Recognition
If people stop where they are greeted by name…
→
The Credits
…our own work should greet everyone who made it.
ThinkHuman Egypt · Version 2
اتفضل
Come in.
Before we start
What should we
call you?
Stays in your browser. Never sent anywhere.
Welcome, our guest.
أهلاً بيك.
Why we asked “People stop where they are greeted by name.” It was the line from the conversation we kept coming back to. So this presentation starts by practising it.
Egypt · Version 2 · October 2026
The nextevolution.
Version 1 showed what we could make.
Version 2 is about how we decide.
I · What the conversation was really about
One conversation.
Six objects on the table.
Six objects.
One lesson.
Meaning happens
at the receiver.
So think of the human on the other end, and own everything that reaches them: the words, the face, the vessel, the moment, and the dignity of everyone in it.
Think Human
isn’t our name.
It’s an instruction.
Think Human مش اسمنا… دي تعليماتنا.
Press → to continue the thought
I · How the thinking works
Never judge an image
by its style. Follow it to a person.
- Object“It’s a model. It’s a photoshoot.”
- FeelingWhat does the image deliver?
- PersonWho receives it, and who is in it?
- PrincipleDoes it fit the character?
- DecisionThen what?
The sharpest tool: the swap test
Change one thing. Watch the meaning move.
جروب العيلة ❤️
a stranger’s photo · we won’t show one
صباح الفل يا جدو 🌼
❤️ ❤️ 🤲
I · Sorting what was said
Not everything said
is a decision.
Pick a drawer.
I · Backbone, with care
Where we’d push back.
Agreement isn’t intelligence. Five places where the principles go further than the examples.
II · The brand character
«أنا مش على الأرض
ومش في السما.»
Not on the ground.
Not in the sky.
Two questions place anything we make: do they see themselves in it? And do they want to rise toward it?
The middle ground
Aspiration ↑Recognition →
II · Meet the Host
The Host.
Egyptian at heart, living between Cairo and Dubai. Self-made. Well dressed without being flashy. As comfortable in a boardroom as at a street café or a family lunch. Raises every room without making anyone feel small.
On «رجولة» We keep what it protects, سند and جدعنة: reliability, keeping your word, standing by people. Every gender carries them. This agency is led by women and men.
- Do
- Don’t
- Looks like
II · Three tongues
One thought.
Three rooms.
Same person.
«مش قصدي إنجليزي وفرنساوي.» The Host’s languages aren’t English and French. They are the street’s, the boardroom’s and friends’. That is all “platform persona” means.
The thought: “Your campaign needs a braver idea.”
II · How the Host is bold
Bold is saying what others don’t dare.
Loud is saying what nobody asked for.
Laugh with people. Never at them.
III · The composition
«المية مغلية زي الفل، والسكر مظبوط على الشعرة، والشاي ولا أروع…»
Perfect tea.
Wrong glass.
Bad tea.
Nothing in a message works alone. Change one ingredient and the whole thing changes.
- Water the truth
- Tea the message
- Sugar the tone
- Glass the room
Served in a clean glass: you can see the colour. Perfect.
III · A decision system for the whole team
التركيبة The Composition
Eight questions anyone in the team can ask, so nobody has to wait for the creative director to say “no”. Each one carries the conversation’s own example.
The method
The swap test. Change one element. If the meaning breaks, that element is carrying the idea: protect it.
Score 0–2 each. A zero on dignity stops the idea. Publish at 12/16 with a yes on the ribbon.
III · Testing our own work first
Version 1, through
the composition.
Pick an element. «باب النجار مخلّع» isn’t allowed here.
Image withdrawn. We won’t show it again.
In Version 2
IV · Correcting Version 1 Research
Egypt is in big rooms.
Our people fit in a small one.
Version 1 said Instagram is one of Egypt’s smaller rooms. True for the population. But we don’t sell to the population. The people we need are a room you could fill with names.
That is the kiosk principle, at business scale: an audience small enough to greet by name.
