Campaign’s Creative Faces to Watch 2021 – Asmaa Ahmed, Senior Brand Strategist, M&C Saatchi, UAE
Nominated by Scott Feasey, CEO, M&C Saatchi, UAE
There are desktop academic planners and there are planners who go deep into the trenches to leave no stones unturned till the right insight hits the spot. That culturally driven sweet spot which stirs up the imagination and delivers brutal simplicity of thought on any brief. That’s Asmaa. Her strength of character, and drive for raising the bar and shining a light on the culture of the region is incredibly contagious, this passion inspires the teams around her, she’s a true collaborator and someone who takes incredible personal pride in the output of every project she touches.
Living across 3 different continents, I developed a heightened interest in people and cultures very early on. By understanding them better, I developed the capability of spotting their needs which became a responsibility to serve them better through the brands and products they consume.
A case in point was Pizza Hut’s “Earth Hour” campaign. To show how Pizza Hut loves the world as much as the world (and its people) love pizza, we built an offline-only website to get people to disconnect and save the world one slice at a time. In only 3 hours, we recruited around 230 saviours.
How has Covid changed your job?
COVID changed what I do in two prominent ways. First, I had to adapt quickly, evolve my digital skillset and leverage new opportunities. Second, it forced me to think about the work from a bigger picture, take a step back and inject purpose into whatever work I do.
I believe the inspiration for good work happens outside our day-to-day. It comes from interactions with people and surroundings, from a conversation to a hike. That’s why I try to find my little nuggets of adrenaline-rushed joy that get me stimulated, help me become an attentive human and consequently a better strategist.
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