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12 Jul 2024 22:57

Meet the Leader

Media-Avataar Leadership Talk- Q&A with Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood UAE

Creativity that challenges the status quo also catches my eye. I admire campaigns that dare to be different, that take risks and think outside the box – Marwa Kaabour, Group Head of Marketing and Corporate Communication, Al Masaood UAE

How does the vision of an exclusively female jury differ from another type of jury?

The idea of having a jury made up entirely of women brings something special to the table. It gives us a glimpse into how women see things, filled with empathy, understanding, and a real way of telling stories. I strongly believe in making art inclusive – when a group includes people from different backgrounds, it’s more likely to connect with and understand a wider range of audiences.

Having a group like this means we get to hear many different voices and see things from various angles. It makes our decisions richer and more in tune with what people out there really feel and think. It’s all about making sure the ads and campaigns we pick speak to everyone, no matter who they are or where they’re from. and exhilarated. Being part of a jury that celebrates creativity through the lens of an all-female panel holds immense significance, not just for me but for the industry at large. My expectations are high for this edition; I anticipate encountering groundbreaking work that not only showcases creativity but also drives meaningful impact.

What do you consider important when evaluating advertising campaigns?

When I sit down to evaluate advertising campaigns, the very first thing I look for is authenticity. It’s not just about how well an ad is put together or how eye-catching it is. For me, it’s about whether the campaign strikes a chord, whether it speaks truthfully and connects on a human level. I’m drawn to campaigns that feel like they’re having a real conversation with their audience, not just talking at them.

Creativity that challenges the status quo also catches my eye. I admire campaigns that dare to be different, that take risks and think outside the box. It’s easy to follow trends, but it takes courage to set them. Lastly, I think the message matters too. Especially in today’s world, the impact of a campaign – on emotions, behavior, and actions is just as important.

How much do you think AI will be a part of the conversation in your judging room?

First, we had the Internet, now we have AI. It’s the new digital revolution, and it brings with it unending opportunities. We now have the ability to use massive amounts of data to inform strategies and campaigns, and there’s always the debate about AI in art and how authentic, ethical, and original it is. I don’t think there’s a space in our industry today where AI isn’t a topic of discussion, and the judging room at Gerety will be no different.

What was your favourite piece of work so far this year and why?

Emirates NBD’s collaboration with Dubai Police and Leo Burnett on the #IWillSurvive cybersecurity campaign was definitely a piece of work! A play on Gloria Gaynor’s song of the same name, the video focuses on reporting fraudsters and scammers, leading to them getting apprehended. 10 on 10 in terms of both creativity capturing the audience’s attention. Definitely that out-of-the-box thinking we talked about, and viral material from the get-go.

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