Today advertising needs to rate on either entertainment or usefulness, says the author.
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 […]
The point of purchase is where judgement day awaits, says the author. As you emerged from the holiday season, brushed off the bits of turkey hanging on your clothes and tried to figure out what to remove from that stupidly optimistic new year resolutions list, there is one thing that should have hit you in the […]
The cut-off for submitting entries is noon (UAE) on 21 January.
Ramsey Naja is CCO at JWT MEA “For many people around the world – well, for the population equivalent of a medium-sized country, as it turns out – 17 September 2013 was a red-letter day. Why? Well, this last Tuesday marked the global launch of something called Grand Theft Auto 5, or GTA V for […]
Ramsey Naja is chief creative officer at JWT MEA “It is said that, in advertising, there is no more powerful word than ‘free’. Well, I am no longer so sure about that. ‘Free’ is one of those words that have been so worn it should never be written in a serif font. Indeed, being a […]
Ramsey Naja is chief creative officer at JWT MEA “I think that media can often be the modern day equivalent of Attila the Hun. In this shape, indeed, at its worst, media looks at everything as a territory to conquer and pillage rather than a canvas, and seeks to exploit it as such to the […]
Ramsey Naja is chief creative officer at JWT MEA “I have a love-hate relationship with planners. That is to say I love a few of them and hate all the others. You may argue that this is normal, coming from a creative person, and that it arguably works both ways. To hell with that – […]
Ramsey Naja is chief creative officer, JWT MEA It pains me to say it, but I often get the feeling that this business of ours is losing its magic. In fact, it is not just a feeling but a sad realisation. There is a host of reasons to support this, but the most important is […]
Ramsey Naja is chief creative officer, JWT MEA “I’ve seen bad ads in my life – God knows I’ve made a few myself – but the one I watched recently was in a league of its own. In fact, it sits on top of the intergalactic premier league of poor advertising. And it wasn’t bad, […]