HEADLINES, HEADACHES AND HOPES
We asked the industry to look back over Campaign Middle East’s 300 issues, and to project forward a little for good measure
That was a long time ago, but it was a special year for me. At the time I was employed by an investment company in Dubai and finishing my professional CIM Certificate.
What is the best bit of news you’ve read since 2008?
It’s rare that a piece of news can appeal to you both on a personal and professional level. There are also multiple milestones in these 13+ years that I can recall, but some of the best news was watching Boopin grow and expand into Singapore and eventually into Europe.
What is the worst bit of news you’ve read since 2008?
Like any business owner and media professional, the news of the Covid-19 impact on the marketing and media industry was by far the worst. It wasn’t the financial impact as much as it was the uncertainty.
What headline would you most like to read?
Boopin’s metaverse mission: Success.
And which headline do you dread?
The financial crash at the time was dreadful, as I was in the early stages of my career. I truly try to take every piece of news and find the opportunity hidden between the lines to make the best out of it.
What’s the best piece of work or campaign you’ve been involved with?
Definitely the 100 Million Meals campaign in Ramadan 2021. It’s always heartwarming to see your work affect so many lives around the globe. This was also acknowledged by the team at His Highness’s office and recognised at the highest levels.
What’s the best piece of work from the region that was done by someone else?
I was truly impressed by DCT’s approach on TikTok. It might have not been a fully activated campaign, but the brave approach adopted in shifting the account into a meme account ended up resonating very well with the audience. DCT will surely reap the results over the next few years as Abu Dhabi becomes a desired destination.
Do you have any messages for
Nothing but congratulations. The work being put in is massive and I’m certain that we’ll see Campaign grow further over the coming years. I wish everyone the best of luck and I’m looking forward to the 1,000th issue.
In Q4 2016, I launched Medpush as a media consultancy company partnering with advertisers across the region to maximise the efficiency of their media campaigns. Prior to that, I was the CEO of Mindshare in the MENA region.
I was a resident on world by teleportation.
What is the best bit of news you’ve read since 2008?
Nearly 200 countries commit to the Paris Climate Agreement to fight climate change.
What is the worst bit of news you’ve read since 2008?
Pfizer made nearly $37bn in sales from its Covid-19 vaccine last year, making it one of the most lucrative products in history. Pfizer, BioNTech and Moderna are making $1,000 profit every second while world’s poorest countries remain largely unvaccinated.
What headline would you most like to read?
Mahatma Gandhi is back.
And which headline do you dread?
Omnicide leading to a total extinction of the human species.
What’s the best piece of work you’ve been involved with?
Not produced yet.
What’s the best piece of work from the region that was done by someone else?
Impossible to choose just one.
Do you have any messages for
I wish you more and more issues and no issues whatsoever.
Early 2008 enjoying the economic boom, late 2008 worrying about the global crash.
What is the best bit of news you’ve read since 2008?
Dubai wins Expo bid.
What is the worst bit of news you’ve read since 2008?
August 4 blast destroys Beirut.
What headline would you most like to read?
Ad spend up 50 per cent in MENA.
And which headline do you dread?
Lockdown imposed across the globe.
What’s the best piece of work you’ve been involved with?
Most of the work our agencies produce.
What’s the best piece of work from the region that was done by someone else?
The Harvey Nichols campaigns by Y&R.
Do you have any messages for
Stay true. under our vertical Cinevations, and our campaign for Etisalat eLife where we paused the movie with a remote control – along with one for Sky News Arabia where we had a live news broadcaster interacting with the cinema audience – are highly memorable. The fact that they won multiple awards including Dubai Lynx and a Cannes Lion was not only validation of how good they were but also a feather in our cap.
What’s the best piece of work from the region that was done by someone else?
I love watching commercials, especially on the big screen. I was particularly elated while watching the ad from the ‘Stayin’ On Yas’ campaign. While the creative itself is fun and retro, the catchy soundtrack – inspired by the Bee Gees’ classic ‘Stayin’ Alive’ – over a 7.1 surround-sound speaker system in cinema made this ad more impactful, unforgettable, and one that makes those watching it feel the vibe.
Do you have any messages for
I am blown away by the cross-format evolution of the brand over the past couple of years. It never fails to feel like a friend, confidant and elder in keeping the flame of creativity, and more importantly the connect with the industry, alive, whilst imparting untold knowledge. Keep powering forward. approach in a category known for being reserved and traditional in its approach to communication.
