Ramsey Naja is chief creative officer, JWT MEA
“There’s a great expression in Arabic, which, as many would argue, sums up our approach to life in the region. Literally translated, it says: “I hope I get him in the eye.” Which makes it not just the equivalent of a shot in the dark, but outlines the kind of character pulling the trigger. Whilst many would tut-tut such an attitude and frown at the laziness it suggests, you could say that it is the best way to deal with the bewildering speed at which our industry is evolving.
Technology companies simply live (or, indeed, vanish) by sticking to a mantra that you could paraphrase as “let’s hope it sticks”. In the app world, you s
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