Tatiana Bashmachnikova — Creative Project Manager and Producer with over 15 years of experience in the advertising industry.
She has worked at international agencies like Havas and McCann, took part in launching Arnold Moscow on the market, led departments, launched brands, and grew businesses from the ground up — including creating an in-house production department that exceeded its first-year revenue goals by 50%.
Today, she’s based in Kazakhstan, where she manages strategy, creative, and production at McCann Almaty. Tatiana and her team have delivered key projects for Tele2 Kazakhstan — including the first shift in the brand’s creative platform in seven years and the first large-scale collaboration in Central Asia with Marvel Studios, produced locally.
We talked to her about freedom, teamwork, and the fear of losing yourself in corporate life.
On Changing the Work Format
— Tatiana, what made you leave a senior agency role for freelance?
I felt that Havas and I had reached a mutual ceiling. I had grown there from account manager to account director and eventually headed the in-house studio. Our team brought in new clients and won international awards (White Square, Red Apple). But I wanted to try something of my own — to see what I could do without the backing of a major brand. It was a natural next step: I handed over the profitable department I had built from the ground up and set off on my own.
On Freelancing: Freedom, Risks, and Personal Growth
— What did you gain from freelancing?
I learned to take on more responsibility and risk. For the first time, I realized I could run full-cycle projects, build workflows independently, and attract and retain clients. In the first six months alone, thanks to clarity, structure, and a focus on quality, I increased the value of my projects six times. Most importantly, I started believing in myself. That led to emotional growth: courage, resilience, and self-trust.
— Was it difficult to return to agency life after freelancing?
Freelance wasn’t an escape — it was a way to test myself. I didn’t plan to start my own agency, but I wanted to broaden my horizons. When the offer from Kazakhstan came, it was a challenge, a new chapter, a chance for international experience. I knew I could always return to freelancing, but now with a different skill set.
On Relocation and Cultural Differences
— Was adapting to life in Kazakhstan difficult?
The environment is quite familiar, but there are nuances. In Russia, for example, we’d use informal language in agencies — here, hierarchy and politeness matter more. I spent a long time getting my new team used to more casual communication. In creative work, it’s also important to consider mentality — appropriateness of jokes, respect for elders and religion — all of that matters. Our local manager helps a lot — she’s our creative filter.
On Returning to Corporate Life
— People say freelancers don’t fit well into corporate structures. What’s your take?
That’s a stereotype. As a freelancer, you’re the manager, accountant, and creative all in one. You carry much more responsibility. If you fail, you don’t get the next job. So most freelancers are hyper-organized, disciplined people. But yes, teamwork skills sometimes need to be relearned.
— What should freelancers consider if they want to return to full-time work?
Clarity of purpose — why are you going back? It should be a conscious decision.
Readiness for teamwork — you’ll have to depend on others and learn to adapt.
Acceptance of structure — schedules, processes, hierarchy. As a freelancer, you’re your own boss; in an agency, you’re part of a system.
How Freelance Experience Helped in a New Role
— How did freelance change your approach to agency work?
I became more confident and independent. I stopped being afraid of ambition. I learned how to build a strong professional presence. Freelancing taught me to treat every project like my own. It shaped a new working style — a mix of flexibility and structure.
On Recognition and Growth
— Your team regularly wins awards. What does that mean to you personally?
We received Silver Mercury and E+ Awards Central Asia for our marketing projects related to the Tele2 Kazakhstan brand relaunch and the launch of the 5G network in Kazakhstan. It’s a sign that we’re moving in the right direction. I was also invited to be part of the jury at six festivals, including The PHNX Awards by AdForum, Silver Mercury, and the E+ Awards. It’s a unique experience — you get to see how other professionals think and gain a better understanding of how to strengthen award submissions.
— What advice would you give to freelancers who want to grow?
Don’t be afraid to join juries, submit your work to festivals, and step outside your comfort zone. Impostor syndrome is a common companion, but it shouldn’t be a roadblock.
The Key: Balance, Not a Battle
— What’s the main lesson you’ve learned over the years?
For me, it’s not about choosing between freedom and structure — it’s about finding balance. Freelance gave me flexibility and autonomy; agency life brings structure and team synergy. I’ve learned how to turn chaos into an inspiring yet manageable process.
A piece of advice for those still searching:
Don’t be afraid to experiment. Different work formats are an opportunity to discover new sides of yourself.
Source: From Freelance to Agency: How to Keep Your Freedom and Learn to Work
in a Team
