About / okay, but who is Tata really?
About Tata
The beginning
I think I started strategizing long before I knew there was a job called strategy.
Being the middle child meant growing up between an older sister and a younger brother, which was basically a very early lesson in attention, negotiation and knowing when to make your move.
The creative part
Creativity came a little more naturally.
I wrote constantly. My family gave my imagination plenty of room to run wild, sometimes probably more than they intended. I liked making things, inventing stories, exploring ideas and seeing where my imagination could take me.
Then came drawing.
I was, objectively, not very good at it.
But somehow that did not stop me. If anything, being bad at drawing taught me something useful: creativity does not have to look perfect to be useful. Sometimes the idea in your head is much bigger than your ability to put it on paper.
The people part
I've always been curious about people too. How they think. What makes them react. Why some ideas stick while others disappear. At first, that curiosity was probably useful for figuring out how to convince my siblings to give me the bigger piece of chocolate.
Eventually, it became much more useful.
The strategy part
It led me toward communication, storytelling, branding and strategy.
I like brands that feel human. I like ideas that make people stop for a second. And I like figuring out why something works or why it really, really doesn't.
Now
Today, I work across brand strategy, creative strategy and communications, bringing together the things I've always been curious about: people, ideas, stories and the strange little details that make something feel memorable.
The middle child is still here.
She just has better briefs now.