From selling candies to classmates, to solar panels, going through the family company as well – Intercoil International – and now communication. Tell us more about how you see your entrepreneurship side?
My entrepreneurial spirit has always been bold, outgoing, and ambitious. From early ventures like selling candies to classmates, I’ve consistently sought to create new initiatives and concepts that cater to emerging markets. This drive led me through diverse experiences, from solar panels to contributing to the family business, Intercoil International. Now, in the realm of communication, I continue to pursue opportunities that allow my team and me to innovate, surpass expectations, and explore uncharted territories. I’m passionate about opening new avenues, especially in markets that are ripe for fresh ideas, always striving to move forward and achieve the next milestone.
You are the founder and CEO of On The Way Media Agency, a creative multimedia firm launched in collaboration with Australian partners. Under your leadership, the agency blends regional insight with international standards. Can you elaborate more on what that means?
On The Way Media Agency was founded on the principle of “East meets West.” Our team is a vibrant mix of cultures and generations, bringing together diverse perspectives from around the world. This multicultural foundation enables us to integrate Western styles with Eastern nuances, crafting strategies that resonate globally while honoring local sensibilities. Our approach is deeply rooted in strategic vision, ensuring that every project we undertake is tailored to effectively expose our clients to the world, balancing international standards with regional authenticity.
Everyone is talking about AI, few understand it though. How do you feel it is influencing content and strategy , specifically for influencers in the region?
AI is a transformative tool that, when used wisely, can significantly enhance content creation and strategy. Historically, technological advancements like calculators were met with skepticism, yet they became indispensable. Similarly, AI should be viewed as an aid to amplify our core ideas, not replace human creativity. For influencers in the region, AI offers opportunities to refine their messaging, understand audience preferences, and optimize content delivery, all while preserving the authentic voice that connects them with their followers.
Mental health is a topic you often speak about. Yet, between overwork, increasingly shorter deadlines, and the push to come up with creative ideas on the go, both creatives and client-servicing have little leeway in an industry known to throw its participants once squeezed. So where do we go from here?
Passion is the driving force that keeps us moving forward, even amidst tight deadlines and high-pressure environments. However, it’s crucial to recognize that creative ideas are just the beginning; without proper execution and a clear roadmap, they remain unrealized. To foster mental well-being, the industry must prioritize structured planning and realistic timelines, allowing creatives the space to develop and implement their ideas effectively. By doing so, we not only protect our mental health but also enhance the quality and impact of our work.
Everyone wants local stories, regional voices, and ads that resonate with the MENA audience. And yet everyone still wants to hire foreign creatives with little or no interest in knowing their target. Where are agencies going on that front?
While there’s a tendency to look towards foreign markets for inspiration, there’s a growing recognition of the value in integrating local traditions and cultural nuances into marketing strategies. Agencies are increasingly blending international expertise with regional insights to create content that truly resonates with the MENA audience. This approach not only appeals to younger demographics but also introduces fresh concepts that move beyond repetitive market trends. At On The Way Media Agency, we focus on respecting and addressing all cultures, ensuring our campaigns are both original and deeply connected to the communities they serve.
