Creative Agency: Team Y&R, Casablanca
Creative Director: Emmanuel Pagenel
Art Director: Vincent Ferreira
Copywriter: Emmanuel Pagenel
Photographer: Simo Rafai
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I don’t know if anyone noticed this but there is a mistake in Air France’s radio jingle, the one that promotes e-services for the French air carrier. The lady mentions the URL of the website but at the end she says: “go” instead of “jo” which represents Jordan.
I spent the past week working from home and my radio was tuned on Mood FM all the time and I had to listen to the awful radio jingles; Ahli Bank, Eskadenia Software, METS Exhibition, Gharghour… etc. I hate radio jingles; you can’t find any really good jingle and not only in Jordan as radio is considered the worst media in the whole world now, I guess it is good for branding campaigns only.
I was tagged by MommaBean, the thing is that I’m surrounded by Media & Advertising books and magazine, but lucky me I found the newest book for the brilliant Palestinian Poet Mahmoud Darwish - In The Presence Of Absence on my desk. MommeaBean wanted to know who I like to read to, I like Gabriel García Márquez but I don’t have anything near me now, it has been ages last time I read something 
- Grab the closest book to you
- Open Page 123
- Scroll down to the 5th sentence
- Post the next 3 sentences on your blog
- Name the book and author
“?? ???? ??? ????? ????? ?? ???? ?????? ?? ??? ?? ??? ???????? ????? ?????? ??? ????? ??????. ????? ???????. ???? ?? ??????? ???????? ?????? ??? ?????? ??? ?????? ?? ??????? ?? ?????? ??????? ???? ?? ??? ?????? ??? ?????? ???? ????? ??? ??????”
An interesting article by Alexander McNabb, a group account director at Spot On Public Relations, this guy is amazing I enjoy reading his articles and his speeches are really amazing, I enjoyed it twice at The Media and Telecoms Convergence Conference in Jordan.
“This is a public service column. All you have to do is clip it, or send the link from the Campaign website ‘Opinion’ section, and send it to your client/boss/partner in Europe or the US. You won’t get blamed for it, I will. But it will, I guarantee, buy you a better quality of life.
One. Friday is the weekend in the vast majority of the Middle East, apart from Lebanon which does Saturday/Sunday. Some places, mostly in the Gulf, have Thursday afternoon and Friday, most in the Levant and an increasing number in the Gulf have Friday and Saturday. The guaranteed day off across 98% of the region is Friday. Therefore this is not a great day to call us in the office, send us urgent e-mails demanding a release get sent out or ask us to send clippings over to Alan in Wyoming without fail by 5pm.
Few people spend their days off on mail. Try sending a text, for instance. Thursday at 6pm our time is not a great time for that conference call. Try moving it to Friday at 6pm your time and see how you like it. Or better, Sunday at 8am your time suits us.
Two. We live in, and many of us manage operations across, a multi-country region. Connectivity standards across the region vary massively and many of us travel extensively. People who use a mixture of broadband, dial-up and GPRS connectivity to stay in touch tend not to appreciate eight megabyte e-mails with an FYI picture of a product not being released in this region. Get an extranet.
Three. An Arabian is a type of horse, not a person or language. The language is called Arabic and the people that speak it are Arabs. The Arab media is produced in Arabic. Saudi Arabia is preferably not referred to as Saudi and, please, never as ‘Sordi’. It’s the Arabian Gulf and not the Persian Gulf, unless you’re Iranian. There’s no such thing as a Dubaian in the Middle East. These are aliens from the planet Duba.
Four. We write executive briefings, perversely, not just to bill fees but for executives to read. That helps them to avoid making daft mistakes, causing offence and making your company look like it doesn’t give a damn about the region, its peoples or their sensibilities. The Palestine thing is a real issue, for one reason or another. So do, please, take it seriously as an area that requires deft and delicate handling.
Five. Ask us first. We might be able to help.”
A great billboard in Dubai for Hummer implemented by Group Plus. I believe this outdoor succeeded in delivering the message ‘Taking you to what lies beyond the borders of your imagination.
Agency: Leo Burnett, Cairo
Creative Director: Mohamed Hamdalla
Art director: Ahmed Hussein
Copywriter: Michael Youssef
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