Advertising has always traded in ideas. But lately it feels like it’s trading in fear. Not talent, not strategy, not vision – fear.

Fear of losing the client. Fear of being replaced. Fear of saying no. Fear is quiet, insidious, and pervasive, and it is killing creativity more efficiently than any budget cut or brief ever could.

Walk into a modern agency, and you can feel it in the air. Not the electric excitement of a brainstorm, but the taut sound of tension. Every request, no matter how absurd, is answered with a reflexive ‘Yes’.

The reason is simple: someone else, somewhere else, will always say yes for less – cheaper, faster, more.

In recent years, the management of corporate and government social media channels has evolved into a discipline that extends far beyond the realm of digital marketing. What was once perceived as a communications function has become a complex ecosystem of strategy, governance, data and culture.

The work is continuous, deliberate and exacting, and requires fluency not only in content and platform behaviour but also in institutional dynamics and public perception. The environment is fast-moving, the scrutiny constant and the expectations [really] high.

Why the Industry Is Overdue for a Structural Reset

For the better part of a decade, social and digital roles have existed in the shadow of traditional communications. They were grouped as extensions of marketing, treated as executional channels for advertising or used as distribution tools for PR. They sat at the end of the strategic chain, asked to “push the campaign live”, "add the link to Stories" or just “post the press release”.

In recent years, the management of corporate and government social media channels has evolved into a discipline that extends far beyond the realm of digital marketing. What was once perceived as a communications function has become a complex ecosystem of strategy, governance, data and culture.

The work is continuous, deliberate and exacting, and requires fluency not only in content and platform behaviour but also in institutional dynamics and public perception. The environment is fast-moving, the scrutiny constant and the expectations [really] high.

Introducing MESMDA: The Middle East’s First Unified Body for Social Media & Digital Professionals

The Middle East is one of the world’s most dynamic digital regions, yet until now, it lacked a unified association for the professionals shaping this ecosystem. That changes with the launch of the Middle East Social Media & Digital Association (MESMDA)—a pioneering organisation dedicated to elevating industry standards, fostering community, and driving innovation.

Aligned with the UAE’s Year of Community, MESMDA champions collaboration, learning, and inclusivity while addressing critical gaps in mentorship, certification, and governance. Through advocacy, research, education, and networking, MESMDA is building a future where social and digital professionals lead with purpose and impact.

Membership is now open.
Join the movement shaping the next chapter of the region’s digital story.