The Kuwait-based telco Zain has led the way on integrating societal messages into its Ramadan advertising campaigns. When will other firms follow suit? I’ve often talked about the importance of telling a story through values, be it in advertising or through narrative-building. And yet, it still surprises me how few brands in the Middle East are looking to move beyond simple product marketing to embrace a bigger cause. Think of your Nikes, your Ikeas and all of those FMCG firms…