Rani Amayri – Arabic Copywriter of the Year: Expect more in Arabic

At Campaign Middle East’s first Agency of the Year awards, IMPACT BBDO’s Rani Amayri was named ‘Arabic Copywriter of the Year’. Amayri spoke to us about why Arabic campaigns need more recognition in the region.

Tell us about your journey to the award.

It’s beautiful that someone finally give this recognition to Arabic copy. This is a very special category. We are in an Arabic market where we have multinational players. I hope we can see more of Arabic-first campaigns. It is a start for many more recognitions because this is an incentive for every Arabic copywriter.

It wasn’t easy and it took me a while to learn several Arabic dialects. And Arabic is very subjective – it is not easy to create or write something likeable. I’m happy to be recognised for it and the award is very special.

How will the award help your agency to navigate forward in the industry?

It’s great for the community. Recognitions for the Arabic language in the advertising and marketing industry is rare. This award boosts our confidence towards the way we write and communicate in Arabic. This is an incentive for everyone for all the agencies and I hope I can see more versions of it.

Campaign Middle East celebrated the best minds in advertising, marketing and media at the Agency of the Year Middle East awards 2022. View all the winners here.

Campaign also runs Agency of the Year in the UK, Asia-Pacific and the US, and a global scheme, the Global Agency of the Year Awards, which is now open for entries.