Title: CEO – MENA, Memac Ogilvy
Years in the role: 2 years
Years in the industry: Entire career of more than 30 years
Years in the Middle East region: More than 30 years
Power Essay: Talent, tech and regional transformation – MENA’s ‘Power of Three’
The Middle East and North Africa region (MENA) is home to some of the world’s most exceptional talent in media and communications. This is proven time and again at the global and regional awards, where our accomplished creatives and talented youngsters walk away with top honours.
It is truly an amazing time to be in MENA as we stand at the intersection of technological innovation, generational transformation and unprecedented regional growth – a powerful triad that fuels our ambition and shapes our future.
From Saudi Vision 2030 to the UAE’s digital economy ambitions and the startup boom across the region, MENA is writing a new narrative.
Yet, today, the regional industry stands at a critical crossroads, not because of how we, as an industry, and our clients are reacting to the phenomenal changes that are redefining the way we work, but because many have embraced the status quo.
As digital transformation accelerates and new technologies emerge, we need to ask a fundamental question: Are we ready for a reboot? A total reignition of our creative engines with talent and tech at its core? This question has stared us in the face for years, but many conveniently choose to evade it.
Today, tried-and-tested creative approaches and communications playbooks are passé. We need a bold new mindset that embraces new rules while maintaining a human-first outlook.
That is why I advocate for total cultural transformation, whereby our talents can unlock their fullest potential while embracing the limitless opportunities of our rapidly evolving region.
“The triple imperative of being ‘people-first’, ‘harnessing AI’ and ‘winning for clients’ is the new mantra for the industry – one that is non-negotiable for our industry to thrive in the transformation era.”
Today, what once required 1,000 Google searches and countless dipstick surveys can be gathered quickly with intelligent prompts, seamlessly streamlining research into customer behaviours and communications landscapes.
But what will shine through is the power of the human mind. Whether leveraging new technologies or creating culturally resonant campaigns, you need brilliant minds that understand the nuances and complexities of the region.
When human creativity meets technological possibility and regional opportunity, it unlocks pure magic – great work, genuine impact and delighted clients.
It is in this spirit that WPP’s CEO Cindy Rose, in her first town hall, spoke about the industry needing to “level up our skills and become AI superusers” to delight clients “with cutting-edge innovation, creativity and business outcomes”.
The triple imperative of being ‘people-first’, ‘harnessing AI’ and ‘winning for clients’ is the new mantra for the industry – one that is non-negotiable for our industry to thrive in the transformation era.
Finally, as our industry pursues growth, we must also be mindful that ‘growth’ is not just about ‘market share’. It is about relevance – about being trusted partners to our clients to support them achieve their goals through cut-through strategy, integrated solutions and borderless creativity. When they win, we win. Period.
I am confident that our talent, the momentum of regional transformation and a commitment to client impact will catalyse this era into the golden age for communications.
Highlight of the last year
Memac Ogilvy achieved a remarkable turnaround, winning large global and regional accounts. Headcount grew more than 25 per cent, network employee satisfaction showed best improvement in EMEA, and client satisfaction scores reached record regional highs. This came through expanding the integrated ecosystem powered by ‘borderless creativity’ across PR, influence, advertising, health and experience.
Rapid fire
What the industry needs to talk more about:
Human creativity in the AI era.
What the industry needs to talk less about:
AI replacing talent.
If you could change one thing in the blink of an eye, you would …
Bring the industry together.
What’s one thing about you that would surprise your team?
Love for chocolate and sweets.
What mobile application can you not live without?
Gaming apps and WhatsApp.
What word / phrase do people remember you for using the most?
“Borderless creativity.”
What’s one local / regional tradition that you love the most?
Ramadan vibes.
If you could choose any two people, currently alive, in the world to share a meal with you, who would it be?
Geoffrey Hinton and Andrew Ng, the AI wizards.
What’s your top word of advice for Gen Z and Gen Alpha?
Master AI, stay human.
What’s your go-to comfort food?
Pizza.
What’s your favourite ad from the past 12 months?
Al-Futtaim Trading Enterprises’ ‘Honda Delivers’.
