This month’s Campaign Middle East issue puts diversity, equity and inclusion (DEI) in the spotlight, looking at how far the industry has come – and how far it still has to go. With perspectives from across agency and brand leaders, the pages observe what DEI progress looks like across the MENA advertising and marketing landscape today.
The cover story brings together voices from brands and agencies who stress the need for workplaces that move beyond surface-level gestures to drive lasting cultural and structural change.
Aramco’s Noor El Zeinni, GEMS Education’s Suad Merchant and Mastercard’s Reema Al Shammasi reflect on how inclusive marketing and equitable workplaces can drive progress. Fusion5’s Helena Sarkis, OMG Consulting’s Dana Sarkis, LIXIL IMEA’s Gita Ghaemmaghami, Bloomberg Media Studios’ Nicola Porter, Hewar Group’s Loma Jaber and Horizon FCB’s Reham Nader Mufleh weigh in with perspectives from across communications and media.
Women in advertising
Part of the DEI issue, the Women in Advertising section gives a voice to female leadership across the region. TBWA\RAAD’s Romy Abdelnour reflects on the calm confidence of going beyond applause to pull others forward. Leo Burnett Beirut’s Nada Abisaleh underlines the structural and societal need for DEI with a powerful reminder: “We belong here”. Braze’s Mariam Asmar redefines storytelling as a strategy, not a symbol, while Acquaint Communications’ Lulwa Al-Harbi considers what the next decade of Saudi advertising could look like.
Landor’s Lara Assouad challenges double standards in leadership, Carat MENA’s Fiona Black highlights craft as a competitive edge, and Serviceplan Arabia’s Sara Eid and Frances Bonifacio share a candid conversation on leadership and the power of women supporting women. Annalect’s Dr Hoda Daou asks why gender should play a role at all, while Independent Production Consultant Jax Dyer-Donaldson stresses the importance of intentional mentorship. City Films’ Joyce Hadife calls on production to live DEI, not just pitch it.
Impact BBDO’s Naila Fattouh, Boopin’s Zeena Kurd, EssenceMediacom’s Alaa Hijazi, Liquid Havas’ Stephanie Stephan, Create. Group’s Jennifer Stephenson, MBC Media Solutions’ Layal Takieddine and MCN Egypt’s Sahar Zoghby add their voices, each addressing the opportunities and obstacles facing women in the industry today. The message that emerges is clear: DEI is not a checklist, but a driver of growth, creativity and meaningful change.
Complementing the issue is a special feature that explores mentorship as the DEI tool that bridges the gap between good intentions and lasting impact. Do epic good’s Charney Magri, créo Global’s Jaimesha Patel, Seedtag’s Sherry Mansour and W Group Holding’s Ghada El-Kari share why active, engaged mentorship can transform ambition into real opportunity.
From the brand side
In CMO’s Corner, Zain Iraq’s Mohammed Samir speaks on connectivity, customer experience and building the future of Iraq, while First Abu Dhabi Bank’s Mohamed Al Awadhi tackles Emirati misrepresentation, urging marketers to embrace nuance and ethical responsibility.
Featuring more brand side perspectives, the Saudi Focus section includes Leylaty Group’s Luigi Battista on redefining hospitality experiences through Vision 2030, and the Royal Commission for Riyadh City’s Waqas Mohammed Amin on why in-house creative teams deliver speed, cultural authenticity and strategic alignment.
Industry perspectives
Stagwell Chairman and CEO Mark Penn joins Campaign Middle East in an exclusive interview, sharing his outlook on growth in the region, reasons for optimism and the global trends that will shape marketing in the near future.
The issue also unveils a comprehensive guide to the Middle East’s public relations and experiential industry spotlighting leaders, agencies and industry opinions.
Finally, this month’s industry forum examines whether PR agencies are evolving beyond being mouthpieces to driving creative revolutions, while MCH Global’s Saheba Sodhi explores what the next generation of consumers expects from brand experiences.
Read more in the full issue below or click here.
