What do divorce and a transatlantic move have in common? Separation. Separation from a person, separation from a country and separation from the known. This is the subtext of I Will Survive, Signed a Divorcee, a new autobiography from Concordia alumna Nathalie Benarroch, BA 86.
Benarroch is the founder and creative director of Your Influential Agency, an advertising and creative agency that represents brands from the worlds of fashion, sports, entertainment and more. She recently sat down for an interview in advance of her book’s launch.
What led you to your career in advertising?
Nathalie Benarroch: It was actually a high-school class — Mass Media. I had a great teacher who was also part of an advertising agency, Mr. Faigen. That’s when I realized that a career where I could express ideas and identities through words and images was really the only thing I wanted to do.
What inspired you to start your own agency?
NB: I had been working for other companies and found that the pace was too slow. Also, working for one company meant there wasn’t a lot of variety. If you’re working for a beauty firm, it’s always beauty, all the time.
What’s an average day like as a creative director?
Every day I like to focus on a maximum of two clients. I try to have a few hours blocked off to put together a website, a brand book or a logo proposal. Then, an hour to do all the little things like going through emails, writing proposals, et cetera. When you’re the creative director, you have to stay on the inside of technology, so I’ve been taking coding classes and also dedicating some of my day to that.
What inspired you to write your book?