This book is a true story written with the objective of demonstrating to the world that we have managed to develop a robust communication industry in the Middle East. One that is dynamic enough to support home-grown markets and brands, many of which are trailblazing on the global stage.
In layman’s terms, this book is meant to coach communication students and newcomers to the advertising and media business in the region of the challenges their ancestors – the pioneers of this business – faced. After all, we do not want them to think that everything was nice, perfect, and efficient.
The book is also meant to demonstrate to multinationals the options that had always been available to them. Options that could have spared them decisions that failed to deliver perfect results and led them to place an incorrect label on a region with promising potential. Moreover, the book also aims to demonstrate to multinationals that, although the scene of this story might point to a common culture, language, history, and heritage; the underlying truth is one of many differences within this same geography.
I hasten to continue reading …
“Ramzi Raad is for sure one of a kind.”
Jean-Marie Dru
Chairman, TBWA\Worldwide
Ramzi Raad has been my business partner for more than twenty years. And my friend.
Ramzi has been a prominent figure of the advertising industry in the Middle East and in North Africa for nearly five decades. He has built one of the best, if not the best, advertising networks in the region, which enjoys unstoppable growth. And more importantly, one of the creative jewels of the TBWA worldwide family. He’s one of the greatest defenders of “Disruption”, the TBWA philosophy that encourages brands and companies to challenge conventions and overturn the status quo. Not surprisingly, he has been named Advertising Person of the Year in 2010 in the region, and his network has regularly continue reading …