Ramsey Naja is the former CCO of JWT MEA, @geminisnake
In 1997, in the course of a JWT EMEA meeting in St. Petersburg, the then company CEO, Chris Jones, went up on stage and fired what was a thunderbolt at the time: “We are about content or we are nothing.” Boom. This was not just a statement of intent. It was a speeding, screaming, derailed freight train crashing into an English countryside wedding at full steam, taking down the marquee and scattering the buffet across the manicured lawn. Jaws dropped, pencil tips broke and a great deal of dandruff fell on the floor. Content. The word was laden, treasure-chest-like, with promises of wonder and riches. What was, until then, a term you’
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