As MENA’s creative industry continues to gain global recognition, its leaders are redefining what world-class creativity looks like. In this conversation, Chafic Haddad, Chief Creative Officer MENA at VML, reflects on the region’s creative evolution, the rise of culturally rooted storytelling, the impact of AI on the industry, and why the next generation of creative leaders must balance business acumen, cultural understanding, and technological fluency.
MENA creativity is booming. What’s the world still not getting about this region?
Not generalizing here, but what people outside the region do not always get is the depth of culture in MENA. It is not one market; it is made up of so many different languages, histories, humor, and human stories that when you tap into them properly, you produce ideas that resonate far beyond the region. Grand Prix winners at Cannes are coming out of this region, and that says it all. MENA creativity is indeed booming, and the world has taken notice.
There is also an energy and a restlessness that is hard to describe until you are in it. The pace of change, the appetite for bold ideas, the courage to do things differently. This region is not playing catch-up anymore; it is setting the pace.
From Dubai to Saudi Arabia, you’ve helped shape some of the region’s most awarded work. What’s changed most in MENA creativity over the last decade?
What has changed most is confidence and ambition. A decade ago, there was always a sense that the best work came from somewhere else, that we were looking outward for inspiration and validation. Today, the region owns its voice, and it is being heard on a global stage. Brands are leaning into authentic local stories, culture is being celebrated for what it truly is, and the work is resonating not just regionally but globally.
The talent has also shifted. We now have a generation of creatives who grew up in this region, who understand its nuances, its humor, its contradictions, and that shows in the work. There is a depth and authenticity to MENA creativity today that keeps getting stronger.
Technology has obviously played a huge role, too. The region has embraced digital, social, and tech in a way that has given creativity so much more room to express itself. And with AI now in the mix, the possibilities are only getting more exciting.
What does truly effective creativity look like in 2026?
Well, the fundamentals of truly effective creativity have always been the same, and they will remain the same. It has always been about making something that genuinely connects, that resonates and means something to people and to the business, work that earns attention rather than buys it. But now more than ever, it is the real challenge. We live in a world so cluttered with media and platforms all fighting for every second of attention that if your idea is not sharp, focused, and impossible to ignore, it is already lost.
It always starts with a genuine human truth. Work that speaks to culture authentically, that is brave enough to take a stand, and that creates a real impact on people as much as it delivers for the business. When you get that balance right, that is when you know you have something.
Technology is obviously a huge part of how we work today. AI has opened up incredible possibilities in how we think, make, and personalize work at scale. But at the heart of every effective idea is still a powerful human insight, and no algorithm is going to replace that. Yet.
With AI and data dominating the conversation, how do you protect originality and craft in the work?
Protecting originality starts with staying deeply curious and connected to culture. AI and data are incredible tools, but they should never come at the expense of thinking. Used right, they give you more time and space to focus on what really matters, the idea and the craft behind it.
And craft matters more than ever. In a world where content is being generated at an insane speed, it is easy to take shortcuts. But the work that truly stands out is always the work made with real intention, a real point of view, and real care. People feel that difference even when they cannot explain it.
Embrace the technology, use it to go further and faster, but never let it replace the thinking, and never compromise on the craft. That is where the real work lives.
As MENA takes a bigger stage at Cannes Lions, what kind of creative leadership does the region need next?
The momentum is there, and the ambition is strong. What the region needs now is truly all-rounded creative leadership. People who get the business side of things as much as they obsess and protect the creative work, who bring the best out of their teams, and are not afraid to push back when it matters.
They also need to understand this region deeply and authentically. MENA has a cultural nuance and complexity that cannot be learned from a brief. And most importantly, they need to embrace change, whether that is AI, new platforms, or shifting audiences. Things are moving fast, and you have to move with them.
And we should never overlook the talent already within our agencies. That next generation who have been around, who know this market inside out, and who are ready and hungry to lead. Giving them that opportunity is very important.
This interview was originally published in the latest Cannes Lions special issue of Communicate. To explore more interviews, insights, and analysis from global leaders in marketing, media, creativity, and innovation, access the full issue here.
