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Effectiveness versus efficiency - finding the right balance

Effectiveness versus efficiency – finding the right balance

Nadim Khoury of  Grey Group: ‘We need to improve our understanding about the intrinsic inability of companies to pursue efficiency and effectiveness simultaneously’ As costs escalate and companies expand further across borders, it is crucial to optimise expenditure among different agency offices without forsaking production capacity. As advertising agencies fall into this cluster of companies […]

'Awards are not the purpose of advertising'

‘Awards are not the purpose of advertising’

What advertising creates isn’t worthy of award, but is highly worthy of reward, says Penso’s  Con Frantzeskos I worked in the music industry for many years, with many globally renowned artists, songwriters, composers, producers and musicians, from Max Martin to Mutt Lange to David Hirschfelder. These creative titans always only ever had one measure of […]

Instagram stars and advertising: how long can one live a lie?

Instagram stars and advertising: how long can one live a lie?

Are brands and bloggers are losing their claims to authenticity? What links a bank, a smartphone and paint with avocado on toast? The answer is absolutely nothing whatsoever. However, it is this bizarre array of objects that appear to have – very unsubtly – made their way onto the Instagram account of one of Dubai’s most […]

A mobile-first world? It’s all about Artificial Intelligence now

A mobile-first world? It’s all about Artificial Intelligence now

By turning their attention to bots, the tech giants are already making science fiction a reality, writes Mel Exon, outgoing managing director, Bartle Bogle Hegarty; founder, BBH Labs AI is the new mobile’ is a phrase we might as well start getting used to hearing. I know, I know. It’s infuriating that, just as the […]

‘We live in a region where human rights are often at stake’

‘We live in a region where human rights are often at stake’

Leo Burnett Beirut’s ‘Legally Bride’ won a Glass Lion at Cannes. Jo Chemali explains why more agencies should be involved in the fight for social change and the battle against archaic practices. Kafa, a Lebanese NGO that fights for women, children and familial rights in Lebanon, approached us last November to create a campaign against […]

'There are few female creatives because men approve, buy and judge the work'

‘There are few female creatives because men approve, buy and judge the work’

By Rosie Arnold  While the discussion and debate rage on about the lack of gender balance in the working world, our industry is starting to reflect the equal, positive impact that women can make in all but one key area: creative. There’s still a famine of females in top positions – in fact, in most […]

A Cannes Lions to remember?

A Cannes Lions to remember?

The region walked away from Cannes Lions International Festival of Creativity with 26 Lions, but can the haul be classified as a success? It was an eventful week in Cannes for agencies across the Middle East and North Africa, but sometimes it’s hard to live up to the success of previous years. No titanium awards, no […]

Who is the next generation consumer?

Who is the next generation consumer?

Advances in technology, the Internet of Things, and a belief in accelerating change – where the rate of technological advancement increases exponentially as time passes – mean the next generation consumer will be quicker, smarter and more connected than previously thought imaginable. In order for brands to reach tomorrow’s consumers, they will need to be […]

Choueiri Group's Youmna Borghol: Your guide to DMS Audiences

Choueiri Group’s Youmna Borghol: Your guide to DMS Audiences

  Audiences are human beings who crave meaningful connections in all aspects of their lives, including brands. For brands to form lasting connections, they need to connect with consumers in a way that creates resonance and demonstrates empathy. For this to happen, they have to first listen to the signals, understand their consumer and then […]

Wake up to the power of female Muslim consumers

Wake up to the power of female Muslim consumers

Brands and agencies lack basic knowledge about a growing young Muslim consumer  market that will be worth billions by the end of the decade, Shelina Janmohamed writes Did you hear the one about the Muslim woman in the United Kingdom who was asked to bake the cake for the Queen’s 90th birthday celebration? To the […]