Akram Miknas, Chairman of MCN
Akram Miknas, Chairman of MCNWhat were you doing in October 2008?
I was also the chairman of the group, and I started investing in other businesses like real estate in Dubai and industries in Bahrain
and Saudi.
What is the best bit of news you’ve read since 2008?
The best bit of news I’ve read since 2008 was MCN and IPG winning the media account of Emirates worldwide.
What is the worst bit of news you’ve read since 2008?
The worst bit of news was losing the Unilever media business.
What headline would you most like to read?
The best headline I would like to read is peace and order in Lebanon.
And which headline do you dread?
Anything related to injustice, anywhere in
the world.
What’s the best piece of work you’ve been involved with?
The best piece of work or campaign I’ve been involved with was for Kuwait Airways, our client, after the invasion. The headline read: “Until we’re able to welcome you home, welcome aboard”. Since Kuwait was occupied, the airline kept flying from London and Bahrain, defying the occupation.
What’s the best piece of work from the region that was done by someone else?
The best piece of work from the region done by an agency outside of MCN would be the ‘Khede Kasra’ campaign in Lebanon that pushed for equitable reforms for women. I loved the simplicity and creative use of the Arabic language to promote a worthy cause.
Do you have any messages for Campaign?
It’s extremely satisfying to see Campaign going from strength to strength although passing through difficult times (political, economic and health scares). Also, we’re all grateful in the marketing and communication business for connecting us to each other and keeping great awareness between businesses in general and marketing.
Dana Sarkis, General manager, Hearts & Science
Dana Sarkis, General manager, Hearts & ScienceWhat were you doing in October 2008?
I was working on the Beiersdorf annual operating plan for 2009.
What is the best bit of news you’ve read since 2008?
Measurement, ad tech and martech are on every CMO’s agenda.
What is the worst bit of news you’ve read since 2008?
The news about the Covid-19 pandemic is definitely the worst.
What headline would you most like to read?
Major brands coming together to participate in the data-sharing economy.
And which headline do you dread?
More partners are creating walled gardens for intrinsic measurement.
What’s the best piece of work you’ve been involved with?
The work we have done for KFC throughout the past five years is definitely the most progressive and satisfying.
What’s the best piece of work from the region that was done by someone else?
The work done on Pepsi is always inspiring.
Do you have any messages for Campaign?
You’ve managed to stay relevant. Keep pushing beyond the norms.
Ravi Rao, CEO, Group M MENA
Ravi Rao, CEO, Group M MENAWhat were you doing in October 2008?
I was on a plane to India, leaving the region after 16 years in MENA.
What is the best bit of news you’ve read since 2008?
The rise of all things digital, data, technology and governance, bringing MENA on par with some of the top global markets.
What is the worst bit of news you’ve read since 2008?
Recession hit our industry the worst in MENA, leading to a significant drop in adspend and taking a long time to recover.
What headline would you most like to read?
Cross-media planning is now a reality.
And which headline do you dread?
Conflicts in Middle East.
What’s the best piece of work you’ve been involved with?
Nike’s hijab sportswear in 2017, which was way ahead of its time in Saudi Arabia, in the campaign ‘What Will They Say About You?’, empowering women to do what they wish to.
What’s the best piece of work from the region that was done by someone else?
Wunderman Thompson’s ‘Sarha: The First Content-Creating Camel’, who helped STC (Saudi Telcom), the Kingdom’s biggest network, to the ultimate test and demonstrate its widest coverage. Professional photographers were able to connect remotely and join Sarha on a journey of discovery and be among the first group of people to ever witness and capture Saudi Arabia as it opened its doors to tourism for the first time.
Do you have any messages for Campaign?
Continue provoking. Carry on Campaign.
Mohan Nambiar, CEO, Radix Media MENA
Mohan Nambiar, CEO, Radix Media MENAWhat were you doing in October 2008?
Driving digital transformation and establishing content as the next frontier for the industry
What is the best bit of news you’ve read since 2008?
Our region becoming the epicentre for global events such as Expo 2020 and FIFA 2022.
What is the worst bit of news you’ve read since 2008?
The impact of Covid-19 on our personal and professional wellbeing.
What headline would you most like to read?
No PCR and quarantine needed for travel.
What’s the best piece of work you’ve been involved with?
All the media innovations done for Burjuman, Ford, Sony Ericsson, Emaar and Nestle, to name a few, which later went on to become industry benchmarks for excellence.
What’s the best piece of work from the region that was done by someone else?
Emirates Airline, all the way.
Do you have any messages for Campaign?
