Shadi Abdulhadi, Founder & CEO of Boopin
Shadi Abdulhadi, Founder & CEO of BoopinWhat were you doing in October 2008?
That was a long time ago, but it was a special year for me. At the time I was employed by an investment company in Dubai and finishing my professional CIM Certificate.
What is the best bit of news you’ve read since 2008?
It’s rare that a piece of news can appeal to you both on a personal and professional level. There are also multiple milestones in these 13+ years that I can recall, but some of the best news was watching Boopin grow and expand into Singapore and eventually into Europe.
What is the worst bit of news you’ve read since 2008?
Like any business owner and media professional, the news of the Covid-19 impact on the marketing and media industry was by far the worst. It wasn’t the financial impact as much as it was the uncertainty.
What headline would you most like to read?
Boopin’s metaverse mission: Success.
And which headline do you dread?
The financial crash at the time was dreadful, as I was in the early stages of my career. I truly try to take every piece of news and find the opportunity hidden between the lines to make the best out of it.
What’s the best piece of work or campaign you’ve been involved with?
Definitely the 100 Million Meals campaign in Ramadan 2021. It’s always heartwarming to see your work affect so many lives around the globe. This was also acknowledged by the team at His Highness’s office and recognised at the highest levels.
What’s the best piece of work from the region that was done by someone else?
I was truly impressed by DCT’s approach on TikTok. It might have not been a fully activated campaign, but the brave approach adopted in shifting the account into a meme account ended up resonating very well with the audience. DCT will surely reap the results over the next few years as Abu Dhabi becomes a desired destination.
Do you have any messages for Campaign?
Nothing but congratulations. The work being put in is massive and I’m certain that we’ll see Campaign grow further over the coming years. I wish everyone the best of luck and I’m looking forward to the 1,000th issue.
Samir Ayoub, Founder & CEO of Medpush MENA
Samir Ayoub, Founder & CEO of Medpush MENAWhat were you doing in October 2008?
In Q4 2016, I launched Medpush as a media consultancy company partnering with advertisers across the region to maximise the efficiency of their media campaigns. Prior to that, I was the CEO of Mindshare in the
MENA region.
What is the best bit of news you’ve read since 2008?
In 2015, when about 200 countries committed to the Paris Climate Agreement to fight climate change. This is a very important matter for every human being on earth.
What is the worst bit of news you’ve read since 2008?
The spread of Covid-19 and how it changed our lives drastically.
What headline would you most like to read?
To wake up one day, hopefully soon, and read that scientists have discovered a medicine for Covid-19 so we can all go back to our normal life.
And which headline do you dread?
When humanity and nature are not considered as a top priority and humanity is taken over by machines.
What’s the best piece of work or campaign you’ve been involved with?
The launch of Infiniti in Saudi Arabia in 2015, which won both an Effie Gold award and Festival of Media Gold.
What’s the best piece of work from the region that was done by someone else?
The Sapna Dream social media campaign in Dubai back in 2014.
Do you have any messages for Campaign?
I would like to wish Campaign ME and its management more years of success and to keep the good work up. Despite of all the challenges, Campaign ME remains the main source of news in our industry. Well done and many thanks for all the efforts.
Mounir Harfouche, CEO of MullenLowe MENA
Mounir Harfouche, CEO of MullenLowe MENAWhat were you doing in October 2008?
I was a resident on Second Life, exploring the world by teleportation.
What is the best bit of news you’ve read since 2008?
Nearly 200 countries commit to the Paris Climate Agreement to fight climate change.
What is the worst bit of news you’ve read since 2008?
Pfizer made nearly $37bn in sales from its Covid-19 vaccine last year, making it one of the most lucrative products in history. Pfizer, BioNTech and Moderna are making $1,000 profit every second while world’s poorest countries remain largely unvaccinated.
What headline would you most like to read?
Mahatma Gandhi is back.
And which headline do you dread?
Omnicide leading to a total extinction of the human species.
What’s the best piece of work you’ve been involved with?
Not produced yet.
What’s the best piece of work from the region that was done by someone else?
Impossible to choose just one.
Do you have any messages for Campaign?
