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:
Maya Tayara, Managing Director, iProspect MENA
What steps would you advise to prevent “DE&I washing” within the industry?
Establishing clear and inclusive practices and policies will provide a structured and regulated path to change. These policies should be regularly reviewed and updated to reflect evolving standards and expectations. It is essential to set specific, transparent goals for middle management, making these goals an integral part of annual appraisals. This accountability helps sustain efforts to close gaps and ensures that DE&I initiatives remain a priority.
By taking these steps, we can ensure that DE&I initiatives are not merely performative but are genuinely embedded into the fabric of the agency, fostering a culture of true inclusion and equity.
How in your opinion can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?
As marketers and advertisers, we are the voices that represent both brands, consumers, and our industry colleagues. Collectively, we have the power to drive change and make a difference.
We are in the driver’s seat and have a responsibility to be the change we want to see in our industry and society. By working together, we can create campaigns that not only promote DE&I but also demonstrate its benefits, inspiring others to follow suit.
What words of wisdom would you share with women new to the industry and/or the Middle East region?
I encourage every woman in leadership to openly share the barriers they have overcome to inspire young talent. While the challenges today may differ from those faced earlier in our careers, authentic stories from women to women remain powerful and empowering. By sharing their experiences, women leaders can act as indirect mentors and serve as inspiring role models.
For newcomers, be bold in your pursuits. Seek out the guidance of these leaders and mentors. Challenge yourself and challenge others, but always with respect, purpose, and a creative lens. Many people believe that there is a battle between powerful and successful women, but this is not the case.
Successful women rally around one another, lifting and supporting each other for greater success as individuals and as a cohort. So, find people with similar visions, and those who inspire you, and lift each other up, because you’re able to reach far greater heights surrounded by strong colleagues and companions than you’re able to achieve alone.
What would an ideal world in the coming years look like?
An ideal world in the coming years would be one where DE&I are deeply ingrained in every aspect of society. In this vision, the pay gap, particularly the one that affects women, would be eliminated, ensuring equal compensation for equal work across all industries and markets.
Discrimination based on gender, ethnicity, or any other characteristic would no longer exist, fostering a truly inclusive environment where everyone has equal opportunities to succeed.
Can you share a particularly memorable campaign or project you’ve worked on and its impact on the brand?
One particularly memorable campaign I worked on was the SCB Pay Gap Campaign. This initiative aimed to address and raise awareness about the gender pay gap. The campaign’s impact on the brand was profound, as it positioned SCB as a leader in advocating for gender equality in the workplace.
By highlighting this critical issue, we were able to engage a wide audience, generate meaningful conversations, and drive significant progress towards closing the pay gap. The campaign not only enhanced SCB’s reputation but also underscored its commitment to DE&I.
What were some pivotal points in your career that contributed to your success within advertising?
One of the most pivotal moments was learning to silence the self-saboteur voice and transform it into one of belief and confidence. As women, we often strive for perfection, but I have learned to thrive by embracing my strengths and viewing challenges as opportunities. This shift in mindset has been instrumental in my growth and success.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
Regular self-reflection, which over time and with dedication, has led to self-acceptance. Early in my career, I came across a quote that stayed with me: “Be the change you want to see.” This inspired me to do the inner work necessary to become the best version of myself.
Once I reached that stage, I developed greater self-belief, which allowed me to be more vocal and courageous in expressing my thoughts and ideas. I firmly believe that knowing what you want and asking for it with determination is essential for personal and professional growth.
