Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights Industry
Back
9 questions with Ramsey Naja, chief creative officer, J. Walter Thompson MENA
By Communicate StaffWed, Apr 04 2018

Contact
9-questions-with-ramsey-naja-chief-creative-officer-j-walter-thompson-mena

 

  1. What do you love about this industry?

The variety. The fact that I learn something new, about mainstream or obscure industries and companies, every day.

2. What do you hate about this industry?

The fact that it is buying the stupid, ignorant and preposterous message that it is dying.

3. If you could be in another profession, what would it be?

The theatre. Yes, I know, it is supposed to be dying as well.

4. What’s the first thing you do when you wake up in the morning?

I invite the children to jump on our bed. That normally completes the waking up bit.

5. What’s the last thing you do before you go to bed?

I make a silent wish to be a better person by the same time tomorrow.

6. The craziest thing on your bucket list?

I don’t have a bucket list. I have enough FOMO as it is.

7. What does creativity mean in today’s time especially with the pervasiveness of technology? 

READ: Putting creativity at the heart of mobile

Our industry has always been at its best when its creativity was a beautiful combination of magic and logic, a combination that solved problems and touched both the heart and the mind – regardless of the tools at its disposal. Tech is a tool. A superb, impactful tool, but a tool nevertheless, and one that is also becoming commoditized. If tech is the cornerstone of your brand communication, you are either Apple or you are a fool.

8. How do you (or do you) strike a balance between a creative idea and execution and creative use of a platform/channel? Is one different from the other i.e. are they treated as mutually exclusive?

Personally, I like to see a central idea based on a key insight first and foremost. The execution and the creative use of a channel will follow and are pretty much the same thing. The task when applying creativity to channels and platforms should be to amplify that same idea in the loudest way possible. Sometimes that amplification becomes bigger than the idea itself. Then you should buy drinks to the entire team.

READ: How creativity meets convention

How do you see traditionally ‘creative’ agencies keeping pace with media, digital and tech given that media agencies were fast(er) adopters of digital?

Darwinism, that’s how. The industry will keep changing, and faster. Some people learn and adapt – or even thrive – others just slowly become irrelevant. All the talk of “traditional” versus “digital” is so passé it is almost vintage.

9. As consumers become more averse to advertising, how do you think the industry – and its role – is changing?

I don’t think consumers are averse to advertising. They are averse to bad advertising. Nobody likes a salesman. Everyone loves a storyteller.

Ramsey Naja will be in Dubai as a speaker at the -ing Creative Festival taking place in D3 from 11-13 April.

 

RELATED TOPICS
Advertising-Dubai Creativity Jwt Ramsey Naja
MORE IN Industry
Industry
November 01, 2020 How to Build a Winning Gen Z Strategy on Mobile

App analytics and market data company, App Annie, have released a new report that sheds light on Gen Z’s mobile behavior, in order to help marketers develop effective strategies to reach them. 98% of Gen Z report owning a smartphone, on average receiving their first at the age of 10. They are also part of […]

Industry
October 28, 2020 Micro-Influencers Are Still an Important Channel in the Marketing Funnel

Experticity, the world’s largest community of influential category experts have released a new study that sheds new light on the importance of micro-influencers on the average consumer. The study was conducted with online interviews of more than 6,000 individuals from the United States drawn from Experticity’s micro-influencer network and the general population. In addition, more […]

Industry
October 28, 2020 Global Media Insight Report Provides Concise Picture of Media Trends in UAE & KSA

Market research companies eMarketer and Global Web Index have collaborated together to release the 10th edition of the global media intelligence report. The report is a detailed compilation of data and insights about internet users’ traditional and digital media usage in 42 key markets worldwide. Communicate will be highlighting the key trends that are shaping the […]

Industry
October 27, 2020 Socialbaker’s New Report Highlights Slow Return to Normalcy in Digital Space

Social Bakers, a global AI-powered social media marketing company has released the Q3 edition of their social media trends report. The report reveals where the industry is currently standing with regard to spending and engagement globally. Here are the key findings – ADVERTISING Worldwide ad spend increased by 56.4% in Q3 compared to where it […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me