Campaign Middle East - December 2023 by Motivate Media Group

campaignme.com

November 27 2023

A M OT I VAT E P U B L I C AT I O N

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MARKETING 2023

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T I G I

ATH AR SAUD ESTIVAL IF E

Y NS ID E:

IT V I AT E R OF C

At Contour Media, it's about creating Connections, Sparking Conversations, and Fostering Memorable Moments.

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. City Walk Screens . Giga Screen . Blue Waters Screens . JBR The Beach Screens . JBR The Walk Screens . JBR The Walk Lamposts . Sheikh Zayed Road Hoardings . Sheikh Zayed Road Screens . Al Khail Hoardings . Hessa Hoarding . Umm Suqeim Hoarding . Al Mustaqbal Street Hoarding . Etihad Road Hoardings . Abu Dhabi Hoarding . Box Park Screens . Khawaneej Screens . Outlet Village Screens . Sharjah Bridges . Sharjah Megacoms

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www.contourmedia.me

November 27, 2023

OSN+ and Anghami announce merger deal to create a regional streaming giant Dubai-based streaming platform OSN+ and Middle Eastern music streaming platform Anghami have announced a deal to merge their businesses. The merger will see content from both the companies come together under one common app. The new platform will combine Anghami’s technology and music catalogue with OSN+’s library of video content. The combination of the apps will see the brands offering their consumers a digital aggregation of their collection of premium movies, TV shows, music and podcasts. According to a statement, the deal will bring together over 120 million registered users along with more than 2.5 million paying subscribers. The platform will also aim to deliver a digital streaming experience driven by AI-driven hyper-personalisation that prioritises recommendations based on user preference. Elie Habib, co-founder of Anghami, will take over the new combined business as the CEO. He said: “Joining forces with OSN+ is a leap in Anghami’s journey to reinvent entertainment in the Arab World. We’re bringing together technology, music and video to build a comprehensive media ecosystem. It’s a chance to deepen our connection with our users and to create something they will truly love.” Joe Kawkabani, CEO, OSN Group, shared his perspective on the development, saying: “This is a major milestone in OSN’s journey as we continue to scale up our streaming business. “Combining OSN+ content with Anghami’s

Elie Habib, co-founder of Anghami (L) and Joe Kawkabani, CEO, OSN Group.

technology enables us to deliver the best of entertainment all in one place for our customers, ensuring we are continuously evolving our offering to meet their needs. “As two home-grown entities with an unmatched understanding of the local market, we are confident that this new offering will change the face of the regional streaming landscape.” The merger will take place through OSN Group’s investment into Anghami, where it will

own a majority stake in the music streaming company, while Anghami will continue to list its shares in the NASDAQ stock market. The transaction is expected to close in the first quarter of 2024, subject to customary closing conditions and regulatory approvals. Following the closing of the transaction, OSN Group will own a majority stake in Anghami Inc. In addition to its stake in Anghami, OSN will continue to run its linear TV business OSNtv, with Joe Kawkabani as Group CEO.

MBC announces plans to go public

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RAKTDA ALL ABOUT YOU A cat is the star of Ras Al Khaimah Tourism Development Authority’s latest brand campaign, All About You. Created by agency Interesting Times and animation studio FABLEfx, the campaign features a cat character as it showcases the Emirate as the ideal place to relax, unwind and have a good time.

MBC Group has announced that it will list 10 per cent of its shares on Tadawul, the Saudi Exchange. 33,250,000 shares will be available through an Initial Public Offering (IPO), after which they will be listed. According to MBC group, the acquisition of the shares will allow investors the opportunity to participate in the long-term growth plans of the company. “Through the IPO, we aim to further grow our market position and audience reach, continue investing in our popular streaming platform, Shahid, and expand into promising entertainment verticals,” said Waleed bin Ibrahim Al Ibrahim, chairman, MBC Group. Sam Barnett, CEO of MBC Group, added: “Looking forward, we anticipate expansion through content diversification, new subscription models, targeted advertising, and expanded geographic presence.”

