Zeena Kurd, Regional Director – Social Comms, Boopin.“Woman up!” That’s what my then-colleague, now-dear-friend, Ali told me when I nervously asked if I was really cut out for one of the biggest pitches of my career. It wasn’t the typical encouragement I was used to hearing. But it stuck. Because in just two words, it flipped a tired phrase on its head and challenged the unspoken doubt so many women in advertising, myself included, have carried for far too long. The Middle East’s advertising scene has come a long way. Nowhere is that more obvious than in the UAE.
Step into almost any top agency here today, and you’ll see brilliant women everywhere: strategists, creatives, account directors, media masterminds – not just making the work, but truly leading the charge. Here, women aren’t just showing up; they’re at the forefront – crushing pitches, building incredible client relationships and, rightfully, claiming their seats in boardrooms and on award stages. It’s a market where talent and hard work are increasingly getting the recognition they deserve, and where women are finally getting their fair share.
Here’s the thing, though: While the UAE is setting an amazing example, the picture isn’t quite as rosy across the entire region. In other markets, being visible doesn’t always mean you have real influence. We still face the challenge of representation without genuine recognition. Women might be present, but their voices aren’t always heard. They’re included, yes, but not always truly empowered.
So how do we make sure this incredible progress we’re seeing isn’t just a fleeting moment, but something that’s sustained, expanded and woven into the fabric of our industry’s culture and community? Diversity, equity and inclusion (DEI) isn’t just a nice-to-have anymore; it’s absolutely crucial. For many women navigating the advertising landscape in MENA, DEI still feels more like a catchy headline than a lived reality. We see the same pattern: we’re celebrated on International Women’s Day, given a spotlight on a few seasonal panels, and featured in content calendars … only for everything to snap back to business as usual the very next day.
What we’re desperately missing is consistency. A genuine commitment and structures that move beyond symbolism.
Even in the most forward-thinking markets, we have to ask ourselves some reality-striking questions: Are our hiring practices truly open and inclusive? Are we actively cultivating diverse leadership or just shuffling the same familiar faces into different roles? Are we really listening to the incredibly diverse voices of women within our industry?
Diversity isn’t just about gender. We need to keep in mind the background story, the language, the unique journey of motherhood, neurodiversity and individual identities. True inclusion means intentionally creating space for the voices we don’t often hear, for the lived experiences that don’t always make it onto a creative brief.
Of confidence and ladders
One of the most frustrating and persistent myths in our industry is this idea that women need to ‘build more confidence’ to climb the ladder – as if the entire solution rests solely within us, rather than in the environment around us.
Let me be absolutely clear: if there are confidence gaps, it is not because we are women. This is a character trait seen in all humankind collectively.
In surroundings where being assertive is labeled as ‘aggressive’; where taking a career break, especially for family, is penalised; and parenting somehow becomes a professional liability, we need to stop telling women to speak louder and start actively making the room quieter, fairer and more attuned to genuine equity.
I truly believe we desperately need more women who are committed to pulling others forward, not just upward.
This means active sponsorship, intentionally sharing our seats at the table, and opening doors that were once firmly closed to us.
Policies that reflect real life: Flexibility
Comprehensive parental leave, mental health support and fair evaluation systems shouldn’t be a luxury; they should be the standard. Work-life integration isn’t just a ‘woman’s issue’; it’s a critical organisational priority that benefits everyone.
Simply copy-pasting global frameworks won’t cut it here. The Middle East needs its own unique DEI playbook – one that is deeply rooted in our diverse cultural awareness, acknowledges our realities and directly addresses the specific challenges women face across different Arab societies.
Advertising, at its core, is a powerful cultural mirror – and an even more powerful cultural maker. We don’t just tell stories; we actively shape perception. We define what people aspire to. If we genuinely want a more inclusive industry, it all starts with who is actually crafting that narrative.
The incredible progress we’ve witnessed in the UAE isn’t just a success story; it’s a powerful testament to what’s truly possible when talent is recognised, platforms are genuinely shared, and women are truly empowered.
Now, it’s not just about celebrating this local success; it’s about taking that momentum and scaling it regionally, making inclusion the undeniable industry norm, because here’s the truth: inclusive teams don’t just feel better, they create better.
They build bolder, more insightful and far more relevant campaigns. They connect with audiences in ways that homogeneous teams simply never can.
To the women coming up
If you’ve ever wondered whether you belong here, stop. You do.
You don’t need to mould yourself into someone else’s idea of leadership. You don’t need to ‘man up’ or water yourself down.
You are the voice this industry needs. And you’re not alone.
So the next time you find yourself doubting your worth, remember the words that got me through:
“Woman up!”
Not as pressure, but as power. This is a reminder that you’ve earned your place. And that the future of advertising isn’t male or female. It’s inclusive. It’s intersectional. It’s waiting for you to lead it.
By Zeena Kurd, Regional Director – Social Comms, Boopin
