Amani Al Atat, General Manager, Advertising at Memac Ogilvy is part of our "Women to Watch" series
How come you ended up in communication? I’ve always been captivated by the power of communication to shape perceptions and inspire action. This fascination led me to pursue a career in communications, where I can contribute to meaningful conversations and help shape positive narratives. I see my career as a form of social responsibility, enabling me to be an active citizen while serving society in a constructive way– by shifting mindsets, touching hearts, and fostering new ways of thinking and behaving.
Do you perceive advertising/marketing to be an art or a science and why? It’s a blend of art and science. We rely on data and behavioral insights—the science—to understand our audience and their needs. Then, we use creativity and storytelling—the art—to turn that science into compelling messages that resonate personally and inspire action.
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? Of course, but I would frame it more broadly– it’s the variety in demographics, including gender, age, background, and experience, that brings true exclusivity to the table. Marketing thrives on understanding and connecting with diverse audiences. To do that effectively, we need diverse voices within our teams. When we embrace demographic diversity and the unique insights it brings, we’re better equipped to create work that truly resonates with and connects with our target audiences.
How do you suggest professionals in this field of work balance creativity with effectiveness? Balancing creativity and effectiveness is crucial for achieving impactful results in our field. It begins with a strong strategic foundation. We must clearly define our objectives: What are we trying to achieve? Then, we create a vivid picture of our target audience using data, research, and insights, which provides the framework for effectiveness. Once we have that solid base, we can unleash creativity. This data-informed approach empowers creatives to experiment and develop outstanding work that resonates with the target audience. It’s important to remember that data should guide, not dictate, creative decisions. As David Ogilvy said, “If it doesn’t sell, it isn’t creative.”
Have you ever felt like you’ve been discriminated for being a woman in your field of work? Early in my career, I did face challenges landing a job because of my gender. The industry was often viewed as incompatible with traditional expectations placed on women—marriage, motherhood, and even the ability to handle pressure. This led to limited female representation. I encountered blatant bias, including being told that a woman would never succeed or hold certain managerial positions. I distinctly remember one interviewer who said, “If we wanted to pay this much (despite being in line with market rates), we would hire a man.” These experiences were disheartening, but I refused to let them define me or my career. I reminded myself that these narrow views reflected the individual biases, not the industry’s potential. I sought out visionaries– those who valued talent over stereotypes– and I found them: incredible male allies who gave me opportunities and empowered me to succeed. I wouldn’t be where I am today without their support and their courage to challenge the status quo. Does this mean that today the industry is free of bias? Are all toxic voices silenced? Are all problems solved? I can say we’ve come a long way, but there is still work to be done.
Where do you think the region stands in empowering more women to embrace advertising/marketing and communications as a career? No one can doubt or deny the industry’s progress in terms of women’s inclusion within the communication sector. I’ve witnessed this evolution firsthand. We have achieved massive milestones with gender pay gaps, promotions, and dismantling other gender biases. However, our journey is far from over; there’s still room for improvement. It’s important to acknowledge that this is not a Middle Eastern or regional issue– it’s a global challenge requiring ongoing effort to ensure equal opportunity for women in every corner of the world. And to be clear, gender bias is not a gender war or fight for equality. It’s not about women asking for special privileges. It’s about recognizing that gender bias, whether conscious or unconscious, harms everyone. It prevents the communications industry from reaching its full potential. We need to adopt initiatives, programs and policies and even provide training to encourage open conversations about gender bias, driving positive change in the communications industry and beyond.
How do you maintain a work-life balance, especially in such a demanding industry? Work-life balance varies day by day. It ebbs and flows depending on project deadlines and what’s in the pipeline. While there’s no magic formula, I believe it’s crucial to be mindful and prioritize self-care, even during the busiest times. Taking short breaks throughout the day, setting realistic boundaries where possible, and scheduling time for activities I enjoy helps me recharge and avoid burnout. It’s about finding pockets of balance within the dynamism of work, rather than striving for a perfect 50/50 split.
How do you handle creative blocks or moments of doubt in your work? I pause, breathe, and step back. I take a walk, listen to music, or engage in any activity that allows me to completely detach from the task at hand. This mental break gives me the space to return for fresh perspectives and renewed focus.
Do you think that mentoring or supporting other women in this industry is crucial? Is it gender exclusive or not? Mentorship and support are absolutely crucial in our industry. While I believe women should absolutely champion and uplift each other, true progress requires allyship from everyone, regardless of gender. Mentorship and experience-sharing thrive on diverse perspectives. Leaders, both men and women, have a particular responsibility to use their influence and voices to advocate for inclusivity while providing mentorship and support. Ultimately, a culture of mentorship and support benefits everyone. It fosters a more diverse and innovative industry, where all voices are valued and empowered to succeed.