We wish Campaign the best in years to come and would like with Campaign to celebrate the region as a centre of excellence when it comes to all things local – be it talent, initiatives, trends, work or technology.
Tarek Miknas, CEO FP7McCann MENAT
Tarek Miknas, CEO FP7McCann MENATWhat were you doing in October 2008?
I was chief growth officer at Lowe MENA, and the results of two years of getting ourselves out there post our launch in 2006 was finally coming to fruition. Life was merely a never-ending pitch.
What is the best bit of news you’ve read since 2008?
Iain Ackerman’s opinion piece in July or August 2012, ‘Time for Promoseven to enter Brand Rehab’, for two reasons. First, we were working tirelessly on an actual brand re-launch and to me this sort of acted as the ‘teaser’. Second, this article made me want to bring back our brand name to the strength once associated with it. It would have been much easier to ditch the name and replace it with the McCann brand. But not reviving the FP7 part of the brand would have absolutely eaten at my soul.
What is the worst bit of news you’ve read since 2008?
Arab spring extends to Egypt and Syria. (At the time, I had been in my position at FP7McCann for three months, and Egypt and Syria were our best-performing markets.)
What headline would you most like to read?
FP7McCann was awarded Agency of the Year at Cannes Lions, before I exit the industry.
And which headline do you dread?
Ghassan Harfouche exits MCN/IPG. I feel privileged to work with Ghassan. He’s a friend, a mentor and one of the best leaders and humans that I’ve had the honour to work with.
What’s the best piece of work you’ve been involved with?
It was a public service announcement titled ‘Chewing Gum’, created and produced by Lowe MENA for MTV Networks International’s Staying Alive campaign, a not-for-profit global HIV/AIDS prevention campaign targeting young people. Receiving an award at the UN HQ for this piece of work was indeed a highlight in my career.
What’s the best piece of work from the region that was done by someone else?
Probably “Highway Gallery” for Louvre. First, it was work for a real client and a real brief and business challenge. Second, I love the marriage of the storytelling with the technology and the simplicity of its execution.
Do you have any messages for Campaign?
Congratulations on your 300th issue and thank you for being there to cover our industry in our part of the world. Having a globally recognised voice of the industry for the MENA region helps us track and archive our achievements and our history.
Reham Mufleh, General manager, Horizon FCB Dubai & Fuelcontent
Reham Mufleh, General manager, Horizon FCB Dubai & FuelcontentWhat were you doing in October 2008?
Same as 2022: working in advertising.
What is the best bit of news you’ve read since 2008?
The Arab Spring
What is the worst bit of news you’ve read since 2008?
The Arab Spring
What headline would you most like to read?
Free Palestine!
And which headline do you dread?
New Covid-19 restrictions.
What’s the best piece of work you’ve been involved with?
The ‘Clorox Workouts’ TikTok Challenge.
What’s the best piece of work from the region that was done by someone else?
Our region is full of talent and creativity, but two of my all-time favourite are ‘Never Say No To Panda’ and ‘Melody Challenges Boredom’.
Do you have any messages for Campaign?
To the amazing Campaign team behind all this success: It’s easy to reach the top, but the challenge is to stay there. Congratulations not only for staying at the top, but also for creating new heights for yourselves and the industry over and over again… Never Finished.
Bassem Massoud, CEO of Initiative MENAT and Magna MENA
Bassem Massoud, CEO of Initiative MENAT and Magna MENAWhat were you doing in October 2008?
I was the regional associate planning director at Starcom.
What is the best bit of news you’ve read since 2008?
The Effies ranking Magna MENA as the Most Effective Media Agency Network in MENA.
What is the worst bit of news you’ve read since 2008?
Humanity endangered, lives lost and the world becomes disconnected by the horrible recent pandemic.
What headline would you most like to read?
Initiative MENA is the region’s fastest-growing agency network.
And which headline do you dread?
The virtual world completely eliminates face-to-face human interaction. (Why? Because I’m a strong believer in striking a balance between the virtual and the real world.)
What’s the best piece of work you’ve been involved with?
The Dubai Properties 1 JBR Launch. A campaign that redefined the luxury real estate category, giving people a new understated definition of luxury, making it Dubai Properties’ most effective campaign.
What’s the best piece of work from the region that was done by someone else?
The Double Moon activation where two exact replicas of the Mars moons were projected onto the sky to make UAE residents feel as if they were in space.
Do you have any messages for Campaign?
