Ali Rez on Being MENA’s First Cannes Lions Jury President
As the 70th edition of the Cannes Lions Awards announced its 2023 Jury President Line-up, the MENA region had a historic first. Impact BBDO’s chief creative officer Ali Rez was named jury president for the Print & Publishing Lions category.
Over the years, the MENA region has gained attention for several reasons, namely in 2022 with the FIFA World Cup being held in Qatar, as well as with the numerous architectural and technologically advanced projects to come out of the region. Regardless of the positive or negative comments directed at this part of the world, there’s one thing that is undisputed – the region is growing and achieving at an unprecedented rate. So, with all of the ambition and creativity, it’s no surprise that this year sees Impact BBDO’s CCO named as a jury president.
Ali speaks to LBB’s Nisna Mahtani about what it means to represent the MENA region and the impact it will have going forward, as well as how each market adapts, overcomes and remains resilient in the face of challenges.
LBB> What does it mean for the region for you to be chosen as a Cannes Lions jury president?
Ali> Representation is everything. For years, the MENA region has achieved spectacular success at Cannes Lions, and has sent many accomplished jurors to judge the world’s work. It’s a powerful statement for the region to now lead a global jury – this will only boost the creative standard within markets here and will inject a renewed sense of self-belief. It is a new door that has opened for the region and for creativity within it.
LBB> What else has changed in the MENA market?
Ali> The MENA market continues to evolve and develop at a rapid pace, so it’s constantly changing. There is tremendous energy and momentum being generated through all the wonderful things happening in Saudi Arabia, Qatar and the UAE. Other markets such as Lebanon, Egypt and Pakistan, despite the challenges thrown at them, continue to surprise the world with their resilience, creativity and productivity. What hasn’t changed in the region is its relentless ambition, drive and focus on innovation.
LBB> How has the global attention of the World Cup impacted the region?
Ali> Very positively. The region got to demonstrate what an amazing show it can put on, as good as anywhere in the world, if not better. I mean how else would you get the best soccer final match in the history of the sport? I think the event also allowed people around the world to shed many misconceptions about the region and its customs.
LBB> Have you noticed the global industry taking notice of the region in any other ways?
Ali> There has been a real shift in image. Somebody here once joked that we are what you can call the ‘CNN Countries’, because the region was always in the news for something negative. That has changed completely over the last few years, with a new lens through which the world looks at us. A lens that captures our dynamic growth, our achievements, and all of the region’s success brought about by its wonderful people.
LBB> What could the rest of the world learn from the region?
Ali> Depending on the country you are looking at in the region, there are countless inspirations: ambition, collaboration, resilience, courage, creativity, cultural values, the ability to embrace change, and most of all: the belief that nothing is impossible.
LBB> What do you think is coming next?
Ali> All the good things the future has to offer. More creativity. More innovation. This region will be the centre of the world soon.
