"As a Dubai-based CEO who oversees BBDO Worldwide's business in the Middle East, Africa and Pakistan, Richa argues that risk is a relative concept in fast-changing markets and times. He recalls thanking one CEO for taking a bold risk with a campaign, only to be told, "What? What risk? What do you mean? The biggest risk I would have taken is not doing that.""
"In an era where brands can whip up AI-generated ads-Guess's AI-generated model in Vogue is hopefully not being a harbinger of what's to come-Richa's work is a reminder that technology alone will never triumph when it comes to bold ideas and creativity that's rooted in real issues. "Big ideas that touch people, that move people, that move businesses, that never changes," said Richa, while noting that BBDO "uses digital and social (media) like never before to amplify that messaging.""
BBDO has a 134-year history of creating culturally influential campaigns that shape consumer identity and public discourse. In fast-changing markets, risk is often relative, with bold creative moves sometimes representing the safer commercial choice. Choosing partners that share core values enables courage in messaging and execution. Technology, including AI, can generate content quickly but cannot replace human-centered creativity rooted in real issues. Digital and social platforms serve to amplify powerful ideas rather than originate them. Effective advertising can move people, shift culture, influence politics, and drive business outcomes, as demonstrated by participatory campaigns.
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