Three Questions For… Yasmin Quemard

Yasmin Quemard, Creative Director at UM Australia

What inspires you?
New research on why people do what they do, how we are wired... Also, other women being brave and courageous to address the many elephants in the room when it comes to gender diversity in our industry.

What do you look for in a creative book?
I like reading how they arrived at the idea they did (insight/thought) and how they post-rationalise the work.

What does creativity mean to you?
Freedom of expression. The courage of imagination.