The United Kingdom has it, America has it, and Sweden has it. A culture that defines its advertising creativity. So why doesn’t our region have it? Because we haven’t fully embraced Arabic. For this region to really define itself in creative marketing it needs more Arab leaders in the creative department. People with real power to instil Arabic insights.
For my part I feel honour bound to make sure this hap- pens. Without insight and culture in our work we will always be seen as copiers. Always chasing what other trends and fads are fashionable. You only have to look at Egyptian directors like Omar Hilal and Ali Ali to truly understand how important it is to believe in your own culture
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
