Rana Hamarneh pioneers innovative balance between creativity and accountability in MENA advertising

Rana Hamarneh, a revered figure in the MENA advertising industry, advocates for integrating creativity with measurable results, championing social progress and diversity alongside industry evolution.

Rana Hamarneh, Group CEO and Partner at AdPro and AdPro OMD, stands as a formidable figure in the MENA advertising industry, with a distinguished career spanning 36 years—equally matched by her tenure in the Middle East region. Her leadership has not only steered AdPro in...

to an important affiliation with global network OMD but also demonstrated a profound commitment to societal progress across multiple fronts, including youth empowerment, women’s advancement, and economic modernization in Jordan.

Throughout her decade as Group CEO, Hamarneh has witnessed a seismic shift in how agencies operate and justify their value. In a reflective essay on the evolving agency-client dynamic, she articulates the transition from creativity being judged predominantly on ideas’ originality and cultural impact to a more transactional evaluation centred on hourly rates and measurable outputs driven by procurement’s insistence on efficiency and accountability. This paradigm shift, she argues, while potentially commoditising creativity, has also fostered important progress by linking creative efforts to tangible business outcomes such as brand lift, engagement, and sales growth. This evolution has propelled agencies like BBDO, with which Hamarneh shares a philosophy encapsulated in the mantra “Work that works is the only work that matters,” to balance imaginative work with measurable effectiveness.

Hamarneh emphasises that the healthiest agency-client relationships emerge when procurement teams act as partners rather than barriers, safeguarding efficiency without stifling the creative process. Her insightful perspective underlines the importance of procurement providing structure and transparency, enabling agencies to innovate with confidence while clients gain measurable value—a balance that ultimately enriches the cultural resonance and longevity of creative ideas far beyond their production timelines.

Beyond business strategies, Hamarneh’s influence extends deeply into social and cultural realms. She is a signatory for equality and inclusion with UN Women’s HeForShe campaign, reflecting her active role in championing gender equality in the region. Supporting this cause aligns with her broader advocacy for diversity, equity, and inclusion (DE&I) within advertising, where she has been credited with advancing women into leadership roles and fostering an environment where equity is integral to business operations rather than a one-time act. This mirrors broader regional and global efforts, such as those led by DP World and celebrated by UN Women’s HeForShe movement anniversary, which highlight the critical role of gender-balanced leadership in attaining sustainable progress.

Hamarneh’s engagement with youth and economic modernization is equally notable. As a mentor for Injaz and a consultant on Jordan’s Economic Modernization Vision, she invests in developing future talent and shaping policies that bolster Jordan’s economic trajectory. Her leadership reflects a synthesis of business acumen and a steadfast commitment to social responsibility, further securing her place among the MENA region’s most powerful and respected advertising professionals.

Her professional accolades include being a juror for The One Show, a prestigious global advertising awards event, underscoring her reputation as a creative strategist with a keen ability to build enduring brand power in Jordan and beyond. Additionally, she has been recognised by Women in Business MEA and Campaign Magazine UK for her trailblazing contributions to the communication sector.

Culturally rooted yet globally minded, Hamarneh’s personal touches—ranging from affection for traditional Jordanian cuisine like Mansaf to an appreciation for the arts through figures such as Javier and Penelope Bardem—reveal a leader who values empathy, creativity, and human connection. Her advice to newer generations to anchor themselves in empathy, creativity, and integrity while protecting their sense of wonder encapsulates the ethos that has driven her sustained success.

In summary, Rana Hamarneh’s career and perspectives illuminate the intricate balancing act agencies navigate today: merging creativity with business rigour, innovating within evolving industry frameworks, and championing diversity and inclusion as fundamental to future growth. Her leadership journey not only charts the rise of advertising in the MENA region but also exemplifies the powerful role industry leaders play in shaping culture, economy, and society.

Source: Noah Wire Services