New Zealand is a remote Island on the other side of the world, with lots of sheep and a lot less people. But what it lacks in manpower it seems to make up for in creativity. Funnily enough, New Zealand with a population of just 5 million people, manages to punch severely above its weight in the creative rankings at advertising festivals. For example: NZ has won 31 yellow pencils at the prestigious D&AD festival – a competition that is famously difficult to win. Germany, with a population sixteen times bigger, has won 44. And last year at Cannes, New Zealand won 1.8 lions per million people of population. Whereas the most successful nation at the festival – the USA – won just 0,7 lions per million people of population.

Being a kiwi myself, I thought I would try to hypothesize as to why a remote island in the south pacific has somehow managed to put itself on advertising’s creative map. Who knows, maybe we can all benefit a little from this island mentality?

To start with, NZ society has always been rather progressive. It was the first country in the world to give woman the vote for example. Conservative clients are the biggest killers of ideas and New Zealand just might have fewer of them?

The size of the country also means its media budgets reflect that. Therefore, agencies must make their ideas work harder to get attention, and that means disruptive thinking is not only encouraged but necessary. And because budgets are smaller, creatives are used to finding innovative ways to solve problems. Kiwis are renowned for this – it’s called “the No. 8 wire mentality” which is the notion that farmers can use a length of fence wire to fix any misbehaving machine. This cultural problem-solving mentality seems to also be helpful in producing great advertising.

Then there is the fact that because NZ has less people it also has less layers of complexity and hierarchy on the client side. That means ideas are usually presented to the people who make the decisions. From my experience, this is probably the most important factor for getting brave innovative work approved.

These are just guesses, but maybe there is some truth as to why a remote country like New Zealand has found its share of creative success or maybe there’s just something in the water?

This article was first published as part of the W&V “Innovationsradar” in the W&V issue 02/2023.

Artificial Intelligence (AI) has been the subject of much fascination and speculation, sparking debates about its potential impact on society. Is AI destined to be a force for good or evil? For me, the answer lies not in the technology itself, but in the hands of its creators: humans. Just like humans, AI systems will inherently embody both positive and negative aspects. It is essential to recognise this duality and navigate the grey area as we embrace the transformative power of AI.

This is because AI is, in its essence, a product of human ingenuity. It is crafted through the lens of human perspectives, principles, and experiences. The rules, programmes, and algorithms that drive AI are designed by humans, reflecting their understanding of the world. As a result, AI inherits the qualities, biases, and limitations of its creators. And just as humanity is a tapestry of virtues and flaws, AI too will exhibit a mix of positive and negative traits. The potential for AI to bring about tremendous benefits is undeniable. It can revolutionise industries, improve efficiency, enhance decision-making, and tackle complex problems. AI’s ability to process vast amounts of data with incredible speed offers opportunities for scientific discoveries, medical breakthroughs, and environmental sustainability.

However, the shadow side of AI must also be acknowledged. The same technology that empowers AI can also be misused or weaponised. Ethical concerns arise when AI is employed for malicious purposes, invading privacy, perpetuating discrimination, or manipulating public opinion. Bias, both implicit and explicit, can find its way into AI algorithms, leading to unfair outcomes and exacerbating social inequalities.

The dual nature of AI mirrors the natural balance present in the universe. The interplay between positive and negative forces fosters equilibrium. Similarly, acknowledging the potential for both good and bad AI allows us to approach its development and deployment with caution and responsibility.

As to how we can ensure an overall positive AI trajectory, the obvious answer is establishing a sound ethical framework and regulatory measures. Collaboration between technologists, ethicists, policymakers, and the wider society is vital in shaping AI systems that align with our shared values. Transparency, accountability, and fairness should be at the core of AI development, ensuring that AI benefits all of humanity rather than serving only a select few.

However, we must consider that perhaps the ultimate path that AI takes is intricately linked to how we, as human beings, proceed forward. If we choose to embrace more goodness, love, fairness, and if we strive to become more ethical, empathetic, and environmentally conscious as a species, then maybe AI will adopt a similar complementary role alongside us. The trajectory of AI is deeply intertwined with our collective values and actions.

