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What If Ad Men Ruled The World?



2014 Wish List: Mounir Harfouche, CEO Lowe MENA

What If Ad Men Ruled The World?

The world today, the once-was, once-famous, once-must-have dream brand that everyone wanted to be part of. Gathering dust, in a dark corner of a shelf, it watches new generations pass by, and the old standing from afar, reminiscing its past glories. This world is suffering. Faded and pitted over time, it has lost its magical charm, vibrant spirit and enchanting intrigue to megalomaniacal individuals in search of a ‘better world’.
Well they failed.

Religions are outdated. Life is out-positioned. Leaders are becoming politicians, and politicians are killing leaders. Celebrities are like a cheap product coming out of a vending machine. Individuality is lost, hidden behind the many faces of commonalities. Wars have become the most popular games, online and offline. One killing each other; the other killing ourselves, killing our time. Money can buy anything, everything and anyone when it’s available. Poverty is in the spirit, in the pocket and in the soul of the majority. 

The world needs a re-launch. 

And Ad Men can do it. Think of it. Imagine a world ruled by the mad men and women of advertising – a global president and a cabinet of individuals who understand people for who they are and reach out to them through
real emotive conversations. A group of people curious enough to ask ‘why not’ and ‘what if’, and determined enough to go through the wee hours of the morning in search of an answer. A collaborative force of thinkers and planners, tinkerers and dreamers, poets and artists, economists and smart presenters, working together towards just one thing: the idea of a better world.

Multitasking masters, normality rebels and genuine storytellers. Art directors, copywriters and account managers who by their very nature, passionately believe in doing things differently, who wake up every morning with a dream to change the world with a word, a design or a thought. And sometimes do.

Creativity is our weapon that ironically gives life instead of taking it away. It puts the world under our skin. Using a plethora of freely available information and conversations, thoughts and ideas, videos and images, tweets and statuses. We have the power to understand people and their influences and give them the opportunity to shake and shape the world with us. We, the insight-seeking strategists of the advertising world know how to stimulate their aspirations and how to sparkle their curiosity.

Today, everyone is a genius or an inventor, with the collective backing of yesteryears’ greatest superpowers and intellectual heroes, combined. Imagine Einstein, Beethoven, Gandhi, King, Gibran, Nostradamus, Freud, Michelangelo, Pele, Armstrong and Jobs merging all their talent, thoughts and ideals into one being: you. That is the power of innovation and connectivity, and that’s how it has empowered us.

We will re-think, re-brand and re-shape the world, one that is rooted in a strong purpose and an unshakable belief. We will give it values, a mission and a vision, ideals which every man, woman and child will embrace, not out of conformity, but out of a sense of belonging. We will resolve tensions and trials by being focused, insightful and relevant. We will create a new story; content that will aspire and inspire, communicate and educate, but most of all connect with and make people part of the conversation. 

Let ad men rule the world, and our flags and passports wouldn’t sport ugly symbols of discrimination and division, but rather icons designed by our artists to resemble openness, positivity and a unified world without borders. Our anthems and speeches written by our wordsmiths, won’t be that of dispute and bloodshed, but rather poems that fuel the human spirit with positivity and tolerance.

Let us rule the world, because we believe in collaboration and conversations, late-night brainstorm sessions and the power of collective genius. We are a real democracy. Our thoughts and stories will be pitched to the people; the unwanted and unaccepted shall be stricken off, the right ones applauded. People will be the spokesmen and ambassadors of the life they choose. 

Let an ad man rule the world, and education won’t be confined to four walls of a classroom. Extinction will be extinct and scarcity of natural resources and water, scarce. The only wars that will be fought are those with ourselves to test our limits and resolve, to stay curious and redefine the word ‘impossible’ as mere myth. There will be no borders, or states or countries. And the only unanimous religion will be that of the power of a good idea. 

From artists and writers, to account executives and planners, within each of us lies the collective capability and power to talk to millions, and change the way they think. 

So why not take on the world. It’s just another brand waiting to be understood, rationalized and directed towards the right path.

Another brand in need for a new experience.

So this is my wish for 2014: To see this vision come to life. This is an open invitation to all advertising people in the world, to join me in my movement, fueled by the power of the idea to create an ideal world.

It’s just an idea that is worth the world. 

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MullenLowe Dubai, Mon, 23 Dec 2013 12:07:47 GMT