Maylin Pavletic: Copy & Content Director, Relentless Researcher, Oracle Of #WeirdButTrue, Walking Snapple Cap
What’s your role at PC?
I’m the Copy & Content Director.
How did you get interested in this field?
As someone who has a degree in psychology and wrote a thesis on the prodromal signs of Alzheimer’s, some might think it’s odd for me to be at Prager Creative writing everything from radio spots to white papers. But my expertise in psychological research stems from my hunger to learn how people think. I see my work at Prager Creative as a direct extension of my need to explore how humans truly connect. I believe the best marketing and advertising campaigns come for a point of candor. You’d be surprised how quickly sincerity combined with a wink of humor builds trust with audiences.
Does your background in psychology influence your copywriting?
Yes, it does. Before creating any ad, I take a moment to think about the people who would come face-to-face with the piece in question. I see every campaign as an opportunity for brands to establish a more meaningful relationship with their audience. This allows me to write with a uniquely genuine voice that speaks to consumers on a more personal level.
What do you do outside of work?
Outside of Prager Creative, I love writing everything from comedy sketches to investigative research articles. Learning is one of my favorite pastimes. There are so many random facts floating through my head that I’m pretty much a walking Snapple cap at this point. I also spend a lot of time with my dog Kimchi. She’s a one-eyed rescue from rural Mississippi who loves hiking followed by a good nap in the sun.
Desert island movies / TV shows?
1.) The Lives of Others
2.) The Third Man
3.) Whatever Happened to Baby Jane?
4.) There Will Be Blood
5.) Wait Until Dark
1.) Strangers with Candy
3.) Breaking Bad
4.) Mystery Science Theater 3000
5.) Peep Show
Best advice you’ve ever received?
If you’re having trouble believing in your abilities, focus on one small thing you truly like about yourself—even if it’s just a single freckle on your face. Building from there, it’s much easier to create an internal dialogue that’s more positive and nurturing.
You know Russian. Do you have a favorite Russian word?
Yes, my favorite Russian word is почемучка (pronounced poch-em-ooch-ka). It has no direct equivalent in English, but roughly translates as “a person who asks too many questions.” (…Which pretty much sums up what I was like as a kid.)