Hug rolls out new research unit

Dubai-based hug digital has launched a new research unit in order to meet the increasing research needs of its clients. The new department will complement the agency’s existing creative, client servicing, media, social and content departments. The addition aims to meet the immediate research needs of clients such as Emaar Misr and Americana Group. “Data […]

Etihad releases trailer for VR film with Nicole Kidman

Etihad Airways has released a snippet of its 360-degree film starring Hollywood actress Nicole Kidman. The Abu Dhabi-based airline released the 60-second ‘Reimagine’ trailer featuring the Oscar-winning actress reciting a monologue aboard an Airbus A380. She says: “Once in Edinburgh I will connect with the Falcon in the lobby of the Opera House. The soprano […]

Serviceplan acquires Dubai independent Espresso

Serviceplan Middle East has acquired independent Dubai agency Espresso and launched a new media agency. The agency’s media arm Mediaplus has now re-launched itself as Mediaplus Espresso, which will be overseen by Espresso’s founder and managing director Azhar Siddiqui. As well as traditional media planning and buying, the new agency will offer expertise is platform […]

BBC’s Richard Pattinson: Why authenticity is simply not enough

Nobody would dispute the importance of authenticity to brands. It’s the foundation of everything they do – and sooner or later, their success diminishes without it. But despite being a marketing buzzword in recent years, authenticity is no longer enough; it’s not enough to persuade people to care about whatever it is you are being […]

Calligraphy: the Middle East’s beautiful heritage

Celebrated Iraqi calligrapher Wissam Shawkat talks art, typography and its (mis)use by Middle East advertisers with Eleanor Dickinson Basra in the mid-1980s was a city under siege, which for some meant there was a lot of time to kill. As bombs pounded the city at the height of the Iran-Iraq war, civilians fled their offices, […]

Ramsey Naja: ‘Electricity and fire aren’t created by silence’

“I don’t like quiet agencies. I really don’t. In my mind, a walk through silent corridors where the only noise is the rain-like tap-tap of fingers waltzing on keyboards and where the only drama is spilt coffee is my idea of Dante’s Inferno. A quiet agency, frankly, is a bad agency. It is the kind […]