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 One, which focuses on relationship design by combining data, creativity and technology, to our PR and influence, advertising and health solutions. 

Could you comment on whether the coming together of local culture, craft and commerce is critical to the creative industry in 2025?

Understanding local culture is fundamental to building meaningful creative solutions. 

In the MENA region, home to over 200 nationalities, creative brilliance comes from having intuitive knowledge about the region’s cultural ethos while acknowledging its cosmopolitan outlook and economic priorities. 

While we are part of an international network, we are defined by our deep understanding
of the region’s cultural nuances, which helps us deliver creative impact. A great example is our ‘Journey into HerStory’ campaign for Al Futtaim Toyota, honouring influential and inspiring Emirati women. 

As David Ogilvy famously said, “We sell … or else!” 

And to sell effectively, we must understand the hearts and minds of our audience. 

In your opinion, what are the most significant changes the creative industry has witnessed during the past 12 months?

The integration of AI and advanced technologies has been a significant shift in the creative industry, helping agencies become more agile and data-driven. 

This has also transformed our value proposition to our clients, enabling us to deliver higher levels of efficiency and ROI while maintaining creative excellence. 

We have achieved remarkable results, with AI helping optimise and scale campaigns across markets and personalise content at scale. This, in turn, creates new revenue streams for the industry and measurable impact for clients. 

The creative industry needs to wake up from… 

The complacence about talent and culture!

Everyone talks talent, but only a few genuinely walk the talk. 

The industry faces a talent deficit, and we must invest in future talent today. 

Ogilvy’s strength is our people – the talent we continue to build – and the distinctive culture we have shaped, enabling us to do the best work of our lives.

By Ghassan Maraqa, CEO – MENA, Memac Ogilvy.