Uprising: Determination Lives within Alanoud Alotaibi’s Name

Alanoud Alotaibi’s creative career is nominative determinism in action. “In Arabic, ‘Alanoud’ means ‘a determined woman’, which I try to live up to,” she says. “My curiosity keeps me motivated, pushing me to keep learning and exploring no matter what.”

These days Alanoud is a copywriter at Wunderman Thompson, and it’s all thanks to a single-minded love of writing and, yes, deep determination.

 

“I was the kind of child who was always amazed by books,” says Alanoud. “My parents would frequently catch me writing and scribbling in notebooks.” The creative copywriter spent her childhood spent around her family in Saudi Arabia, she listened to music by artists such as Umm Kulthum, Warda, Abdel Halim, and Wadih El Safi and spent her time drawing, reading and playing with her older sisters. 

The kickstart for Alanoud’s writing during these days came from one person in particular. She says, “My grandmother has had a tremendous impact on my vocabulary, manners, and personality.” When her grandmother was diagnosed with Alzheimer's, the people around her encouraged her to channel her emotions into her writing. “It was a difficult time because my grandmother even started to forget the name of my mother. Seeing my mother's tears marked a significant turning point. 

“At school, my teacher saw that. She urged me to begin diligently recording in a journal each day in order to preserve my memories, and make sure that I would always remember the names of my family members. Her guidance was priceless, both personally but also laying foundations for her future career, as she built a habit of daily reflection and observation.” 

Her journey towards a career in advertising began when she enrolled in a marketing course at college, but it wasn’t exactly the experience she thought it would be. “I personally believe that the educational system is outdated,” she says, “especially for today's youth. I discovered that practical training in day-to-day jobs helps me learn more than university lectures.” Alanoud had already cultivated a preference for practical learning,  starting her own online business while still in high school, selling imported products to her peers. 

Once Alanoud completed her college degree and a subsequent internship, she accepted a copywriter role at a start-up agency, which would become her first role in the industry. Here, she prioritised learning, “I'm always improving my abilities while taking an intellectual approach to my professional development. I acquire knowledge, implement it, evaluate my effectiveness and impact, and then make the required adjustments for the following step.”

Through trial and error, one aspect of the process was crystal clear. “Diligence, diligence, diligence. Even if I don't see the results immediately, one day I will witness the impact of my hard work and efforts,” says Alanoud. With this attitude, she took to her first role, creating marketing materials for a nearby cafe and using this to pave the way towards bigger projects and campaigns. 

“A trip into the universe of ideas. That’s what writing is to me,” she explains, describing her favourite aspect of the process. “No matter how big or small the project is, it all begins with letters on a white canvas. This illustrates the power of words.” In her day-to-day life, she channels her emotions and personality to create work which is unique to her, standing out as a distinctive voice. “I strive for my work to have a profound visual and audible impact, acting as a blank canvas for my ideas as I advance toward the future I envision.”

Learning never stops for Alanoud, as she keeps on top of new trends, platforms and technologies which continue to transpire. “I keep pushing to stay well-informed and up-to-date and avoid limiting myself to a single field, platform, or even a certain place. Additionally, I surround myself with new people from diverse backgrounds, generations, and interests.”

With the belief that copywriting consists of “much more than speaking the language,” she makes a point to widen her knowledge to be able to write with a greater understanding of the world. “I'm excited about the technological advancements brought on by artificial intelligence and their impact on marketing and advertising,” she says as she considers the new aspects of creativity which she's keen to delve deeper into. 

Alanoud’s eyes may be on the future, but she enriches this with a deep appreciation of her culture and roots.  “I actively incorporate our traditions, history, and legacy into my daily life and strive to represent them in my experiences,” she says.

Aside from the new technological advances, there are also some fundamental issues which Alanoud believes need to be addressed to make progress. “The industry needs to work on creating a fair balance and support women's empowerment in leading and decision-making roles,” she explains. Alongside this, she remarks on the timelines and expectations from clients which “are often unrealistic” and can compromise on the output of work. Changes to both of these aspects will see a decided improvement in the quality of work, according to her. 

“I admire Ali Ali, the Egyptian copywriter and director, celebrated for his groundbreaking contributions to advertising and film,” she says, reflecting on her personal inspirations. “His innovative approach has earned him acclaim and numerous awards.” She also looks to X (formerly Twitter) for her inspiration, “[It] reminds me of a modern newspaper, which is why I love it. It helps me stay up to date with anything and everything happening all around the globe.”

When she isn’t delving deeper into the trends and topics of the day online, you’ll find Alanoud continually writing and reading, while also dabbling in yoga, swimming, enjoying classical music and “cherishing time with loved ones”. 

Looking ahead, Alanoud’s determination shows no signs of fading. She admits that sometimes her impatience gets the better of her but she’s proactively trying to take a longer view of her career. “While impulsivity has been a constant, I actively work on patience. I am spurred on by a relentless desire to reach my career ambitions.”