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.
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The needle has definitely moved, but a sense of equity and normalcy hasn’t quite settled in. Read what the leaders had to say:
Noor Shihab, Founder and Managing Director, Brodmann Iraq
How have diversity and inclusion evolved within the industry on a global scale?
Diversity and inclusion have made significant strides, akin to an ongoing awareness campaign that delivers increasingly impactful results each year. Whether driven by compliance or genuine commitment, the outcomes are becoming more sustainable.
The true challenge lies not just in offering opportunities, but in genuinely embracing diversity and inclusion within the workplace. This means understanding, supporting and valuing individuals’ unique backgrounds, enabling them to thrive without conforming.
True inclusion creates a culture where everyone feels welcomed and valued for their differences. In our industry, diversity isn’t just a vision; it’s a vital resource that fuels insights needed to cater to varied audiences with different messages.
What pivotal moments in your career have contributed to your success in advertising?
A pivotal realisation in my career has been that preconceived notions and societal beliefs about unequal opportunities often serve as excuses that hold people back. As a young woman in an emerging, unstable market, I initially believed these factors would limit my aspirations.
However, challenging these beliefs and committing to doing things the right way can overcome any obstacles. Embracing change and staying current with new technologies and trends is vital. By understanding and accepting that there is no final “this-is-it” moment, we can maintain a mindset of perpetual growth and flexibility, allowing us to surf the ever-changing dynamics of the industry.
What steps would you recommend to prevent “DE&I washing” within the industry?
To prevent “DE&I washing,” companies must move beyond mere support for diversity and inclusion and actively implement these values meaningfully.
First, it’s crucial to help people from diverse backgrounds understand their potential and determine if they have the skills and passion for this industry. At Brodmann, we’ve embraced this through our “She Could Too” internship program, which introduces recent female graduates to advertising and expands their knowledge and interest in the field.
Second, companies must be willing to accept and manage the differences that come with diverse backgrounds, for example recognising the hyperfixation skills of individuals with ADHD and understanding the trade-offs—valuing their exceptional focus on specific tasks while acknowledging that other tasks might not be performed conventionally.
Similarly, offering flexible working hours to mothers as long as their to-do list is met, demonstrates a commitment to true inclusivity. The challenge lies in not just hiring diverse talent, but also in creating an environment where these individuals feel valued and supported.
Companies must be ready to tailor roles and expectations to fit individual strengths and challenges, ensuring that diversity and inclusion are not just buzzwords but integral to the workplace culture. This means moving away from a one-size-fits-all approach and genuinely managing and nurturing each individual’s unique contributions.
What message of allyship would you share with your colleagues in the industry?
Allyship goes beyond mere support — it’s about daily actions that uplift and amplify marginalised voices. Listen actively, promote diversity within teams, and step in to support colleagues facing challenges or exclusion. Being an ally means learning how to advocate effectively and taking practical steps to address discrimination. Every small action counts, and together we can create a more inclusive and respectful industry where everyone feels valued and heard.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
One routine I deeply value, adopted early in my career, is the understanding that women generally have less time. As we grow and our commitments to family and life increase, this becomes even more pronounced. Therefore, it’s essential to maximise our time whenever we have it. This mindset has helped me stay focused and productive.
What does an ideal future look like for the advertising industry?
An ideal future in our industry places people at the forefront, valuing their mental well-being, creativity, and insights. The mental state of individuals fuels our work, and their learning experiences sharpen and enhance our services over time. With constant external changes and fast-paced industry dynamics, it is crucial to prioritise the stability and growth of our talent.
By retaining and nurturing experienced individuals, companies can leverage their collective knowledge to adapt and innovate effectively, rather than constantly adjusting to both internal and external changes. People are the core of our service, and their well-being and accumulated experiences drive our success in facing new challenges.
Can you share a particularly memorable campaign or project that you’ve worked on and its impact on the brand?
A particularly memorable campaign I worked on was for the Guigoz infant milk launch in Iraq. At the time, I was spending most of my days in the NICU, ensuring the survival of my premature first baby. Participating in the brainstorming sessions while navigating such a personal challenge underscored how our life experiences consistently respond to unwritten briefs, messages yet to be articulated.
My contribution to the campaign was not just a marketing message; it was a personal affirmation I yearned for as a new mother—reassurance amidst the daunting responsibility of nurturing a newborn. The proposed slogan, “Perfectly Complete” (كامل مكمل), encapsulated what mothers seek for their children: complete nutrition and support. This message resonated deeply, striking a chord with both the client and the audience, effectively establishing Guigoz as a trusted partner in the parenting journey.
What words of wisdom would you share with women new to the industry and/or the Middle East region? Do you think the advertising industry needs newer, more relatable mentors? Why?
Believe in your capabilities and don’t be afraid to take risks. The industry needs relatable mentors who provide guidance based on real, diverse experiences. These mentors can inspire and empower the next generation by sharing their journeys and offering practical advice, making the industry more inclusive and supportive of newcomers.
