Title: Managing Director, Horizon FCB
Years in the role: 4 years
Years in the industry: More than 21 years
Years in the middle east region: Entire lifetime
Power Essay: Newton’s Third Law
It’s in our human nature to be creatures of habit. We naturally gravitate toward what’s familiar because it makes us feel safe and in control. We tend to behave in ways we know will lead to predictable results, mainly because it helps us avoid surprises or any outcomes that could be uncomfortable or disappointing. It’s easier to stick with routines or tried-and-true methods because the risk of the unknown can be unsettling.
It is also in our human nature to want greatness; we thrive on recognition and need to matter, grow and leave some kind of mark. Deep down, humans seem wired to seek meaning and impact while most of us do feel a pull to become more than we are.
In advertising as well, this same instinct plays out. We often tend to lean towards safe, proven ideas because we naturally want to avoid the risk of a campaign that flops or doesn’t deliver the expected results. Who doesn’t?
Many clients are hesitant to try something untested or bold because they worry about wasting money or damaging their brand reputation. Which is completely understood. Clients also have bosses they report to, they have families they are responsible for and they have reputations they want to protect.
Agencies, as well, in turn, might stick to familiar work or strategies that have worked before. We have targets to meet, clients to please and also families whose lives are very much dependent on us.
But would ‘safe and expected’ achieve great, leave a mark, create an impact? Would it turn our respected reputation to a legacy and our targets to big fat bonus cheques?
“Greatness in advertising can’t be achieved with amazing creativity that doesn’t generate an economic multiplier. It is when our work creates a strong connection with the brand and attains business results simultaneously.”
The answer is obviously no. While this approach can lead to consistent results, it can also prevent us from exploring new, innovative ideas that could truly earn that ‘greatness’ that we all want in some shape or form.
We always say that if we want to see change or want to make change, we have to be the change. As cliché and as obvious as this sounds, it is also so true.
If we continue doing the same thing over and over again, it’s only normal that we will also get similar results every time. It is literally the definition of insanity to think otherwise.
And this is not an invitation for a revolution against our usual tactical campaigns that generate leads, engagement, views, click-throughs, or whatever that KPI is. Greatness in advertising can’t be achieved with amazing creativity that doesn’t generate an economic multiplier. It is when our work creates a strong connection with the brand and attains business results simultaneously.
One of the oldest laws we all studied in school is Newton’s third law that explains how it is for every action, there’s an equal and opposite reaction. In advertising, you can think of it the same way: when a brand puts out a message or campaign, the consumer will respond. Just like in physics, the response is tied to the force and direction of the original action – strong, authentic and creates engagement, or weak, misleading and almost unnoticeable?
So, this is an invite to be brave together, take calculated risks, push boundaries, dare to surprise and get out of our comfort zone from time to time. Then and only then, we will see a different reaction, set our brand apart, turn a good campaign into a legendary one, reach the outcome that we all want, the one we all thrive to achieve. Greatness.
Highlight of the last year
Growing our relationships with our existing clients, which led to our biggest organic growth ever in 2025.
Rapid fire
What the industry needs to talk more about:
AI. How to integrate it for augmentation and not resist it in denial.
What the industry needs to talk less about:
AI. It’s a reality of our present, not a choice anymore.
If you could change one thing in the blink of an eye, you would …
The injustice in the world that we are witnessing in 4K.
What’s one thing about you that would surprise your team?
I actually have a life outside the office, and yes, I do sleep.
What mobile application can you not live without?
FB Messenger. Because it keeps me connected with my mother in Jordan.
What word / phrase do people remember you for using the most?
“We are very excited” (to our clients). “Hello beautiful people” (to our people).
What’s one local / regional tradition that you love the most?
I love all our local traditions; we are so rich. But mostly respecting our elderly.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
My mother and Samih Sawiris.
What’s your top word of advice for Gen Z and Gen Alpha?
Honestly? I feel they are the ones who should give us advice.
What’s your go-to comfort food?
Pizza.
What’s your favourite ad from the past 12 months?
An ad that hasn’t been aired yet, but is coming very soon, which we worked on with Visa.