By fostering a culture of compassion, empathy, and respect, we can guide the development and deployment of AI towards serving the greater good. Nurturing an environment that prioritises fairness, inclusivity, and social justice will shape the future of AI in a positive direction. As we evolve as a society, we have the opportunity to instill these values within AI systems, ensuring they align with our aspirations for a better world.

Therefore, the responsibility lies not only with AI developers and policymakers but with all of humanity. We must actively engage in conversations, debates, and collaborations that steer AI towards enhancing our shared well-being. As we make ethical choices in our everyday lives, advocate for social progress, and promote sustainable practices, we lay the foundation for AI to complement and amplify our positive efforts.

In this symbiotic relationship between humans and AI, our collective actions become the guiding force. By embracing the principles of fairness, love, and compassion, we can influence the trajectory of AI, shaping it as a force that uplifts humanity rather than diminish it.

I’ve said before that, in order to compete with AI, we must become more human. I now think that maybe we should not look at AI as something to compete with, but rather something to live alongside with and instill human values in it. Maybe we can remove the artificial altogether and make it more human.   

The metaverse is one of the most exciting – if not the most exciting – innovations in our high-speed digital world. What prospects do companies in different countries see in this new digital universe? And what opportunities are they already using for their brands? Inspiring and surprising insights from the Netherlands, the UAE and Poland.

The metaverse in the Netherlands: A breeding ground for experimentation

Author: Christiaan van Betuw, Managing Partner / Serviceplan Group Netherlands

The digital era in which we find ourselves is characterised by its speed. From small, technical updates that make our lives easier, to large-scale, impactful transitions. The metaverse inexorably belongs to the latter category: a completely new, digital world with other forms of communication and a more intensive digital experience. It is important for brands to explore, test and learn now. And the Dutch market is the place to be.

This is due to the behaviour of Dutch people. For years we’ve been one of the European leaders in digital development. The digital mindset of the Dutch is impressive. For example, 96% of Dutch households have internet and 87% are online every day. The Dutch are at the top of the table when it comes to using online services, such as internet banking, watching digital TV, shopping, and making online (video) calls. In addition, we are very receptive to – and active in – emerging sectors such as e-sports, (digital/hybrid) events and game development.[1]

In 2021, the Netherlands were characterised by the European Union as a “Strong Innovator” in Europe: a country that scores well above average for its innovation efforts. In the period from 2016 to 2018, almost half of the companies in the Netherlands with more than 10 employees were innovative.[2] The advent of the metaverse has also stimulated and inspired the innovative nature of Dutch companies to push things forward.

In addition to a receptive test group and an innovative workforce, the Netherlands – home to ‘only’ 17 million people – offers a clear market and a relatively cheap environment to experiment with the metaverse. And that is already happening on a large scale.

Dutch brands are pioneering the metaverse

More and more brands are testing the power of communication in the metaverse and offering consumers a unique brand experience. Heineken brought – albeit with a hint of fun-poking irony – the physical and digital world together with the launch of the world’s first virtual beer ‘Heineken Silver’ in Decentraland, as well as in the physical world. In doing so, the brand cleverly uses the Heineken experience in the metaverse, but with the clear message that it is still better to drink a beer in the ‘real’ world.[3]

Dutch fashion brand Barki has launched an NFT design but also makes a physical edition of each NFT. The brand states that this prevents the physical T-shirt from depreciating in value and eventually being thrown away. By linking the physical product to the NFT, it retains its value.[4] The same applies to Subway and Lay’s who, in collaboration with fashion brand XPLCT, developed an eye-catching jacket that made avatars in Decentraland look completely on brand. Five unique NFTs were developed, one of which was auctioned, raising €6,000 in proceeds.

