Creative Pioneers: Zia Zareem-Slade on collaboration and the creative process

In this series, Jim Sutherland, Caroline Pay, Michael Johnson, Zia Zareem-Slade and Sir John Hegarty explain how they approach the tricky task of coming up with an idea. Here, Zia Zareem-Slade explains how she gets the best out of the designers and creatives who work with her at Fortnum & Mason

CR’s first online training programme, Mastering Creativity, will help unlock your creative potential, whether you are a professional creative, designer or commissioner of creative work. Additional expert insight for the course is provided by our five Creative Pioneers – Sir John Hegarty, Caroline Pay, Jim Sutherland, Zia Zareem-Slade and Michael Johnson. Video interviews with each of them are available as part of the course material but in this series of articles we are giving you a taste of that content.

Here, we interview Zia Zareem-Slade, Customer Experience Director at Fortnum & Mason, about how she works with her creative partners.