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Blogs & Comment

Cry ‘advert’, and let slip the dogs of war

Ramsey Naja is chief creative officer, JWT MENA

“It may be due to an education system that is excessively fascinated by wars and conquests, but somehow agencies tend to have an obsession with military terms. Of course, the competitive nature of our business, allied with expansionist agendas, doesn’t exactly make it sympathetic to a kindergarten-esque lexicon, but it does sometimes border on the ridiculous. We want to “own a territory”, “pursue the target”, “bombard consumers” and “destroy the competition”. We outline strategies and carry them out with tactics.We launch campaigns relentlessly and in all directions, and when we taste success we call it “victory”. It is all macho


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