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posted on Nov. 12, 2024 at 5:33 pmNov 13, 2024

Why think ‘out of the box’ when we can ‘imagine possibilities without a box’?

posted on Nov. 12, 2024 at 5:33 pmNov 13, 2024

SSUP World's Najib Sabbagh speaks to Campaign Middle East on the sidelines of the Athar - Saudi Festival of Creativity in Riyadh.

The marketing and advertising landscape is getting increasingly saturated. Consumers are attempting to wade through an endless stream of content on online and offline platforms, while brands are trying to find their voice within the noise by demanding out of the box creativity.
Campaign Middle East conversed with Najib Sabbagh, Founder & CEO, SSUP World (Sunny Side Up), on the sidelines of the Athar – Saudi Festival of Creativity in Riyadh on similar challenges facing creative agencies and how to tackle them.
“The biggest challenge? Standing out in an increasingly cluttered market,” Sabbagh said. “With so many voices and choices, it’s tough to grab attention — let alone keep it. For agencies,

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Tags:Advertising Athar Athar Festival Clutter Consumer behaviour creativity cultural sensibility Culture marketing modernity Najib Sabbagh offline Online Saudi Arabia Saudi focus SaudiFocus SSUP World tradition values

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.