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:
Sherry Mansour, Managing Director at Seedtag MENA
How has diversity and inclusion improved on the ground within the industry?
In our industry, I have seen a marked improvement in diversity and inclusion through increased representation of various demographics and the implementation of policies fostering equitable workplaces.
What steps would you advise to prevent “DE&I washing” within the industry?
To prevent DE&I washing, companies should ensure genuine commitment by integrating diversity and inclusion into their core values, setting measurable goals, and maintaining transparency in their efforts.
What allyship message would you share with your colleagues in the industry?
True allyship involves active listening, advocating for underrepresented groups, and challenging biases. It’s crucial to create an environment where everyone feels valued and heard.
How in your opinion can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?
Collaborative campaigns can amplify diverse voices and highlight their impact, fostering a more inclusive industry. They demonstrate the tangible benefits of diversity and can drive meaningful change by showcasing success stories.
If there’s one barrier you would break down, what would it be and why?
To break down barriers in our industry, I encourage everyone to work on eliminating gender bias, as it still hinders many talented individuals from reaching their full potential. Ensuring gender equality would unlock a wealth of untapped talent and drive industry progress.
What words of wisdom would you share with women new to the industry and/or the Middle East region?
For women entering our industry, I recommend building a strong network of supportive peers and mentors. Embrace your unique perspective, stay confident in your abilities, and don’t be afraid to speak up. The advertising industry can greatly benefit from diverse voices and experiences, and having relatable mentors can provide invaluable guidance and inspiration.
What were some pivotal points in your career that contributed to your success within advertising?
Key moments in my career include formulating and executing strategic growth initiatives that significantly boosted company revenue, leading innovative sales competitions that drove team performance, and effectively managing diverse teams. These experiences have been instrumental in developing my leadership capabilities and strategic business acumen.
What would an ideal world in the coming years look like?
My ideal future world embraces universal equality, celebrates diversity, and gives everyone equal opportunities regardless of their background, leading to a more inclusive and innovative industry.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
Daily mindfulness practices and regular self-reflection have helped me stay grounded. I also prioritise open communication and continuous learning to stay true to myself and evolve authentically.
Can you share a particularly memorable campaign or project that you’ve worked on and its impact on the brand?
One particularly memorable project I have worked on was a campaign that significantly boosted a client’s brand visibility and engagement by leveraging Seedtag’s contextual AI technology, Liz. Its success showcased the power of innovative, privacy-first advertising solutions in reaching consumers at the right place, at the right time.
