Campaign Middle East Magazine - February 22, 2015

In this issue

With the festival just two weeks away, we caught up with marketing director Mohamed Siam at Henkel, which has been named Dubai Lynx Advertiser of the Year 2015. In a candid chat, he reflects on the need for advertising to balance creativity and functionality. In another interview, UM MENA head Chris Skinner explains the agency's growth of 19 per cent in 2014, vision for social and content offerings, and expansion agenda. AKQA co-founder James Hilton writes on the need to nurture creative polymaths. Elsewhere, we present a book extract from The Anatomy of Humbug, which delves into how advertising really works, and how we think it does. Regular columnist Ramsey Naja argues that advertising needs to rate on either entertainment or usefulness today. Media man Nick Barron makes the case for not forgetting 'Generation C' in his fortnightly contribution. Social video agency Unruly reveals that users in the Middle East click and share at thrice the global average. A round up from Media360 Asia in Hong Kong, regular features and the work complete the issue.