Congratulations on your 300th issue, Campaign Middle East. Through the years you have encouraged thought leadership, connected the industry network with each other and provided opportunities for young industry talents with features like Faces to Watch – keep it all up. Here’s to many more insightful issues.
Houda Tohme, CEO, Havas Media
Houda Tohme, CEO, Havas MediaWhat were you doing in October 2008?
I was coming back to work after my 45-day maternity leave.
What is the best bit of news you’ve read since 2008?
The #TimesUp and #MeToo movements that lead to a fundamental shift in workplace discrimination, especially against women. Although the movements originated in the US and in Hollywood, their impact spread to corporations across the globe, making employment opportunities equally accessible to all, in safe and balanced work environments.
What is the worst bit of news you’ve read since 2008?
The Beirut Explosion of August 4, 2020. It hit worse than the wars Lebanon went through. Also, the WHO declaring the novel coronavirus outbreak a global pandemic
What headline would you most like to read?
UN’s SDG 2 – zero hunger – achieved worldwide.
And which headline do you dread?
Global warming, imminent threat.
What’s the best piece of work you’ve been involved with?
The Adidas ‘Liquid Billboard’ campaign we did in 2021; The Imagine Dragons ‘Thunder’ video we shot in Dubai for Dubai Tourism; The Emirates ‘Africa Takes Off’ and ‘Captains of Africa’ videos (celebrating the renaissance that is taking place in Africa and positioning Emirates as a part of this growth).
What’s the best piece of work from the region that was done by someone else?
‘Capharnaum’ by Nadine Labaki; Break the Cycle’s ‘Orange Day’, on the 25th International Day for the Elimination of Violence against Women, by Classic Partnership.
Do you have any messages for Campaign?
Thank you for accompanying the industry and shedding light on the hard work creatives, media, PR and marketing professionals have put in throughout the years, and for committing to increasing women’s visibility within this industry.
Bassel Sawy, Regional managing director, AKQA MENA
Bassel Sawy, Regional managing director, AKQA MENAWhat were you doing in October 2008?
Serving in the army by day, and by night learning how to harness the power of digital with my first start-up in Cairo, Wings in Flavour (WIF). It’s hard to say which one was more exhausting.
What is the best bit of news you’ve read since 2008?
Countries testing a four-day work week. It should not be about the number of hours and days a person puts in but their productivity. Hopefully, it will become a global norm before your 500th edition.
What is the worst bit of news you’ve read since 2008?
A three-way tie: 2008 financial crisis, 2011 Arab Spring and, of course, Covid-19.
What headline would you most like to read?
One more good headline won’t change the world, but actions do.
And which headline do you dread?
The meta world becomes our real world.
What’s the best piece of work you’ve been involved with?
This year we are working on a regional agency playbook, ‘Game Changers’, to help everyone understand where we are heading and how they can be a part of it. It is a transformative time, and we believe that employees are as important as our clients, if not more so. They need to feel they have a real partner, and from there great work will always follow.
What’s the best piece of work from the region that was done by someone else?
I won’t single out one specific piece of work, but I wish to see more creativity and innovation coming out of the region every day.
Do you have any messages for Campaign?
Stay young and curious and have fun.
Georgie Woollams, Managing director of Katch International
Georgie Woollams, Managing director of Katch InternationalWhat were you doing in October 2008?
I was a trainee publicist for British celebs, mainly fetching coffee and filing photos.
What is the best bit of news you’ve read since 2008?
That Friends were having a reunion.
What is the worst bit of news you’ve read since 2008?
That Prince died, and I never got to see him in concert.
What headline would you most like to read?
Covid-19 has disappeared and I never have to do a Covid test again
And which headline do you dread?
That Boris had another party.
What’s the best piece of work you’ve been involved with?
Launching and announcing Saudi entertainment in collaboration with Live Nations and the General Entertainment Authority (GEA).
What’s the best piece of work from the region that was done by someone else?
It has to be Mother’s campaign for Dubai Tourism with Zac Effron and Jessica Alba. The campaign is absolute genius and I still want to watch the actual movie.
Do you have any messages for Campaign?
Thank you for celebrating the established, the new, the controversial and the underdogs in the Middle East. It is great to watch our industry grow so much and to see everyone get a mention in such an iconic publication.
Fadi Yaish, CEO and chief creative officer, And Us
Fadi Yaish, CEO and chief creative officer, And UsI have been collecting Campaign ME issues since inception, and am actually 13 issues short of the full 300-issues set. Campaign been documenting our story. The evolution. You can see how far we came in record time. The faces and the stories behind the work. Campaign is the team behind it. Thank you, and here is to the next 300.
