On the latest episode of Campaign Middle East’s On The Record podcast, Bassel El-Sawy, Regional Chief Operating Officer of independent advertising agency Kijamii, and Zeyad Salem, Executive Creative Director, Kijamii discuss intention, context, outcomes, courage, originality, relevance and delve into the ‘why’ behind advertising and marketing.
El-Sawy and Salem also share an open and transparent take on agency-client relationships while leaning into the benefits of being an leading independent agency – one that is agile, flexible, able to pivot quickly and doesn’t need to ‘appropriate’ culture because its people are deeply rooted and an intrinsic part of local culture across Saudi Arabia, the UAE and Egypt.
Sharing a message for the industry, El-Sawy says, “In the coming era, success will not be defined by those who are faster or bigger. Success will come to those who are braver – such as those who are able to say ‘no’ and advise clients – those who more original and more relevant.”
Salem adds, “I always go back to the client with two things – intention and context. I always ask the client, ‘Why do we want to do this? Why do we want to do it this specific way?’ This intent and context must then be reflected in our teams. Once the campaign is done, I love qualitative reporting – for instance, what are people actually saying about the campaign or the brand? The way we work with the client is not one-off; we are committed to a long-term relationship that benefits the brand in the long run.”
The conversation also explores the current market dynamics of mergers, acquisitions, and rapid consolidations that are reshaping the industry, creating an environment where adaptability is not just an advantage, but a necessity. El-Sawy provides insight into the unique position of independent agencies, emphasising their agility and regional understanding.
“Independent does not mean smaller. It’s actually smarter,” El-Sawy explains. He highlights the agency’s approach of having a “borderless approach” where they share resources and select the best talent across their regional offices in Riyadh, Dubai and Cairo.
“This regional excellence is more than just a business strategy; it’s a deep commitment to understanding local cultures,” Zeyad Salem elaborates, stressing the importance of being a “fan of the culture” rather than simply applying generic global strategies.
As the conversation shifts to technology, particularly artificial intelligence, the leaders offer a nuanced perspective. Rather than going all in on AI or dismissing AI, they advocate for a thoughtful, intentional use.
Salem articulates this beautifully: “We’re not looking to automate what we do. We’re looking to amplify what we do.” El-Sawy draws a parallel with past technological shifts, comparing AI to Photoshop – a tool that enhances creativity but cannot replace human insight.
The key, they argue, is feeding AI with culturally relevant insights. Salem also points out that most AI-generated content comes from a Western perspective, which doesn’t capture the rich diversity of the Middle Eastern context.
A recurring theme is the celebration of regional authenticity. El-Sawy passionately calls for creating a unique Middle Eastern creative playbook, rather than merely imitating global trends. “Let’s stop imitating global best practice,” he urges. “The Middle East has a very rich culture.”
For more insights, watch the YouTube video of the full podcast.
