An amazing book! Ramzi has a memory like an elephant…
The book is very much him, Ramzi Raad, dedication, detail, dynamic, hard work, fun and above all honesty. A trait that is rare in the Ad business, instilled in his family’s ethic value system as well as in his own lifelong “scouts honor”!
His book is a valuable reference on Lebanon’s and the Pan Arab marketing communications and business practices over fifty years or so. It bridges two centuries of fascinating developments from selling sand to the Saudis in the 1960s to the realities of digital transformation of the new millennium of the 21st century. Fantastic storytelling by the “Chief” worthy of a cozy campfire setting… I’m still reading on…
Much love!