By Ramsey Naja, chief creative officer, JWT MENA
“Stupid; and pretentious to boot”. As a means to sum up a person, this Lebanese phrase is one of the most insightful you can find. It’s the kind of thing that military personnel should wear as a badge, along with anything connected with pomp and circumstance. But it also applies to much of the advertising we see around us in the region.
Now let me make myself clear: it is elsewhere in Campaign that the handwringing, headbanging, and often toe-curling matter of “Middle Eastern creatives compared with their peers in the West” rears its ugly head and gets thoroughly shampooed by the industry’s luminaries. So this is by no means me
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