SONY ABDELMOHSEN OF AWKWARD ADS ON THE AGENCY AND THE STATE OF THE MARKET

The MENA advertising industry is certainly ebullient at this point, yet, where to from here, especially considering that Gen Z will soon be taking the lead, and some question their ability to do so?

Gen Z isn’t waiting for permission to lead—they already are. They don’t follow old rules or recycle what’s been done before. They bring fresh thinking, clarity, and a no-nonsense approach that forces everyone to step up. Give them space, and they’ll challenge everything, move fast, and cut straight to what matters. The real question isn’t whether they can lead—it’s whether the industry is ready to let go of old habits and trust them. Gen Z isn’t just the future; they’re driving the change now. The rest of us need to keep up.

Being “awkward” is, well, not always a positive trait. How did it become your trademark, and how did it become a competitive advantage in such a busy market?

Awkward isn’t about being out of place. It’s about being real. Perfect, polished campaigns don’t connect with people, but raw, honest moments do. That’s where the magic happens—the quirks, the things people hide, the stuff that feels a little messy. When we lean into that, we create work that makes people stop, feel something, and remember it. It’s not about playing it safe or trying to look perfect. It’s about showing up with something real, something human. That’s what makes us stand out in a market that loves to stick to the rules. Awkward isn’t a weakness—it’s our edge.

You are active with clients in different territories: Saudi Arabia, UAE, Egypt, Iraq, Lebanon, and Oman. How can one still be nimble and agile while growing exponentially?

Growth doesn’t mean overcomplicating things. It’s about staying close to the work and the people. Teams on the ground know their markets better than anyone else, and they’re trusted to deliver. Keeping things simple is key. No endless approvals, no unnecessary steps. Decisions are made quickly, and flexibility is baked into everything. The focus is on trust—trusting people, instincts, and the momentum that got us here. Growth doesn’t slow things down; it keeps them sharp.

The Arab culture is certainly not homogeneous; how do you combine regional expertise with local market understanding to make your campaigns work?

The beauty of this region is its diversity. What works in Riyadh doesn’t always work in Cairo, Baghdad, or Dubai. Even regional campaigns need to make sense for every market. You can’t just copy-paste campaigns and expect them to resonate.

It starts with listening. Every market has its own rhythm, culture, and story. That mix of thinking big while staying rooted in local realities is what keeps us grounded and sharp. When you respect the details and let each market shine, you don’t just create campaigns that speak to people—you create campaigns that feel like they’re speaking for them. That’s when the work really connects.

There are too many words associated with Awkward Ads. ‘People-first,’ ‘employee-ambassadors,’ ‘talent-centricity.’ Truth be told, we’ve heard most of these before. What makes Awkward Ads believable in this case?

These words are everywhere, and they’ve lost weight. But it’s not about saying the right thing—it’s about doing it. I run Awkward like a sports team because that’s what I know. Playing water polo taught me that you win or lose together. It’s not about one star player—it’s about trust, showing up, and pushing for each other. That’s how we work.

When someone’s struggling, everyone jumps in. When one person pushes, the rest push harder. When things get tough, we fix it, not blame it. When we win, we celebrate as one. No one here just clocks in and out. Everyone matters, and everyone has each other’s back. That’s what people-first looks like to me. It’s not just a nice idea—it’s in how we work, how we treat each other, and how we show up for clients. That’s why I trust our people to represent Awkward anywhere—on shoots, in pitches, or just grabbing coffee with a client. We’re not just a team; we’re one.