The region’s three biggest airline brands have all opted to look abroad for their creative advertising solutions. What does this say about Middle East advertising? Whether it’s Qatar Airways for its recent, new Barcelona FC sponsorship ads, Emirates Airlines (work with Strawberry Frog, Amsterdam) or Etihad who work with M&C Saatchi – none of them chose a regional agency – big or small. We re-post an interesting article from Campaign Middle East in which Lowe MENA CEO, Mounir Harfouche comments, and disagrees with this “not made here” syndrome…
Mounir told Campaign “Maybe it’s to collect the air miles, adds Mounir Harfouche, CEO of Lowe MENA, with his tongue lodged firmly in his cheek.
“On a certain level I agree with the logic, but disagree wholeheartedly with the principle,” he says. “Emirates Airline is a local idea that has become the best in the world. A national carrier born in Dubai, an emirate that epitomizes progression, ambition, ingenuity and creativity; an emirate that promotes the will to be globally great through homegrown efforts. Why then would they turf out their business to others? This doesn’t fly for me.
“And it is for this very reason that I expect Emirates Airline to serve Dubai’s strategy, and vision as a whole, a lot better; to boost the local economy by supporting a major industry, such as advertising. Keep the budget here. This would help Dubai-based agencies, their suppliers and partners achieve growth and fame. This would help create job opportunities. This would help Dubai attract high-level international talent. This would reinforce Dubai as a global/regional marketing and advertising hub. And more. I invite them to start discovering our capabilities. Tomorrow is in Dubai, say ‘hello’ to it.”
Below is the full article. Click to zoom…
