Katarina (Kate) Terentieva went from studying International Relations, to building Tumblr blogs, to being a Partner and the Chief Creative Officer at Louder. Now, Louder invests in the world’s most competitive startups and helps them disrupt at scale. We break it down with Kate to learn about her story, how TikTok helped her grow her brand, her advice on discovering what you’re passionate about, what Gen Z wants from advertisers, and how to capture and revive moments past the trend cycle. Kate also explains the difference between becoming a creative or an art director and how to choose what’s right for you.

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More from Kate:

• TikTok: https://www.tiktok.com/@katarinaterentieva
• Instagram: https://www.instagram.com/katarinaterentieva
• LinkedIn: https://www.linkedin.com/in/kateterentieva/

Show Notes:

1. 00:00 - Scan Club Ad + Intro
2. 01:20 - Meet Katarina (Kate)! Introducing her story and today’s topic.
3. 03:15 - How Kate became a Creative Director.
4. 04:25 - How Kate went from studying international relations and building Tumblr blogs to becoming a Creative Director.
5. 06:56 - How Kate started designing runway sets for bridal companies.
6. 10:00 - The early start of Louder and making yourself a seat at the table.
7. 12:05 - Discovering what you’re passionate about in your industry.
8. 16:45 - The difference between being an Art Director and a Creative Director.
9. 21:55 - How Kate blew up on TikTok and how she used the platform to grow her business.
10. 29:10 - Connecting with your target demographic by leveraging a relevant personal brand.
11. 32:48 - What does Gen Z want from advertisers?
12. 38:00 - Capturing and reviving trending moments past their trend cycle. The magic of nostalgia for brands.
13. 42:18 - Can TikTok trends inform creative campaigns? And, are jingles back?
14. 44:20 - Ask yourself these questions before pursuing a career in Creative Direction.
15. 47:45 - Who is making waves and why?

Mentioned in this episode: Hugo Boss

Big Things with Mitzi (@mmmitzi) and Mike (@mmmiiike).

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Production by Morgan Berna, editing by Oliver Banyard.