Ramsey Naja is chief creative officer, JWT MEA
“It’s amazing what a little competition can do. One minute you’re just a commuter on the day-to-day train of routine, contemplating a brief with as much appetite as an anorexic supermodel suffering from nausea, and the next you’re a boy racer at a set of traffic lights. And it doesn’t take much, really. In fact, much as anyone would prefer to work at the stress levels of a Buddhist monk, there is nothing like the intoxicating whiff of an adversary, real or intangible, to make a brief look like a fondant au chocolat after a month-long diet.
Competition runs deep in our industry’s veins. It has levels to which we adjust voluntarily or w
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‘you are pitted against your former agency led by your successor who also happens to be the cousin whom you hated all your life and who married your childhood sweetheart.’
ha ha – i like this idea! maybe I’ll consider all my competition this way?
” I don’t want to work with people who turn projects into personal jihads, nor do I want to waste time hugging trees.” you had me laughing really hard with that. its a light hearted piece that sums up the agency life