[Interview] Fabio Silveira, Managing Director, Havas Creative Middle East

Since taking the reins at Havas Creative Middle East in March 2020, Fabio Silveira has guided the agency through rapid transformation with a leadership style rooted in clarity, purpose, and cultural relevance.

In this interview with Marketing Report, Fabio, discusses how the agency is redefining creativity with offerings that resonate both regionally and globally and the trends shaping creativity in the Middle East.

You've been at the helm of Havas Creative Middle East during a time of rapid transformation. How would you define your leadership philosophy in guiding the agency through this evolution?

My first official day as head of Havas Creative Middle East was March 1st, 2020—just four days before the Covid-19 lockdown. That moment forced an immediate rethink of everything: structure, culture, and creative philosophy.

Rather than react defensively, we chose to transform boldly. We assembled a leadership team united by a single-minded vision: to build a creative powerhouse driven by culturally relevant insights. Our goal was clear — elevate our creative reputation while dissolving the silos between different communication disciplines.

Despite being spread across multiple markets, our teams were aligned by a shared ambition: to create work that resonates not just locally, but globally. That’s the leadership philosophy I’ve followed ever since — lead with clarity, build with purpose, and always create with culture at the core.

How does Havas Creative Middle East differentiate itself from other agencies in such a competitive and culturally diverse region?

At Havas Creative Middle East, our biggest differentiator is how we approach creativity — through strategy first. We focus on uncovering locally relevant insights that go beyond surface-level understanding, and we build ideas that are culturally resonant and not limited by media channels.

We place a strong emphasis on media-fluid creativity — ideas that earn attention rather than rely solely on paid media. In a region where audiences are hyper-connected and culturally attuned, breakthrough work must resonate to be effective. That’s why we focus on earned-first thinking: when an idea is anchored in a powerful insight, it cuts through noise, drives conversation, and ultimately delivers stronger results. Creativity fuels resonance — and resonance leads to effectiveness.

What trends are currently shaping the expectations of clients in the Middle East, and how is Havas adapting to meet them?

One of the biggest shifts we’re seeing in the Middle East is the rising demand for work that earns attention rather than pays for it. Clients are looking for ideas that break through, generate conversation, and create cultural relevance — not just fill media space.

At Havas, we’ve adapted by focusing on earned-first creativity: visually striking work, built on simple, powerful ideas that are easy to grasp, yet rich in meaning. We ensure our ideas are media-fluid — able to move seamlessly across platforms — and always grounded in deep cultural insight.

Ultimately, we believe the best ideas are the ones that drive headlines. In a region where audiences are sophisticated and fast-moving, our approach ensures that creativity isn’t just noticed, but remembered — and that it delivers real value for brands.

With the increasing role of AI, data, and digital platforms in marketing, how is Havas Creative leveraging technology to stay ahead?

We see AI, data, and digital platforms not as threats to creativity, but as catalysts for it. At Havas Creative, we’re embracing these tools to unlock sharper insights, accelerate production, and enhance the relevance of our ideas. Technology helps us move faster — but always in service of more meaningful, culturally resonant work.

What sets us apart is how we apply these tools with intention. For us, it’s not about chasing the latest trend — it’s about using technology to amplify creativity, not replace it. We stay human at the core, ensuring that every idea is rooted in insight, elevated by tech, and ultimately built to connect with people in powerful, authentic ways.

How do you approach client partnerships to ensure long-term success in a competitive market?

Long-term success in a competitive market comes down to building trust, staying relentlessly focused on results, and continuously evolving with our clients’ needs. We approach every partnership as a journey — not just a series of campaigns — and aim to become a true extension of our clients’ teams.

A great example is our partnership with adidas. Over the years, the collaboration has grown significantly in both scope and geography. Together, we’ve created some of our most awarded and culturally resonant work — but more importantly, work that has delivered real business impact. From product launches to social engagement and worldwide headlines, each project has deepened our understanding of the brand and strengthened the trust between us.

What unique challenges does the region present for advertisers, and how is Havas addressing them?

The Middle East presents immense opportunity — but it operates by its own rules. Markets vary greatly in maturity, audiences are culturally diverse, and navigating the balance between global consistency and local relevance is a constant challenge for advertisers.

The Middle East is a mosaic of cultures. How does Havas tailor creative solutions for such diverse audiences?

Success here depends on trust, adaptability, and a deep respect for context. At Havas, we treat every brief through a culturally attuned lens, ensuring that our work resonates with local audiences while delivering on global brand ambition. That’s how we build meaningful brands in one of the most dynamic regions in the world.

Where do you see the Middle Eastern creative industry heading in the next five years—and what role will Havas play in shaping that future?

The Middle East is at a creative inflection point. With major investments in culture, tourism, sports, and innovation, the region is stepping onto the global stage — not just as a consumer of ideas, but as a creator of work that shapes conversations worldwide.

In the next five years, I believe we’ll see a surge of creativity that’s more confident, culturally rooted, and globally relevant. The region won’t be viewed as an “emerging” player, but as a creative force in its own right.

At Havas, our role isn’t just to be part of that future — it’s to help lead and shape it.