TITLE: Managing Director, Horizon FCB
YEARS IN THE ROLE: 3 years
YEARS IN THE INDUSTRY: Around 20 years
YEARS IN THE MIDDLE EAST REGION: Entire lifetime
POWER ESSAY: NEED OF THE HOUR – CRACKING THE GEN Z CODE
It’s no secret that the advertising landscape is continuously changing. Advertising in the Middle East specifically is experiencing a transformative phase, driven by rapid digitalisation and steered by a new generation.
And there is no surprise there. Young people are, and will always be, the advocates and drivers of change. In our region, young people are the largest and one of the fast-growing demographics, so they naturally play a pivotal role in shaping the advertising scene. And they are not just consumers, but also trendsetters, influencing purchasing decisions and brand perceptions.
Our youth, or Gen Z as we call them today, are the next generation’s moms, dads, marketers, clients, and even advertisers. They are the ones who will be in the driving seat next, if not already there. They are more aware, ethical, authentic, exposed, advanced technologically, socially aware & storytellers.
For marketers and brands, connecting with Gen Z would significantly reshape the advertising industry by shifting the focus toward more authentic, engaging, and socially responsible strategies. As this demographic increasingly demands transparency and relatability, brands will need to move away from traditional advertising models that prioritise polish and perfection, instead embracing raw and genuine storytelling that resonates with their values and experiences. The rise of digital platforms and influencer culture will further drive innovation in campaign strategies, encouraging the use of interactive and immersive content that fosters community and participation.
Ultimately, understanding and integrating into their interests and lifestyles, as well as speaking their language (rather than speaking at them), will enable brands to establish strong brand loyalty and advocacy, transforming the industry by prioritising empathy, inclusivity, and meaningful connections over mere transactions. And, as a result, advertising will become a more dynamic and responsive environment, better reflecting the diverse voices and aspirations of the younger generation.
This all sounds great and on paper makes total sense, but would this be enough to ‘crack Gen Z code’? Do we really want to be ‘the-40+-year-old-bunch’ that sits in a room throws theories, makes assumptions and speaks on their behalf?
It’s very interesting to see how most marketers and advertisers now use the term ‘Gen Z’ casually whenever they want to either impress or feel that they ticked all boxes. Not realising that we were like them once and needed to belong, feel heard, be acknowledged and have a voice.
This is not rocket science. Similar to previous generations and generations yet to come, we need to connect with our young people by immersing ourselves in their culture and spending time with them. We must listen to their conversations, follow their pages, hire them and make them part of our entourage. Not only is this basic industrial psychology, it’s also common sense.
It’s like when a middle-aged songwriter, who has fallen in and out of love several times through their life is divorced and has two children, needs to be able to write a song that will resonate with teenagers. Through the lyrics they make them taste the sweetness of the beginnings of young love, cry from the pain of first heartbreak, and feel the electricity of the first touch.
We are no different. We’re the artists, the creators, the storytellers. We express ideas, harness creativity, entertain, inform and weave a narrative that must speak to all audiences.
By cracking this fusion of ‘channelling our inner teenagers’ and ‘mastering the artistry of storytelling’, we can help brands create a powerful platform for communication to inspire, evoke emotions, and empower young people to see themselves in the stories being told.
Have we cracked the code?
CAREER HIGHLIGHT
I’m always proud of how we’ve transformed the agency into an award-winning company that continues to champion creativity to build our clients’ brands and businesses, attract talent, and establish long-term relationships with our clients.
But my most important career highlight will always be my path as a Palestinian girl who grew up in Saudi Arabia, came to Dubai to build her career, and ended up heading a regional office for one of the most creative multinational agencies, FCB.
RAPID FIRE
Focus for the next 12 months?
Building relationships – professional and personal.
Buzzword we need to kill?
Matcha!
Marketing needs to prioritise?
Insightful, locally relevant communication.
Marketing needs to change?
Keep doing the same thing and expecting a different result.
Top lesson learnt in 2024?
Democracy is not so democratic in our world.
What worries you the most?
The situation in my home country, Palestine.
Biggest blessing in your life?
Family and ‘framily’ – friends who became family.
Value/principle that matters the most?
Respect, humility, and genuineness.
Next travel destination?
Japan, one day!
What is your pet peeve?
People who don’t try.
Who do you look up to?
My late father.
Favourite restaurant in the Middle East?
Abu Jbara. If you know, you know.
What are you reading?
A book in Arabic by Dr. Ahmed Khaled Toufic. A collection of short stories about paranormal activities. I don’t read it at night!
Favourite hobby?
A new interest, more than a hobby – educating myself about financial markets.
Top tip?
Don’t be scared to fail, life will happen either way!
