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Ramsey Naja: 'Crossing the line'

Ramsey Naja: ‘Crossing the line’

Of all the terms in the advertising lexicon, few are as denigrating as “below-the-line”. To work below the line, back when the expression was practically invented by Procter & Gamble accountants, was to operate in the shadowy zone that lay at the foothills of television, radio, outdoor and print. More than a metaphorical one in […]

Ramsey Naja: Dear Data, we need to rethink how we can work together

Ramsey Naja: Dear Data, we need to rethink how we can work together

Dear Data, I hope this finds you well. Mind you, I doubt that the word “hope” ranks high in your vocabulary, being all unpredictable and pretty damn unmeasurable as a result. In fact, I am sure you have already worked out your level of well-being for the next year and you hardly need my good […]

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 […]

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, […]

Dubai Lynx 2015: Jeddah duo crack YouTube 7-Day Brief for UN Women

Dubai Lynx 2015: Jeddah duo crack YouTube 7-Day Brief for UN Women

Young woman’s make up tutorial vlog on ‘How to cover facial bruises’ impresses jury.