Do you have any messages for
Congratulations on your 300th. You are forging ahead nicely, evolving your content to address what is trending in our industry. This is exactly what speciality magazines should do to earn loyalty and grow their reader base.
What is the best bit of news you’ve read since 2008?
France wins football World Cup.
What is the worst bit of news you’ve read since 2008?
Certainly the Beirut blast in 2019.
What headline would you most like to read?
Covid is over.
And which headline do you dread?
A new Covid variant is spreading.
What’s the best piece of work or campaign you’ve been involved with?
The launch of the Saudi Tourism e-visa campaign, #whereintheworld.
What’s the best piece of work from the region that was done by someone else?
The Coca Cola ‘Line Up’ campaign from FP7 Egypt, I think.
Do you have any messages for
Congratulations to a great team; please stay around, but why on earth did I stop receiving the paper copy in 2021?
Planning my birthday bash.
What is the best bit of news you’ve read since 2008?
The coronavirus vaccine became the fastest vaccine ever to be developed.
What is the worst bit of news you’ve read since 2008?
Bugs flying around with wings are called flying bugs.
What headline would you most like to read?
Man kidnapped as a child reunited with family after drawing map of home village from memory.
And which headline do you dread?
Man found dead in graveyard.
What’s the best piece of work you’ve been involved with?
‘Footnote For The Breast’ – Medcare Hospitals.
What’s the best piece of work from the region that was done by someone else?
One Book For Peace.
Do you have any messages for
Congratulations, congratulations, congratulations, three hundred times.
One that stood out was Ikea’s clever approach to customer loyalty with their ‘Buy With Your Time’ campaign. Utilising the power of real-time data, they created an interactive experience for customers to showcase their ongoing affinity for the in-store experience.
Do you have any messages for
Congratulations, and thank you for keeping us up to date with the latest news and making this industry more competitive.
Running my own agency, Expression, praying the first signs of a recession, were not the first signs of a recession.
What is the best bit of news you’ve read since 2008?
M&C Saatchi buys Expression.
What is the worst bit of news you’ve read since 2008?
I don’t linger on bad news and there is too much these days. Although the Haiti Earthquake, Deepwater Horizon, koalas on the endangered list and Trump being president all stand out as being pretty horrific.
What headline would you most like to read?
World peace achieved.
And which headline do you dread?
Oceans can no longer sustain life.
What’s the best piece of work or campaign you’ve been involved with?
Our Mobily ‘Everyone’s Kingdom’ was great, but it’s always the last campaign that’s my favourite – and our ad with Aldar and Kevin Hart is looking so good.
What’s the best piece of work from the region that was done by someone else?
So much good work out there, but as I said I don’t linger on bad news.
Do you have any messages for
Who said print was dead – I wait for your next issue like a cross-legged puppy waits for its owner to return.
Metaverse takes over, only 2 per cent of the world now meets IRL.
What’s the best piece of work or campaign you’ve been involved with?
Bugles’ ‘Crunch It’. Strong social thinking that helps brands connect culture to commerce.
What’s the best piece of work from the region that was done by someone else?
Old but gold, our first Grand Prix: ‘The Blank Edition’ for An-Nahar newspaper
Do you have any messages for
Here’s to you Austyn, the backbone, the funny bone, the man keeping our industry real.
I was back in London, working at my first media agency role at a once independent agency called Walker Media (now Blue 449). I was working on the Barclays account as a digital planner and buyer, some of the best times of my career.
What is the best bit of news you’ve read since 2008?
The immediate economic outlook for this region is very positive – it’s a good time to be in MENA.
What is the worst bit of news you’ve read since 2008?
It was actually during 2008. The global financial crisis hit us all hard.
What headline would you most like to read?
Agencies remain the #1 place to attract and develop best talent.
And which headline do you dread?
Efficiency beats creativity.
What’s the best piece of work you’ve been involved with?
The recent international campaign for Saudi Tourism Authority, where we live-streamed the MDLBEAST concert from Saudi, directly into Times Square, New York. The New Yorkers could connect and listen live to a live concert happening the other on the side of the world.
What’s the best piece of work from the region that was done by someone else?
There has been a lot of good work from the region. KFC’s ‘Cheat Code for Hunger’ stands out, with notable campaign wins at MENA Effies and Lynx – a super simple, creative, and effective campaign.
Do you have any message for
Congratulations Campaign on your 300th. We’re glad to have been part of your journey so far. Cheers to the next 300. Best wishes, PHD MENA.