In the Middle East advertising landscape, the portrayal and participation of men and women are not just reflections of cultural norms, they have become catalysts for change. Just as the saying goes, “Culture is to humans as water is to fish”, we often swim in strong currents of societal norms without realising their pull. It’s only when someone spots a shark in the water that we start to identify the implicit bias or stereotypes that have gone unattended.
Today, the diversity, equity, and inclusion (DE&I) narrative has created many such eye-opening conversations within the industry. In the coming days, we welcome you to delve into the insights of industry leaders, who call a spade a spade. They have come to a consensus that while significant strides have been made, there’s still a long way to go. The industry faces the challenge of not just acknowledging the gaps but actively addressing them. The hope is to herald a future where DE&I is so ingrained in our culture that the changes we request today are foregone conclusions.
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The needle has definitely moved, but a sense of equity and normalcy hasn’t quite settled in. Read what the leaders had to say:
Rana Zeidan, Regional Business Director, Wavemaker MENA
How has diversity and inclusion improved on the ground within the industry?
The advertising industry has made significant progress in advancing diversity and inclusion, with a strong emphasis in this region on empowering women. Companies are proactively working to achieve gender balance in their teams, elevate women into leadership roles, and ensure equitable career advancement opportunities.
The industry is increasingly acknowledging the critical importance of diversity, equity, and inclusion (DE&I) and is implementing a range of strategies to embed these principles across their organisations. Notably, DE&I is being baked into ongoing training and educational programs, designed to reinforce these values throughout the workforce, and we’re already seeing positive results.
What were some pivotal points in your career that contributed to your success within advertising?
There have been many pivotal points in my career, and many of those have centred around the opportunity to work with leaders who genuinely supported my growth and development. They not only recognised my potential but also fostered my strengths by providing valuable opportunities and guidance, in turn allowing me to build on my talents and expand my skill set significantly.
Their mentorship has also significantly enhanced my own understanding of diversity and the important part it plays in our industry. Collectively, my own experiences and learning opportunities afforded to me by inspiring leaders have equipped me to guide and support my team in embracing and promoting diverse perspectives.
I have also found working in the luxury category to be a transformative experience. It has fostered within me a deep passion for the industry and exposed me to a variety of global perspectives and hands-on activations.
This combination of strong, inspirational leadership and immersion in a dynamic, high-profile sector has been instrumental in shaping my career path and enhancing my expertise.
What steps would you advise to prevent “DE&I washing” within the industry?
DE&I washing presents a threat to progress. To prevent falling into the trap of just saying, rather than doing, companies need to ensure that diversity and inclusion are baked into every element of their business, including their mission, vision, and core values. This commitment should be steadfast and consistent, reflected in all business practices, from hiring to client engagement.
As a first step, businesses should be purveying the current DE&I landscape of their organisation, setting specific measurable diversity and inclusion goals, and frequently assessing how they are performing against them. But real DE&I within a business isn’t about the numbers on a report. Cultivating a culture of transparency and open dialogue and facilitating a continuous educational program will be where businesses begin to see the tangible benefits of diversity.
What allyship message would you share with your colleagues in the industry?
Allyship requires a commitment to continuous learning and active engagement, both within and beyond the workplace. It’s not a one-time act, but an ongoing effort to drive meaningful change. Try to understand the lived experiences of others, and advocate for them in ways meaningful to them. Be open, honest, and above all listen to the views and opinions of others.
How, in your opinion, can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?
We all know that when we work together, we achieve great things, but it’s crucial that we focus our collective efforts on meaningful action. As an industry, as agency teams, and as alliances with clients and partners, our focus should be on visible change and tangible outcomes.
By that, I mean better representation, social change, and greater engagement from audiences when it comes to DEI campaigns. We should be able to look back at what we set out to do and be able to measure our success. If that means more consistent, creative collaborative campaigns, then what are we waiting for?
If there’s one barrier you would break down, what would it be and why?
One key barrier I’d like to break down, which I feel is hampering our industry’s progress in DE&I, is the absence of more open and honest conversations, where individuals can freely share their values and cultural backgrounds.
In a region as multicultural as ours, bridging the gap in understanding diverse cultures and experiences will create a more inclusive environment that supports everyone’s unique perspectives. Education and willingness to listen to others is fundamental to this.
What words of wisdom would you share with women new to the industry and/or the Middle East region?
Trust in your abilities and confidently assert yourself. Find mentors and allies who will champion your growth. There will be setbacks and moments when you’re not selected, but your greatest asset is self-belief and perseverance.
Do you think the advertising industry needs newer, more relatable mentors? Why?
Yes. Having mentors who can understand and relate to the experiences of their mentees is essential. As the challenges of the industry and day-to-day work continue to rapidly change, as too will the challenges of the people in this industry. The most valuable kind of mentorship is one in which ideas and lessons can be exchanged. While there is real value in learning from others outside your realm, having a confidant who understands your experience from the get-go will strengthen the relationship.
What would an ideal world in the coming years look like?
In an ideal world, diversity and inclusion would be seamlessly integrated into every facet of society and industry, providing equal opportunities to all individuals, regardless of their background or identity. We would see a diverse representation at all organisational levels and a culture of respect and understanding for all lived experiences.
I would personally like to see a world where people of determination and neurodivergent individuals are given more opportunities to enter the workforce. And, where workplaces create a more accommodating environment that allows these individuals to not just participate, but flourish.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
Embracing authenticity often involves self-reflection and continuous learning. Personal habits that I have found conducive to helping me embrace my authenticity and express myself have included, staying close to my circle of friends and mentors who have inspired, supported me and helped bring the best out of me.
I think it’s also incredibly important to be intentional about expressing my values, opinions, and beliefs in my work while listening to those of others too. Finally, seeking feedback, growth and remaining open to learning wherever I can, has played a fundamental role in helping me stay true to myself through the highs and lows.
Can you share a particularly memorable campaign or project that you’ve worked on and its impact on the brand?
One campaign that I will always remember is a media-first initiative that uniquely engaged the audience. My team and I worked on a beauty show integrated with a highly-rated programme segment. This 12-week competition invited women from the region, passionate about becoming renowned artists, to craft looks that embodied the campaign’s brand concept.
Each week, participants showcased their creativity, and the winner earned the opportunity to become a makeup artist for the beauty retailer. This campaign significantly boosted the brand’s love and gained more market share. It was also a brilliant example of how celebrating diversity can lead to positive outcomes.
