Dubai , at a Cre­ative Tip­ping Point

ArabAd - - COVER STORY -

Novem­ber 2016

What sets Dubai apart from other coun­tries in the Mid­dle East?

Dubai has al­ways at­tracted great ta­lent so that gives it an ad­van­tage over other coun­tries in the re­gion.

What ad­jec­tives best de­scribe Dubai’s ad­ver­tis­ing scene?

Fast. De­mand­ing. Exciting. De­vel­op­ing. En­cour­ag­ing. Im­prov­ing.

Are clients be­com­ing more open to chal­leng­ing ideas?

Clients are be­com­ing open to more chal­leng­ing ideas but we must also be aware that we live in dif­fi­cult eco­nomic times. As a re­sult, clients of­ten still pre­fer to go with the tried and tested. How­ever, Dubai is at a tip­ping point cre­atively. Each year there are one or two more agen­cies join­ing the pack that are pro­duc­ing world-class ad­ver­tis­ing. As that mo­men­tum builds, we’ll start see­ing more and more re­ally exciting work that stands up there with the best around the world un­til it is the norm for ev­ery­one. It’s a great time to be a part of the Dubai scene.

What is still miss­ing/needed for greater suc­cess/recog­ni­tion?

We’re still miss­ing that big, gamechang­ing idea for a se­ri­ous client that will show ev­ery­one else the way. Too much of our best work is hap­pen­ing around the edges, of­ten cre­ated pro-ac­tively.

With Dubai be­ing a widely di­verse land­scape of peo­ple and cul­tures, is there an ef­fort to craft ad cam­paigns within a cer­tain frame­work for the widest ap­peal?

I’ve lived and worked all around the world and the main thing I’ve come to re­alise is the fact that peo­ple, no mat­ter where they’re from, have more

Mike Shackle, chief cre­ative of­fi­cer, Grey MENA, loves ev­ery­thing about Dubai – the am­bi­tion, the pos­i­tiv­ity, the vi­sion. In the fol­low­ing in­ter­view, he takes us through a swift run of the mill, at light speed for a run­down of the rea­sons be­hind the stel­lar rise of the emi­rate as the re­gion’s cre­ative hub. The best ad­ver­tis­ing is when you find the heart of a brand and share that with the world. It will al­ways res­onate with the right au­di­ence.

in com­mon than they have dif­fer­ences. We all have sim­i­lar needs, hopes and dreams. The best ad­ver­tis­ing is when you find the heart of a brand and share that with the world. It will al­ways res­onate with the right au­di­ence. What doesn’t work is when you fake it.

Are there any trends in Dubai’s ad­ver­tis­ing scene that you specif­i­cally dis­like?

Not re­ally. Trends are fleet­ing in na­ture. Why worry about some­thing that won’t last? I’d rather con­cen­trate on the many pos­i­tives of the scene here and be ex­cited about the di­rec­tion it’s mov­ing in.

What are the great­est chal­lenges fac­ing ad cre­atives to­day?

We work at a speed to­day that would have been im­pos­si­ble a few years ago. Con­stantly tight dead­lines im­pact our abil­ity to in­no­vate and craft, to push the bound­aries of our think­ing, to dis­cover new so­lu­tions to our clients’ prob­lems.

Do you find it pro­fes­sion­ally re­ward­ing and per­son­ally in­ter­est­ing to be lo­cated in Dubai?

I’m work­ing at an in­cred­i­ble agency so ev­ery day I wake up ex­cited about what we’re cre­at­ing here. On a per­sonal level, I love ev­ery­thing about Dubai – the am­bi­tion, the pos­i­tiv­ity, the vi­sion. It’s a won­der­ful place to live and raise a fam­ily.

What made you pick Dubai?

Dubai is an amaz­ing place but it wasn’t the de­cid­ing fac­tor for me. Any job move – es­pe­cially to an­other coun­try – has to be about the op­por­tu­nity. And the chance to join Grey – the hottest agency net­work in the world – and work with the su­per-smart ta­lent Grey has in Dubai and across the Mid­dle East and North Africa, was just too good to turn down.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.