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Khalid Latif, Global ECD of VML Health, On the Ability to Track Anything and Everything
Destiny's hands shaped the course of his career
Khalid has over two decades of experience in healthcare advertising and PR. He currently leads agency teams across Europe as global executive creative director of VML Health. A copywriter by trade, Khalid has built a diverse portfolio that includes working with acclaimed director Tony Kaye.
We spent two minutes with Khalid to learn more about his background, his creative inspirations and recent work he’s admired.
Khalid, tell us …
Where you grew up, and where you live now.
I grew up in Kuwait, then moved to Bristol in the U.K. when I was 11. I’ve been living in London for the last 20 years.
How you first got interested in health.
My dad’s a retired doctor and my mother was a nurse, so I was destined to find a way into it.
One of your favorite projects you’ve ever worked on.
A film for the International Committee of the Red Cross called “The Last Mile.” Everyone believed in the vision and worked relentlessly to make it happen. They pulled out all the stops. When the process works, good things happen.
A recent project you’re proud of.
“The Cancer Currency.” Metastatic breast cancer is so incredibly unfair and misunderstood. This campaign, and its intention, is simple, single-minded and grounded in a genuine insight. The fact that we saw significant impact with this makes me hugely proud. It’s also the first project I worked on when I joined VML, so I’ll always hold it close to my heart.
One thing about how health is evolving that you’re excited about.
The ability to track anything and everything.
Someone else’s work, in health or beyond, that you admired lately.
“NotTurtle” by NotCo and GUT. This campaign used AI, a professional chef and a tech food company to create a plant-based dish to help save an endangered animal, while at the same time preserving local traditions. It combines many elements, but the idea running through its core is super simple, meaningful and relevant to the brand.
A book, movie, TV show, or podcast you recently found inspiring.
TV Series: Secrets of the Octopus. What these creatures can do is astonishing.
A visual artist or band/musician you admire.
Your favorite fictional character.
Someone worth following on social media.
Your main strength as a marketer/creative.
Patience
Your biggest weakness.
Taking on too much at once. And coffee. Two things that don’t mix.
Something people would find surprising about you.
I have a degree in medical biochemistry. Scientists can be creative, too!
What you’d be doing if you weren’t in health.
Professional gamer or marine biologist. Or both, why not.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
