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World Marketing Forum Abu Dhabi announced at Philip Kotler’s Marketing 2.0 event October 15, 2010

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Marketing , add a comment

Professor Philip Kotler was in Abu Dhabi on 13 October for his ‘Marketing 3.0 – Values Driven Marketing’ seminar at the Abu Dhabi Women’s College premises.

In conjunction with the Higher Colleges of Technology, Professor Kotler announced the launch of the World Marketing Forum (WMF), an annual event which will bring CEOs and CMOs from the world’s leading corporations and Fortune 500 companies to Abu Dhabi.

Click on the following link for a detailed blog post -> World Marketing Forum and Philip Kotler in Abu Dhabi

What it means to be Philip Kotler

• Author of Marketing Management, the most authoritative marketing textbook in the world
• The S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management
• Named “the world’s foremost expert on the strategic practice of marketing” by Management Centre Europe
• The first recipient of the American Marketing Association’s (AMA) “Distinguished Marketing Educator Award” (1985)
• Worked as a consultant for brands liken IBM, Michelin, Merck, General Electric, Honeywell, Motorola
• Inventor of the ‘4 P’s of Marketing’

Why advertising in Abu Dhabi, Dubai, UAE does not have more UAE nationals… May 13, 2010

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 14 comments

There’s something missing in UAE’s advertising.

Local flavour.

When was the last time you looked at an ad produced in the UAE and chuckled at the local touch in it? Never?

If a country doesn’t have its own homegrown talent in its ad agencies, how do you expect its advertising to have a uniquely local flavour? (Think Piyush Pandey of Ogilvy and street language.)

I have always felt that we need to have more and more young locals, meaning Emiratis, writing and designing ads in the UAE. If we can have a cartoon like Freej set in Satwa – why can’t we have ads celebrating UAE life?

In one of my earliest blog posts, I had a Creative Director of a large multinational company saying that UAE locals aren’t inclined towards advertising as a profession because of its overworked, underpaid culture compared to the other career options they have. That’s been the assumption in most ad circles I suspect.

But then, what if there are talented and willing Emirati youngsters eager and passionate to prove their creativity in advertising, like the rest of their global counterparts?

Should they not be given a chance? I’d say we should welcome them into agencies with open arms.

Here’s Ms UAE National (name withheld for privacy), a reader of my blog and someone really really passionate about advertising. She wrote to me about her experience as a UAE local in the local ad industry.

It was an eye opener.

And it broke my heart to see such passion not being acknowledged by the powers that be.

Here’s what she wrote:

Dear Farrukh,

I know you don’t know me, but I have been following your blog. I came across your blog when I was a student researching things on advertising here. I am probably the only national who is insane enough to be extremely passionate about advertising. (I haven’t met anyone with a similar ambition yet, and at the rate things are I am assuming I won’t for a very very long time) I don’t know why I am sending you this, but I guess I want a professional’s take on this given you’ve been in the industry for years. I would greatly appreciate your advice.

I am very frustrated because advertising has failed me. I believed in advertising more than anything. I studied it, graduated with honors, the first in my college, I love it infinitely. I landed an internship with [name of multinational agency brand] in 2007.

They were so fascinated with the fact I am a UAE national that does art direction, understands & thinks advertising and is very conceptual. The feedback I got from people there was great and it felt really like I have found my true calling. Some people even mistakenly took me for an employee.

I was the only national in the building, but I proved many stereotypes wrong. I really never wanted to leave that building. Towards the end of my internship, they offered me a job, but since I hadn’t graduated yet, I couldn’t accept it, as my university was a full-time institution.

After graduation, I contacted them again for a junior art director position, but for a while there were none.

I tried with other agencies and not a single response.

In any case, eventually I needed to accept a job. So, I worked as a graphic designer with a very prestigious multicultural real estate company.

I never stopped asking [name of multinational advertising agency in Dubai] if they had any vacancies though, kept in contact, and tried with other endless agencies. After almost two years, it seemed that the GD job wasn’t where I wanted to be and there was nothing more to learn. I resigned in hopes of finding an agency job.

I am well-aware of the economic crisis and have seen its impact first hand while in the company. However, I believed that if a man opened up an agency during the great depression, then there’s hope and miracles could happen.

Things have picked up since I was relentlessly trying last year, as we were unfolding a crisis. I have seen few openings at agencies, I have had initial responses, very few.

Only two, out of the lists I have contacted.

I filled every annoying web application and found out every possible vacancy that exists in Dubai.

