Dubai & Beyond
COVER STORY
Ghassan Harfouche talks about the geo-political dynamics affecting the MENA region and what agencies need to do in order to remodel for the future.
Elie Khouri on why media agencies are best placed to assume brand leadership.
Maysoun Hanna about the evolving role of the strategic planner and the importance of collaborative diversity.
Dubai is not the next Silicon Valley. However, there is enough activity to help you build and launch a start-up. As an entrepreneur you don’t need much to start your business, (except maybe your willpower) but having a stable political environment, the backing of venture capitalists, engaged customers and access to technology will definitely make the uphill climb easier. If nothing works, pivot your idea.
Sasan Saeidi on driving success through culture, model and skill set changes.
Marketing FMCGs in MEA is a different proposition compared to Pakistan. Although manufacturers are always willing to bring insight based innovations to the region, the execution is more complex and demanding compared to Pakistan.
Shehzad Yunus, ECD, The Living Room, on creative expression.
Adil Sheikh is probably the only marketing professional that I have come across who actually wants to return to Pakistan in the future because not only does he want to “give back” but because working on FMCGs in Pakistan was “more exciting, more vibrant, more fun, and more experimental”, writes Marylou Andrew.
Steve Copestake talks about the growth of pay TV in the MENA region, the challenges posed by free to air TV and the recent launch of Netflix.
The Arab world has had some remarkable advertising work come out of the region in the last decade or so, competing at international standards and winning consistently at award shows globally.
Ramzy Haddad on the emerging creative talent and why agencies have to go back to their roots.
Anwar Al Amin talks about the differences in the production business in Dubai and Pakistan.
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