Ramsey Naja is chief creative officer, JWT MENA
“One of the toughest challenges that face agency leaders in corporate cultures is the one that consists of marrying two diametrical opposites: the discipline required by a dominating body such as a multinational, and the rebellious imperative that drives creative minds. “It is the art of managing impossible people”. This is how a former creative director of mine used to describe that balancing act. Impossible people indeed. People who are too cuckoo to understand a clock, let alone timeliness. People who are too unlinear to fall in line with the timesheet. People who don’t know what’s in their own bank account but who are expected to be s
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