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Campaign Middle East
العربية
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Anup Oommen
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Leaders advise ‘showing up’ over silence; ‘presence with intent’ over performance

Anup Oommen
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Burgers & Hoodies' Ghassan Kayed, Hu Management's Sally Hajjar, HAVAS Red Middle East's Razan Karim, and DAZED MENA's Ahmad Swaid share a stark reminder: Communities remember who showed up, who helped and contributed, who stepped back, who performed, and who vanished when it mattered most.

Leaders From top left, clockwise, creative consultant Ahmad Swaid; Sally Moussa Hajjar – Managing Partner, Hu Management; Razan Karim – Head of Communications, Fashion, Beauty & Lifestyle, HAVAS Red Middle East; and Ghassan Kayed – Founder & Creative Director, Burgers & Hoodies.From top left, clockwise, creative consultant Ahmad Swaid; Sally Moussa Hajjar – Managing Partner, Hu Management; Razan Karim – Head of Communications, Fashion, Beauty & Lifestyle, HAVAS Red Middle East; and Ghassan Kayed – Founder & Creative Director, Burgers & Hoodies.

When the going gets tough, do the tough really get going or do they go silent? What happens when the response from leaders to an uncertain future is silence in the present?

The Middle East region has been weathering a geopolitical and economic storm, which has seen many companies lower their profile, trim their public voice and wait for clearer skies. On paper, that can look prudent. In practice, it is similar to disappearing ink as the brand voice begins to fade

Campaign Middle East spoke to four regional voices across the communications, creative and media landscape to discuss how brands must show up in these trying times.

The overarching takeaway is this: in unsettled periods, retreat


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Tags:AgenciesAhmad Swaidbrand sentimentBrand Valuesbrand voicebrandsBurgers & HoodiescommunicationsconnectionConsumerscreative consultantcrisisDazed Middle East and North AfricaEmpathyGhassan KayedHavas Middle EastHu ManagementmessagingpeoplePerformancePresenceRazan KarimresilienceSally Moussa Hajjarshare of voiceshowing upsilenceuncertain times
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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