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Left out in the cold by Grand Theft Auto V

Left out in the cold by Grand Theft Auto V

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 […]

Move over Free, New Free is here

Move over Free, New Free is here

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 […]

Loving a barbarian who turns cuddly

Loving a barbarian who turns cuddly

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 […]

The general’s last planning stand...

The general’s last planning stand…

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 – […]

Are we creative or just insane?

Are we creative or just insane?

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 […]

Calm down, dear, it’s only a bad ad

Calm down, dear, it’s only a bad ad

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, […]

The Best Niagara never went away

The Best Niagara never went away

Ramsey Naja is chief creative officer at JWT MEA “One of the images I remember from my childhood is that of a cast iron, ceiling-high toilet flush with an embossed slogan that read “The Best Niagara”. Now, this was not a flushing system as much as a mini-tsunami on a chain, a contraption designed to […]

Time for adland to take a pitstop

Time for adland to take a pitstop

Ramsey Naja is chief creative officer, JWT MEA Ah, summertime. A word so evocative it cannot but conjure up wonderfully stereotypical, HD-quality pictures of sandy beaches and pantone-perfect blue seas, mermaid-like beauties and sand-kicking Herculeses, pristine boutique hotel rooms and infinity pools… and frighteningly deserted ad agency desks with phones endlessly ringing in the background. […]

Let’s all make it up as we go along...

Let’s all make it up as we go along…

Ramsey Naja is chief creative officer, JWT MEA “There’s a great expression in Arabic, which, as many would argue, sums up our approach to life in the region. Literally translated, it says: “I hope I get him in the eye.” Which makes it not just the equivalent of a shot in the dark, but outlines […]

CSR is a front for awards ambition

CSR is a front for awards ambition

Ramsey Naja is chief creative officer, JWT MEA “I wonder sometimes whether we, as advertising agencies, take ourselves too seriously. This is not some angst-ridden, finger-chewing phase I’m going through. It is simply the fact that, in touch as we are with a large body of people that we can influence, we sometimes feel we […]