I wish you more and more issues and no issues whatsoever.
Nassib Boueri, CEO MENA at Wunderman Thompson
Nassib Boueri, CEO MENA at Wunderman ThompsonWhat were you doing in October 2008?
Early 2008 enjoying the economic boom, late 2008 worrying about the global crash.
What is the best bit of news you’ve read
since 2008?
Dubai wins Expo bid.
What is the worst bit of news you’ve read
since 2008?
August 4 blast destroys Beirut.
What headline would you most like to read?
Ad spend up 50 per cent in MENA.
And which headline do you dread?
Lockdown imposed across the globe.
What’s the best piece of work you’ve been involved with?
Most of the work our agencies produce.
What’s the best piece of work from the region that was done by someone else?
The Harvey Nichols campaigns by Y&R.
Do you have any messages for Campaign?
Stay true.
Avinash Udeshi, Chief operating officer at Motivate Val Morgan (MVM)
Avinash Udeshi, Chief operating officer at Motivate Val Morgan (MVM)What were you doing in October 2008?
I was in the United Kingdom for the Cannes Lions Representatives annual briefing; MVM was enjoying another bumper month in terms of ad sales, and I watched the fifth instalment of my favourite horror series, Saw.
What is the best bit of news you’ve read since 2008?
In keeping with previous years, cinema was again crowned the Highest Ad Equity of All Channels Globally in Kantar’s 2021 Media Reaction study. The importance of reaching audiences in the right environment is starkly visible from Kantar’s take that campaigns are seven times more impactful among receptive audiences – a stat that makes anyone involved in any aspect of advertising sit up and take notice.
What is the worst bit of news you’ve read since 2008?
Undoubtedly, any piece of news concerning the Covid-19 pandemic and the resulting lockdowns in early 2020; it was my worst nightmare, straight out of the movie Contagion, playing out in front of our eyes.
What headline would you most like to read?
That the world collectively starts agreeing on uniformity of policies; globally deciding to drive on the same side of the road is a start.
And which headline do you dread?
Reading that Robert Downey Jr. will not resurface as Ironman in a different Marvel Universe.
What’s the best piece of work you’ve been involved with?
A couple, actually. We do live-action stunts under our vertical Cinevations, and our campaign for Etisalat eLife where we paused the movie with remote control – along with one for Sky News Arabia where we had a live news broadcaster interacting with the cinema audience – are highly memorable. The fact that they won multiple awards including Dubai Lynx and a Cannes Lion was not only validation of how good they were but also a feather in our cap.
What’s the best piece of work from the region that was done by someone else?
I love watching commercials, especially on the big screen. I was particularly elated while watching the ad from the ‘Stayin’ On Yas’ campaign. While the creative itself is fun and retro, the catchy soundtrack – inspired by the Bee Gees’ classic ‘Stayin’ Alive’ – over a 7.1 surround-sound speaker system in cinema made this ad more impactful, unforgettable, and one that makes those watching it feel the vibe.
Do you have any messages for Campaign?
I am blown away by the cross-format evolution of the brand over the past couple of years. It never fails to feel like a friend, confidant and elder in keeping the flame of creativity, and more importantly, connect with the industry, alive, whilst imparting untold knowledge. Keep powering forward.
Antonio Boulos, Vice-president, BPN MENA
Antonio Boulos, Vice-president, BPN MENAWhat were you doing in October 2008?
Holding my breath and anxiously watching stock markets crash, and the global financial systems unravel while preparing for our relocation to Dubai.
What is the best bit of news you’ve read since 2008?
Dubai winning Expo 2020.
What is the worst bit of news you’ve read since 2008?
Something that did not become headline news: my two teenage kids beating me in tennis.
What headline would you most like to read?
Cutting advertising budgets doesn’t help.
And which headline do you dread?
Chanel launches a new handbag.
What’s the best piece of work or campaign you’ve been involved with?
The recent campaign that we just ran for Asharq News… still living it.
What’s the best piece of work from the region that was done by someone else?
‘One JBR’ is among my favourites. It stands out in my opinion for being the only campaign from the real estate industry that dared to take a clever tongue-in-cheek approach in a category known for being reserved and traditional in its approach to communication.
