Interview with Sintija Popena, Creative Director at McCann Riga (LAT), is conducted by Hando Sinisalu.
How much do you use AI in your daily work? What for?
I’ve experimented with ChatGPT-style tools – like a custom model trained on my work to emulate my style – but I haven’t found those super effective yet. Still, I use ChatGPT daily for research and writing. It’s gotten to the point where I don’t even need a storyboard artist – I can describe the desired shots in detail, and feed them to my faithful assistant. Honestly, it’s not about the cost, but the convenience.
In product photography, we’ve started sketching before shoots so AI-generated visuals can match reality. It’s only a matter of time before AI-human models reach parity – brands like Zara already use them. But right now, as an agency, we feel a moral obligation to continue working with real photographers, models, make-up artists, and everyone else… Plus, if work feels too perfect, audiences sense AI, so the next trend may be intentionally rougher, more human aesthetics.
As copywriters, this applies too. AI tends to use predictable grammar choices – like em dashes or certain structures (like you see in this sentence) – so clients now ask for “grittier” voices. In voice acting, we’re seeking more edge, more human imperfections. Agency roles are shifting: junior creative tasks are increasingly replaceable by AI. Our agency still places interns and juniors, but we teach them not to rely on AI for everything…
If junior creatives learn to work with AI, adding human insights, they’ll still be valuable. So instead of writing a LinkedIn post, tomorrow’s junior copywriter might write a script – using AI-assisted research but steering the creative vision.
Agency business: where is growth, especially in the Baltics?
As market leaders (we’re very busy right now), we don’t worry about broad market trends. We had one of our best quarters ever, not because the market is booming, but because we’re working at 300 percent to deliver 150 percent results. Of course, market factors like COVID or war play a role, and maybe we’d be world famous in better conditions, but we’re grounded and doing well.
What is the export potential of Baltic agencies? The biggest global companies from here – like Bolt or Printful, or Vinted – have built their in-house agencies.
I think when you have an in-house team that only – like let’s say it’s Bolt – they only see their own ads and maybe think about Uber’s ads. But they don’t know what’s happening in fashion or what’s happening in retail. I think the benefit of using an agency is that we know what’s happening everywhere… So we have broader and more interesting ideas.
Lately, we’ve been working with a lot of international clients. We’ve worked with DCW in Paris, who create luxury lamps like the one on Macron’s desk. We’ve worked with Rewaste – big industrial company in the Netherlands. And now we have clients from China. They’re all surprised by how quickly we can get things done, and how little we complain while getting things done.
In France, everything is a bit slower, very expensive, and maybe a little esoteric. We’re definitely a breath of fresh air, perhaps even a hurricane.
Why are you still in the McCann network, when your Estonian and Lithuanian partner agencies have already left?
Even though Estonia and Lithuania left McCann, we still work closely within our network. I’m liaison for creative across countries – we get feedback, lectures, even business opportuities. McCann’s PR from New York also helps promote campaigns if they see potential. We’ve also pitched for brands like Nespresso, Enterogermina, Durex and Nurofen in London thanks to the network.
What’s your process for generating creative ideas? What do you drink or smoke?
I’m 35 now, so I try to stay relatively healthy and away from anything found in a MadMen episode. For ideation, I still do the classic “write 20 ideas first”. I research like a library-obsessed academic – books, podcasts, lengthy papers – when needed. For Nurofen, for example, I read two entire books on women’s pain. I also have an MA in cinematography, so I watch obscure French films and random visual scenes tend to spark ideas.
Please recommend one book and one film
- Book: The Unbearable Lightness of Being by Milan Kundera – a must-read for Eastern Europeans.
- Film: Anything by Jean‑Luc Godard. In film school I used to say, “I don’t believe in God, but I believe in Godard”. His jump cuts (just cutting random parts)changed cinema forever. Dont believe me? I’ll write you a dissertation.
Sintija Popena about herself
I started in the advertising field and at the agency Magic almost eight years ago.
My first jury roles came last year: I won this internal Accelerator for Women in the McCann Network called “The Ambition Collective,” which led to a panel in Cannes. They then nominated me for Golden Drum, and this year I judged at AdWards and Baltic Best… So after years of having my own work judged, it’s rather nice to be on the other side.
I spent most of my childhood and teenage years abroad – America, Norway, the UK, Belgium, France – which definitely influences the clients I work with and the languages I write in. My English is stronger than my Latvian, so that’s the language I think, dream, and express myself in most naturally.”
BalticBest 2025
You can find rules HERE.
Submission deadline: 08.08.2025 -> extended until 12.08.2025 5 PM (Estonian time)
Shortlist published: 19.08.2025
Live judging and awards announced: 27.08.2025