It is striking that a ‘phygital’ approach is still often chosen, where brands experiment within the metaverse but also link the physical world to it at the same time. In the near future, the latter will become less so, partly due to companies that focus on full use of the metaverse, such as Dutch initiative Odyssey, which builds interoperable tools for metaverse users.[5]

A long-term goal for the brand in Web 3.0

At the rate the metaverse is evolving, a sustainable marketing effort – one that builds for the future – is an absolute must. And experimentation is inextricably linked to this. I am sure that in a world where everything is faster and grander than ever before, the marketer who dares to make a plan for 2027 will ultimately work for the brand that shapes the market rather than merely following it. That’s especially true when it comes to building a brand in Web 3.0. Let everything you do now contribute to that snowball that defines this future of the brand. The Netherlands look forward to welcoming you.






The UAE – a place of metaverse leadership

Author: Helmi Abdalhadi, House of Gaming Manager / Serviceplan Middle East

I recall a conversation with a friend a few years back when we were discussing cryptocurrencies. He mentioned that withdrawing assets in bits and pieces helped avoid German regulatory tax on the crypto-turned-cash. I remember instantly thinking, especially given my regulatory law education, that it was innovative and risk-averse of the German government to be ahead of new technology by putting these laws in place early. I now live in a part of the world where government activities and initiatives are central to the economy and its industries’ activities. The United Arab Emirates government has taken steps, measures and regulations further than most countries in the world to put itself in a position to both lead Web 3.0 and metaverse conversations, as well as enable its native businesses. However, even before regulations, it has made it part of its DNA.

In the second quarter of 2018, the UAE government announced and launched an initiative that “aims to capitalise on the blockchain technology to transform 50% of government transactions into the blockchain platform by 2021”. The Emirates blockchain strategy had a simple goal: to use the secure technology to be much more efficient in day-to-day activities. By giving each transaction and customer a unique identification number that is part of the blockchain ledger, the government aimed to save 400 million printed documents and 77 million work hours annually, as well as almost $3 billion by 2021.

Regulations usually imply a negative connotation for new technology. This is not the case for the metaverses’ main method of payment – cryptocurrencies – in the UAE. Dubai and Abu Dhabi both passed laws in 2021 and 2022 that make it not only easier to use cryptocurrency to make payments for daily purchases, but also possible for crypto exchanges to operate from and within the two Emirates. According to Reuters, over 30 licences have been issued to crypto exchanges to set up shop – including the biggest of the bunch: FTX, Binance and Kraken. As an example, Binance are currently hiring for over 100 positions in the UAE region.

But being ahead of new technology doesn’t just mean regulating and managing. It is also about enabling and building a healthy ecosystem around the industry.

Dubai recently created a committee whose purpose is to build a metaverse strategy for the Emirate. Whether through commerce and shopping, meeting places and social areas, games or learning environments, the committee announced that it will be supporting 42,000 virtual jobs in order to add $4 billion to the country’s GDP by 2030. Resource allocation towards the virtual world, as well as enabling new businesses are key pillars of the Dubai metaverse committee.

In the meantime, Abu Dhabi has pushed for diversity in the male-dominated industry via its Abu Dhabi investment office. ADIO is making it easier for women to be entrepreneurial in the metaverse and Web 3.0 space by giving them free crypto and metaverse domains. This has proven successful. Over 50% of small to medium businesses in this industry in Abu Dhabi were founded by women.

These laws and initiatives have put the UAE in a place of metaverse leadership. They have not only enabled the growth of related start-ups, but also incentivised legacy brands to get involved. At Serviceplan Middle East, we were approached by our client BMW within the past year with a view to taking advantage of the local Web 3.0 facilitation. We created an NFT project called BMW Museum of Sounds, storing and displaying the roars of retired BMW M engines via NFTs. And we won multiple awards and nominations for our efforts.

Regulating technology is not easy and regions that fail to act usually fall behind – but by pushing regulations and encouraging innovation, the UAE are in no danger of making this mistake.

­The metaverse in Poland

Author: Tomasz Przeździecki, Chief Executive Officer / _game changer

It’s a popular phenomenon that millions of Poles are already into. But do they really know about it? Many years of experience clearly show us that games are the best canvas for developing the metaverse and technology in the form of VR and AR. Back in 2017, we carried out activities for our clients (Subway and Coca Cola) in Minecraft, which we can now classify as metaverse projects. Thank you, Mark Zuckerberg!

