Marketing is the art of making things beautiful. So where does honest presentation end and deception begin? Albert Bonet talks with creative director Bernard Paes, who spent decades running an advertising agency in Dubai, about authenticity, the “makeup” we put on products and people, and the ethical line he refused to cross.
In this conversation:
- Why we all “dress up” for different rooms, and when that turns dishonest
- Loyalty to a brand over money, and what it cost him
- How marketing changed in the digital age
- Humility, courage, and integrity in a selling profession
Bernard Paes is a creative director and entrepreneur: born in India, raised in Kuwait, decades in Dubai advertising, now in luxury perfume packaging in France.