Ala Hijazi, Regional Media Director, EssenceMediaCom MENA is part of the Communicate "Women to Watch"
What inspired you to pursue a career in marketing/advertising/communications/PR?
I’ve always been fascinated by the power of brands to shape culture and consumer behavior. Growing up, I was captivated by how certain ads evoked strong emotions and created lasting impressions. That’s when I realized I wanted to be part of the process of crafting compelling content and stories that connect with people on a deeper level.
Can you tell us exactly what it is that you do in your current role?
As the Regional Media Director at EssenceMediacom, I oversee the media strategy across several key accounts, including Adidas. My role involves planning, executing, and managing campaigns to ensure they align with the brand’s goals and resonate with the target audience. It’s incredibly rewarding to work with such a visionary client and a talented team that continuously pushes the boundaries of creativity and innovation.
Do you perceive advertising/marketing to be an art or a science, and why?
I believe that successful advertising is a perfect blend of art and science. The art comes from creativity, storytelling, and the ability to connect emotionally with the audience. The science lies in understanding consumer behavior, leveraging data insights, and using technology to optimize campaigns. Both elements are essential, and when combined, they create powerful and effective advertising.
Do you believe that women in advertising/marketing bring something exclusive to the table as compared to men? Does gender in your opinion even play a role in driving innovation in this field of work?
Women undoubtedly bring unique perspectives, often characterized by strong emotional intelligence and empathy. These traits enable deeper connections with consumers and the creation of campaigns that resonate on a personal level. However, I believe that every individual, regardless of gender, contributes a unique perspective. It is diversity in thought and experience that drives innovation in our industry.
How do you suggest professionals in this field balance creativity with effectiveness?
Balancing creativity with effectiveness requires a strategic approach where data and insights guide the creative process. It’s crucial to align creative concepts with clear objectives and ensure they resonate with the target audience. Collaboration, testing, and a deep understanding of the brand are key to achieving this balance and driving results.
Have you ever felt like you’ve been discriminated against for being a woman in your field of work?
I’ve been fortunate to work in environments that value inclusivity and equal opportunity. At EssenceMediacom, I’ve always felt supported and encouraged to advance, regardless of my gender. It’s essential to be in a workplace that fosters talent and creates a safe and inclusive environment for everyone.
Where do you think the region stands in empowering more women to embrace advertising/marketing and communications as a career?
The GCC region has made remarkable progress in empowering women, particularly in professional fields like advertising and marketing. Government initiatives, educational advancements, and corporate commitments have all contributed to this positive shift. While challenges remain, the outlook is promising, and I’m proud to be part of the ongoing journey toward greater gender equity.
Can you share a campaign or project you are particularly proud of and why it stands out to you?
Two campaigns come to mind that I’m particularly proud of. The first is the Adidas Qatar World Cup 2022 campaign, where we executed several media firsts, including a unique OOH activation on the Dubai Eye and media-first TikTok activations. The excitement surrounding the tournament made this campaign truly special. The second is the launch campaign for Sony PlayStation PS5 during COVID-19. Despite the challenges of remote work, we generated city-wide buzz through innovative strategies, including branding major landmarks, and integrating social media. Both campaigns were challenging but immensely rewarding.
How do you maintain a work-life balance, especially in such a demanding industry?
Maintaining work-life balance in our industry is challenging but essential for long-term success and personal well-being. I prioritize time management, setting clear boundaries, and making time for relaxation and hobbies. Digital detoxes are particularly beneficial. It’s also important to seek support from colleagues when needed—we’re all in this together.
Can you discuss a time when you had to make a difficult decision in your career and what the outcome was?
One of the most challenging decisions I made was transitioning from a creative agency into the media sector. At that time, digital media was relatively new and less defined compared to the creative field. It was a leap of faith, but I’ve never looked back. The rapid evolution of digital media and its integration with other channels has been both exciting and fulfilling.
How do you handle creative blocks or moments of doubt in your work?
Collaborating with my team is the most effective way to overcome creative blocks. Sharing ideas and brainstorming together often leads to stronger, more innovative solutions than working in isolation. I also believe in experimenting without fear of failure—taking breaks and setting small goals can also help keep the creative process flowing.
Do you think that mentoring or supporting other women in this industry is crucial? Is it gender-exclusive or not?
Mentoring and supporting other women is crucial, especially for those just starting their careers. However, I believe mentorship should not be restricted by gender. Many male allies in our industry play vital roles in empowering women, and cross-gender mentorships offer valuable learning opportunities. We all have something to gain from each other’s experiences.