The concept of the metaverse is one and the same for all – virtual, open, interactive, 3D worlds where players/users can socialise. However, right now there are dozens of different platforms – Roblox, Decentraland, Wave, Ceek, Zepeto, RECRoom, etc. In a few years’ time, we will be seeing global consolidations. Will Facebook, Amazon, or perhaps a new player be leading the market?

For the past few years, it has been a well-known fact that popular games like Minecraft or Roblox are classified as centralised metaverse platforms.

However, the real, futuristic metaverse using Web 3.0 ideology – based on blockchain tech – is considered decentralised. Right now, the key players among those metaverse platforms are Decentraland and Sandbox. Those are the best platforms within Web 3.0, where you can read, write, create and OWN! Where you can purchase land, build your business and possibly make money. And also where you can create art and sell it. But bear in mind that they are still in their infancy, both globally and locally.

The users of the metaverse originating from games like Roblox, Minecraft or Fortnite are younger, usually between 10 and 20 years old. Those who are aware of Web 3.0 are mainly aged 20+.

However, everyone can refer to themselves as users of the metaverse. We should remember not to look at the metaverse only through the prism of games, as this can be harmful. We think along the lines of: “A game can be a metaverse, but the metaverse does not have to be a game”.

Perspective of a Polish metaverse user

Based on the first Polish report on metaverse users in Poland (conducted by the Gameset gaming and metaverse marketing agency), we know that:

  1. 4.3 million Poles perceive themselves as aware users of the metaverse in Poland.
  2. 7.1 million Poles do not participate in the metaverse but would like to.
  3. 29% of respondents stated that they do not want to be in the metaverse. However, most of them (51%) were between 46 and 66 years old. They consider it a waste of time and prefer other types of leisure activity instead.

Among the most attractive aspects of the metaverse, respondents indicated:

  1. The opportunity to meet with friends (83%)
  2. The chance to meet new people (81%)
  3. The possibility of creating new things in this world such as “clothes, art, games” (81%)
  4. The opportunity to look the way you want to (79%)

The top four metaverse platforms indicated by respondents are games:

Minecraft – 83%
Roblox – 66%
GTA Online – 63%
Fortnite – 63%

Roblox in Poland has over two million monthly active users!

So where is Decentraland or Sandbox? Very much on the sidelines – for the moment! So far, they generate around half a million monthly active users globally. We estimate that only 3% of them are Polish users. In the future, that is likely to change in favour of decentralised platforms (once the awareness and education of blockchain increases).

What about brands in the metaverse?

  • 32% of respondents aged between 10 and 55 years old say they would welcome the presence of brands in the metaverse, while 41% say “it depends”.
  • 47% of respondents say they have discovered new brands or services through the metaverse.
  • 39% say they would be willing to buy an offline product from a brand they have interacted with in the metaverse.
  • 43% of respondents expect their favourite brands to be represented in the virtual world.

To sum this up:
YES – your brand should also be represented in the metaverse!
YES – you need to do this as soon as possible, as long as it’s relatively easy, cheap and there’s no clutter.
YES – your target group is already there and it’s just a matter of months until everything is happening on a much larger scale, but will you be able to afford it by then?

That’s why _game changer was created – because it changes the rules of gaming in marketing and communication and is the answer to marketers’ needs for activities in trending channels.

The kind of world you create for your brand depends mostly on the technology and platform you choose. In Poland and around the world, most activities right now are centred around Roblox, Decentraland and Sandbox, so you’d be well advised to focus on those!

This interview first appeared in TWELVE, Serviceplan Group’s magazine for brands, media and communication. Read more exciting articles, essays and interviews by and with prominent guest authors and renowned experts in the ninth issue under the central theme “Speed! The Winning Factor in the Digital Age“:

By Abdalla Yousef, Senior Account Manager, Serviceplan Experience

In the age of constant communication, brands are no longer expected to remain silent on issues outside of their perceived scope of expertise. Many of today’s most successful brands take a stand on topics ranging from global warming to political conflicts. 

