Fadi Yaish, IMPACT BBDO’s Regional Executive Creative Director, is heading to ADFEST in March as a Jury President.
 

He says agencies in the United Arab Emirates “mean business” when it comes to demonstrating their creativity. If you’d like to know more about Dubai – a fascinating melting pot of cultures – read on…
 

What are you most looking forward to about judging Outdoor and Press at ADFEST 2017?  

Celebrating creative work that inspires the world beyond the parameters of our industry. There is little more fascinating than seeing first-hand how our creative world is innovating to find new ways to connect with people.
 
As judges, we will not be looking for any specific type of work. We will only be looking for the world’s most outstanding work and celebrate creativity in all its forms. Work that inspires the world and not just our industry. Work that takes guts and makes you feel uncomfortable and uncertain at the same time. Plenty of “I wish I had done it”, minus any adulteration. I look forward to it.
 

Can you describe the creative culture in Dubai? What is the biggest misconception about agencies there?
 
Dubai is a vibrant hub of some of the hungriest and most skilled creative talent from across the world. In our department at BBDO alone we have nearly 15 nationalities bringing all their experiences to one table.
 
There was a misconception a long while ago that Dubai was a place to retire. Soon after, it was perceived as a stepping stone to London or New York.
 
Today rightfully so, Dubai is a booming melting pot of the world’s finest creative talent in their prime. And it’s only growing. The Big Won report ranked the UAE (Dubai is not a country but a city in the UAE #justsaying) as the fourth most awarded country in the world. If that doesn’t show the world we mean business, I don’t know what will.
 

ADFEST 2017’s theme is ’20 years of Diversity’. Do you think diversity influences creativity in the Middle East?
 
Undoubtedly. In Dubai, more than 90% of the advertising industry comes from different parts of the world and so does the general population. And what makes it so unique is that it’s not just about people from different places, but different cultures, habits, communication skills, agencies, backgrounds, ways of working and bringing all these experiences to enrich our industry to create diverse ideas and solutions.
 

You studied computer engineering before becoming an art director. Has your background in technology helped your career in advertising?
 
Mainly when I sit with Digital Agencies or at conferences and nod my head like many others, I in fact do understand what they are talking about and so eventually I can ensure they can’t get away with making simple things sound too complicated.
 

You’ve won countless awards, “adamantly raising the benchmark for innovation and creativity”. Is there a secret to continually being more innovative and more creative, year after year, without burning out?!
 
No secrets there. We all know what it takes. There are many reasons why you would join advertising as a creative and once you do, you will either love it or leave it. Only the love and passion for it will see you through. Because only then will you keep going and going and never have enough. You just want it more but most importantly you would have to still enjoy every bit of it.
 

You are passionate about mentoring younger generations by lecturing at universities. What do you enjoy most about sharing your knowledge?
 
Sharing knowledge is not excluded to students and interns but also to the young creatives in every agency. These days, it’s become harder to mentor young creatives, so unless you are committed and dedicated, one can easily give up on them.
 
For me, it makes me feel that I have a bigger role than just my work. Inspiring people and leaving a positive mark is the biggest achievement you could have accomplished when the curtains are drawn.  
 

Do you have any New Year’s resolutions for 2017?
 
Kill it!
 

What's your proudest achievement?
 
That I am never proud of any. I enjoy the work and overcoming challenges more than anything. I find joy in the pursuit of feeding my inner self and never take it easy on myself and settle. And thank god for this, because the moment you are satisfied and feel comfortable, it is when you should head for a beach, a hammock and a sunset.
 

If you could change one thing about the world, what would it be?
 
That’s a tough one. If I have to start from somewhere I will start from greed and love of power, I guess they are the cause of all the problems humanity suffers.