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. Richard Halabi, Creative Director at Ohi Leo Burnett Oman says he just had to Google Oman and his decision was made. He explains what made him settle there Oman while he also discusses agency life and award matters.
YOU x OMAN
Where did you grow up?
Growing up between Beirut and Paris has been enriching! You are a sum of all your experiences and both cities with their rich cultural histories and unique vibes have influenced me deeply.
What made you pick Oman?
Life is what happens to you, when you’re busy making plans. And that is what happened. I was at that time, working in Kuwait and I received a surprise call one afternoon, asking me if I was interested in being part of a new opportunity to work on an IPO project. All I had to do was google Oman and my decision was made; the place was enchanting and unique in its way and my mind was made up.
How would you explain your job to a taxi driver?
Just like a taxi driver takes passengers to their destination while enjoying the ride, the creative director moves the brand communication to ensure it reaches the right audience precisely and impactfully. We navigate, choosing the most effective routes whether it’s a scenic detour or a direct expressway. We ensure it’s a smooth ride and most importantly we take you where you want to be. The only question is where do you want to go? Where can we take your brand now?
What makes Oman (or the GCC) so attractive for creative talents?
Oman and the GCC countries attract creative talents due to their growing economies, cultural investments, diversification efforts, business-friendly zones, and the blend of rich heritage with modern amenities.
What do you love most about Oman?
I love Oman for its natural beauty, stunning landscapes of desert dunes, rugged mountains, and pristine beaches. The warm hospitality of Omani people, the blend of ancient traditions with modern influences, historical forts and castles, and the peaceful atmosphere all contribute to making Oman a special place.
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?
Human emotions are universal, transcending cultural boundaries. So, campaigns that evoke emotions like joy, fear, or nostalgia can resonate with people regardless of their background.
And do you find it easy to work on campaigns that flex a cultural nuance truly distinct to the region?
Cultural nuances inspire memorable and impactful creative. It’s the bedrock of great advertising and insights that embrace regional nuances, delivered with local talent foster cross-cultural collaboration and transform ideas to take on a new meaning, to create memorable campaigns that resonate with local audiences.
ON THE IMPORTANCE OF AWARDS
Why do you think advertising awards matter so much?
As Oscar Wilde said “We are all in the gutter but some of us are looking up at the stars”. Advertising awards matter to us. We evolve in a stressful business with deadlines, expectations and ideas all jostling for mindspace. Not to mention the pressures of business bottom-line. So, we need to keep our eye on something bigger, something that inspires us and pushes us forward. The awards are the ‘stars’ we advertising folks gaze at. And of course, it raises brand image, builds credibility, strengthens employee morale and attracts the right talent.
Your take on this year’s Dubai Lynx..
This year’s Dubai Lynx Awards celebrated outstanding creativity in the MENA region, and I’m thrilled to know that an agency from Morocco secured its first-ever Grand Prix! Although I couldn’t attend, it’s exciting news for the industry.
The one award every creative or agency wants to win
The Cannes Lions Grand Prix is the coveted award that every creative professional and agency aspires to win. It represents the pinnacle of excellence in advertising and creativity.
Your top three awards...
My top three advertising awards shows are the Cannes Lions, the Dubai Lynx Awards, and the Effie Awards.
One of your favorite creative projects that you didn’t work on that was awarded at the Lynx and that you admire.
One of my favorite creative projects that I didn’t work on but admire is the Hidden Room, which received recognition at the Lynx Awards
Could you name a recent project you are proud of and think deserve to be awarded.
“The Unseen Force” by OQGN Oman is a recent project that I’m proud of and believe deserves recognition.
