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The MENA Power List 2024: From chaos to value, from change to growth, by Havas Creative’s Fabio Silveira

by Fabio Silveira, Managing Director, Havas Creative Middle East

Fabio Silveira, Managing Director, Havas Creative Middle East
Fabio Silveira, Managing Director, Havas Creative Middle East

TITLE: Managing Director, Havas Creative Middle East

YEARS IN THE ROLE: 5 years

YEARS IN THE INDUSTRY: 20 years

YEARS IN THE MIDDLE EAST REGION:  7 years

OTHER ROLES: Member of the Havas Global Creative/Business Council; Regional Lead of the Havas Artificial Intelligence Unit


POWER ESSAY: From chaos to value, from change to growth, by Havas Creative Middle East’s Fabio Silveira

Each morning, as I watch Dubai come to life from my office window, incredible talent from around the world arrive at the agency with their cups full of coffee and heads full of ideas. I can’t help but feel that I’m at the centre of the world of creativity. Here in this city and in this office, respect for individuals, their backgrounds, and their drive for innovation and creativity, reign supreme.

Much has been said about our region being the new ‘nexus of creativity’ for the world; a point of connection, where talent from around the world converge to exchange, create and bring to life a future-driven vision and fuelled by a clear and inspiring vision.

We are part of a creative society like no other, multicultural at heart and culturally aware, watching disciplines come together, inspiring and influencing each other. The Middle East is a place of effervescence – where art, expression, architecture, innovation, are drivers of countries’ visions and change, opening, and growth are a natural part of how the society positions itself.

Our task is to decipher patterns that arise from the seeming chaos of change and turn it into value, employment, and growth; to transform insights into culture and use them to craft brands.

Add to this exceptional moment of creative expression and ambitious long-term national visions the media revolution defining our era. The multiple content, channels, messages, and audiences may feel as though they’ve always been present – but they haven’t.

The rapid, volume-driven, ephemeral content we generate by day and absorb by night was not a part of our professional landscape not so long ago, at least not in the form we recognise today.

We live in a world that is in constant flux; operate in an ever-evolving industry; in a region that is forging its future to be a global player in the creative industry.

Our task is to decipher patterns that arise from the seeming chaos of change and turn it into value, employment, and growth; to transform insights into culture and use them to craft brands, icons, symbols, and defining moments.

The region follows no template, so why should our industry? With this vibrant mix of talent, infrastructure and opportunity, the Middle East creative industry will continue to flourish. The success of our creative industry will not only attract more global talent but will also catapult our regional talent into creative stratosphere. Our competitive edge lies in the dual nature of multiculturalism: it brings the perspectives of dozens of nationalities together to forge creative excellence, yet it also demands constant vigilance against the pitfalls of cultural relevance and the complexities of managing diverse teams.

In this dynamic industry, we, as leaders of the region’s creative companies, are constantly going head-to-head against each other to build teams, refine operations, competing fiercely in new business pitches, and striving for recognition at creative festivals. This is a daily rivalry that shapes our industry and fortifies our markets, and creates space for bigger leaps and victories for Middle Eastern creativity. It’s also a competition marked by admiration, surprising collaboration and “I wish I had done that” moments. After all, it is easy to recognise genius when we see it; it is refreshing to see great work coming to life; and inspiring to see effort being recognised.

Back in my office, still gazing out the window, I can’t help but to think of the privilege that it is to be in the Middle East, working in the creative industry at this moment in time. We are going through a golden age, where agencies in our region are being recognised in all main creative festivals in the world, where the talent we see our talent flourish and our regional campaigns be talked across continents. I’m also filled with a deep sense of pride of the role that Havas has played in recent years – from the spotlight of global excellence, to developing a truly integrated and efficient product, without losing sight of what matters the most: that creative spark that made us fall in love with our industry to begin with.


CAREER HIGHLIGHT

In the last year, Havas Creative Middle East landed two of its biggest accounts ever. It kept picking up major creative awards and built a powerhouse new leadership team full of ambition and talent, ready to take the agency to new heights.


RAPID FIRE

Focus for the next 12 months?

Our people

Buzzword we need to kill?

Disrupt.

Marketing needs to prioritise?

Long term relationships.

Marketing needs to change?

Pitching processes.

What worries you the most?

Processes.

Biggest blessing in your life?

My wife and daughters.

Value / principle that matters the most?

Integrity.

Next travel destination?

Guararema, São Paulo, Brazil.

What is your pet peeve?

Texting in ungodly hours.

Who do you look up to?

My parents.

What are you reading?

The Grufallo’s child (twice, every evening).

Top tip?

“Leaders eat last.”