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DigitalFeaturedMediaOpinion

IWD 2025: “Our presence isn’t just needed; it’s essential”

"To my fellow women in advertising, I say this: don’t settle for a place that doesn’t truly see your value," says Mona Hassanie, Head Of Strategy – UAE, VML

women in advertising

As a third-culture kid I’ve always been in-between cultures, moving from one place to another – with my professional journey starting in São Paulo, then Beirut and for the past years in Dubai, a place I happily call home. This naturally gave me the opportunity to experience different working cultures and on a more individual level to expand my global network and cross paths with different clients and colleagues – all of which have helped shape my career and who I am today.

More importantly, these experiences broadened my perspectives and allowed me to observe common patterns of challenges women face in the adland – some of which I share below:

Leading in a space designed for men


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the authorHiba Faisal
Hiba Faisal is a Junior Reporter at Campaign Middle East, part of Motivate Media Group. She handles coverage on influencer marketing and the luxury industry, and is also tasked with the brand’s social media presence. Alongside her daily reportage, she produces and edits video content for Campaign’s digital platforms — including Reels, interviews, and behind-the-scenes features. She specialises in capturing how brands build emotional connections with their audiences by prioritising relevance and authenticity through co-creation and storytelling.