Latest news with #HavasMiddleEast
Campaign ME
05-04-2025
- Entertainment
- Campaign ME
Campaign's Creative Faces to Watch 2025 – Mohammad El Tayech, Strategy Manager, Havas Middle East
Campaign's Creative Faces to Watch 2025 – Mohammad El Tayech, Strategy Manager, Havas Middle East Campaign's Creative Faces to Watch 2025 – Mohammad El Tayech, Strategy Manager, Havas Middle East Age: 25 Nominated by Alejandro Fischer, SVP Strategy: Mo is a passionate strategist who seamlessly bridges data-driven insights with cultural intuition, making his work both rigorous and deeply relevant. Beyond his sharp thinking, he is highly collaborative, always engaging with the team to push ideas further. His ability to connect the dots between numbers and human truths sets him apart, ensuring his strategies are both impactful and actionable. What truly defines Mo, though, is his relentless drive to improve—constantly refining his craft, challenging himself, and elevating those around him. He is a valuable asset to any team and a strategist who consistently delivers with thoughtfulness and ambition. Career highlights With a background in data & analytics, I took a road less taken and took on and entered the world of advertising & creative strategy. And that has definitely made all the difference. I started off my career by working across different categories, with a strong focus on automotive. After that, I decided to make the shift to Havas, where I have played an integral role in working on strategies across the agency's different clients, bringing in new business opportunities and was part of the team that helped bring Adidas' recent 'Desert Runner' campaign to life. Guiding principles Learning never stops; always be hungry to learn new things. Every problem, big or small, always has a solution. Side hustle I recently started watching a lot of cooking videos and practising making certain recipes. And gaming has always been a huge part of my life, from playing Crash Bandicoot on my PS2 in 2006, to playing it on my PS5 today. Go back to main article: Campaign's Creative Faces to Watch 2025
Campaign ME
14-03-2025
- Business
- Campaign ME
‘Are we a little less Wild West and a little more cautious in 2025?'
In a world obsessed with data, metrics and algorithms, has creativity taken a backseat? Whether the relentless pursuit of data-driven decisions has stripped brand, media, marketing and advertising of its magic. This month, we asked: Has the industry lost some of its showmanship and value in the pursuit of formulaic, data-led insights? Has the industry sacrificed showmanship, storytelling and gut instinct for formulaic insights? Or is data simply the new creative fuel? Here's what industry experts had to say: Tala Mukaddam Business Lead, Brand and Podcasts, Create YES The golden age of advertising elicits images of cigar-smoking executives in high-rise towers, sitting around in tailored suits, dreaming up the next exciting way to sell cigarettes. In the glamourised era of Mad Men, advertising felt exciting, powerful and brand new. Though the advent of television came earlier, in the 1940s, it wasn't until the 1960s that brands truly understood the power television had to showcase their creative advertisements – readily available in every home. This was a new playing field, and TV heralded a revolution. Insights at the time were derived from human experience: consumer behaviour, market research, focus groups, surveys and such. While insights have always served as the heart of any good campaign, there was also an ample amount of pageantry and daring that went into the work. It was the metaphorical Wild West, and everything was fair in love and advertising. Have we lost some of that creative freedom – the ability to soar to viral (but IRL) heights or fail catastrophically – in 2025? Probably, yes. But are advancements in data-led insights the reason for some of the advertising industry's daring being stifled, or is it more attributed to cultural norms evolving over time? Societal expectations, gender norms and age-related limitations have all made strides over the past 60 years. We are no longer the same society, and our ads have evolved with us in turn. I don't think having more data had much to do with it. In fact, 'data-driven' insights, when paired with strong cultural ones, have the potential to create the most powerful campaigns. In sum, are we a little less Wild West and a little more cautious in 2025 than, say, 1960? Certainly. But data has always existed, and while its accuracy and complexity continue to evolve, it will always be at the heart of any truly powerful ad. And it does not come at the expense of creativity. That part remains attributed to the magic of advertisers – for now. Carlos Nadal SVP – Growth, Havas Middle East YES Data has transformed our industry, but sometimes in chasing numbers, we've drifted away from the magic of storytelling and creativity. The best campaigns often come from a single meaningful insight paired with emotion, delivering both short-term results and long-term brand value. In the Middle East, where culture runs deep, we may be over-focusing on performance metrics at the expense of genuine human connections. Clients could benefit from taking more creative risks rather than staying in the comfort zone of metric-driven solutions. The path forward isn't about choosing between data and creativity – it's about using data thoughtfully to shape campaigns that both perform and resonate with our audience's hearts and