Do you have any messages for Campaign?
Congratulations on your 300th. You are forging ahead nicely, evolving your content to address what is trending in our industry. This is exactly what speciality magazines should do to earn loyalty and grow their reader base.
Hubert Boulos, CEO DDB Middle East
Hubert Boulos, CEO DDB Middle EastWhat were you doing in October 2008?
I was packing my stuff and ready to move to head DDB in Doha, Qatar.
What is the best bit of news you’ve read since 2008?
France wins the football World Cup.
What is the worst bit of news you’ve read since 2008?
Certainly the Beirut blast in 2019.
What headline would you most like to read?
Covid is over.
And which headline do you dread?
A new Covid variant is spreading.
What’s the best piece of work or campaign you’ve been involved with?
The launch of the Saudi Tourism e-visa campaign, #whereintheworld.
What’s the best piece of work from the region that was done by someone else?
The Coca Cola ‘Line Up’ campaign from FP7 Egypt, I think.
Do you have any messages for Campaign?
Congratulations to a great team; please stay around, but why on earth did I stop receiving the paper copy in 2021?
Nadine Ghossoub, CEO at Science & Sunshine
Nadine Ghossoub, CEO at Science & SunshineWhat were you doing in October 2008?
I was a group account director at Y&R and I was reading the first issue of Campaign Middle East, wondering when I would be on the cover.
What is the best bit of news you’ve read since 2008?
It was on the cover of Campaign Middle East, where I won Agency of the Year consecutively for three years.
What’s the best piece of work you’ve been involved with?
Harvey Nichols’ ‘Cause & Effect’.
What’s the best piece of work from the region that was done by someone else?
UN Women’s ‘The Auto-Complete Truth’ by Memac Ogilvy.
Do you have any messages for Campaign?
Thank you for keeping us in the know and in the news for the last 14 years.
Alok Gadkar, MD & ECD, Group Partnership
Alok Gadkar, MD & ECD, Group PartnershipWhat were you doing in October 2008?
Planning my birthday bash.
What is the best bit of news you’ve read since 2008?
The coronavirus vaccine became the fastest vaccine ever to be developed.
What is the worst bit of news you’ve read since 2008?
Bugs flying around with wings are called flying bugs.
What headline would you most like to read?
Man kidnapped as a child reunited with family after drawing map of home village from memory.
And which headline do you dread?
Man found dead in graveyard.
What’s the best piece of work you’ve been involved with?
‘Footnote For The Breast’ – Medcare Hospitals.
What’s the best piece of work from the region that was done by someone else?
One Book For Peace.
Do you have any messages for Campaign?
Congratulations, congratulations, congratulations, three hundred times.
Saleh Ghazal, managing director, OMD UAE
Saleh Ghazal, managing director, OMD UAEWhat were you doing in October 2008?
It was in October 2008 when a group of OMDers went skydiving; that was the highlight of 2008.
What is the best bit of news you’ve read since 2008?
When I saw two lines on the pregnancy test in 2016.
What is the worst bit of news you’ve read since 2008?
UAE imposes the first lockdown on a historic district to slow coronavirus.
What headline would you most like to read?
I love it when I see our clients smashing their growth targets and delivering on their business results and seeing my team winning an award for the work they did for our clients.
And which headline do you dread?
NFTs and cryptocurrencies are a flop.
What’s the best piece of work you’ve been involved with?
Infiniti Q50’s launch, a campaign that was designed based on a unique consumer insight and featured a regional first, a water projection on the Burj Khalifa fountain and other creative executions. The campaign was the most award-winning campaign of the year and was recognised globally in the Festival of Media New York.
What’s the best piece of work from the region that was done by someone else?
One that stood out was Ikea’s clever approach to customer loyalty with their ‘Buy With Your Time’ campaign. Utilising the power of real-time data, they created an interactive experience for customers to showcase their ongoing affinity for the in-store experience.
Do you have any messages for Campaign?
Congratulations, and thank you for keeping us up to date with the latest news and making this industry more competitive.
