by Rani Amayri, Arabic creative lead, Impact BBDO
Part 1: The Myth of ‘White Arabic’
“What’s the intended dialect?” is probably the first question asked by Arabic copywriters when they get new briefs. The answer to this question is mostly vague and unclear. Most teams will take the easy way out and chose ‘White Arabic’, a term that has become the equivalent of the standardisation of the Arabic language that most Arabic speakers can understand.
It’s here! Marcomms360 – Predictions 2023 is Campaign Middle East’s flagship annual event and a must-attend for anyone who wants to be prepared for the year ahead. The full-morning conference takes place on December 8 in Dub
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