The Middle East is just starting to produce award-grabbing creative, Steve Wrelton writes. If you were asked where cutting-edge work is being created, it is fairly unlikely - unless you happen to be a globetrotting worldwide creative director - that you would mention the Middle East.
However, if recent developments are anything to go by, you can expect that scenario to change - and quickly. Three years ago, it was rare to see work from a regional agency appear on creative sites such as bestadsontv. Then came the success in of the Dubai-based independent Tonic Communications, and of direct marketing specialist Wunderman in Tonic's win, in particular, was a key moment in the history of Middle East advertising. It was a "first" for the region, and it served as a wake-up call for everyone else.
Since then, other triumphs have focused big-name networks' attention on their Middle East operations. While much of the agency's work was clever, it was also simple in execution.
The Pan-Arab nature of much of the region's advertising, especially TV, is important. Big brands have to make sure they look and feel the same across a huge geographical area. When it comes to what is acceptable in advertising, the Middle East varies significantly from country to country. Saudi Arabia - where the depiction of female flesh, and even certain animals, are forbidden - is by far the strictest country. In the United Arab Emirates, the rules of engagement are more flexible, but the market is still conservative compared with the US or the UK.
Cultural and religious sensitivities are, however, viewed as a motivator for better work. Raffray says the environment lends itself to the production of visually uncomplicated work that makes instant connections with consumers: "This is what makes our work unique in this region. One thing the region lacks in terms of creative inspiration is a proper film industry. In Saudi Arabia, cinema is banned, and, with the exception of Egypt and Lebanon, there is very little in the way of locally produced film.