minds. Passant El-Ghanem Marketing Director Middle East and Africa, Kraft Heinz NO The industry has increasingly shifted toward data-driven insights, but true marketing magic lies in the balance between art and science. While data refines strategies and drives effectiveness, over-reliance risks diluting creativity and emotional resonance. At Kraft Heinz Middle East, we champion bold storytelling, leveraging insights to elevate – not replace – showmanship. Heinz thrives on cultural relevance, surprise, and human connection. We resist formulaic approaches and embrace disruptive creativity, ensuring campaigns are both effective and unforgettable. Take Ketchup and Down, inspired by research revealing consumer frustration over ketchup flow, turning a simple bottle flip into an engaging campaign. Or Ketchup Insurance, born from social listening, ensuring fearless eating, and embracing ketchup mishaps. Both prove data fuels creativity, but it's bold ideas that make brands iconic. Nicolas Garcia Creative Director, Science & Sunshine YES Don't get me wrong. I do believe data can sometimes inform and inspire great creative thinking. But it's a double-edged sword. In a craft where emotion often overrides logic, it's usually the things we can't explain that end up having the most extraordinary results. No data in the world could've predicted that a gorilla playing the drums for 60 seconds would boost Cadbury's sales by 10 per cent. Yet it did. There's no doubt that data and research have their place as sources of inspiration. But perhaps our industry's obsession with predictable, data-driven solutions is stripping creativity of its most powerful weapon: intuition. The magic of the unexplainable. Seyoan Vela Chief Creative Officer, Living Room YES Although, I wouldn't say this is just a regional issue. It's an industry-wide issue. Advertising globally has lost much of its razzmatazz. And all the creative professions seem to be suffering from over-analysis paralysis, leading to more formulaic solutions in everything from industrial design to architecture. But I wouldn't put the blame at the feet of data. Ultimately, it comes down to how human beings use data. And an awareness that not everything worthwhile can be measured, and not everything measured is worthwhile. Ahmad Hussain Head of Content, Radix Media MENA YES Absolutely. The industry's obsession with data-led insights has turned marketing into The Great Creativity Heist – where bold ideas are held hostage by algorithms, and PowerPoint decks have more charisma than the campaigns they approve. Once, brands told epic stories. Now? We get hyper-targeted ads whispering, 'Hey, weekend jogger who skipped leg day – buy these compression socks and rethink your life' at 3am. The result? Bland, optimised-to-death content. Safer than a helmeted bubble-wrap burrito. As thrilling as a webinar on the history of filing cabinets. Data shows what works, but only creative chaos makes people care. Let's hijack the algorithm, sprinkle some chaos. Craig Borthwick Partner, Lightblue NO Data lays foundations, giving creativity the right direction to hit objectives. But once insights are set, creativity needs space – overloading kills the magic. It's not data versus creativity; they go hand in hand. Data is the fuel to make creative stronger. Sure, not every execution lands, and that might make it seem like we've lost some value. But look at recent winners at Athar, Lynx or Cannes – regional creativity is excelling. When making sense of data strategically is on point, storytelling thrives, and results are incredible. Let's not overlook the great work just because some misses get more attention than the wins. Bilal Nakhli Brand Marketing Manager, CARMA NO For years, the industry thrived on bold ideas and campaigns that left a lasting impact. Today, data-led insights are reshaping how success is measured, but that doesn't mean creativity has taken a backseat. If anything, data is here to sharpen storytelling, not replace it. The real challenge isn't the rise of data but understanding what it can tell us and how to use it effectively. The region is at a turning point, and when data, AI, and human creativity come together, the industry becomes stronger. It's not about losing its essence but evolving into something smarter, sharper, and more powerful. Roy Nasrallah Vice President – Marketing, GMG NO The most successful brands realise that creativity and analytics must be woven together. Data can reveal unique consumer segments – like the rapidly growing gaming community – while artistry turns those insights into compelling narratives and memorable interactions. These brands harness analytics to understand customer preferences and behaviour, then use imagination to bring new concepts to life. It's a delicate balance: letting numbers guide big decisions without letting them dictate every detail. When done right, data amplifies, rather than replaces, the soul of a brand. Ahmed El-Gamal Senior Director of Marketing, Jumeirah NO While data-led has become more prominent, the prompter is still using their logic and empathy in the process. It has changed the way insights are manifested. Data now allows us to supercharge creativity. If anything, data-led work has given us a deeper understanding of our audiences and allowed the industry to blend science and art through logic and soul. When leveraged wisely it enhances, and doesn't replace, and showmanship isn't about spectacle but about capturing hearts and minds effectively.
