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Ramsey Naja: The fast and the furious

Ramsey Naja: The fast and the furious

Ramsey Naja is CCO at JWT MENA Formula 1 aficionados love to compare drivers and their styles, and never was the difference more pronounced than in the case of two Ferrari drivers, Michael Schumacher and his successor, Kimi Raikonnen. Schumacher was the perfect team man: he would speak on behalf of the team, hardly ever […]

Ramsey Naja: Back to school. Again

Ramsey Naja: Back to school. Again

Ramsey Naja is CCO at JWT MENA Now that the back-to-school campaigns are done, dusted, and consigned to that folder labelled “recycle for next year”, I hope that everyone responsible for those cruel abominations will reflect on the damage they have done and repent in the most meaningful way their faith provides. For an industry that […]

Ramsey Naja: Any spare change? It’s time  to rethink our modus operandi

Ramsey Naja: Any spare change? It’s time to rethink our modus operandi

Ramsey Naja is CCO at JWT MENA It is odd  to find, that, in these rapidly changing times, the way the majority of agencies operate has actually changed very little. Yes, I know, I know, digital has changed this, that and the other but, intrinsically, the actual modus operandi remains as stubbornly stuck in its ways […]

Ramsey Naja: Sometimes inspiration strikes. Today it’s gone on strike

Ramsey Naja: Sometimes inspiration strikes. Today it’s gone on strike

Ramsey Naja is CCO at JWT MEA I am feeling uninspired today, which is not the state you want to be in when the deadline for your column is looming and your editor is developing a fascinating skin condition commonly associated with anxiety. But hey, in the creative sphere, the lack of inspiration is a […]

Ramsey Naja: Cross fertilisation is essential to prevent ugly agency inbreeding

Ramsey Naja: Cross fertilisation is essential to prevent ugly agency inbreeding

Ramsey Naja is CCO at JWT MEA Lets talk about sex today. After all, that’s what creation is all about, right? In fact, I recall one creative outfit calling itself Boymeetsgirl – it’s true, I swear – so I’m not inventing anything new (regardless of the fact that the agency actually went bust soon after […]

The power of Pokémon

The power of Pokémon

The world’s consumers are chasing imaginary monsters with their mobile phones and marketers have yet to work out how to leverage the latest craze, writes Ema Linklater Be honest. How many of you have thought about spending your weekend searching for Pokémon over the last month? Loathe it or love it, the Pokémon Go app, […]

Make a video go viral? Make it relevant first

Make a video go viral? Make it relevant first

What sounds like a simple request is all but impossible unless you ask some tough questions and stick to a strict relevance strategy, writes Jamal al-Mawed A brand once handed me a short product video and said: “We need you to make this go viral on social media.” That sentence is a fantastic one-liner when […]

Ramsey Naja: ' Bandwagons and circus clowns'

Ramsey Naja: ‘ Bandwagons and circus clowns’

Jumping on a given bandwagon is, as we all know, advertising’s national sport. A few years ago, one of those wagons was augmented reality – AR for the initiated. More recently, and particularly after this year’s Cannes festival, it is the virtual variant of that reality that is on everyone’s tongue. Now the origin of […]

Pokemon Go and the Middle East: how brands and consumers reacted

Pokemon Go and the Middle East: how brands and consumers reacted

How the region is catching up with the global Pokemon craze, by Alex Malouf, vice-chair of the Middle East Public Relation Association I wanted to write on something fairly light and fun in light of recent events in the Middle East and in Europe. So, today I wanted to shine a light on Pokemon Go, […]

Rocking the #UAE PR boat

Rocking the #UAE PR boat

The status quo is no longer an option for a public relations industry missing real research and sufficient regulation and hindered by a yes-man culture, writes Sarah Mohamed  I am still relatively new to PR but it didn’t take me very long to become concerned with the way the industry operates. It surprises me that […]