All Entries Tagged With: "JWT"
We want real things, not simulated ones
Ramsey Naja is chief creative officer, JWT MENA “Is this for real?” is one of those questions that have such a quintessential humanity about them they should be listed as a UN World Heritage site and protected by multinational troops. This is because, as humans, we have this unique ability to transform the imaginary into [...]
Going solo is the sweetest sorrow
Ramsey Naja is chief creative officer, JWT MENA “I love the word ‘boutique’. It’s one of those terms that demonstrate the French language’s ability, just like its Italian counterpart’s, to make something as basic as staple food sound like it has come off a delicatessen counter. Just like a pizza quattroformaggi is, well, a four-cheese [...]
It takes all sorts to make an ad world
Ramsey Naja is chief creative officer, JWT MENA “One of the toughest challenges that face agency leaders in corporate cultures is the one that consists of marrying two diametrical opposites: the discipline required by a dominating body such as a multinational, and the rebellious imperative that drives creative minds. “It is the art of managing [...]
As plain as the nose on my face
Ramsey Naja is chief creative officer, JWT MENA “You have to love the ad industry’s amazing propensity to talk about the obvious. Indeed, it does so to the point where it practically turns it into a social media phenomenon and a key feature of the lecture circuit. One dazzling example of that – a winner [...]
Less of the stupid and less of the pretension
By Ramsey Naja, chief creative officer, JWT MENA “Stupid; and pretentious to boot”. As a means to sum up a person, this Lebanese phrase is one of the most insightful you can find. It’s the kind of thing that military personnel should wear as a badge, along with anything connected with pomp and circumstance. But [...]
