“2024 reminded me why I do what I do. Beyond creating bold campaigns or winning awards, it’s about building connections and collaborations.”
From outstanding recognition at Effies to mentoring up-and-coming Saudi talent at Athar Festival, and being recognised for bringing home the most metal cats at Cannes Lions for a second year, 2024 has been a year to remember. These milestones weren’t just about accolades nor headlines; they were a testament to the power of bold ideas that not only make noise but also create meaningful impact and help our clients build enduring brands.
The world is complicated, unpredictable, and, at times, overwhelming. Yet, even in a year of economic uncertainties and shifting priorities, creativity remained a constant. What surprised me, in the best way, was how global and local brands leaned into this. Clients including Arla Foods, Heinz, and McDonald’s didn’t just maintain their focus on creativity – they doubled down on it, proving that creativity, done right, creates impact.
This year, one word dominated every room: AI
Every meeting, every pitch, and every article made reference to it in some context. But while AI is an incredible enabler, that’s all it is: a tool. It doesn’t feel, it doesn’t empathise, and it doesn’t dream. The heart of what we do— understanding people, their emotions, their aspirations—remains beautifully, stubbornly human.
Creativity in 2024 is no longer confined to traditional platforms or linear storytelling; it is expansive, borderless, and deeply integrated into every touchpoint of human interaction.
Beyond AI, 2024 saw us leaning into trends that aren’t just fleeting buzzwords but signals of how our industry is evolving. Personalisation became non-negotiable. People don’t just want ads tailored to them – they expect brands to truly understand them. Purpose-driven marketing continued to prove its relevance, with consumers gravitating towards brands that stand for something bigger than their bottom line.
And omnichannel engagement continued to be critical, as seamless transitions across platforms became the new standard for how we interact with audiences.
But as technology becomes more advanced, the question remains: How do we ensure that creativity retains its human touch?
In an industry where the metrics of success often skew towards numbers and short-term results, I’ve come to realise that what truly defines us is our ability to resonate with people. It’s not just about delivering business wins—it’s about creating work that stands the test of time, work that people will remember not because it sold something, but because it made them feel something.
Two standout campaigns – Selfless Shelves for Puck and After Dinner Dinner for McDonald’s – are shining examples of how human narratives, paired with bold ideas, can resonate on a global scale.
Selfless Shelves was born from a deeply human insight: in the wake of Lebanon’s economic crisis, rural women turned to making “mouneh” preserves to support their families. Recognising the opportunity to scale this grassroots movement, Puck transformed its corporate resources into a platform for empowerment. By donating sterilised jars, providing access to professional kitchens, and showcasing these handmade preserves on dedicated shelves in Carrefour stores, the campaign became much more than an initiative—it was a lifeline for hundreds of women.
In just two months, over 20,000 jars sold out, boosting the income of participating women by 300 per cent. The campaign reached 3 billion impressions across 30 countries, far exceeding its target, and Puck earned a place as Lebanon’s fourth most-loved brand during the campaign period.
On the other end of the spectrum, McDonald’s tackled a universal, almost comedic frustration with After Dinner Dinner. Fine dining, often synonymous with elegance and empty stomachs, became the focus of a cheeky campaign that turned a shared annoyance into an unforgettable experience. Diners presenting a fine-dining receipt at McDonald’s were rewarded with a free, filling meal.
Beyond the metrics, the campaign reshaped McDonald’s brand perception, with a 15% uptick in positive sentiment, reinforcing the company’s ability to stay relevant and relatable even in highly competitive markets.
What made these campaigns extraordinary wasn’t just their creative execution but their ability to tap into universal emotions and shared cultural experiences. Selfless Shelves was about generosity and community in a time of crisis, while After Dinner Dinner used humour and empathy to connect with customers’ frustrations.
In the fast-paced world of advertising, it’s easy to get swept up in the momentum of success, but I truly believe leadership requires more than just keeping up with the tide.
2024 reminded me why I do what I do. Beyond creating bold campaigns or winning awards, it’s about building connections and collaborations.
As a leader, my role has been to not only navigate these changes but to embrace them with optimism and courage. This year, we reinvented the way we approach challenges – adopting an agile mindset, experimenting with daring ideas, and, yes, sometimes failing. But in every failure, there was a lesson.
One of the most rewarding aspects of this journey has been witnessing how we’ve evolved as an organisation. We’ve grown beyond being just an agency – we’ve become the go-to partner for brands, a local powerhouse making a meaningful impact on the global stage.
Carrying lessons into 2025
As I look ahead to 2025, there are a few commitments I’m making to myself and my team.
The first is to embrace imperfection. This industry can sometimes feel like a race to perfection, but some of the most beautiful moments in creativity come from the raw, the unpolished, and the unexpected.
The second is to prioritise mentorship. This year reminded me that the next generation of creatives is hungry for guidance, not just in craft but in navigating an ever-evolving industry. I want to be more intentional about carving out time to mentor and share two-way insights.
And finally, I want to carry forward the idea that creativity is a force for good. It’s not just about creating ads; it’s about creating meaning. Whether we’re working on a campaign for a multinational brand or a local business, the goal remains the same: to connect, inspire, and make people feel seen.
There’s so much more to do, to create, and to learn. And while the future will undoubtedly come with its own set of challenges, I feel ready—because at the heart of it all is the one thing I know to be true: creativity will always find a way.
By Tarek Miknas, CEO of FP7 McCann.