Campaign ME
07-03-2025
- Business
- Campaign ME
IWD 2025: Gender parity stalls when work-life balance falters
The brand and marketing industry has made giant strides in DEI over the past few years. However, women within the industry, who spoke to Campaign Middle East, claim that there's still a long way to go, especially with systemic stereotypes around work-life balance. They shared their take on the age-old struggle to have a seat at the table, which seems to be the theme repeated for International Women's Day in 2025. And yet, expectations within organisations and biases within society are 'placing a greater burden on women' who have earned their place in the workplace. 'When it comes to equity, so much progress has been made, but the road ahead is still long. Women are more visible, yet unconscious biases still mean we often have to work twice as hard for the same recognition,' says Mary Anne He, Head of Data & Insights, Havas Middle East. To highlight similar sentiments within the industry on DE&I this International Women's Day (IWD), Campaign Middle East has welcomed open and honest opinions from women within the region's brand, marketing, creative, PR and comms industry on how they have seen the needle move in terms of access to opportunities, career growth, feeling heard and the challenges they currently face. Although Campaign Middle East does not agree with tokenisation, and welcomes commentary on the topic throughout the year, we have heard the requests of women in leadership positions to share their comments during IWD and have offered them – and those on their teams – a platform to share their thoughts. Wajd Breek, Account Director, Golin MENA, says, 'Access to opportunities for women in our industry has always been significant, yet challenges remain in achieving true gender equality.' She goes on to explain that women have made up a large part of the workforce within the public relations realm for a long time, but representation in leadership positions remains scant. 'Career progression remains slower compared to men, and boardrooms remain male-dominated,' she explains, citing the Global Women in PR Annual Index 2025 report to make her case. She adds, 'The biggest challenge for women is achieving work-life balance, as many women still bear the primary responsibility for childcare and other caring responsibilities. To tackle this, we must prioritise policies that promote gender equality in leadership and create work environments that support better work-life balance for everyone.' 'One of the biggest barriers to progress is the illusion of it. Real change requires moving beyond surface-level efforts to measurable impact: promotion and pay equity, investment in long-term growth and pathways to leadership and real decision-making power.' Women within the industry also emphasise that these policies should take into account the entire spectrum of responsibilities that female professionals have to undertake, even beyond office hours. 'When asked what benefits matter most, nearly half (49 per cent) [of women] said flexible schedules, and 48 per cent pointed to maternity leave,' said Vera Modenova, COO at Flowwow. She suggests that instead of pitting responsibilities from work-lives and personal-lives against each other, allowing them to coexist would be far more beneficial. 'As both a mother and a leader, I've learned that balance isn't about separating work and life, it's about making them work together,' she said. 'To help more women navigate these challenges, I'd push for workplaces to embrace flexible work cultures, normalise family-friendly policies, and create environments where women feel supported in both their careers and personal lives, without having to choose between the two.' Havas Middle East's Anne He backs this idea. She suggests that superficial practices barely scratch the surface of solving the disparity between male and female career paths. 'Ironically, one of the biggest barriers to progress is the illusion of it,' she says. 'Real change requires moving beyond surface-level efforts to measurable impact: promotion and pay equity, investment in long-term growth and pathways to leadership and real decision-making power. Celebrating women is great, but holding the industry accountable is even better.' The industry might even witness benefits to long-term operations by nurturing female talent holistically, allowing them to grow within their careers through an equitable work-life balance. 'Many women juggle two full-time roles and often step back from their careers to give their best to their families,' says Nareena Mehra, Chief Strategy and Growth Officer, Science & Sunshine. 'The solution lies in employers understanding and fostering a genuine work-life balance, allowing women to pursue their ambitions without guilt,' she explains. Balancing a career and raising a family should not have to be a sacrifice asked of women, the interviewees say. 'Challenges persist. Promotion bias, maternity bias, and work-life balance struggles continue to hold many back,' adds Elena Soloveva, Creative – Senior Copywriter, MullenLowe MENA. 'A workplace that prioritises efficiency, well-being and real balance won't just retain top talent, it will create an environment where women can truly thrive,' she says. While the needle continues to move towards better working conditions for women in the region, the industry needs to reflect on how to raise the bar on true inclusivity.