However, I am afraid there’s more to it than that…

It’s not the crisis- no vacancies-no jobs excuse anymore. Obviously, they won’t be posting if they weren’t hiring. I think agencies are scared of hiring a national or worried or blinded by the negative stereotypes. Perhaps agencies assume nationals aren’t used to the hours, or the pressure, or the deadlines…or..etc.

I don’t know what it is, but it’s killing me.

Many agencies claim on their websites that they are  equal-opportunity employers, but I came to realize that if they really really were, there would be more diverse nationalities at agencies than we currently have here. People would be represented better and the quality of ideas wouldn’t be as biased and from a single source or mindset.

I know that everywhere there’s discrimination and preferences based on nationalities, or gender especially in this region. It’s unfortunate, but I believe we’re all human though.

In any case, I know it’s not the ideal time to be looking and hoping for an agency job. But, I won’t be young, willing, and able forever. I tried waiting, but it only pushed my dream further away… until someday.

I don’t appreciate those who complain about nationals not being too into this business, because now I know why even if they wanted to, it seems near impossible. I know, impossible is nothing. I majored in creative advertising because I saw a gap and hoped to be able to make a difference, I knew it wasn’t easy, but I never seemed to like easy things. I was prepared for all that the job would bring, except the fact that it would never come in the first place to bring with it anything for me to be up against.

I am at a crossroad again. I have a few offers with non-agencies for a design or a regular media job. Somewhere ordinary, doing ordinary things.

I have zero potential offers with agencies.

Those initial responses turned into deliberate ignores after I sent over my CV & portfolio. So, I am really trying to decide whether I should continue believing in advertising or abandon my dream & stop planning my life around it?

I dream of becoming a CD one day, the first national who have ever made it in ad land. I dream of achieving, teaching, and writing on all things advertising.

I don’t know why I chose to write this ridiculously long email and feel extremely idiotic, but perhaps it’s my SOS before this dream dies away with time, frustrations, and failed attempts. Maybe it’s because I don’t want to eventually be another talent the industry fails to see.

Thanks for your time.

Sincerely,

Ms UAE National

So, here’s someone challenging the notion that UAE nationals do not want to work in advertising. But who’s going to give her a chance to prove it? Your comments invited…

Copywriter in UAE completes four years of advertising blogging January 27, 2010

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 14 comments

It’s a special day for CopywriterJournalist.com – one of the first English advertising and copywriting blogs in the Middle East. My blog. Today this blog has completed four fruitful years.

This blog started its journey on 26 January 2006. Then, 98 posts and more than 2800 comments later, it’s still going strong.

The Guardian, UK has cited this blog. Regional ad publications and editors follow my blog and stories. Most have approached me to write for them at one point or another – and often, I have.

I was the first blogger to receive an official Press Accreditation for Cannes Awards managed Dubai Lynx, a great win for the ad blogging community in the Middle East. Numerous requests for insights, comment, reports, research and collaboration came my way through this blog.

There was even a time when I had to remove my telephone number from the pages here because my colleagues at work found my incoming calls ‘disturbing’. Needless to say – I loved it. To me, it is proof that my copy works. And I am always happy to help an ad friend in need.

My readers usually got immediate responses over the phone and as I write this, I think I have answered more than a thousand comments on my blog. Hard work? Yes. Waste of time, definitely not.

During these four years, creatives found jobs through this blog. Companies found talent. Freshers got guidance. Researchers picked up useful nuggets. Ad veterans found a place to share their wisdom. And rant too. Freelancers found amazing gigs.

Spammers found another place to sell more Viagra – but of course got caught by my spam filter. Sorry guys – I don’t need it. Yet.

Advertising icons of our time honoured this blog with their comments and feedback. People like the copywriting legend and Booker-nominated Indra Sinha and Drayton Bird – the king of Direct Marketing. I am humbled!

All of this has been possible thanks to you, dear readers.

Most blogs die when passion demands its price – hard, gruelling, selfless commitment. My posts were few and far between too at times when I just didn’t have the time.

But you, dear reader, kept coming back to my blog. Reading, commenting, checking if all was well. And asking for more.

You made me come back and write for you – and I was happy to do so. Even during the days when my personal life was falling apart and my career was going through its most challenging year. You kept the faith. So, I did too.

Thank you.

