Tara Weerasinghe: “The energy is palpable, and it’s 100% fueled by heart and hustle”

Campaign Brief Asia asked Leo Burnett’s Tara Weerasinghe to reflect on Sri Lanka’s young and fiercely ambitious creative industries, shaped by a rich tradition, history and vibrant culture.

Tara Weerasinghe has come a long way since her mum first dragged her to a job interview with an agency. Today, as Associate Creative Director of Leo Burnett Colombo, she is playing an important role in shaping the agency’s culture and pushing Sri Lanka’s creative industries to greater heights. She is also joining the D&AD and One Show juries this year.

Is it true your mum set up your first job interview at an advertising agency? Was this mortifying, or magical?
A bit of both. I didn’t even know it was an interview. She sat there next to the ECD questioning me. I walked out and whispered to her, ‘They will never call me back’. And yet they did.

You originally wanted to study law. Are you still interested in law – and what made you realize advertising was a better fit?
There are certain aspects of my legal studies that have stayed with me over the years. From defending my work with a passion to searching for precedent and similar case studies, the skills never go to waste. But as cliché as it sounds, nothing quickens my heartbeat or gets my hair standing on end the way advertising does. It’s real love. Plus the writing is way more fun.

What can you tell us about Sri Lanka’s creative industries? It’s such a beautiful country with a rich, bumpy history – how does this impact the work?
Endless tradition, ancient history, and vibrant culture. Sri Lanka has so much insight, inspiration and originality to offer that any piece of work or solution that stems from our roots and heritage would naturally connect strongly with the consumers, but also stand out in the world.

But I don’t think we’re pushing hard enough to uncover these insights and create real change. As an industry, I think there are too many ideas that are frighteningly safe or are sugar-coated to look like they’re making a difference .

Tell us about the creative culture at Leo Burnett Sri Lanka, and your creative ambitions as Associate CD?
As I write this, I find myself surrounded by conversation, connection, laughter, fiery debates around the work and how we could make things better. The energy, enthusiasm and ambition of the entire agency is palpable, and it’s 100 percent fueled by heart and hustle. It’s a nice place to be. But to really answer your question, at Leo Burnett Sri Lanka, we’re always trying to do the right thing in the best way and make a genuine impact in people’s lives. Whether that’s for our own people, for the clients we partner with or for the audiences we serve.

And now it’s all about raising the game. We have some serious momentum and some great young talent. I’ve never been more excited for what’s ahead.

How have you grown at Leo Burnett since 2019 – what are the opportunities you’ve had for growth?
At the risk of sounding like some ad copy, the opportunities have truly been endless. One thing I picked up on almost immediately was the fact that my work did not have to be restricted to Sri Lanka. At Leo Burnett, we get to work on a much bigger canvas with global brands and clients, through initiatives and pitches within the network. And this allows us to team up with some of the biggest and most respected names in the world, on a one-on-one level up until production. I’ve personally got to work on some exciting projects for clients in Australia, the GCC, India, and counting.

As part of the most awarded creative communities in the world, you also get to share, discuss and assess your ideas with creative leaders from all corners of the globe. Formally, at our Global Product Committee – which I recently attended as a juror. But even informally over calls, texts, whatsapps, pigeon post, you name it. Where else can you get that kind of familial guidance, opportunity and inspiration?

You recently judged One Show Asia, and are joining the D&AD jury this year. Was it intimidating joining your first jury? What have you learned about how not to win – any tips?
It was. But I didn’t let that stop me from speaking up and sharing my views (albeit shakily at first).

If there’s one thing that can make or break an idea, it’s the case study. Trying to scratch one out right now? Here’s my advice: Make it simple, clear and concise. Avoid the cliché phrases. You know what they are. Also, the shorter the better.

With so many jury nominations under your belt already, what is your advice for younger creatives when it comes to building your personal brand?
As I progressed into more senior roles, the thing that I certainly didn’t know in the beginning, and I’m still kind of learning now, is the decisions you make, the actions you take, should be governed by who you are as a person. That doesn’t necessarily mean it’s the best brand or style out there, but when you are your authentic self, you’re at your best. And that’s a wonderful way to be.

Having established yourself as a writer and CD, in which direction would you like to grow next?
Directing. Definitely something I want to pursue next.

International Women’s Day is celebrated this month: how does being a woman help you at work?
I think a woman’s strength lies in her innate sensitivity to understand people better, which can lead to more insightful ideas that hit the heart. But it also goes a long way to help us empathize with our teams, their needs and issues. Making sure the right doors stay open, and that more would follow suit. The future is female and rightly so.

What advice would you give your 20 year-old self?
I would tell younger Tara to take care of her ankles (especially after a few drinks.)
But to other 20 year-olds just getting started, make your creative lives difficult. Look for great mentors who can push talent, and a job where your creativity will be unleashed. I’ve been lucky.

Is there a project you’re currently working on that we should keep an eye out for – any hints?
We have something exciting lined up for McDonald’s. Stay tuned!