Look at Nike’s “Dream Crazy” advert featuring Colin Kaepernick, which took an unwavering stance on racial justice, or P&G’s commitment to establishing gender equality. How about Ben & Jerry’s clear public position on voting rights, climate justice, and more? 

Even though these brands’ products have little to do with the issues they are advocating for, they still choose to use their platform to highlight their brand identity in a way that is grounded in real-world issues. This not only helps raise awareness about these issues, but it also shows their customers who exactly they are and what statement they want their products to be making. 

Thinking in the same vein, brands can also use their platform to raise awareness about life-threatening diseases and other important healthcare topics. Any brand, regardless of whether or not they are directly related to the medical field, can choose to raise awareness about or advocate for a particular healthcare concern that they feel passionately about. 

How can a brand find the right strategic approach to stepping into healthcare marketing even if their product focus is not in the medical field? A number of brands already use their voice to raise awareness about healthcare issues – showing their customers that they truly care about their wellbeing. There are two key approaches that brands take to healthcare communication. 

First, they create their very own healthcare-related campaign, and include experts on the topic to convey accurate information to their target group. 

Let’s look at MINI Middle East’s Breast Cancer Awareness Month campaign as a masterclass in how brands, regardless of their products, can help save lives through this first approach. For two weeks during the month of October, MINI Middle East partnered with Dubai-based breast cancer survivor, Dina Aman and invited women to a special test drive with Dina. The women would drive the official test drive car, an unmissable pink MINI with the words ‘Circle around. Look for unusual bumps’ written on the side, around different roundabouts in Dubai. This clever campaign not only reminded women of the life-saving task of checking for early signs of breast cancer, but it also gave them the opportunity to learn about Dina’s experience and how she remained strong in the face of unimaginable adversity. Although on the surface cars have little to do with breast cancer, MINI Middle East exemplified their ethos of Big Love by finding a creative way to keep their audience safe while also promoting their products. 

Second, brands collaborate with diverse entities, from business communities to mental health centers, to address pertinent issues their audiences are struggling with.

A perfect illustration of this technique is Dubai Science Park’s ‘Hostages of Depression’ campaign. Serviceplan Middle East collaborated with Dubai Science Park and Thrive Wellbeing, a leading mental health clinic in the U.A.E., to raise awareness about the symptoms of depression and encourage those who are suffering to seek help. With the intention of tackling the stigma against mental illness in the Middle East, the key message of this campaign was that depression is not the fault of the person struggling. For example, oversleeping is one of the clearest signs of chronic depression, and yet over 66% of cases of depression go undiagnosed. As a result, the depressed individual falls further into self-doubt and away from recovery. ‘Hostages of Depression’ aimed to show people that what they may be mistaking for personal flaws could actually be symptoms of a debilitating mental illness and emphasize the importance of seeking help. Though Dubai Science Park, a community for healthcare and business professionals, does not explicitly work on mental health related issues, this campaign aligned with the company commitment to creating lasting, positive change in people’s lives.    

The campaigns of MINI Middle East and Dubai Science Park illustrate just two of the many ways your brand can help save lives by supporting the awareness of serious illnesses; by creating your very own healthcare-related campaign or by collaborating with diverse entities to address pertinent issues These campaigns also showcase how brands can go about saving lives: by running an awareness campaign about a specific illness, more people will become aware of the disease, which may in turn lead to patients getting diagnosed and treated more quickly and accurately. 

Both approaches clearly demonstrate that brands don’t have to be limited to the confines of their products and how their goods can add value to people’s lives; there are a myriad of opportunities for brands to showcase that they truly care about their customers’ wellbeing, beyond sales and profits. Nevertheless, a campaign that focuses on something else other than the brand’s profitability can simultaneously increase your customer loyalty, the positive reputation of your brand amongst both your target group and potential new audiences, and support from the general public for your brand. 

We encourage your brand to seize these opportunities and either start or continue spreading awareness about healthcare topics that will change the course of people’s lives for the better. 

