Jennifer Fischer, the Chief Innovation and Growth Officer at Publicis Groupe Middle East, shared her thoughts after lifting the Outstanding Woman in Advertising of the Year trophy at Campaign Middle East’s Agency of the Year Middle East Awards 2024.
What does winning this award mean to you?
Jennifer Fischer: Approaching this award, I was initially conflicted. The idea of needing a special acknowledgment for women instead of being recognised outright as leaders feels uncomfortable. Additionally, personal awards can often feel like exercises in ego, and I’m a firm believer that we could all benefit from less self-congratulation.
As someone grappling with perfectionism, the notion of being labelled as ‘outstanding’ only adds pressure. Yet, what truly made this award meaningful was witnessing my team come together to celebrate it. Their support and enthusiasm made it special, underscoring how much they mean to me.
Can you share some strategies that contributed to your success?
• Practise gratitude: Acknowledge that success often stems from luck, exposure, and the empowerment we receive from others. Not everyone gets these opportunities, and they’re worth appreciating.
• Embrace fear: Stepping into fear typically signals a valuable learning opportunity, so don’t shy away from taking risks.
• Hard on work, kind on people: Maintain high standards and a drive for improvement, while always showing empathy and respect for those around you.
• Consistency is key: This is perhaps one of the most underestimated qualities of leadership, yet it’s crucial for sustained success.
• Keep it light: Humour and playfulness are invaluable companions in both life and work.
What is your proudest moment from 2024 and what’s your key takeaway from it?
Fischer: Reflecting on this year, I’ve had many pride-filled moments: from securing unexpected pitch victories to launching The Growth Club and Lion X. Yet, my greatest pride lies in witnessing the remarkable evolution of my team. Their genuine care, brilliance, resilience, kindness and collaborative spirit create magic, even in challenging times. This collective effort and camaraderie make work truly enjoyable and fulfilling.
Has the business case for investing in creativity and disruptive strategies strengthened in 2024?
Fischer: In 2024, the business case for investing in creativity and disruptive strategies has never been stronger. As AI continues to emerge as a great equaliser in crafting and executing standard marketing strategies, it levels the playing field by automating repetitive tasks and offering data-driven insights, frameworks, and consistency.
Yet, it’s in this very landscape that true disruption, inspiration and elevation gain even greater value. These elements derive their power from the creative ability of the human brains and souls. In an AI-driven era, the onus is on marketers to tell compelling stories and push boundaries. Success hinges on leaders daring to take risks and their capacity to unite people around innovative and courageous ideas. The bold in creativity and disruption stand to redefine the future.
How do you envision the demand for cost, speed, and quality being balanced in the months to come?
Fischer: In the months ahead, the demand for balancing cost, speed and quality is set to intensify. The relentless pursuit of cost efficiency and speed isn’t diminishing; in fact, it’s accelerating. Here’s the silver lining: AI is swooping in like a caped (if somewhat flawed) superhero, ready to automate the mundane and rescue precious time for strategic brainwaves and game-changing ideas. As automation steps up to handle the churn, we can all channel our creative energies into crafting smarter concepts, boosting teamwork and assembling dream teams – all key ingredients for whipping up a winning formula.
