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 connected to something I would like to call “the imperative of eliminating unpredictability”. Now this may be a sound business premise and one that makes for happy weekends for the corporate elite, but it does fly in the face of what is, after all, a creative business.
A recent study concluded that creativity and insanity are basically cousins twice removed, or thereabouts, which poured even more fuel into the already
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You, Naja, are thinking about pulling back from the industry. I can sense it. Quitting, in my humble opinion, is in the very nature of the children of the unpredictable realm. I was not surprised when a fairly big name in the industry, when he quit, didn’t carry over to his next life but enough wit to name his new restaurant “Shawermakji”. Perhaps, Raja, you can chose “Harbaji” for an immigration agency in Beirut, as the totally-predictable future of our area needs no guessing. Kidding.