Ramsey Naja is chief creative officer at JWT MEA
“I think that media can often be the modern day equivalent of Attila the Hun. In this shape, indeed, at its worst, media looks at everything as a territory to conquer and pillage rather than a canvas, and seeks to exploit it as such to the full, regardless of the damage this may cause.In fact, years ago, when ambient started making its way regularly into creative briefs, a landmark paper raised the alarm by describing it as having the potential to become pollution, and therefore risk damaging the very brands it advertises.
For many of us in this part of the world, this was hilarious: with a vastly unregulated environment in many of our c
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