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:
Mrudula Patre, Head of MENA, Pixis
How has diversity and inclusion improved on the ground within the industry?
Diversity and inclusion have made noticeable strides in the industry, particularly in regions like the Middle East where cultural shifts are occurring rapidly.
On the ground, we’re seeing more brands and agencies committed to not just ticking boxes but embedding DE&I into their core strategies. This shift is evident in the way campaigns are being conceptualised and executed, with a more authentic representation of diverse communities.
Globally, the integration of AI and data analytics has also allowed for more nuanced understanding and targeting of these diverse audiences, ensuring that DE&I is not just an afterthought but a driving force in campaign creation.
This progress, while significant, is just the beginning. There is still much work to be done to ensure that diversity and inclusion are not just improved but fully realised across all levels of the industry.
How in your opinion can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?
Collaborative campaigns have the power to be the catalyst for change in DE&I by bringing diverse voices and perspectives to the forefront. When executed thoughtfully, they challenge the status quo and force the industry to re-examine its often-homogeneous practices. The impact of such campaigns is measurable not just in impressions or sales, but in the shifting narratives that they can inspire within the industry.
Today, more than ever, AI and data-driven insights allow us to craft campaigns that are not just inclusive but also deeply resonant with diverse audiences. By setting new standards for what representation looks like, these campaigns can accelerate the industry’s movement towards genuine inclusivity and equity.
What steps would you advise to prevent “DE&I washing” within the industry?
To prevent “DE&I washing,” it’s crucial to move beyond superficial gestures and embed genuine commitment into the core of organisational practices. Start by setting clear, measurable goals for diversity, equity, and inclusion, and hold leadership accountable for achieving them. Implement training programmes that go beyond tokenism, focusing on real, actionable strategies for fostering an inclusive culture.
Actively seek feedback from diverse voices and use this input to drive meaningful change. Transparency is key—regularly report on progress and challenges openly. It’s not enough to make grand statements; you need to show consistent, tangible actions that reflect a true dedication to DE&I.
By integrating these practices, you build credibility and trust, demonstrating that your commitment is more than just a trendy initiative.
What allyship message would you share with your colleagues in the industry?
My message to colleagues is simple yet powerful: true allyship requires action, not just words. Stand up for your colleagues, challenge systemic biases, and use your platform to amplify voices that might otherwise be overlooked. It’s not about being the loudest in the room but about making sure everyone has a seat at the table and feels heard.
Be proactive in educating yourself and others about the challenges faced by underrepresented groups, and advocate for policies that support real change. Allyship is a continuous journey, not a destination. By consistently championing diversity and inclusion, you contribute to a more equitable industry where everyone can thrive.
If there’s one barrier you would break down, what would it be and why?
The barrier I would dismantle is the ingrained bias that women, especially those in leadership roles, face in every industry on a global level. This bias, whether overt or subtle, stifles innovation and creativity.
By breaking this barrier, we open up a wealth of untapped potential, creating an environment where diverse leadership styles and ideas are not just welcomed but celebrated. In the current era, where AI and advanced analytics are redefining the industry, it’s imperative that we also redefine who leads the conversation.
What were some pivotal points in your career that contributed to your success within advertising?
Several pivotal moments have shaped my journey in advertising. One of the most significant was embracing the power of technology and AI to revolutionise the way campaigns are crafted and delivered. This was a turning point that not only enhanced my ability to drive impactful results but also positioned me as a leader in the industry.
Success, for me, has always been about recognising opportunities, challenging the status quo when necessary, and staying committed to solutions that foster real, sustainable growth. These experiences have shaped my career and continue to inspire the work I do today.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
A habit that has deeply shaped my authenticity is my commitment to reading. I believe that immersing myself in diverse perspectives—whether through books, articles, or thought leadership pieces—expands my understanding of the world and sharpens my ability to think critically.
This practice not only fuels my creativity but also keeps me grounded in my core values, allowing me to express my thoughts and ideas with clarity and confidence.
I also prioritise staying curious—constantly exploring new ideas, technologies, and perspectives. This habit fuels my creativity and allows me to approach challenges with fresh eyes.
I’ve also learned the importance of setting boundaries and making time for activities that nourish my spirit, like traveling or engaging in meaningful conversations. These routines keep me connected to my true self.
What would an ideal world in the coming years look like?
In an ideal world, the barriers that once held us back—whether in terms of technology, creativity, or social norms—would be dismantled, allowing innovation to flourish on a global scale. It’s a world where technology, especially AI, seamlessly integrates into our lives, driving efficiency and enabling us to solve problems that once seemed insurmountable.
In this future, diversity and inclusion are not just buzzwords but deeply ingrained values that shape every aspect of our society, from business practices to cultural exchanges. The Middle East, in particular, would emerge as a hub of creativity and innovation, leading the charge in redefining what’s possible. It’s a world where brands are more than just businesses—they are catalysts for change, driven by purpose and powered by technology, making meaningful impacts on the communities they serve.