Will the blockchain enhance the digital media landscape and if so, what are the barriers?

By looking at the fundamentals of the blockchain technology and projecting them onto the principles of the digital media landscape, we begin to notice a common ground but with different terminology that creates a range of opportunities for those of wants.

In this article, we will project the blockchain infrastructure onto programmatic advertising, click fraud, and metrics reporting.

I assume by now, most of you are familiar with what the blockchain is, but for those who are still confused by this fancy term, I will try to explain it using a simple comparison:


Quick answer, no. Although they have a lot in common, they are completely different, and I will cover the why and how in this section.

From an architectural standpoint, DB is based on a client server methodology, where the client is the node or the user accessing the DB, and the server is the centralized node that, for simplicity’s sake, we are going to say is where the DB is hosted. On the other hand, blockchain is based on a distributed network that is interconnected through a node-to-node or peer-to-peer methodology. When a transaction occurs, Blockchain uses a consensus algorithm, which is called proof-of-work, to validate and then store or transfer through read and write operations only.DB is completely centralized, which means that a DB manager or operator has full control over the DB, and one user with access can create, read, update, and delete data. So, in one word, blockchain ensures transparency, which leads us into the next section of this article.


With the rise of click fraud, chaotic targeting, and limited budgets, advertisers are seeking various ways to protect their media spend and to maximize efficiency. Transparency is what they need to ensure all of the above.

Imagine company X is launching an awareness campaign where the media plan includes Display ads, Video Ads, Audio Ads, Native Ads, Proximity Ads, and many more.

In a traditional ecosystem, reporting will take place manually or in real-time (a fancy term), but the data is published manually or through data parsing from a third-party supplier.

How can company X ensure that their campaign reached the right audience, at the right time, in the right location and that the report in hand reflects the right views and right clicks actioned by the right audience and not by bots?

Blockchain technology ensures transparency in the whole digital landscape through multiple applications from click fraud detection, fake traffic, and domain spoofing to precise tracking and ad buying.

Thanks to the Proof-of-View and the likes of PoV technology that are sitting on the blockchain, advertisers can now ensure that the result in hand reflects what their content and pages really got, which will lead to efficiency. It can also track where and how their ads have been placed, which will enhance the reporting process and offer an accurate optimization.

Similarly, blockchain is offering an evolution in the media supply-chain – a chain that is interconnected by a middleman throughout. 

Agencies, DSPs, Ad Exchanges, SSPs and publishers are all running their own ledgers and this is only because data is the main product in media, and every entity wants to keep the accessibility and the processing of this data within closed doors, which is centralization at its best.

Obviously, the main loser in this is the advertiser. However, from an effectiveness point of view, the healthy media supply chain should be backed by the blockchain where advertisers, agencies, DSPs, Ad-exchanges, SSPs, and publishers are forming this network and working on a shared ledger to authenticate, validate, and exchange.

This will provide all entities the ability to agree on every single transaction, to know where the metrics are coming from and how they are changing over time, and finally, to approve and validate the authenticity of the delivery, which can trigger the automated payments, and all will be governed by smart contracts.

The opportunities are limitless, but like any tech-evolution, obstacles will pop up – creating adoption barriers where some are systematic and others are technical. Here are a few just for clarity:

  • Speed of transaction and validation (that is why it is recommended to not transform the whole supply-chain, but rather transform the crucial parts that require validation and authentication).
  • Data is the product and once it becomes decentralized, companies fear losing control and IP.
  • Conflict of interest: blockchain imposes a necessity for different players, even competitors, to collaborate.
  • Competition within the one industry: the fact that all parties are being exposed in a decentralized system creates a challenge, especially between the competitors whose main goal is to own the bigger share of that pie (Advertiser).
  • And much more… 

Blockchain will create an evolution in the media world by forcing transparency, accuracy, and authenticity, but the main question remains: when will we see a mass adoption within the industry? In my opinion, we’re still far from it, but for most of you who are struggling with the “How?” my advice is to forget about the how and to focus on the why and the what.