Here’s my tribute to you – your feedback and comments on my  copywriting blog <— click here to read

As for all those people who thought I was a fool spending too much time on this ‘blogging thing’, here’s my answer to why I blog and hope to continue doing so…

Lives of great men all remind us
We can make our lives sublime
And in passing leave behind us
Footprints on the sands of time;

Footprints that perhaps another
Sailing over life’s solemn main
A forlorn and shipwrecked brother
Seeing, shall take heart again.

Henry Wadsworth Longfellow

Dear readers, once again, thank you for keeping this blog and me going… stay that way!

As always – your comments are invited and looked forward to – comment on this post by clicking here

farrukh

Copywriting Inspiration From Drayton Bird, A Living Direct Marketing Legend January 20, 2010

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

What brought me into copywriting more than 10 years ago was the potential to use words for persuasion.

It was a bad time to be a copywriter. (more…)

Copywriter job in Doha Qatar – Immediate posting January 5, 2010

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 7 comments

A copywriter job for a month is available starting immediately at a well known through-the-line advertising agency in Doha, Qatar.
The agency is looking for a copywriter with 5 to 7 years experience handling reputed brands
.You need to be a people person, with loads of passion for advertising and ideas.
Someone who is self motivated, and needs no supervision.
Your job would involve:
• Developing/revising creative ideas and concepts, in partnership with the art director/ art team and client servicing team.
• Writing original, clear, persuasive copy
• Proofreading
• Keeping up to date with clients’ products/services, target audience and their competitors’ activities;∙        
• Overseeing campaigns through the production stage to completion
• Working on several campaigns at once, meeting deadlines       
• Keeping up to date with popular culture and trends
The compensation would be 6000 Qatari Riyal plus bachelor accommodation + return air ticket + temporary visa
This is a temporary position for 30 days, with the possibility of long-term employment based on calibre and work results.

If you’re interested in this copywriting job in Qatar, mail your CV to farrukh.copywriter(at)gmail.com immediately or call Farrukh on +971507151722

Christmas Tree Made of Toblerone Chocolate in Dubai, UAE December 26, 2009

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , add a comment

A Christmas Tree made of chocolate

Here’s a treat on the occasion of Christmas for all my blog readers in Abu Dhabi, Dubai, UAE and around the world… a Christmas tree made of Toblerone chocolates… treating chocoholics since 1868. Enjoy!

I had taken this picture last year at the Unlimited Power Online Conference at the Mövenpick Hotel Bur Dubai. That’s where I met Michael Koenigs of Traffic Geyser, John Carlton – the copywriting legend, Mike Filsaime known for his Butterfly Marketing, Russell Brunson, Barry Dunlop, Dean Hunt, Andrew Lock, Reg Athwal – active people in the internet marketing world.

If this tree isn’t intelligent, delicious advertising, what is? There was even a prize for guessing how many bars are in that tree. What was your favourite Christmas ad idea? Comments are open…

Twofour54 launches freelancer visa and licence package in Abu Dhabi, UAE November 4, 2009

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 17 comments

It’s finally here. Abu Dhabi’s media free zone twofour54 has gone live with its freelance package.

I just had a detailed chat with Greg Sweeting, the General Counsel for twofour54. Greg is a solicitor with over 15 years of media law experience, and looked after Showtime’s legal affairs across the MENA region prior to joining twofour54.

Why twofour54?
“The reason why we exist here at twofour54 – it’s all about building the creative content industry in Abu Dhabi for the Arabic world for Arabic content,” says Greg, explaining the philosophy behind twofour54.

The freelance option was one that was much awaited – one can’t think of a production industry without freelance talent.

(more…)

UAE National Day logo unveiled November 2, 2009

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 7 comments

UAE National Day has a nice, brush-stroke logo this year, as reported by Gulf News.

It will be the official element in all communication across the seven emirates, according to the Higher Committee for National Day celebrations headed by Abdul Rahman Al Owais, Minister of Culture, Youth and Community Development.

Source: Gulf News

Creatives in UAE… get ready for those National Day briefs raining on you… aaaaaany time now! I’ve made my share as well. Mail me ones you are proud of – maybe you’ll see them here with due credits. Old ones will do too. Good for err… reference.

How low can advertising creative go in UAE? You have no idea! October 29, 2009

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 10 comments

The state of advertising had reached an award-winning low in the Dubai Lynx when award upon award was withdrawn for plagiarism and the ‘Agency of the Year’ title stripped off the offending agency.

But looks like no one’s learnt a lesson. Yet.

Blatant copy-paste advertising is still rampant. With no regrets. Sad!

