Purpose Marketing: Nada Dairy’s Ad for Saudi National Day Backfires – Photobook Photography Article

Nada’s attempt to mix politics with branding have backfired I’ve spoken previously about the issue of purpose marketing in the Middle East (mainly the lack of any local brand engagement on big issues such as gender equality and sustainability). One popped into my timelines this week. Sadly, it’s an example that will be long remembered for what went wrong, rather than right. Nada Dairy is one of the largest manufacturers of dairy products in the Gulf. The company decided to…

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The State of Sustainability in MENA – A Podcast with Monaem Ben Lellahom – Photobook Photography Article

The research undertaken by Monaem’s team at Sustainable Square gives us the first comprehensive picture into sustainability practices across the region. Sustainability is such an important part of the work of many firms today, and yet there’s never been a piece of research that seeks to give us a sense of how the practice is doing in the MENA region. That’s no longer the case, thanks to the work undertaken by Sustainable Square. I sat down with the co-founder Monaem…

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