Muslim Futurism and Islamic Branding

Miles Young
Ogilvy & Mather

This is the keynote speech given by Miles Young, Chief Executive Officer at Ogilvy & Mather, at the Inaugural Oxford Global Islamic Branding and Marketing Forum

It is a pleasure indeed to be here. The venue – in this marvellous business school but also particularly in Oxford – seems particularly appropriate to the importance of the subject we are discussing. It was in Oxford, of course, that the commerce between East and West led in the 1630s to the first ever Chair of Arabic in England, and, for a while, at least, a period of relative interest in, and tolerance for, the culture and context of the primary trading partner, the then Ottoman Empire. In the parlance of today, at least two of its successor states would be classified as ‘N-11’ markets, new growth engines for the global economy. The world is re-balancing, but it might be fair to say that the business of marketing and branding is only just beginning to acknowledge this, and catch up.