Ramsey Naja is chief creative officer for JWT Middle East and Africa
There’s a scene in The Matrix where Agent Smith, whilst holding Neo’s head in an armlock over train tracks, says: “Do you hear this, Mr Anderson?” (sound of an oncoming train) “This is the sound of inevitability.” Now I don’t know if inevitability can be reduced to a simple sound effect. What I do know, however, is that in this poor-man’s Matrix, data-driven world of ours, the picture of inevitability is a simple round figure – that of a zero.
Zero cost to consumers is, oddly, the aim of service organisations as well as their Doomsday scenario. Take telecoms for example. There will come a day soon when
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