Campaign ME
07-03-2025
- Business
- Campaign ME
IWD 2025: Building the table, not just taking a seat
On International Women's Day 2025, the industry seems to be moving beyond the age-old question of representation to ask: 'How do we not only open doors for women in the region's industry but also ensure they step through with support that they need?' The answer lies in mentorship. Leaders from Havas Middle East, Leo Burnett Riyadh and Golin Saudi speak to Campaign Middle East about how change is here, but ensure that this is a lasting change, the industry will not only need to create space at the top, but also empower other women to get on board with mentorship. True progress isn't just about inclusivity and representation; it requires mentorship and a shared responsibility to break barriers and uplift others, the leaders agree. As more women get a seat at the table, mentorship becomes a sustained empowerment that will continue to shape the future of the industry. It's inspiring to witness how women are no longer striving for equality, but leading with influence and purpose. This article is part of Campaign Middle East's ongoing coverage for International Women's Day. We welcomed open and honest opinions from women within the region's brand, marketing, creative, PR and comms industry on how they have seen the needle move in terms of access to opportunities, career growth, feeling heard and the challenges they currently face. Although Campaign Middle East does not agree with tokenisation, and welcomes commentary on the topic throughout the year, we have heard the requests of women in leadership positions to share their comments during IWD 2025 and have offered them – and those on their teams – a platform to share their thoughts. Creating lasting change, not just conversations For many women in the industry, progress is visible, but challenges remain. Saleha Ashikali, Senior Media Manager, Havas Middle East, shares her experiences, 'In the last 5 years of my career, I've seen the industry evolve, with more women stepping into leadership and having their voices heard.' Joining the conversation, Jade Pow, Associate Media Director, Havas Middle East highlights how 'Women are increasingly stepping into decision-making roles, and discussions around inclusion are gaining traction.' Alkhansaa Alkhalil, Account MGR, Golin Saudi, comments, 'Over the years, we've seen a significant shift as more women step into leadership roles and their voices resonate throughout the industry. It's inspiring to witness how women are no longer striving for equality, but leading with influence and purpose.' While gender diversity has improved in the region, lasting change is not an easy feat. Ashikali says, 'We still face barriers; whether it's unconscious bias, a lack of representation at the top or the constant juggle between ambition and balance.' The growth of women in the industry and the region is a significant victory, marking the start of lasting change. When the next generation looks at us and says, 'One day, I want to be just like you.' That's not just representation — that's influence, that's power. And true power isn't kept; it's passed on.' Mentorship as a catalyst for change While barriers to entry still exist and representation remains a challenge in many sectors, the presence of more women at the table creates opportunities to extend invitations and support others in becoming part of this ongoing transformation. Ashikali emphasises, 'For me, real change starts with mentorship and advocacy. We need to uplift each other, challenge outdated norms, and create spaces where women don't just have a seat at the table but are leading the conversation. Diversity isn't a box to tick; it drives innovation, and it's time we make it non-negotiable.' Tonie Tannous, Creative Director, Leo Burnett Riyadh says, 'We grew up searching for role models; today, we are the role models. We make decisions, own our creativity, and take the stage unapologetically. The greatest reward? When the next generation looks at us and says, 'One day, I want to be just like you.' That's not just representation — that's influence, that's power. And true power isn't kept; it's passed on.' Building the table, not just taking a seat Tannous says, 'The future of advertising in the region is being rewritten by fearless women who aren't just claiming a seat at the table but building the table itself. For too long, we fought to be heard. Now, we lead.' Alkhalil adds, 'This progress feels like a natural evolution, and it's energising to see these changes unfold. The biggest challenge we still face is breaking down outdated stereotypes and pushing for more diverse leadership. As more women take charge, it's crucial that we continue to build systems that support them, focusing on mentorship and ensuring equal access to decision-making positions.' Pow says, 'Sustained progress also relies on company culture and leadership accountability. While mentorship, advocacy, and professional networks have helped pave the way, challenges persist. True inclusion goes beyond representation — it's about ensuring women have the platform, influence, and support to lead, innovate, and drive meaningful change. The future of the industry depends on not just welcoming women but empowering them to shape it.' Throughout the year, mentorship remains a defining force in breaking barriers and creating lasting change. The above women in the industry have made it clear: leadership isn't just about claiming a seat at the table, but about building the table and making room for others. In doing so, we don't just shape the future of the industry; we empower a generation of women to continue breaking barriers, lifting one another up in ways that make lasting change.
