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IAA’s President Ghossoub criticizes advertising in the Middle East

More than a month ago, the world-wide CEO of Saatchi & Saatchi Kevin Roberts attacked advertising in the Middle East and described it as a total crap, this happened in a lunch with members of the UAE Chapter of the International Advertising Association - IAA UAE.

Now the president of the IAA, Joseph Ghossoub, who happened to be the Chairman of the THG - The Holding Group, repeats Roberts words and criticizes Real Estate advertising in the Middle East, just like the Saatchi’s dude did.

As a start, isn’t Ghossoub one of the earlier advertising professionals in our region? Doesn’t this mean that he is among those who set the standards that he is criticizing today? I wonder what did the IAA contribute to the industry during the past years of it’s operation in the region?

I don’t think that Emaar’s iconic image came as a result of THG’s efforts, I guess it was the natural reflection of the huge projects being launched and managed by this real estate giant.

Why do we always wait for someone from outside the region to tell us that we are wrong? Can’t we evolve internally? Can’t we understand our needs and resources to realize our potential?