What’s your writing focus or specialty?Well Leigh, I've been working as an Arabic copywriter for more than 7 years, through which I had the chance to work on many international and local accounts of different industries, such as: F&B, automotives, finance and banking and many others.
Writers often take winding career paths. What led you here?It's an interesting question to ask, Leigh. Personally, I always knew that I would be working as a copywriter someday. When I was 13 years old, my English teacher asked us to create an advertisement. Believe me; through working on this advertisement, I discovered a huge passion towards advertising in general and copywriting in particular. I didn't have any single doubt about what should I major in college, I chose advertising and I got my BA after 4 years of study. Now, you would ask me: "Why did you choose to become an Arabic copywriter, why not an English CW, why not a bilingual one?" The answer is very easy: I didn't choose it, it chose me!
You have no clue, Leigh, about the huge shortage in Arabic copywriters in the MENA region [Middle East and North Africa]. In addition to that, it is no secret that Arabic advertising copy has nowadays fallen second to the compliancy and creativeness of its English counterpart, that's why I made a pledge to myself to create fluid Arabic copy and make Arabic once again the primary language of creativity.