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Interview on Creativity and Advertising in UAE and the Middle East June 15, 2008

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Uncategorized , 6 comments

Zeid Nasser, a good friend and founder of AdBlog Arabia and MediaMe, asked me some good questions about the state of advertising in the UAE and the Middle East for an interview he’s been wanting since we first met in Dubai.

He’s asked me what challenges copywriters face in the Middle East. How do Beirut and Cairo compare to the UAE in terms of creativity. And why I think blogs are a good idea for global exchange of ideas.

For all those readers who’ve been mailing me and asking me about the creative life in the region, it is a detailed look at what it’s like. Have a read at the MediaMe.com homepage or the interview’s direct link.

You’ll also notice that Zeid’s being a media person puts up regional media rates too on MediaMe.com. And jobs in advertising. So, I’m sure you’ll find his sites useful. Go for it!

Social Responsibility: Is it about black & white ads and a few cents in charity? February 13, 2006

Posted by Farrukh Naeem at copywriterjournalist.com in : Uncategorized , 6 comments

What exactly is social responsibility for a business?

Does an arms manufacturer’s donation to the Peace Corps make bombs safer?

Does a tobacco company’s lung cancer funding make cigarettes healthier?

Does a brewery’s TV spot against drunk-driving reduce alcoholism?

Does an offshore oil company’s documentary on marine life, save it?

As creative writers, designers and communicators, are we in advertising just to earn money, no matter what we end up selling?

Even a prostitute does that.

A numbered few amongst us have drawn a line for what we will sell and what our conscience won’t allow us to.

This post is for each of those numbered few.

You are not alone!

What’s Wrong With Radio Advertising in the UAE? February 8, 2006

Posted by Farrukh Naeem at copywriterjournalist.com in : Uncategorized , 2 comments

In the recently announced Campaign ME awards for advertising creativity in the region, the judges picked just one winner in the Radio category even though there were three awards up for grabs.

This is what Elizabeth Drachman’s feature in the February issue of Communicate reveals:

Radio ads go for as little as 150 dirhams and agencies don’t get a cut, so creatives don’t go out of their way to make interesting ads.

While a low budget might fail to excite agency bosses, it might not necessarily be the reason for a bad creative product. Some of the best work is done pro bono by creatives in ad agencies for social service campaigns and NGOs.

But in radio, there no scope of hiding behind a full-bleed picture taken from a stock book. Radio doesn’t allow the “looks-great-means-nothing” variety of ads. If the script isn’t good, the ad is dead. Even if you use Marlon Brando.

Also, radio ads which do well internationally use humour. And wit. And language nuances. And local dialects. Or speaking animals. It would take quite a few brave clients and sharp copywriters to try these adventures before we can tune in to some serious fun on radio.

I have personally written and rewritten radio ads with adventurous situations only to unwillingly come back to “what the client wants” - the whole damned sales pitch in a boring conversation. Or worse, an announcement.

Oh, the voice of a popular movie star was fun to use though for one of the radio spots I wrote some time back. Too bad we didn’t enter it in the awards. Otherwise, I’d have a Gold Award in these dirty little hands right about now.

(SFX: Trumpet on full volume)

(MVO: Evil laughter to fade)