Part of the Communicate "Women to Watch series". Meet Zeinab Yasseen Senior Creative Art Director at M&C Saatchi UAE
Part of the Communicate "Women to Watch series". Meet Zeinab Yasseen Senior Creative Art Director at M&C Saatchi UAE
How did you find your calling in the depths of creativity?
I believe the inspiration started early on. Growing up in a big family, with my mother being an author and my father a poet, creativity was always encouraged. My younger brother and I, among our six siblings, felt the need to stand out. From a young age, we gravitated toward art, music, and performance. We played instruments, drew, and even made our own films. It was almost natural for us to express ourselves artistically, which I think stemmed from a desire to carve out our own space in such a large family. On a professional level, it wasn’t until I was preparing for university that I realized I had actual talent. I knew I had to make a decision about my future, but at the time, I wasn’t entirely focused on one specific path. In fact, I seriously considered pursuing a career in music. I don’t think there’s ever a point in life where you’re 100% certain about what you want to do or where you want to be. We all have our doubts. While experimenting across different fields, I was never completely sure of what I wanted. But with the right resources and scientific backing, I eventually found my calling in the world of advertising. Everything else I love, like writing and music, I try to incorporate into my role as an Art Director, blending my passions into my everyday work.
Can you tell us exactly what it is you do in your current role?
My current role is incredibly enjoyable, especially because it involves a lot of strategic thinking for every brief we receive. My partner and I always aim to tackle the client’s problem in a way that best suits the brand, whether that solution is art-focused or not. Many people assume an art director’s job is purely about creating visuals, but that’s far from the truth. Sometimes, the solution requires a copy-based approach, and from an art direction perspective, it may not always be aesthetically pleasing—it might even appear “ugly” in traditional terms. However, that doesn’t mean it’s ineffective. In fact, such an approach can be the best fit for social media, where functionality often outweighs conventional beauty. At other times, the solution lies entirely in art direction. Most often, though, it requires striking a perfect balance between both art and copy. My copy partner and I work closely to develop the most strategic and creative solutions the brand needs. The key is to remain unbiased toward either art or copy, regardless of your creative background. It’s essential to focus on what’s best for the brand, even if that means stepping back from what you personally want to bring to the table. If I push too much art into a brief that doesn’t require it, I’d be doing the brand a disservice. So, I always strive to provide what’s necessary, not just what I’m capable of. To be completely honest, a significant portion of the job—probably around 60-70%—involves managing the day-to-day tasks that aren’t particularly exciting. They may not be the most creative aspects of the role, but they’re part of the job, and we handle them just the same.
Research shows how gender could play a part in shaping personality-influenced creativity. Do you think women contribute differently to the creative industry than men? If so, how?
I believe gender plays a significant role in everything, as it shapes your background and influences your creativity. It’s not about one gender being better or stronger than the other—that’s irrelevant. In advertising, both genders bring unique, insightful perspectives that are crucial for connecting with the target audience. Ultimately, insight comes from a background that aligns with your audience, whether based on gender, social standards, culture, or other factors. Because men and women function differently, they bring unique qualities to the table. While women are emotional and not afraid to be vulnerable, men often find themselves in conflict with their emotions and often turn to humor to express themselves. There is no comparison, but both genders bring something different to advertising.
What do you think are the key qualities or skills that have contributed to your success in the creative industry?
I believe the key qualities and skills that contributed to my success are deeply rooted in me as a Middle Eastern woman. Traits like stubbornness and having an attitude, which might seem like a negative trait, have been essential survival skills for me. It’s not easy being a woman in the Middle East, where cultural barriers affect even the simplest aspects of life. I recall having gender-based arguments with my father, especially when I stayed late at work. As a woman, you’re expected to excel in every aspect of your life before receiving support. My family, for example, expected me to be a great cook, a good family member, a supportive sister—only then would they support my career. This was incredibly challenging, and my stubbornness, though sometimes seen as a negative trait, was, for me, a crucial survival tool. Another key factor was hard work. I’ve always created opportunities for myself by going the extra mile. Waiting for opportunities to simply show up was never my approach, as I believe it’s unrealistic. The ability to start over—again and again—is also an important skill I’ve developed. In a creative field like ours, there’s no right or wrong, and it can be difficult when some people see you as a failure. I’ve faced criticism and been labeled a failure by some, while others have respected and learned from me. When your environment stifles your talent, it’s often a sign to start over. Overcoming self-doubt and initial setbacks is part of the process. Two more essential qualities I’ve developed are the ability to learn from everyone around me and being open to change. Even difficult colleagues have something to teach—whether it’s patience, handling situations, or improving communication skills. Being smart enough to recognize these lessons is crucial. Finally, one of the most powerful qualities is the ability to take personal feedback and grow. I’m not just referring to feedback on work briefs, but feedback that contributes to personal growth. None of us are perfect, and sometimes it’s our own traits that hold us back. Emotional maturity and bravery are needed to accept that feedback and make necessary changes. The ability to adapt and evolve as a person is fundamental to any journey toward success.
