About a pita
Natural born storyteller
The coffee machine hisses and spits out a stream of black liquid. The barista deftly drains every last drop into the plastic cup and slaps on the lid.
He calls out my name, smiling as if at a private joke, ‘Americano. For… a pita?’
I laugh, ‘Yes, Arpita :) ’
‘Yes.’ he says, ‘That’s what I said. A pita. You Turkish? You don’t look Turkish.’
I laugh again, ‘No I’m Indian born. But I’ve been living and working here for nearly 20 years.”
He nods dramatically ‘Ah.’
I take my coffee and make my way down the street towards the agency. Even though my freelance career has taken me all over London, from the big, shiny postcodes of Saatchi & Saatchi, Wunderman Thompson and McCann. To the more modest addresses of the smaller, boutique agencies. Every booking still feels new.
I’m a bit early today so I find an empty chair outside a café and look at the Boots store across the street. I think of the TikTok summer campaign I just did for them and scroll down my phone to see if it’s appeared on my feed yet.
A gaggle of girls, straggly from the hen party the night before, stumbles past me with smeared mascara and blistered feet. One of them raises a half-drunk bottle of Codorniu Cava towards me with a wink.
‘I did a TV campaign for that,’ I want to shout across the street. But I just raise my coffee cup to her with a smile.
A feeling of joy suddenly rises up from deep within me. From shampoos to ice creams, social to experiential, what a lovely long journey it’s been.
Looking at the time, I suddenly snap out of my reverie. ‘You have miles to go before you sleep, Arpita…’ I remind myself as I make my way to the new agency and ring their bell.
I wonder what exciting new brief waits for me here?
aI
I use AI often. In my last booking with PGOne/Saatchi/Publicis (1.7yr FTC), my creative partner and I created storyboards using AI, which were said to have set a new standard for the Publicis groupe.
From using SUNO to create original, branded soundtracks for moodboards during client presentations, to prompting Google FX/VEO (Google Flow) for both stills and video… and of course ChatGPT for text, I’m all in with AI.
agencies
FREELANCE
PGOne Saatchi & Saatchi • VMLY&R • M&C Saatchi • Publicis Poke • Wunderman Thompson • The Pharm • McCann London • TK Maxx
Agency Space • Mellor & Smith • Bisquit • Brave • Cheil • Gyro • Leo Burnett Edelman • Amplify • L’Oreal • AMV BBDO • Hey Human • MullenLowe • The Body Shop • Hello Fresh • Verve • TMW Unlimited
Prism Sport & Entertainment • • OMD Worldwide • H&K Strategies
PERM
Ogilvy, FCB, WFCA Integrated
BRANDS
beauty & SKINCARE
Herbal Essences • Head & Shoulders • Boots • Soap & Glory • TK Maxx • Nivea • Laboratoires Garnier • Lòreal • La Roche-Posay • The Body Shop • Aussie Hair • Dove • Sunsilk Shampoos • Elemis • Molton Brown • The Perfume Shop • Crabtree & Evelyn • Nestle Skin Health •
E45 Skin Cream
TRAVEL & LIFESTYLE
British Airways• Thomas Cook• E45 • Cox & Kings The Sheraton Group of Hotels • GLO • Velo • Radisson SAS Hotels • Tourism of Romania • Turkish Airlines
RETAIL
Sainsbury's • Homesense • CP Hart • Bathstore • Budgens • Londis • Multiyork • The Perfume Shop • Brent Cross • TK Maxx
FINANCIAL
HSBC • Investec • Axa • Zurich • Flexicover • EY • Western Union • American Express
CHARITY
WWF • Carbon Trust • Girl Child Project • Mumbai Police • Centre for Social Justice • The British Heart Foundation
FOOD & DRINK
Alpen Muesli • KFC • Weetabix • Carluccio's • Act II Popcorn • Heinz • HelloFresh • Walkers • Fibre One Pilgrim’s Choice • Clarence Court • Patak’s • Nestle Foods • Godiva • Corona Beer • Stella Artois • Glenfiddich • Diageo • Bacardi • Liberty Wines • Codorniu Cava • Smirnoff • Ella Valentine • Arla Protein • Haagen Dazs • Strada
Technology
Vodafone • Sony Bravia • Sennheiser • Dyson • Miele • Orange • The Carphone Warehouse • T Mobile • EE • Sainsbury's Mobile • Magic FM • Vodafone • The Wizarding World of Harry Potter
personal & household care
Listerine • Carefree • Sensodyne • BUPA International • BMI Hospitals E45 • NHS • Ariel • Lenor • Febreze • Pampers •
AUTOMOTIVE
McLaren Formula 1 (BAT Sponsor) • KIA sponsorship
Some nice things people have said about me
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GREAT WRITING, RELENTLESS PURSUIT OF GETTING TO THE RIGHT ANSWER, VAST AMOUNT OF POSITIVITY AND GOOD ENERGY, SLOTTED IN EFFORTLESSLY TO OUR WORKING CULTURE AND IMMEDIATELY MADE A CONNECTION WITH PEOPLE. GREAT PERSON ALL ROUND.
Charlie Martin, Chief Creative Officer, PGOne Saatchi & Saatchi
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TRULY ELEVATED HOW WE COMMUNICATE OUR BRAND. rare ability to translate complex ideas into clear, compelling narratives with insight, empathy and artistry. highly recommend her to anyone looking to strengthen their brand voice. SHE'S A JEWEL!!
Lupo Benatti, Senior Brand Manager, Procter & Gamble.
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FANTASTIC-WE'LL BE RE-HIRING HER!
Jennifer Kemp - Head of Resources, VMLY&R
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WILL YOU JOIN US AS PERM?
Nick Watmough - Creative Director, Billington Cartmell
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Arpita is a rare gem.
Christina Lemieux - Executive Strategy Director, Saatchi & Saatchi, PGOne.
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IT’S NOT OFTEN THE ONLY ISSUE FOR THE CLIENT IS WHICH CONCEPT TO PICK BECAUSE THEY’RE ALL SO GOOD.
Grace Bassett - Account Manager - Boots
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'FANTASTIC COPYWRITER WITH A SPECIFIC SKILL ANGLED TOWARDS SOCIALLY FOCUSSED WORK AS WELL AS BIG CAMPAIGNS. AN ALL ROUND PLEASURE TO WORK WITH'.
Jamie Brunskill - Global CD, VMLY&R/Ogilvy/The Pharm
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'INTERROGATES THE BRIEF THOROUGHLY AND DELIVERS BACK EXCELLENT IDEAS AND EXECUTIONS WITH AN EASE AND WARMTH THAT ALWAYS PUTS A SMILE ON YOUR FACE'.
Ben Felton - Planning Director, Leo Burnett London
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ARPITA'S MIND TURNS OUT THE KIND OF CONCEPTS THAT REGULAR CREATIVES LOOK AT AND SAY "I WISH I'D THOUGHT OF THAT.”
Greg Phitidis - Creative Director, WFCA Integrated
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A MASTER OF INSIGHT. MORE OFTEN THAN NOT MANAGES TO 'SAVE THE DAY' WITH A CRACKING IDEA DURING PITCHING.
Mats Persson - Creative Director, We Love Digital
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AlWAYS COMES UP WITH THE GOODS AND IS A PLEASURE TO WORK WITH. I HIGHLY RECOMMEND HER.
David Fitzgerald - Creative Services Manager, WPP, London