As the curtains draw on 2024, I find myself reflecting on a year that has been both challenging and inspiring. In an age when our digital footprints deepen with every passing moment, the way we connect, communicate and create continues to evolve.
The numbers alone are staggering – on average, we now spend more than six hours a day online. In the UAE and Saudi Arabia, it’s over eight hours, and in Egypt, just shy of eight hours. Saudi Arabia, a booming digital powerhouse, is becoming a vibrant player in this dynamic ecosystem.
Yet amidst this overwhelming sea of content, the real question we must ask is: What truly makes people care?
Making brands matter in a distracted world
Disruption and provocation used to be the holy grail for marketers, but today, those tactics often fall flat. People crave authenticity, creativity and connection. They want content that resonates, whether it’s encouraging them to buy a product, explore a service or join a movement.
But here’s the catch: while marketers demand immediate results from their investments, the rush for instant gratification can jeopardise a brand’s long-term value. This is where our role becomes critical.
We’ve worked relentlessly to help brands strike the delicate balance between timeless brand building, timely activations to demonstrate how creativity is the most powerful tool we have to spark engagement and drive growth.
Take Saudi Arabia, for example: as one of the fastest-growing markets in the region, it has become a fertile ground for innovative campaigns that blend local insights with global aspirations. From crafting tailored social commerce experiences to embracing mobile-first strategies, this market embodies what’s possible when creativity meets action.
The art of customisation in an AI-driven era
This year, personalisation has taken centre stage. Whether it’s leveraging artificial intelligence (AI) to create hyper-targeted campaigns or working with micro-influencers to amplify genuine voices, the focus has been on making every interaction meaningful.
AI is no longer a tool of the future; it’s shaping the now. From audience profiling to performance measurement, it’s revolutionising how we understand and engage with people. Yet, as we integrate these technologies, we never lose sight of the human element – because at the heart of every innovation lies a desire to connect.
But AI isn’t the be all and end all – there’s always going to be a place for human creativity. One of my favourite examples this year came from our global network’s work with Spotify.
Instead of relying on AI, the team at FCB New York used data not just to inform, but to inspire, when they coded an entire music video in an Excel spreadsheet, turning rows and columns into a canvas for creativity.
The video was directly sent to media planners who saw millions of data points transform into a four-minute music video when they opened the document. Without AI, they found an innovative way to ‘hack’ the media buying experience and connect with their audience, which has seen incredible results.
Caring for a Never Finished Tomorrow
2024 also reminded us of our shared humanity and the urgent need to take action. From environmental crises to wars and social upheavals, the challenges have been immense. But in the face of adversity, we have seen time and time again that creativity can be a force for good.
We’ve seen incredible campaigns that go beyond commerce to make a difference. In Egypt, our efforts freed thousands of women trapped by poverty-induced debt.
In the UK, we helped the British public ‘Get Comfortable’ with their bodily functions and spark a national conversation about bowel health, and our ‘Destination Pride’ Canadian initiative sparked global conversations across 92 countries and 46 languages.
This is what I’m most proud of — the ability of our people, our network, and our industry to drive tangible change and results. To care, create and, most importantly, connect.
Looking Ahead
As we step into 2025, I’m filled with optimism. The future isn’t something that happens to us, it’s something that we build. With every campaign, every story, and every innovation, we’re shaping a healthier, more connected, and more sustainable world.
We live and prosper through the successes of our clients and the aspirations of our communities. From the UAE and Saudi Arabia to the farthest corners of the MENA region, we remain committed to unleashing creativity fueled by technology and data.
At FCB, we talk about being ‘Never Finished’, as we’re consistently on the hunt for the next breakthrough idea – because creative work is a continuous process, never truly finished but constantly evolving, especially in today’s fast-paced world. But this extends to the rest of the industry, as together we can use creativity as a catalyst for economic growth and social impact.
Here’s to another year of making a difference.
By Mazen Jawad, CEO, Horizon Holdings