Here’s an original big idea from my ex- creative partner Sherif Galal, senior art director at TBWA\RAAD Abu Dhabi, for a client we worked for together – ADAC (Abu Dhabi Airport Company) for UAE’s National Day last year:

And here’s what was spotted by another friend from the agency – Joey Llovitt (yeah – you read that right) – on a DeviantArt portfolio:

Now, the original ad wasn’t one that you’d miss. It was on the front page of Adsoftheworld and still exists there – with more than 70 votes. It made it to the Dubai Lynx shortlist too, last year, but thanks to the F** agency’s creative director F***’s Fiasco many deserving ads lost to copycat ads as you read on this blog earlier.

News has it that some people very high up had a very good feeling when they saw Sherif’s ad on the UAE National Day. Perhaps, it’s the original ad’s goodness which makes it attractive to steal.

“I feel really bad… but at the same time, it’s an indication that the ad was so good,” says Sherif, with his trademark laugh. Imitation might be flattery, but ripping-off is the lowest form of life, noted one of the commentors in response to the copied ad on Deviant Art.

The copy-cat ad was posted on DeviantArt by the ID bluemp, traced back to one Mr. Md Naeem (LOL… he shares my surname) a 27 year old web designer from Pakistan.

I have been blogging about creative plagiarism and ethics in advertising for long now, as readers of my blog know. So, I decided to put these ads up but also give the offending party the benefit of doubt. I spoke to Naeem and asked him what the story is. And it only got worse.

He said: “What I upload on my website is not done by myself. This is one of my friend. He done that.”

So, we have a copied ad, that too posted in someone’s portfolio who says it’s not an ad done by him.

Well, someone’s done it.

Some poor client has paid for it.

And now that the word is out, some agency and creative better pay for this sheer laziness and insolence.

I asked Sherif what he thinks should be done now. And here’s what he said.

“Everyone should know. The company that this guy sold the ad to should know. I would stop him working in advertising. It would be like a lesson to other people not to steal work. “

Sherif Galal
Senior Art Director
TBWA\RAAD Abu Dhabi

Friends in the industry like Louai Alasfahani of the anubisblog fame (notoriety, rather) invest considerable time exposing creative stealing in the region.

Perhaps with these name and shame posts, we will be able to rid our agencies and industry of the kind of scum that copies other people’s ads, puts them in their portfolio and brings everyone a bad name.

Has your work ever been stolen?

What would YOU do if this happened to you as a creative?

Comments (and curses) are welcome…

Freelance Copywriter in Abu Dhabi – why it’s good to have one…

Posted by Farrukh Naeem at www.copywriterjournalist.com in : Advertising , 11 comments

Potential Client (PC): Hello… is it Mr Farrukh? Do you do copywriting?
Me: Yes, how can I help you.
PC: I have some text for my brochure. It’s all written. I have done it myself. Can you look at it?
Me: Do you need help with editing it?
PC: No… no. Just read it and maybe, make some changes. Like, make it more beautiful? You know…
Me: Ok, if you could email it to me please – I’ll have a look and let you know what I think.
PC: How much will it cost?
Me: I will let you know once I have seen what shape the writing is in.
PC: It’s just a few sentences. I have already written it.
Me: Sure, it could be just one line – but if you need professional copywriting, it will come at a cost.
PC: Can you write a few ‘catchy’ phrases as well with that – you know, as a ‘gift’? 3-4 at least?
Me: You mean a tag line? Does your brand have one?
PC: No, but my wife and I have some ideas – maybe you could add to that? Just as a friend.
Me: Sorry, I don’t work that way.
PC: But it’s only 2-3 lines. Don’t tell me you will charge hundreds of dirhmas for that.
Me: Taglines are worth a lot more. How much do you think ‘Just do it‘ is worth?
PC: Ok, ok. You just make my brochure text beautiful and catchy. My neighbour and grocery guy can give me a few catchy lines. For free.
Me: I’m sure they can. I wish your brand luck though.
PC: Thanks. Do you also do ‘copyright’? Maybe you can copyright the slogan we come up with.
Me: Um…no. I don’t copyright. You might not need to.
PC: What if it’s really good… you know… and some big brand copies it?
Me: We’ll see.

Another day in the life of a freelance copywriter in Abu Dhabi… Ahlan Wa Sahlan!

[Disclaimer for dummies: The conversation above is a 'dummy' conversation, meaning fictional. If it has any resemblance to a person or brand, alive or dead, blame your wild imagination, not me. It is also not in any way associated to the delicious copy in the picture above.]

Do you have a similar conversation to share? Comments are welcome…

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