November 27, 2023

Group M to shift its agencies’ operations to a country-level profit and loss model from 2024

Christian Juhl: change is the latest step in CEO’s plan to streamline Group M

WPP’s Group M has confirmed its agencies EssenceMediacom, Wavemaker, MSix & Partners and Mindshare will no longer be responsible for their own budgets as of 2024. Though Group M has always operated a countrylevel profit and loss model, the change will be the first time budgets and resources are allocated solely on a country-by-country basis. Global chief executive Christian Juhl revealed the news, the latest step in his plan for Group M’s restructure, in an interview with Business Insider

mid–November. Agency heads, he said, will retain responsibility for client growth and profitability but they will now have more time to focus on strategy and create efficiencies across the group. Since taking over as CEO in October 2019, Juhl has been working to streamline the way Group M operates in a bid to make the group “more like a software company”, where technology is centralised so individual agencies have better access to it.

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The restructure so far has included the creation of EssenceMediacom (and EssenceMediacom X in the UK) and the reorganisation of Group M’s global performance marketing division, Nexus, into two groups, (expert practices and media solutions) to better support the client-facing agencies. As part of the shake-up at Nexus, it also moved product and engineering teams into its data arm Choreograph. Group M’s restructure follows a similar restructuring process at rival agency Publicis Groupe, which has also moved to a model in which the UK serves as a platform for divisions across Europe. In October Niel Bornman, former CEO of Group M Nexus in EMEA, was appointed chief executive of Publicis Media UK and chief product and solutions officer for Publicis Groupe EMEA – a new, combined role for the group. More details about the simplification of Group M are expected to be announced at its Capital Markets Day in January 2024. Group M declined Campaign UK’s request for comment at the time of publishing. In October, WPP reported a decline in revenues in Q3 and downgraded its annual revenue forecast for the second quarter in a row. At the time, it said it is planning to make back £100m in savings by 2025 through cutting “structural costs and inefficiencies”. Though minimal, job cuts are expected to be part of the plan. Other WPP agencies have also made major reorganising moves recently, including the VMLY&R and Wunderman Thompson merger earlier this year.

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CARI MILLIONAIRE FOOD CAMPAIGN

ANGHAMI THE PROTECTIVE RHYMES

The delivery service’s campaign kicks off with a video showing a meta–brainstorming session that looks for a crazy way to launch Cari. Ideas thrown around range from sky dive delivery or a free DJ with every order. When it finally settles on an idea, “that’s not crazy, that’s Cari”. One that involves making somebody a millionaire.

Leo Burnett Middle East and Anghami have joined forces to launch a campaign called ‘The Protective Rhymes’. The new initiative aims to help parents teach children how to protect themselves from abuse, through branded content and entertainment.

Agency TBWA\RAAD Production house 9T Studio

Agency Publicis Groupe ME&T Production Prodigious Middle East Sound Live Studio, MangoJam Studio, SoundStruck Studios

November 27, 2023

Publicis promotes Loris Nold to CFO and Demet Ikiler to EMEA CEO Publicis Groupe has promoted Loris Nold, the EMEA chief executive, to be global chief financial officer, replacing Michel-Alain Proch. Demet Ikiler, who joined from WPP at the start of 2023 as chief operating officer of EMEA, will step up to replace Nold as CEO of EMEA. Nold has worked at Publicis Groupe for more than two decades and is one of Publicis CEO Arthur Sadoun’s closest lieutenants. Nold took on the new role of EMEA CEO in September 2022 as part of a move to boost Publicis Groupe’s capabilities across the region. “Nold’s appointment will further enhance the group’s financial function by bringing a unique blend of financial expertise, operational insight and understanding of client needs,” Publicis Groupe said, pointing to his earlier time in banking and experience of overseeing M&A for the French agency group. Sadoun said: “Loris is truly one of a kind: an operational leader who combines intimate knowledge of our capabilities and geographies with a firm grounding in financial expertise. “He has been one of my closest partners in Publicis’ transformation, and I’m delighted that he will bring his strategic thinking and business mindset to our global finance teams, to continue to outperform the market

