Brilliant Ads This Week

WWF, Eurostar, Jumpspeak, & more.

​

Hey,

Ad Professor here.

Got another great interview for you...

This week I spoke with Hussein Kandil, Senior Director of Marketing at Visa MENA.

Scroll on to get his marketing hot takes.

Let's get into it:

Want your social ads to perform like the best in the business?

We’ve helped billion-dollar brands create high-performing social campaigns that drive real results. If you spend $ 50K+ monthly on ads and want expert help...

Here's an ad I made for WWF...

Take a phrase everyone knows.

Twist it just enough to make them stop, smile, and rethink.

Call out the category king.

Expose their weakest flex.

Then take their throne, one savage point at a time.

Each week, we're sitting down with some of the smartest minds in marketing to ask them 5 big questions.

This week, we sat down with Hussein Kandil, Senior Director of Marketing at Visa MENA, to get his take on the past, present and future of advertising.

Let's get into it:

​

How is AI changing marketing, and what else should brands be thinking about?

​
"AI is a brilliant tool for efficiency. I use it to manage time, summarise documents, and streamline tasks. But it still can’t match human creativity or cultural instinct.
With cookies going, zero-party data is key. Brands need loyalty programs and direct relationships to stay competitive.
We’re also shifting from broad targeting to hyper-local, culturally relevant messaging, especially in places like MENA. And for Gen Z, brand purpose is expected, not optional."

​

What makes a campaign truly impactful?

​
"It starts with insight. Dove’s Real Beauty nailed it. Emotional, behaviour-shifting, and totally ownable. “Real Beauty Sketches” proved you don’t need big budgets to make a lasting cultural impact."

​

​

Advice for early-career marketers?

​
"Get off your laptop! Join shoots, meet consumers, and get hands-on. That’s where you really learn how marketing works."

​

What did you learn from Spotify and Unilever?

​
"At Spotify, we had to shift habits, getting people to stream instead of using YouTube or USBs.
At Unilever, we were up against faster, cheaper local players. Winning came down to sharper pricing, smarter innovation, and staying close to the market."

​

How can brands win in 2025?

​
"Know your edge. Be clear on what you solve emotionally and functionally, then show up consistently.
And don’t blame the category. With the right content and creative structure, any brand can be compelling."

​

What makes a marketing plan work?

​
"It has to drive results. Balance short-term sales with long-term brand building. If it’s not doing both, it’s not working."

​

Final word?

​
​"Stay curious. Stay close to your audience. Lead with purpose. Execute with focus. And always stay hands-on. That’s where the best ideas come from."

​

​

If you enjoyed this, drop me a reply with what you liked, or just send me a test tube emoji 🧪

​

The Ad Professor

​

PS. Want more content? Follow me on X: @The_AdProfessor

​

& if you've been forwarded this email, subscribe here.