were you creative from a young age?
Looking back, we were a very creative household. My parents, (especially my mum), were creative in their own way and I think that helped when I was growing up. They encouraged me to explore my skills, whether it was school projects, art competitions or even designing my own outfits! I think anyone who knows me from childhood isn’t surprised where I’ve ended up.
When I was 17 I also set up my own design agency Imagineers (I still have the stationery somewhere). I pestered my mum to buy me a PC and taught myself a few design programs. I ran it successfully (my first client was HMV) until I graduated from art school and got hired as a junior art director. My mum wanted me to get a “proper job!”
What motivated you to co-found Women Unltd?
It was born out of frustration that my founding partners and I shared due to the lack of any platform/space for women in advertising and marketing to connect with like-minded individuals unlike our counterparts in London. We felt a real need (having worked in London and internationally ourselves) to create something in Birmingham/the Midlands, that would not only inspire and support, but also empower women to grow in their careers, find their voice and feel a part of the industry.
What was your experience like with D&AD/RARE?
D&AD/RARE gave me the opportunity to be part of a very talented bunch of creatives from all over the world, the RARE family. It was an incredible experience listening to personal stories, attending workshops and going on a bit of a self discovery. We have so much diverse talent in the industry that hasn’t maximized it’s potential yet.
How important is it to give fledgeling creatives an industry leg up?
Advertising, like any creative industry, can be quite daunting and competitive. When I started it was very difficult to find mentors and people who believed in you. You learnt on the job and from your mistakes.
There’s so much talent out there, we have to see their potential and give them a chance. Sometimes just giving someone an opportunity (a placement, a brief, a few words of advice) can change their life. I’m also a champion of female and diverse young talent so I think it’s very important to encourage and nurture them if we want to create a healthy balance in the industry. Which is why I regularly mentor, guest lecture and do portfolio crits at the Birmingham City University (visual communications), Leeds Art Uni and via platforms like YCC and Jolt.
What would be your dream project to work on?
There are so many brands/work I’d like to get my teeth into. I wish I’d had the chance to work on brands like Bodyform’s Viva la Vulva and help change the narrative.
Interview by: Katy Pryer
