In the Middle East advertising landscape, the portrayal and participation of men and women are not just reflections of cultural norms, they have become catalysts for change. Just as the saying goes, “Culture is to humans as water is to fish”, we often swim in strong currents of societal norms without realising their pull. It’s only when someone spots a shark in the water that we start to identify the implicit bias or stereotypes that have gone unattended.
Today, the diversity, equity, and inclusion (DE&I) narrative has created many such eye-opening conversations within the industry. In the coming days, we welcome you to delve into the insights of industry leaders, who call a spade a spade. They have come to a consensus that while significant strides have been made, there’s still a long way to go. The industry faces the challenge of not just acknowledging the gaps but actively addressing them. The hope is to herald a future where DE&I is so ingrained in our culture that the changes we request today are foregone conclusions.
The needle has definitely moved, but a sense of equity and normalcy hasn’t quite settled in. Read what the leaders had to say:
Aakriti Goel, Head of Strategy, Leo Burnett ME
How has diversity and inclusion improved on the ground within the industry?
I definitely see more female leaders across the industry today, and that is great. However true DEI goes beyond just balancing the numbers. It’s achieved by creating a sense of empowerment—for everyone. It’s about cultivating an environment where every voice, regardless of race, gender or age, feels empowered to express opinions fearlessly, to recognise and demand their worth, to say no without repercussions, and to challenge the status quo.
What steps would you advise to prevent “DE&I washing” within the industry?
We must prioritise substance over superficiality – initiatives should stem from genuine commitment rather than obligation. Representation alone, if mishandled, can cause more damage than do good — placing unprepared, underrepresented talent in the spotlight can unintentionally reinforce stereotypes and create flawed role models.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
It’s easy to feel an undercurrent of pressure to conform or to silence parts of yourself when you fear criticism or judgement. So as a leader, it’s my mission to create an environment where everyone, including myself, can express themselves authentically. An environment not riddled with criticism and led by fear, but one where diversity of thought and individuality are celebrated.
Here’s how I build this inclusive environment and the mindset I foster at work:
- Question the soil before questioning the seed: Before blaming an individual’s capabilities or efforts, I always consider whether the right support, environment, and processes were in place to enable that person to thrive. This principle helps us foster empathy, deliver tough feedback constructively, and better understand and solve for the root challenges.
- Embrace failures as learning opportunities: I’ve made it a point to get comfortable with setbacks – treating them as invaluable learning opportunities. It also allows space for trial and error.
- Embrace adaptability without conformity: While we strive to be adaptable, we never let that pressure force us to shrink ourselves to fit into a room or compromise on our core values.
What were some pivotal points in your career that contributed to your success within advertising?
The first pivotal point in my life that contributed to my success in advertising was me leaving home at the age of 16 to go study in Singapore on a fully funded scholarship (#humblebrag). It cultivated my resilience, empathy, and adaptability; three qualities that are foundational to finding success (and joy) in advertising.
The second was, at a rather early stage of my career, being made responsible to start a practice – social media. It entailed building capabilities, winning business, maintaining clients, ideating, managing teams, and even media buying. Looking back, that role acted as a mini ad-land MBA.
The third is choosing to join Publicis Groupe (no, this article was not vetted by my boss). There is nothing as energising as being in an environment where talented people come together to achieve audacious goals.
Can you share a particularly memorable campaign or project that you’ve worked on and its impact on the brand?
Two months into joining Publicis Groupe, I was handed the reins to strategically lead a really big pitch—a client that had been with the incumbent for over a decade. This daunting responsibility was definitely a memorable one. We poured our hearts and minds into it, and our efforts paid off when we won the pitch. The real standout moment? During our induction meeting, the client specifically called out our strategic work as a key factor in their decision-making process. It was a powerful reminder of the impact we can make when we are able to bring our best selves to the table.
What allyship message would you share with your colleagues in the industry?
Be the leader who harnesses the diversity and expertise of everyone in the room to unearth the best solutions. Cultivate a culture where collaboration and collective success are not just encouraged but celebrated. Build opportunities for all, ensuring there’s a safety net for those inevitable tough times. True allyship is about lifting each other up and making sure no one stands alone in the face of challenges.
If there’s one barrier you would break down, what would it be and why?
If there’s one barrier I would break down, it’s the silos that exist among agencies in our region. We must unite and work together to tackle the industry-wide challenges that plague us.
What words of wisdom would you share with women new to the industry and/or the region?
Be coachable. Be passionate. And find mentors from within and outside your organisation – they will help you see your spark and help it shine brightly.
Invest time and energy in your personal development. You are responsible for your growth. Always prioritise your mental and physical health, as it significantly impacts your career growth and work performance.
Remember, not everyone will like you, and that’s perfectly fine—you’re here because you deserve to be.
Finally, get comfortable with trade-offs; they’re inevitable.