In what ways do you think the creative landscape in the MENA region is unique, and how do you incorporate regional influences into your work?
I believe it’s a mistake to put the entire region in one box, and this often leads to flat communication. Each market has its own unique characteristics and influences. Based on my experience across six markets, here’s what I’ve observed: In Dubai, diversity opens your eyes to how narrow your perspective can be, broadening your view not just creatively but in all aspects. With its vast expat population, Dubai brings together various points of view in one place. However, this diversity can challenge creative insight because what resonates with one group may be irrelevant to another. To be relevant to such a wide audience, you often have to be more generic, which can sometimes result in work that feels a bit flat. One of the most exciting developments in the region is the rapid change happening in Saudi Arabia. I’m always eager to see the latest creative work emerging from the country and observe how relevant it is to Saudis versus how much Western talent influences it. There needs to be a balance between the global talent working on Saudi projects and staying true to the local culture and insights, but striking that balance can be very challenging. From my limited experience in Yemen and Libya, these markets tend to focus heavily on straightforward, hard-sell advertising. The advertising industry isn’t as developed, and there’s little room for clients to take risks. In Kuwait, clients are highly influenced by trends—whether in fashion, food, social media, or gaming. They appreciate when brands creatively engage with current trends. Kuwaitis also have a distinct dialect that differs from both Saudi and Emirati Arabic. They take great pride in using their dialect in communication, which I truly respect. And, finally, Egypt—my home market—is entirely different. It’s humor-driven, with music and art being widely appreciated. Insights are critical here, as Egyptian advertising is heavily influenced by local songs, memes, and movies. You can’t just bring in Western or global talent and expect them to connect with the audience; it requires regionally relevant insights. Each of these markets requires a tailored approach to creating effective work, taking into account their specific nuances and influences.
What are some of the biggest challenges you have faced as a woman in the creative industry, and how have you overcome them?
To be honest, most of the challenges I’ve faced—and continue to face—feel personal rather than specifically gender-related. However, in the Egyptian advertising market, I lacked female role models. Senior roles were dominated by men, and while there were good female creative directors, very few women made it to positions like Executive Creative Director (ECD) or Chief Creative Officer (CCO). This disparity partly stems from the toxic environment in the industry and the lack of support for women’s career advancement. Cultural biases in the workplace also played a role. Some men assumed that women couldn’t stay late or be as dedicated, so they avoided bringing them onto their teams. Casual jokes about women’s PMS affecting their work were common, too. These kinds of stereotypes not only undermine a woman’s confidence but also make it harder for her to see herself in senior leadership roles. In other sectors, like client servicing, women were more prevalent, but even here, stereotypes often focused on appearance rather than competence. It’s a complex issue, but these experiences highlight the gender biases that persist in the creative industry.
What role do you think culture plays in your creative process and the stories you tell through your work?
I believe my culture is the foundation of my creativity. Egyptians are incredibly talented and resourceful. From the moment we’re born, we face cultural, political, and economic challenges, yet we always find a way to laugh, write songs, make films, and create memes about them. We turn everything around us into art. I genuinely believe that the harsher the environment, the more beautiful, raw, and authentic the art becomes. Our creativity traces back to ancient Egypt, but it takes hard work and intelligence to truly stand out. Those who are smart enough to nurture their talent are the ones who ultimately succeed.
What would be your two cents to women aspiring to be where you’re at today?
This question is flattering in a way that makes me really emotional. My advice to women, in general, extends beyond those trying to succeed in this field. We, as women, struggle, fight, and suffer a lot to achieve success. We face many challenges before we finally get somewhere, which is not fair. Because of this, we need to make it easier for other women. Sometimes, we unintentionally make it harder for other women because we know how tough it was for us and what it took to get here. We often feel that respect and support must be earned through similar hardships. This shouldn’t be the case. Don’t make it as hard for other women as it was for you. Instead, support and encourage them. Help them have an easier journey than you did.
