Adham Abdullah shares his take on the word ‘local’ and how advertisers approach these campaigns.
How many times have you heard, “We can’t say anything, it’s coming from the local man on the client side.”? How often have you seen the stress in the eyes of the agency guys when a man wearing a kandura enters the meeting room? Or how often do you see agency C-suite treating the ‘local intern’ on par with the ‘expat’ creative directors of the agency?
There is a lingering apprehension among advertisers when they hear the word ‘local’ and are asked to craft bold, culturally relevant campaigns in the UA
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