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Initiative wins Arabian Automobiles media work for Infiniti and Renault

Initiative wins Arabian Automobiles media work for Infiniti and Renault

Initiative Mena has won the media planning and buying account for Arabian Autmobiles Company brands Infiniti and Renault. The distributor had called for a pitch for its media duties in October 2016, and Initiative pitched against five agencies. Campaign understands these included Initiative’s MCN sister agency Magna and Omnicom Media Group’s OMD. Arabian Automobiles Company […]

Sophia Kenvold says it’s time to rethink how we make content for social

Sophia Kenvold says it’s time to rethink how we make content for social

Sophia Kenvold is head of social at TBWA/Raad Social media is not a box to be ticked, a department to be manned or even a campaign to be launched. It’s about thinking differently about marketing, customer service and the entire company. Unfortunately many don’t see it that way, which is why the networks have become […]

The Year Ahead 2017: Creativity

The Year Ahead 2017: Creativity

Fouad Abdel Malak reimagines the 1967 Sidney Poitier classic Guess Who’s Coming to Dinner Plot Summary An art director and copywriter (who have won awards for unforgettable performances in years past) are now playing perplexed ‘parents’ in this landmark 2017 production about a troubled union of sorts. Joining our main cast at the creative table […]

Top 10 Movers and Shakers 2016

Top 10 Movers and Shakers 2016

1 January kicked off with a bang when Samir Ayoub suddenly resigned as CEO of Mindshare MENA after 17 years in the role. No explanation by him or the agency was given into his departure, but the agency had hit turbulence in 2015 with the arrival of Filip Jabbour as the first CEO of GroupM MENA […]

Top 10 MENA Films 2016

Top 10 MENA Films 2016

1 Nissan: Take no sides Nissan bucked the austerity trend for cost-efficient feature ads with its $800,000 cinematic epic for its flagship 4×4 Patrol. TBWA/Raad managed to squeeze in cities rising from the sand, desert warriors in animal skins, Ming the Merciless urban emperors and a wind-swept scorpion. Agency: TBWA/Raad Creatives: Walid Kanaan, Fouad Abdel […]

Big-budget cinematic Nissan Patrol ad pits city against desert

Big-budget cinematic Nissan Patrol ad pits city against desert

By Austyn Allison Nissan has launched its new television commercial for its flagship 4×4 Patrol. It is the first big ad TBWA/RAAD has done for the Japanese brand since 2014, and takes the form of a cinematic trailer. It cost in the region of $800,000 to produce, which executive creative director Fouad Abdel Malak said […]

DDB Dubai takes a bite of McDonald’s after three-way pitch

DDB Dubai takes a bite of McDonald’s after three-way pitch

By Eleanor Dickinson DDB Dubai has won the creative account for McDonald’s food trust business following a competitive three-way pitch. The Omnicom-owned agency will enter a contractual partnership with the fast food giant after working together on a project-by-project basis during the past year. The account will entail creating an engaging consumer platform for 2017 […]

Campaign graduates 2016: Yasmine Hamadallah

Campaign graduates 2016: Yasmine Hamadallah

Campaign asked interns and recent graduates about how they see their role in the industry changing in the next five years Yasmine Hamadallah Age: 18 Degree: Economics, politics and international studies, University of Warwick, UK Position: Strategic planner intern, TBWA\Raad The advertising industry is at a crossroads today more than ever. Advertising, marketing and PR, […]

Where are the female leaders?

Where are the female leaders?

How did the regional and international advertising industry react to Saatchi & Saatchi chairman Kevin Roberts’ strong words on gender diversity, asks Austyn Allison The ad industry around the world and in the Middle East has been reacting to the controversial remarks on gender diversity that led to the resignation of Saatchi & Saatchi’s executive chairman […]

TBWA names Reda Raad MENA CEO

TBWA names Reda Raad MENA CEO

Global president and CEO Troy Ruhanen identifies DAN, healthcare as thrust areas in region; Raad spells mandate to maintain UAE growth, expand in KSA, Qatar and Egypt.