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Get to know of some of the GCC’s best creative leaders through this specially tailored ASKED & ANSWERED questionnaire designed to learn what are top agencies’ creative kitchen made of. They come from diverse horizons. They trace their professional trajectory— where they grew up and how they landed in the GCC. Bianca Geater, Design Director at Dentsu Creative MENA asserts that the creative landscape in Dubai presents opportunities and challenges unlike anywhere in the world. She elaborates on that matter and other unique qualities found in Dubai, as she also discusses award matters.

YOU x DUBAI

Where did you grow up?

I was fortunate to spend my formative years in the breathtakingly diverse landscape of South Africa. Coming of age during the historic ascent of Nelson Mandela to the presidency, I witnessed firsthand the dawn of a new era characterized by profound social transformation and the embrace of progressive ideals. It was a magical time and an upbringing I am eternally grateful for.

What made you pick Dubai? How did you get your job?

Around 15 years ago, I embarked on my first adventure in Dubai, seeking a change of pace from the world of design and advertising. Taking a leap into a completely different career path, I found myself in the vibrant environment of a multinational corporation, working in the client service industry. Those two years were undoubtedly the most challenging and rewarding of my life. It was like a crash course into Dubai and its blend of cultures. Stepping away from my familiar realm of creative work allowed me to engage with people from diverse backgrounds in a totally different manner, enriching my understanding of the world in ways I couldn't have imagined.

Upon returning to Cape Town, I delved back into agency work and eventually launched my own business. However, after a few years, I needed a fresh challenge as I felt I was stagnating. Given my previous experience in Dubai, it seemed only natural to return there. Returning just before the onset of COVID-19 and amidst a hiring freeze in our industry, I spent nine months diligently networking online with professionals across Dubai's agency landscape. Despite the challenging circumstances, this period of virtual connection proved invaluable. When the hiring freeze finally lifted, my proactive networking efforts paid off, and I was swiftly approached with exciting opportunities.

How would you explain your job to a taxi driver?

In short, I would say I solve problems. I would say I play ‘design’ chess, strategically moving around pieces to get the best possible visual and creative outcome.

What makes Dubai so attractive for creative talents?

The creative landscape in Dubai presents rare opportunities and challenges unlike anywhere else in the world. Its distinctiveness gives rise to design problems that demand unique solutions. Thriving in Dubai's creative industry necessitates an adaptation of the traditional design and creative mindset, and towards client relationships. This adjustment doesn’t always come easy, but it’s a challenge worth stepping up to. I believe that embracing this adjusted perspective reveals extraordinary opportunities rarely encountered in other countries, and this gives Dubai a different edge – it is the ultimate game of truth or dare for brave creative talents.

What do you love most about Dubai?

I love that at any given moment there could be around 20 different nationalities in one room, each with their own way of seeing the world, each with their own creative manifestations.

ON CULTURE AND DIVERSITY

How do so many cultures work together to create successful campaigns that speaks its own language and fits so many cultures at the same time?

This is the Dubai sweet spot. Here everything converges back to our shared humanity. Reflecting on Dubai's success, Carl Jung's concept of the collective unconscious comes to mind, this shared pool of human experiences that connect us, despite diverse backgrounds. I believe everyone in Dubai is driven by the common goal of creating a better life in a place that isn't their native land. This shared purpose manifests in the unique qualities of Dubai, such as its low crime rates and the altruistic nature of its residents, evident during challenging times like the recent floods. It's seen in everyday acts of kindness, delivery guys becoming heroes or Iftar meals distributed during traffic jams. It's in the mutual respect shown, like a taxi passenger waiting patiently for the driver to do his evening prayer and in grand gestures, like the Burj Khalifa lighting up with the South African flag on Freedom Day. Because of all of this, there's a collective ambition to create impactful creative work that resonates on a fundamental human level. It's this blend of shared aspirations and unique qualities that make Dubai such a special place.

Do you find it easy to work on campaigns that flex a cultural nuance truly distinct to the region, delivering the kind of hyper relevance that you may struggle to land in a western homogenized culture?

I wouldn’t say I find it the easiest, but I do find it exhilarating and extremely rewarding. There are very few places in the world where you would need to solve such creative challenges.

ON THE IMPORTANCE OF AWARDS

Why do you think advertising awards matter so much?

It gives the industry a common purpose, it’s a benchmark to constantly expand our creative efforts.

Your take on this year’s Dubai Lynx..

The awards always bring the community together and bumping into previous colleagues is always a highlight. However, this year, Saudi Arabia stood out by securing the highest number of Grand Prix awards. This achievement pays tribute to the remarkable dedication and effort prevalent in the Kingdom, showcasing significant progress and momentum. Things are moving in Saudi, and they are moving fast!

The one award every creative or agency wants to win

Lion Titanium or a Lion Glass Award

Your top three awards...

The Loeries, D&AD, The Clio’s

One of your favorite creative projects that you didn’t work on that was awarded at the Lynx and that you admire.

I found this years’s Grand Prix Winner, The Hidden Room by Leo Burnett very moving, as it is such a real and raw example of a unique Dubai challenge that was addressed through creativity. I also loved the Super Start Ravi Collaboration with addidas, tapping into Dubai’s hidden gems!

Could you name a recent project you are proud of and think deserve to be awarded.

We recently designed the branding identity for DZRT, the first consumer-packaged good introduced by Saudi Arabia’s Public Investment Fund. It's a tobacco-free nicotine pouch aimed at motivating a new generation of smokers to kick the habit while embracing national pride. Our challenge was to maintain its Saudi heritage while appealing to a younger demographic. We successfully struck that balance, resulting in a successful launch to market with DZRT consistently selling out upon release and, more importantly, it's aiding thousands in their journey to quit smoking. The branding is unique and proudly, contemporary Saudi.