Industry Snapshot: ‘Understanding local culture is fundamental’

In this Industry Snapshot, Memac Ogilvy’s Ghassan Maraqa shares his thoughts on culture, creativity and adds thoughtful contributions to the conversation on talent in the industry within the region.
As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market?
The decisive factor in standing out is ‘borderless creativity’ – an ethos we have embraced as a creative powerhouse. 
Our differentiating strength is how we integrate genuine creativity into everything we do, which is led by our culture and delivered by our excellent talent. 
This approach covers every aspect of our work: From Ogilvy