Publicis Groupe’s Loris Nold global CEO (left) and Demet Ikiler, EMEA, CEO.

on growth and deliver industryleading financial KPIs.” Sadoun also thanked Proch and wished him “the best for the future”. It is understood that there was always a plan for Ikiler, a former country chair of WPP in Turkey and EMEA CEO of Group M, to step up to become CEO of Publicis Groupe in EMEA. Her focus will be on capabilities, connectivity within the group, and clients. Sadoun said: “Demet is one of the industry’s most experienced and

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respected leaders, and as Loris’ partner in the EMEA region over the year, she naturally takes this next step within our group. “She will work hand in hand with our managers in the region to continue to drive excellence across our best-in-class data, creative, media and technology assets.” The company added that, following Ikiler’s appointment, “the global hubs of France and the UK [will be] reporting, like the US, directly to Arthur Sadoun”.

Pyxis Events to redo AD taxi branding Pyxis Events, a subsidiary of Palms Sports PJSC, has joined forces with Tawasul Transport to revamp branding and advertising on 1,100 taxis in Abu Dhabi. The services include full wrapping with side doors branding, rear bumper, and glass branding. Each of the 1,100 taxis will be equipped with in-vehicle LED screens, featuring two screens integrated into the headrests of each vehicle. The digital advertising screens within the taxis will deliver a range of content to passengers. It is expected to enhance the overall passenger experience in Abu Dhabi by delivering advertising content to improve the city’s marketing communications, and raise awareness of various services, events, and activities. Mukhles Odeh, General Manager of Pyxis Events, said: “For us, branding and digital signage are not ‘one size fits all.’ We are passionate about crafting solutions that meet our customers’ specific needs and challenges. This partnership is a prime example of our ability to develop fully customised solutions. “We believe this strategic collaboration with Tawasul will not only expand Pyxis product portfolio but also empower us to provide comprehensive solutions to our clients, invigorating their brands and amplifying their strengths.”

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IKEA MONSTERS NOT INCLUDED

NISSAN SAVE OUR DESERTS TOO

Al Futtaim-IKEA’s Halloween campaign adds its own spin to the common-lore hidden monsters under beds and closets. Its short digital videos create spooky atomospheres, closing into IKEA’s furniture products, before revealing that monsters are not included.

The print campaign aims to draw attention to the litter people leave behind in the desert and its dangers. Since most campaigns draw attention to polluted oceans, Nissan decided to highlight the commonly overlooked desert instead. The desert visuals mimic the ocean waves to make a greater emphasis.

Agencies Ogilvy UK and Germany Chief Creative Officer (EMEA) Dr. Stephan Vogel

Agency TBWA\RAAD Creative Director Sumanth Wilkins

November 27, 2023

SPOTIFY CELEBRATES FIFTH ANNIVERSARY IN THE REGION G

lobal streaming platform Spotify celebrated its five-year anniversary in the Middle East and North Africa region recently. As the brand turned five, it spotlighted its journey that started in 2018. Akshat Harbola, Spotify’s Managing Director of Middle East, North Africa (MENA), and South Asia has started building the strength of the brand. With prior experience in key roles at both Google and Spotify India, he brings a thoughtful approach to the dynamics of culturally diverse regions. Akshat envisions Spotify as

the destination for audio, delivering first-in-class and listening experiences to all. Below are some of the key highlights and milestones achieved, particularly in the realms of exporting Arabic music. WHAT ARE SOME NOTABLE SIMILARITIES AND DIFFERENCES AROUND MUSIC LISTENING ACROSS MENA? The musical preferences across the region are as diverse as they are interconnected, especially when venturing beyond local genres. While

Campaign Middle East sat down with Spotify’s MENA and South Asia Managing Director Akshat Harbola

