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.”
“The starting point is choosing partners that share your values,” he said.
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.”
The best ads don’t just sell products, they can change culture, politics, and the way people think. One especially memorable and award-winning campaign under his watch was “the Elections Edition” in 2022 for Lebanon’s An Nahar newspaper, which ran a blank edition, followed by an invitation for people to fill the pages with messages to politicians. It went viral, generating massive public pressure for elections and citizens’ right to vote.
Richa compares AI to giving a camera to everyone and then realizing the best photographers produce different results. “AI is going to give you tons of stuff,” he says. “To pick the right message takes a lot of experience, a lot of creative judgment.”
You can listen to our full conversation on Apple, Spotify or YouTube.
Contact CEO Daily via Diane Brady at diane.brady@fortune.com
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CEO Daily is compiled and edited by Jim Edwards and Lee Clifford.