While the region races toward the future, many agency cultures remain anchored in traditions that no longer serve our collective potential – particularly for women, says UM’s Susana Tsui Fitzpatrick.
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In the shadow of gleaming skyscrapers and ambitious national visions, advertising in the Middle East stands at a pivotal crossroads. While the region races toward the future in technology and infrastructure, many agency cultures remain anchored in traditions that no longer serve our collective potential – particularly for women.
After three decades navigating Asia’s growth markets, I see both progress and persistent challenges in the Middle Eastern advertising landscape. The needle has moved – more women now lead accounts, departments, and occasionally agencies. We’ve progressed from questioning if women belong in leadership to discussing how to accelerate their advancement. Client-side marketing departments increasingly feature female leaders who expect similar representation from their agency partners.
Yet, this progress coexists with barriers that require deliberate dismantling, if we’re to build truly world-class agencies.
Read more in Campaign Middle East.