51.6MFacebook
49.3MYouTube
48.8MTikTok 18+
21.7MInstagram
15.0MLinkedIn members
The people we need
to know by name
to know by name
Two markets, two habits
Egypt gathers on Facebook (51.6M ad reach). LinkedIn: 15.0M members, about 1 in 8 people.
UAE LinkedIn: 10.0M members, almost 9 in 10 residents. Facebook: 9.70M.
DataReportal, Digital 2026 (Kepios): Egypt and UAE, late 2025. Ad reach is not monthly active users; LinkedIn counts members. Figures are not strictly comparable across platforms.
IV · One host, eight rooms Proposal
Every platform is a room
with its own manners.
entrance
IV · Lead, build, support, test, hold Proposal
Not every room
deserves the same effort.
Strategic discipline over platform coverage. Indicative share of the team’s social effort.
Lead where our buyers and talent already are, in the mode we need: LinkedIn and Instagram.
Build what compounds: a YouTube library and one series.
Support in Arabic where Egypt gathers and forwards: Facebook, WhatsApp.
Test, then decide: TikTok and Threads for 90 days. Hold X.
V · One insight, many rooms
«نازل حالاً» in every room.
The insight: we say we’re on our way before we’ve left. Same insight, six rooms.
النهارده قلت «نازل حالاً» كام مرة؟
٣٧١٢؟!
People are the heroes. A street vox pop, counted.
♥💬↗
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
from our team chat · Thu 9:04
▶0:12
«نازل حالاً… لسه بلبس الشراب.»
A real voice note. Thursday mornings at ThinkHuman Egypt.
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
ThinkHuman Egypt leaderCreative Director · 1d
Your tagline is grammatically perfect. That’s the problem. Here is one delivery message in three registers and three Arabics, and the one your customers would actually answer.
PDF · 6 pagesSaid Better · 07“Your order is late.”
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
نازل حالاًSaid Better · Episode 03▶
One message, Cairo and Dubai: what people actually hear · 12:40
00:00 The line · 03:10 Cairo · 06:20 Dubai · 09:30 The rewrite
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
ThinkHuman Egypt
لو طلب عميلك هيتأخر، اكتبله كده وهيرد عليك: «طلبك متأخر يوم، وده غلطنا. هنكلمك قبل ما يوصل.»
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
ThinkHuman Egypt · channel
▶0:30
من محادثاتنا اليومية 🎙️
THINKHUMAN
نازل حالاً
نازل حالاً
New post from ThinkHuman
V · Not a funnel. A flow.
People enter anywhere.
The ribbon ties it together.
SparkTikTok · Instagram · Threads
Something true makes them stop.
DepthYouTube
They stay for the whole story.
DebateLinkedIn · Threads
They argue with the thinking.
KeepWhatsApp · website library
They come back, and forward it.
ActDM · meeting · brief · application
They come to sit with us.
A client’s path A From Zero clip on Facebook → the episode on YouTube → a leader’s lesson on LinkedIn → a call.
A designer’s path A Daily Conversation on Instagram → The Empty Chair → a voice-note application → a seat.
VI · What the principles produced
Three ideas nobody said out loud.
The principles did.
Hospitality
A host offers a seat. A company posts a vacancy.
→
The Empty Chair
Hiring announced by the person you’ll sit next to.
Uplift + self-made
If our character built itself from nothing…
→
From Zero
…our flagship should honour Egyptians who did the same.
Also new: On the House (generosity) and We Disagreed (backbone with care).
VI · The portfolio Proposal
Eight properties. Each with a home room.
● home room · ○ supporting room. Select a property to open it.
Emirati Women’s Day
A one-of-a-kind furniture piece
Client
Homes R Us
In partnership with
Maison Al Saleh
Campaign · Social media · Production
ThinkHuman
Experience · Website · AI content
ThinkHuman
And every person who made it
by name
Property 01 · New · LinkedIn-led
The Credits التترات
Every ThinkHuman Egypt project ends the way a film does: with credits. Everyone named. The client’s team, partners, crew, our people.
Human truth In Egypt, the تترات are where families look for the name of someone they know.
ThinkHuman EgyptCompany page
The credits for Emirati Women’s Day: with @Homes R Us and @Maison Al Saleh, and every person who made it, named and tagged.
