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:
Rasha Rteil, Managing Director, Hearts & Science UAE
How has diversity and inclusion improved on the ground within the industry?
I’ve witnessed a dazzling shift towards diversity and inclusion. Once a boys’ club, the industry now basks in the brilliance of diverse perspectives. Companies are rolling out the red carpet with D&I programs, flexible hours, parental leave, and mentorships.
Media content flaunts women in empowering roles, smashing old stereotypes and inviting more women into the spotlight. Bold legal reforms and visionary national plans in the UAE and Saudi Arabia have turbocharged this progress. While the journey isn’t over, the industry’s transformation into an inclusive, vibrant powerhouse is electric.
What steps would you advise to prevent “DE&I washing” within the industry?
It’s about making real, lasting change, not just ticking boxes.
At Hearts & Science, we ensure women can shine brightly, not just because our leader at OMG is a woman, but because it’s embedded in our culture and our clients’ DNA. We thrive on making sense of DE&I, but we’re also realistic: finding the best talent comes first, prioritising attitude over aptitude. Nationality and gender are factors that guide our decisions.
I strive to listen to diverse voices in my team and among my partners and colleagues. I ensure authentic representation at all levels, sharing real stories and perspectives.
What would an ideal world in the coming years look like?
Today, I choose to surround myself with exceptionally smart and brave people, both at work and in my social life. It’s not about hierarchy; it’s a way of life. Our team is bold and inspiring, constantly challenging me and pushing boundaries. This culture drives us to excel and grow.
I joined OMG because our values align. To me, diversity isn’t just about gender, ethnicity, or religion, but also values and work culture. Achieving this level of diversity is a challenge for many companies, but it’s ideal for me.
What were some pivotal points in your career that contributed to your success within advertising?
We’re in the business of people and relationships, and often it’s who you choose to work with that leads to your next big thing—it’s all about choices, and you control that.
At 24, I moved to New York and joined VML as part of my Y&R role in Lebanon. Young, energetic, and eager to learn, I was determined to shadow the best at VML, embrace my mistakes, and learn. Three months in, I decided to shift my focus to digital advertising and had to either build at Y&R or move to another company.
I chose to join a digital startup in Beirut, working with people who believed in the future of media. It was about choices and the people you work with. Reflecting on that time, I realise the bravery in being young, vulnerable to mistakes, and surrounding myself with global talent.
After 15 years on the agency side, I transitioned to a financial and banking corporate role. This shift not only meant changing industries but also testing my authenticity amid different values and corporate dynamics. I learned a few things about myself which today are uncompromisable.
- My expertise, combined with my uncompromising ethos and values, can deliver value to any organisation.
- I have a value system, and I will not compromise it. This is being authentic.
- “Be yourself” is the worst advice anyone can give you. Context matters, growth is key, and social. harmony requires finesse. Adapt, improve, and read the room—your career isn’t a one-size-fits-all situation.
What allyship message would you share with your colleagues in the industry?
In our fast-paced, high-stakes agency and media industry, it’s easy to fall into the trap of burnout and cutthroat competition. Let’s prioritise the well-being of our people, foster open communication, and share knowledge and flaws.
Consistent mentorship can protect our people’s authenticity, which in turn safeguards mental health and protects our team’s identity. One of my core beliefs is ‘shifting mistakes to missed takes’. I know there is more room for this, across agencies and client partners.
What words of wisdom would you share with women new to the industry and/or the Middle East region?
Authenticity can slowly diminish when a fresh young woman joins the workforce and tries to find herself within any organisation, not only in advertising. Trying to fit in is not the same as belonging. Sharing values and principles with the organisation will empower you. That was pivotal for me to understand and apply throughout my career.
When groomed, grown, and guarded, authenticity is essential not only in women but in any new talent in the workforce. Slowly losing oneself to relate or fit in can be dangerous to anyone’s career
Women shouldn’t just aim to be equal to men because we bring our own set of superpowers to the table.
Our unique skill set includes multitasking like a pro, unparalleled emotional intelligence, and a knack for turning chaos into order. With brains wired for empathy and communication, we can transform any workplace into a powerhouse of innovation and collaboration—it’s leading by nurture as a nature.
