Ramsey Naja is chief creative officer, JWT MENA
“I love the word ‘boutique’. It’s one of those terms that demonstrate the French language’s ability, just like its Italian counterpart’s, to make something as basic as staple food sound like it has come off a delicatessen counter.
Just like a pizza quattroformaggi is, well, a four-cheese pie, a boutique is… a shop. But attach it to a hotel and suddenly it’s the Ritz in miniature. Bring it to advertising and we’re somehow talking of an achingly gorgeous minimalist open-plan office with impossibly beautiful people doing the kind of communication we only dream about, free as it is from corporate constraints and client interfere
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Eye-opening. Great!
That’s it. Everyday I have to look at some ugly guys here so I will call ourselves a boutique research agency!