Campaign Middle East - - NEWS -

At a time when our in­dus­try is un­der ex­treme scru­tiny for its rel­a­tive value to brands, it was so re­fresh­ing to see the breadth and depth of en­tries from this year’s Creative Ef­fec­tive­ness en­tries at the Dubai Lynx. Cre­ativ­ity and ef­fec­tive­ness are the back­bone of our in­dus­try, and I think some­times we for­get that true magic hap­pens when the two per­fectly align. Each of the en­tries tapped into cul­tural ten­sions in the mar­kets (women’s em­pow­er­ment, ed­u­ca­tion, equal­ity for all, coun­try pride), show­ing pure ex­cel­lence de­spite cir­cum­stances around you. The Mid­dle East and North Africa re­gion has such an ex­tra­or­di­nary sea of ta­lent. I have no doubt that the bar will con­tinue be raised each year

The brand en­tries rep­re­sented (Pril; Coca-Cola Egypt; Tummy Fish; Ha­dia; Lays; Mon­delez; Royal Jor­da­nian Air… this is not the ex­haus­tive list) were sim­ply re­mark­able. Each one of those cases de­liv­ered re­sults for their clients, and in many ways re­de­fined the cat­e­gory for the mar­ket. We were all par­tic­u­larly moved by #beatme in the Creative Ef­fec­tive­ness for Good cat­e­gory, which struck an im­me­di­ate chord in all of us. It was in­spi­ra­tional and rep­re­sented the true power that our in­dus­try can pro­vide. We (as mar­keters) can help our clients de­liver on their brand’s pur­pose.

We chose our Grand Prix (Pril’s one-drop) be­cause it not only em­bod­ied the prin­ci­ples out­lined above, but in many ways re­de­fined the re­tail ex­pe­ri­ence for a mar­ket.

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