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Campaign Middle East
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Shantelle Nagarajan
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Fusing culture with modern production for MENA’s dynamic media landscape

Shantelle Nagarajan
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On The Way Media Agency's Abbas Al-Hazeem writes on the importance of creative content that fuses global quality with local values.

dynamic media landscapeAbbas Al-Hazeem, CEO of On The Way Media Agency.

The media landscape in the Middle East and North Africa (MENA) is undergoing a dynamic transformation that feels personal to me. The reason I entered this industry was to modernise communication while honouring our traditions.

Imagine two films – one Eastern, one Western – each with its own language and style. Now picture merging them into a single production that speaks a universal creative language, combining the richness of Eastern storytelling with the polish of Western production.

The result is powerful, where cultural heritage meets modern techniques. Today, this fusion of culture and modern production isn’t just a creative experiment; it has become a cornerstone of MENA’s


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Tags:Abbas Al-HazeemcontentcreativityCultureglobal qulaitylocal valuesmediaMENA media landscapeOn The Way Media Agencyopinion
the authorShantelle Nagarajan
Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.
All posts byShantelle Nagarajan

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