The how starts like any transformation – with requirement gathering – and goes into the normal transformation lifecycle, and there’re plenty of good players who can support on this.

‘Carpenter.’ That was my genuine, enthusiastic answer to the classic question that every elementary school student is asked, but it was always met by laughter from the teacher, as if I was telling a joke. I went home to my mom, who explained how the profession I chose was unsuitable for women, and only men could do such work.

I am fairly certain there are countless stories like mine. Many girls dream of being boxers, rally drivers, electricians, automotive mechanics, and many other ‘untraditional’ professions. But they can’t do more than dream because it’s against society’s norms.

With time and openness to greater possibilities, things improved regarding gender equality in the Arab region. Yet, studies show a gap between female labour force participation rates and that of males in certain professions, and this gender gap leads to many talents and opportunities being lost.

UN WOMEN for gender equality and female empowerment wanted to launch an awareness campaign, encouraging society to break the perception that women can’t work in any profession they choose. 

Thinking of it from a creative design perspective, the insight was how the male form takes over the inclusive speech in the Arabic language, especially in job ads.

For example, the usual form is DOCTOR WANTED- Doctor is used in male form, although the ad is directed at both men and women.  

From here, as a global team from the House of Communication in Munich and Dubai, we wanted to create a symbol and add it to every male-formed job title in job ads. People will then see these teaser ads LinkedIn to certain platforms where we have our full campaign communication.

To promote women’s economic empowerment in the Arab states, UN Women organized a webinar on the role of media and advertising. Together with my colleague Natalie Shardan, MD of Serviceplan, I had the chance to talk about the ALL-GENDER campaign, discuss the situation of gender equality at work, and state our take on gender inequalities:

“Jobs have no gender, so why should job advertisements address only half of the population? With our latest campaign, we want to highlight that inclusiveness should be promoted in the workplace from the recruitment phase.”

UN Women Arabic | Twitter

The discussed topics and information were up-and-coming in terms of supporting women at work by many media entities in the Arab region. And obviously, there is a massive interest in highlighting inclusivity as much as possible. The campaign is still in its first phase. The next challenge is to get as many entities as possible to adopt this symbol and use it in their job ads. To make this process even easier for everyone, we created an All-Gender font that can be easily downloaded and used. Seeing the emblem online will prove that this initiative succeeded in revealing that jobs like truck driver, carpenter, firefighter, or even CEO are not male-exclusive anymore.

Natalie Shardan and Rana Ahmad taking part at the UN WOMEN webinar | March 2022

This is just the beginning of something big. Together with UN WOMEN, more milestones can be expected, such as the release of a powerful manifesto and the collaboration with influencers for targeted editorials. With all of that, we want to encourage girls and boys alike to actually start their professional lives in whatever direction they are dreaming of.

While still pursuing the carpentry profession on a smaller scale with starting my own handiwork projects at home, I am more than grateful to contribute, as part of the Serviceplan Group team, to the global issue of diversity and inclusion. Through our work, every day we see how bringing together diverging mindsets, skills, and cultural imprints in one common project is by far the most effective way of fostering true creativity and enabling major breakthroughs. We want to share this spirit of “Strength by Diversity“, with our clients, as we strongly believe that respecting every human-being, overcoming all forms of systematic exclusion, and unlocking the full potential of every talent gives companies and individuals the inner strength, resilience, and innovative energy it takes to overcome the challenges of highly globalized, rapidly changing markets and local issues.

Together with UN WOMEN and the ALL-GENDER-SIGN, we are fighting for our shared mission of making this world we live in an equal, diversified one – starting with a girl’s dream profession and her teacher’s encouraging reaction to it.

Author: Rana Ahmad, Senior Copywriter Serviceplan Experience

Jobtitel Bingo | Kai Martin Ruck

Developing creative concepts is teamwork!

In our new round of Jobtitles Bingo, Kai Martin Ruck explains to us in detail how he, as Client Service Director Asset Production, ensures that things run smoothly in the production of assets, what a typical day at work looks like for him, and why his job can be compared to an energy drink.

