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Listen: that’s the sound of inevitability

Listen: that’s the sound of inevitability

Ramsey Naja is chief creative officer for JWT Middle East and Africa There’s a scene in The Matrix where Agent Smith, whilst holding Neo’s head in an armlock over train tracks, says: “Do you hear this, Mr Anderson?” (sound of an oncoming train) “This is the sound of inevitability.” Now I don’t know if inevitability […]

24-hour news channels are fuelling the decline of humanity

24-hour news channels are fuelling the decline of humanity

Ramsey Naja is chief creative officer at JWT MEA Many years ago, the notion of advertising and news being connected in any way would have been seen as an affront to journalistic traditions. Advertising was, at best, a vaguely irritating commercial interruption in the midst of an anticipated event – namely, the evening news bulletin, […]

The only safe haven from advertising: Mars

The only safe haven from advertising: Mars

Today advertising needs to rate on either entertainment or usefulness, says the author.

There’s value in the public announcement, if it doesn’t go like this…

There’s value in the public announcement, if it doesn’t go like this…

The author says that the invisible announcer is, for the duration of the message, a spokesperson for the brand. Layzangenmenwehavearrivindubailocaltimesevenclokntempeshurethirtysevdegrees is a sentence any seasoned flyer will recognise instantly. Yes, it is the blurb cabin attendants churn out when your plane lands, and which is often repeated in a similar fashion in a couple of […]

Did you hear the one about the cows and the orchestra?

Did you hear the one about the cows and the orchestra?

Ramsey Naja is chief creative officer at JWT MEA “Apparently, you can make cows produce better milk by playing classical music to them. This is the kind of info that’s invaluable to anyone who works in dairy advertising. Indeed, you can see the headline from here: “We love our cows and it shows!” “Milk that’s […]

La Difference is not such a bad way to go

La Difference is not such a bad way to go

Ramsey Naja is chief creative officer at JWT MEA “There is no doubt in my mind that the French are mad. Yes, mad. Every single escargot-eating, wine-swilling, baguette-waving, Citroen-driving last one of them, mad. For one thing, the French are rubbish at nearly everything that doesn’t involve cuisine, fashion and suicidal philosophy. Their politics are […]

Nothing is worse than taking advantage of tragedies

Nothing is worse than taking advantage of tragedies

Ramsey Naja is chief creative officer at JWT MEA  “There are numerous instances when doctors recommend that a patient be forced to throw up to save them from life-threatening situations. The trouble is, inducing vomit is a messy affair, involving sticking your fingers far enough down your throat and removing them fast enough to, well, […]

Time to prepare some humble pie for doom merchants

Time to prepare some humble pie for doom merchants

Ramsey Naja is chief creative officer at JWT MEA “I’ve always been somewhat weary of grand declarations forecasting imminent global, radical changes. For one thing, I hold a healthy mistrust of anything radical, contrary as it is to human nature and develoment and, anyway, fundamental change is not a substitute shirt. So when, exactly eight […]

All creatives have experienced how fragile a beautiful idea is

All creatives have experienced how fragile a beautiful idea is

Ramsey Naja is chief creative officer at JWT MEA “I used to be a biker. Not any biker, mind you, but a motorcyclist. Worse, I used to be an all-year-round, come rain or shine motorcyclist. As this was in England, it meant more rain than shine, but that’s besides the point. What I loved about […]

Nothing is tougher to deal with than an agency with strabismus

Nothing is tougher to deal with than an agency with strabismus

Ramsey Naja is CCO at JWT MEA “If I were to run a management training skills seminar one day – God forbid – I think my first reference would be Marty Feldman. This is not to suggest that I only see myself as training comedy outfits or, worse, funny companies. Marty Feldman may have been […]