In the Middle East advertising landscape, the portrayal and participation of men and women are not just reflections of cultural norms, they have become catalysts for change. Just as the saying goes, “Culture is to humans as water is to fish”, we often swim in strong currents of societal norms without realising their pull. It’s only when someone spots a shark in the water that we start to identify the implicit bias or stereotypes that have gone unattended.
Today, the diversity, equity, and inclusion (DE&I) narrative has created many such eye-opening conversations within the industry. In the coming days, we welcome you to delve into the insights of industry leaders, who call a spade a spade. They have come to a consensus that while significant strides have been made, there’s still a long way to go. The industry faces the challenge of not just acknowledging the gaps but actively addressing them. The hope is to herald a future where DE&I is so ingrained in our culture that the changes we request today are foregone conclusions.
The needle has definitely moved, but a sense of equity and normalcy hasn’t quite settled in. Read what the leaders had to say:
Hanan Tabsh, Managing Director – Lower Gulf, UM
How has diversity and inclusion improved on the ground within the industry?
DE&I has become a top priority across industries, including advertising and media. In Qatar, significant strides in gender equality have led to women taking key leadership roles in agencies and on the client side, enhancing business performance through diverse strengths and perspectives.
Simultaneously, clients are increasingly demanding diverse teams and content, pushing agencies to prioritise DE&I.
Companies are setting measurable goals and publicly reporting on them, promoting transparency, accountability, and continuous improvement.
What steps would you advise to prevent “DE&I washing” within the industry?
To ensure genuine progress, DE&I must be deeply embedded in the organisation’s culture, not just treated as a passing trend. This requires a sustained commitment and actionable strategies:
- Set clear, measurable goals: Establish and monitor objectives for hiring, training, and promotions, aiming to achieve balanced gender ratios and a diverse team across nationalities, age groups, and special needs.
- Promote transparency and accountability: Regularly report on DE&I initiatives and maintain open dialogues.
- Foster community engagement: Build partnerships and collaborate with diverse communities.
How in your opinion can collaborative campaigns – and their visible, tangible impact – further the cause for DE&I in the industry?
Collaborative campaigns are a powerful way to advance DE&I in our industry. By uniting organisations, we can pool resources and reach, making a tangible impact. These partnerships combine diverse talents and technologies, enhancing campaign quality and effectiveness. They also bring varied insights, creating more nuanced and inclusive content.
Such initiatives build alliances beyond individual organisations, impacting broader society and driving immediate DE&I progress, while laying the groundwork for long-term cultural change and sustainable industry advancement.
If there’s one barrier you would break down, what would it be and why?
The advertising industry is now caught up in complex technologies and metrics, often overshadowing simple, creative ideas. In the past, ads entertained and inspired with grand concepts from major brands.
Today, however, consumers increasingly use technology to block ads, indicating a shift away from the engagement that once defined our industry. We need to refocus on creating compelling, authentic content that resonates with people, rekindling the magic of storytelling and the emotional connection great advertising can create.
What words of wisdom would you share with women new to the industry and/or the Middle East region?
Embrace the fast-paced nature of advertising as a growth opportunity. While balancing family and career can be challenging, this dynamic environment can spark passion and energy, helping you craft a fulfilling lifestyle. With a focus on DE&I, seize the chance to lead, showcase your capabilities, and support each other to foster a sustainable DE&I culture.
The industry also needs newer, relatable mentors, so actively seek and leverage these mentorship opportunities for growth and success.
What allyship message would you share with your colleagues in the industry?
In the advertising industry, nurturing allyship is crucial for personal and professional growth. Let’s channel competition into motivation, not division. Embracing allyship fosters a collaborative culture that boosts creativity, productivity, and well-being.
Together, we can create an environment where alliances spark innovation, diverse perspectives are celebrated, and everyone feels empowered to contribute their best ideas. Let’s elevate each other, advance our industry, and build a thriving, supportive community.
What would an ideal world in the coming years look like?
In an ideal world, business ethics would be prioritised over mere victories, shifting from cut-throat competition to win-win solutions where competition fosters innovation, not division.
Leadership would uphold integrity, transparency, and responsibility, embedding these values into every decision.
A competitive spirit would drive creativity and innovation for societal benefit, not just market dominance.
Companies would adopt a long-term vision, balancing short-term gains with sustainable growth and resilience, while prioritising work-life balance and overall well-being.
What were some pivotal points in your career that contributed to your success within advertising?
My journey has been shaped by pivotal moments that profoundly redirected my career. Moving from Lebanon in 2002 instilled independence, courage, and adaptability, helping me thrive in a new culture and the dynamic media industry.
Transitioning from interior design to advertising, starting in client servicing and moving into media in 2010, broadened my perspective and blended creativity with strategy. My tenure with UM, especially in telecommunications and sports, has been particularly rewarding, providing valuable learning experiences and driving my passion and growth in the industry.
Can you share some personal habits or routines that have helped you embrace your authenticity and express yourself?
Determination and positivity have guided my career, helping me navigate uncertainties with confidence and turn every experience into a learning opportunity. By staying true to my goals and facing challenges with optimism, even the toughest obstacles have become invaluable lessons.
This mindset builds resilience and fuels personal and professional growth. It’s about embracing every moment, adapting to change, and using each step, no matter how small, as progress.
Can you share a particularly memorable campaign or project that you’ve worked on and its impact on the brand?
Throughout my career, I’ve been fortunate to work on memorable campaigns that provided unique connections and invaluable learning experiences. Despite the technical challenges, my passion has been a constant driving force.
Three projects stand out: rebranding a telecom operator in Qatar, an award-winning campaign for a telecom company during the 2022 FIFA World Cup, and the 2015 World Men’s Handball Championship in Qatar. These projects transformed brand identities, brought innovation, and strengthened client relationships, significantly impacting my professional journey.