In the still fuzzy reality of the metaverse, a confluence of many constructs like social, gaming, and crypto, there’s an opportunity for brands and consumers not only to co-create but to co-own content, tokens, and assets.

Co-Creation is the New Connection

We’d love to call the current state of the metaverse a co-verse. No, it’s not a covert operation to sabotage the biggest buzzword trolling the halls of industries these days. On the contrary, it’s a recognition that the metaverse has become an open space where co-creation is perhaps the only “tangible” means for brands to connect with an audience living for the thrill of thriving as mere “embodied presence” on the internet.

With Roblox, brands like Gucci have started selling virtual branded products, essentially inspiring a whole new generation of avatars in luxurious garbs. And while Nike has created a Roblox virtual world called Nikeland, brands embracing the co-verse can choose to push the boundaries farther, not for their own sake, but for the contentment of its virtually-insatiable consumers. Instead of simply rendering actual physical products as virtual replicas on the metaverse, allow consumers to develop, design, and patent their branded virtual creations. Give them free reign and see how far consumers’ imaginations can shape or re-shape your brand’s own product development and design possibilities.

Non-fungible has Become Tangible

The digital collectible space has finally invaded brands. Yep, with the advent of NFTs, or your so-called non-fungible tokens, the words digital and collectible can now co-exist in the same space. That’s because non-fungible tokens are digital assets that can go beyond bitcoin to include any real-world object like a drawing, artwork or music that are now primarily rendered in AI. They’re non-fungible because they’re unique and irreplaceable, and much like trading cards, these are one-of-a kind virtual cards that if traded with another card, you’d own something completely different.

Budweiser has been on this space since late 2021. This January 21st, 2022, it aims to take this momentum into a purposeful cause as it seeks to support emerging musicians with an impressive drop of 11,000 NFTs based on 22 artists featuring 500 NFTs a piece. Sometime this year, BMW in the Middle East will seek to immortalize the iconic sound of an M engine, among others, as it takes its Museum of Sounds to the NFT arena. Museum of Sounds is BMW’s ambitious effort to preserve the melodious roars of its petrol engines before e-vehicles can render them forever obsolete. Soon, petrol heads can own a piece of their BMW icon in non-fungible terms as a tangible nostalgic memento.

Gamification Isn’t Dead in the Age of Gaming

Gaming, over and above social and AI, is currently touted as the next big leap for brands wanting to jump into the proverbial virtual band wagon. More and more brands are looking at e-sports sponsorships, game development opportunities, in-game presence, and even gamers as new-age influencers as revolutionary means to enter the growing world of gaming. Well, these brands are in for what we’d like to call a gentle wake-up call.

Gaming, in all its glory, can be broken down into its simplest form to serve the best possible entry-point for most brands seeking to test the waters. Especially for brands not as endemic to gaming as tech brands are, gamification – used and overused as it is, and even rendered old-school in this day and age, can still be a tool for potent co-creation. Think customization, for instance.  For retail brands already running solid e-commerce platforms, giving customers the possibility to create shopping avatars over mere buyer profiles can spawn gaming possibilities. If developing on-site gamification is a far stretch, think cooperations with gaming developers where cross-overs can happen between shopping avatars and gaming avatars.

A significant media presence is more important than ever! As a PR Consultant, Robert Koria takes care of precisely that.

In our new episode Jobtitles Bingo, he gives us insights into the day-to-day work of a PR Consultant, tells us what the best thing about his job is, and describes what his work has to do with an enjoyable glass of wine. And how does somebody become a PR Consultant? He also tells us that!   

So, get excited and have fun watching the new episode!

Let’s get up and start a new round of #JobtitlesBingo!
“Platform Advertising Consultant” – what rolls off the tongue so smoothly can sometimes be as exciting as a roller coaster ride in everyday life. Our colleague Nina Altmann tells us what she finds so exciting about her job, how she imagines the perfect client and what makes her everyday life so beautifully diverse.

Check out our new episode Jobtitles Bingo and learn more about how diverse the everyday life of a Platform Advertising Consultant at Mediaplus is.