The credits use only the organisations and disciplines on record in the 2026 company profile. Names come from each project’s crew list, with consent.
Property 02 · Grows V1 · LinkedIn-led
Said Better تتقال أحسن
Every week, one message every business has to send, shown the way it lands in three Arabics, then said better.
Human truth People don’t hear words. They hear who is talking to them.
Why now Models still generate dialect worse than they understand it AraDiCE, 2025
Message of the week · 07“Your order will be late.”
The machine
«نأسف لإبلاغكم بأن طلبكم سيتأخر.»
Correct. Nobody talks like this.Cairo
«الأوردر هيتأخر شوية، حقك علينا.»
Warm. Owns it.The Gulf
«طلبك بيتأخر شوي، السموحة منك.»
Polite. Familiar.The Levant
«طلبك رح يتأخر شوي، منعتذر منك.»
Gentle. Close.Said better
«طلبك متأخر يوم، وده غلطنا. هنكلمك قبل ما يوصل.»
Honest, specific, and it promises an action.Dialect lines written by our team for this proposal; the live series tests them with people in each city.
من الصفر
From Zero · Episode 01
The bakery that knows every customer’s order
▶- 00:00 The place
- 03:10 The first customer
- 08:40 Why people come back
- 14:20 The human truth
- 19:30 The gift
Property 03 · New · YouTube flagship
From Zero من الصفر
A strategist sits with a self-made Egyptian builder, in their factory, shop or office, and decodes why people choose them. Each episode ends with a gift the team designs for them.
The bakery that knows every orderThe second-generation factoryThe pharmacist who built a chain on WhatsAppThe Egyptian founder who built in Dubai
Episode types, not people. Guests to be booked.
Why not a podcast Three of us talking about agencies is a container. Egypt’s builders, decoded, is a reason to watch.
Property 04 · Grows V1 · Instagram-led
Daily Conversations
من محادثاتنا اليومية
One real voice-note conversation a week, about a real decision. Published with consent. If it was planned, we say so.
Evidence Our two best Instagram posts this year were people talking: 141 and 120 interactions, against a median of 12 for opinion posts. Audit, Oct 2026
Designer
▶0:09
«العميل قال: خليها تفرقع.»
Copywriter
▶0:07
«يعني عايز يحس إن حد شافه.»
Designer
▶0:11
«يبقى مش محتاجين لون أعلى… محتاجين اسمه.»
Illustrative exchange written for this proposal. The live series uses real voice notes, with consent.
Example post. Needs a real photo of the chair, in the Cairo office.
thinkhuman.egypt · Instagram
This chair in our Cairo studio is empty. The person who’ll sit next to you recorded who they hope fills it, and the first problem you’ll solve together.
▶0:48
Apply with a voice note. Everyone gets a reply.
Property 05 · New · Instagram-led
The Empty Chair
الكرسي الفاضي
Every open role is announced by the person who sits next to the empty chair.
Human truth A job ad is a wall; a person is a door. About half of respondents in a 2023 Egyptian labour survey looked for work through people they know. ERF
Property 06 · Grows V1 · YouTube and Instagram
The Ribbon الشريطة
Once a quarter, an art director takes a real brief from someone who never had an agency and, instead of money, gives them the work. The owner is the protagonist.
What changed from V1 The kiosk was a metaphor for us, not a backdrop. No grit, no props: warm light, dignity, a gift.
- 01 The owner, in their own words
- «عايز الناس تقف عندي»02 The brief, as given
- 03 The team listens to customers
- 04 The design: a sign, a menu, a catalogue
- 05 The reveal, tied with a ribbon
- +30 days06 What changed, with a source
LIVEThinkHuman Egypt
عندي أنا المرة دي
لايف الشهر · أسئلة أصحاب البيزنس
«إزاي أرفع أسعاري من غير ما أخسر زباين؟»
«عندي ١٠ آلاف متابع ومفيش مبيعات.»
«أغيّر اسم البيزنس العائلي ولا لأ؟»
Property 07 · New · Facebook-led
On the House
عندي أنا المرة دي
A monthly Facebook Live clinic in Egyptian Arabic. Business owners bring real marketing questions; we answer generously, on the house.
