Leila EL-KAYEM

Founding Partner & CCO | THE ADVENTURES OF

 

Founding Partner + CCO. Leila started her career at Jung von Matt in Berlin after living in London and Montreal. She subsequently joined DDB to launch the new Global Reebok account in 2011 before moving to New York where she helped lead the Campaign team at Huge Inc. Leila returned to Berlin as a Creative Director in 2012 joining VCCP and then Razorfish before starting The Adventures Of in 2014. As CCO, Leila is responsible for the creative vision of the agency and clients. Leila is also the Creative Director of the in-house annual publication Mister Twister.

questionnaire

What was your very first job? What does it feel like to look back at it now?

I worked a weekend job at Designer Bargains off Kensington High Street in London. It was run by a pair of "Golden Girls” who sold vintage Chanel suits. I was 16 and had short spiky hair and baggy jeans.

I still love fashion. And I still don’t follow the crowd.

 

Please describe, in your own words, what your current job is and what work it entails?

I am the Founding Partner and Chief Creative Officer of an independent creative agency based in Berlin. We are a global agency fuelled by the anarchy of Berlin, so my job is to make sure that the work that we do is culturally relevant to the people we speak to, that it reflects the world we live in, that it turns heads and that we constantly question it. Ultimately, I am the gate keeper and the zen master.

 

How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? and which train of events did bring you to where you are today?

I don’t think I could do anything else but express myself. And creativity is my currency. I didn’t always know how I would do it, but I always was attracted to the idea of sitting around a table with people I respect and together come up with ideas.

How did I get here? I have always made stuff, from making sculpture for my Bachelor of Fine Arts, starting my own but very short-lived jewellery line, to creating performances or installations and subsequently needing to make money and landing a job at an advertising agency.

Then realising there wasn’t anywhere I wanted to work, so we started the agency we couldn’t find.

 

In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?

People. I am lucky to be in a relationship with my equal and we challenge and inspire each other each day. I am also surrounded by such amazing friends in the world of arts and music - so our dinner parties are filled with nuggets of inspiration.

 

If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?

As a four-year-old boutique agency, I was especially proud of the global brand campaign we launched at the beginning of the year for our partner ASICSTIGER. The campaign WHAT THE GEL combines the stories of the product technology together with the attitude of believing more in substance than hype. We started working with ASICSTIGER a little over two years ago on a small social project and since then have grown our relationships with the people and the brand itself to become the Global Agency of Record.

jury

Marketing Director | STRELLSON
Creative Lead | ZOO EMEA – GOOGLE GERMANY
Senior Creative | DDB
Creative Director for Mercedes-Benz | ANTONI
Head of Creative Services | ESCADA
Founder | BUREAU BRAUNE
Chief Creative Officer | OGILVY & MATHER
Head of Production & Casting | CLOSED
Managing Director | HEIMAT
Senior PR Executive / Owner | ON TIME PR
Creative Director | METADESIGN
CD / Head of Design | KOREFE KOLLE REBBE
Head of Creative | ASOS
Founding Partner & CCO | THE ADVENTURES OF
Head of Art Buying | KOLLE REBBE
FOUNDER | MFK PUBLISHING
Chief Production Officer | BBDO
MD & Partner | SERVICEPLAN Berlin
Head of Art Buying
Creative Director | LEO BURNETT-LAEUFER
Chief Creative Officer | MCCANN
Creative Managing Partner | SERVICEPLAN
Managing Partner | HAUSER LACOUR
Managing Director | BBDO PROXIMITY
Digital Creative & Experience Designer
Executive Creative Director | MARBLES BERLIN
Creative Director | DONKEY
Creative Director | BBDO
Creative Director | BBDO
Creative Head of Marketing | S.OLIVER
Executive Creative Director | PUBLICIS pixelpark
Head of Global Content Marketing | NIVEA
Founder | CFS KRUG GMBH
Senior Designer | DDB BERLIN
Executive Creative Director | LEO BURNETT
Head of Art Buying | GRABARZ & PARTNER
Creative Director | DDB BERLIN
Creative Director
Brand Strategist & Mktg | ANDREAS MURKUDIS
Creative Director | AKQA
Fndr & Chief Exec | LLOYD AND ASSOCIATES
Creative Director | MARIO LOMBARDO
Creative Director | DANIEL WELLINGTON
Creative Director | ANTONI
Manager Brand Marketing | LIEBESKIND
Head of Brand Design | UBS
Executive Creative Director | SELECT WORLD
Art Director | GQ GERMANY
Head of art buying | SCHOLZ & FRIENDS
Creative Director
Head of Creative | FISCHERAPPELT
Chief Brand Officer | RIMOWA
Head of Art Buying
Creative Producer and Bookings Editor | FARFETCH
Head Of Marketing | STRENESSE
Art Buyer | ANTONI
Head of TV & Film | JUNG VON MATT
VP of Creative | KAYAK
Global Head of Marketing & Digital | LIEBESKIND
Creative Director | CHEIL
Creative Director | STUDIO CHRISTIAN RUESS
Managing Director | ROSENDAHL BERLIN
Head of Marketing | IRIS VON ARNIM
Creative Director | NICOLAS SANTOS
Creative Director | STUDIO SCHILLER
Founder | YES IDEAS
CD & Founder | DONALD SCHNEIDER STUDIO
Chief Creative Officer Germany | HAVAS
Global Creative Strategist | SERVICEPLAN
Head of Photo | RED BULLETIN
Director of Photography | GQ GERMANY
Brand Marketing | NIKE
Creative Director & Executive Producer | BBDO CRAFTWORK
Global Head of Creative CCS | SWAROVSKI
ECD | SERVICE PLAN
CEO / Creative Director | THE GARAGE
Category Director | COCA-COLA
Creative Director | LOVE MAGAZINE
Creative Director | WE ARE SOCIAL
Lead Creative | APPLE
VP ECD Continental Europe | SAPIENTRAZORFISH
Senior Art Buyer | GRABARZ & PARTNER
Partner & Strategy Director | SIZZER AMSTERDAM
Owner/Partner | SOLOMON WINTER
Head Of Creative Concept & Comms | THOMAS SABO