As this year’s Dubai Lynx gets under way, Shahir Zag, chief creative officer at Y&R Middle East & North Africa, looks at the evolution of advertising in the region
“Evolution is a subtle thing. It’s imperceptible as it happens, but it does happen. It’s amazing how much advertising in this region has evolved over the past few years. The industry here now acts less and less like the hormonal adolescent it used to. And more and more like the civilised adult it is destined to become. For instance, in a recent pitch all of the participating agencies got paid pitch fees upfront, and just last week, 15 executive creative directors casually met for dinner and discussed, of all things, advertisi
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