From the kiosk «وخد هدية، وعندي أنا المرة دي.» Egyptians build relationships by giving first.
To test Are family businesses a commercial target? Three sessions will tell us. Hypothesis
Property 08 · New · LinkedIn leaders
We Disagreed اختلفنا
A real disagreement with a client, anonymised and approved: what each side saw, how it was resolved, what we learned. Always ending with respect.
Why it’s bold «دوري إن أنا To Uplift the Thinking. بخش Consultant.» Every agency says “partner”. Almost none shows how it challenges.
ThinkHuman Egypt leaderCreative Director · post
We disagreed with a client about margins. Here’s what each of us saw.
They saw
A gap to close, quickly.
We saw
The same gap, from the customer’s side.
Where we met: one line both could sign.
Type of post, not a real case. Every real one needs the client’s approval.
VII · The hosts
Not a production department.
A team whose thinking is the content.
The designer’s eye→ The Ribbon · The Empty Chair
The strategist’s observation→ From Zero · Said Better
The copywriter’s tongue→ Said Better · Daily Conversations
Media’s flow→ the rooms and the ribbon
Client partnerships→ The Credits · We Disagreed
The content creator’s voice→ the TikTok street edition
Proposed roles by discipline, not assignments. Needs real material: office photography, voice notes and on-camera time, all with consent.
VIII · A decision framework Proposal
Ambitious, and executable.
Nine criteria, scored 1–5. Hover a row for its bucket.
Quick winsHigh-impact betsLong-term propertiesExperiments
VIII · The first 90 days, from November
Month 1
Foundation
- Lock the persona and «التركيبة» with the whole team
- Clean the house: Arabic captions, Cairo on LinkedIn, Instagram bio, secure handles
- A YouTube channel with a curated library from the 424 unlinked Vimeo films
- An Arabic-first Facebook page
- Start Daily Conversations, The Credits, weekly leader posts
Month 2
Voice
- Said Better weekly on LinkedIn
- Street edition #1 on TikTok and Instagram
- On the House, live #1
- The Empty Chair on the next open role
- Book three From Zero guests; shoot the pilot
Month 3
Depth
- Publish the From Zero pilot
- Shoot The Ribbon, episode 1
- Street edition #2; the first We Disagreed
- The 90-day review: go or stop for TikTok and Threads
VIII · The weekly rhythm Proposal
A rhythm the team
can actually keep.
No daily posting targets. About 3.5 team-days a week across disciplines, plus one production day a month for From Zero.
VIII · Measure and learn
«هتلاقي ناس داخلة تقعد عندك.»
The north star:
people who stay.
Not likes. Returning viewers, saves and sends, real conversations, applications, inbound briefs.
Organic
Each room’s own KPIs (in The house).
Paid, small and tested
LinkedIn for the Said Better report and From Zero, to target titles in Egypt and the UAE. Meta boosts for On the House.
Community
Voice replies, nominations, live questions.
Business
Briefs, meetings, pitch invitations, applications: tracked by “how did you hear about us”, UTMs and a CRM tag.
Five things the first 90 days will test
- Arabic captions grow Egypt’s share of our followers.
- Leaders’ posts outperform the company page.
- Voice notes beat text cards on sends.
- The street edition holds attention on TikTok.
- From Zero viewers include the decision-makers we want.
Baselines Oct 2026
Instagram 989 followers · 0% Arabic captions · median 17.5 interactions · LinkedIn 6.6K followers, median 14 reactions · TikTok silent since April · no YouTube channel of our own · no linked Facebook page
VIII · Twelve months
Q1
Foundation, voice, depth.
Q2
From Zero monthly. The first quarterly Said Better report. The Ribbon, episode 2.
Q3
Scale what worked. Paid amplification on the best performers. A Cairo × Dubai special.
Q4
The year’s credits: everyone we worked with, named. Reset the objectives.
What we stop doing
- Cross-posting the same square everywhere
- Occasion posts with no idea in them
- Pyramids and camels
- Sarcasm about people
- Posting to keep a rhythm
- People as props