Zeena Kurd, Regional Director – Social Comms, Boopin.“Woman up!” That’s what my then-colleague, now-dear-friend, Ali told me when I nervously asked if I was really cut out for one of the biggest pitches of my career. It wasn’t the typical encouragement I was used to hearing. But it stuck. Because in just two words, it flipped a tired phrase on its head and challenged the unspoken doubt so many women in advertising, myself included, have carried for far too long. The Middle East’s advertising scene has come a long way. Nowhere is that more obvious than in the UAE.
Step into almost any top agency here today, and you’ll see brilliant women everywhere: strategists, creatives, account directors, media masterminds – not just making the
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