Khaleeji music finds a strong foothold in Saudi, Egyptian pop, local indie, and local rap are favoured in Egypt. This local appreciation also meets a growing affinity for global genres like K-Pop, U.S. rap, and Afrobeats, painting an eclectic musical canvas. Having high rates of internet penetration have been pivotal in catalysing this engagement. Saudi Arabia is at 99 per cent and Egypt is nearing 80 per cent. TELL US MORE ABOUT SPOTIFY’S GROWTH IN THE REGION OVER THE PAST FIVE YEARS The last five years have been very strong. If we think about how the business has done over the last few years, the first thing that comes out is that the consumption of music that we’re seeing on our platform is very local right now. In a market like Saudi, which is going through a massive transformation, you see a mix of international music, but also local music such as Khaleeji music is growing very fast. Then you have a market like UAE, where you have a very eclectic and international audience. In our data, you see a lot of international music consumption, Arabic music consumption, and a lot of Bollywood consumption as well. We’ve come from an international music consumption based platform to a platform that reflects local dynamics and local consumer preferences. On the other hand, funnel health is very strong when it comes to the product. People are really leaning in and making the product their own and when it comes to our product as you know one of our USP’s is personalisation and it requires investment. CAN YOU SHARE MORE ABOUT THE EXPORT OF ARABIC MUSIC AND OTHER GENRES? We’re very bullish about the potential for Arabic music and sounds coming from the region, globalising. You have Amr Diab, you have Fairuz, you have Nancy Ajram. You have the legends, but when you go past the legends, you also see interesting trends coming out. Moroccan music, for example, does very well in parts of Europe, also in the US. So artists like ElGrandeToto are extremely popular outside of the region. You also see artists such as Mohammed Saeed, Big Sam, Issam Najjar, Ali loka, Bader El Shauibi, Xriss Jor and Elyanna participate in Radar.

Radar Arabia is an emerging artist programme launched by Spotify, spotlighting rising talent from around the globe. HOW HAVE PODCASTS GROWN? There was no podcast when we launched. Spotify has evolved since then and we’re the world’s number one podcasting platform. We’ve seen some of that momentum here in the region as well. In the timeframe we’re talking about 2019 to 2023, we’ve seen about 220 per cent plus growth in podcasts. And if we just talk about the industry itself, it’s relative to music, it’s small. But growing very fast. So some of the estimates suggest that there are about 10 million podcast listeners in the region, largely in Saudi and UAE, but Egypt is growing very fast as well. THE FUTURE Three things we believe we will be doubling down on as a business: We think that streaming penetration is still not very high in the region and there is a lot of room for growth. Localisation is very important for us. Localisation realises itself in many different ways. Price localisation, how we do marketing, what the UI of the product looks like, how we train our algorithms to understand local, Arabic music or South Asian music. Engage with our fans and focus on creators is probably the most important part of our focus on the future. We want to make sure that creators are able to engage with their fans on Spotify, but not just their existing fans, but also find new fans. We will be investing in music programmes. Editorial initiatives, marketing campaigns, Radar Arabia programmes which we worked with artists on and EQUAL Arabia as well, which provides a level playing field to women artists.

By Sonia Majumder

November 27, 2023

SELLING SUSTAINABILITY Kibsons CEO Halima Jumani spoke to Campaign Middle East editor Justin Harper about being truly sustainable as a company Halima Jumani

“Our management has been visionary and ahead of the curve with respect to its commitment to people and planet”

EING ETHICAL RUNS DEEP FOR KIBSONS – CAN YOU GIVE SOME DETAILS? As a family business, we have a great amount of respect for our staff who have helped us grow through a journey of over 40 years. We have been through difficult times together and we know that the sustainable way is the way of kindness and giving back. Those are the values on which the Kibsons brand is based. In our core business, we apply the same values of being ethical and responsible in the products we select, the supplier relationships we build, and the operational processes we structure. Our vision is to be kind to both health and planet. We strive to bring healthier, safer, clean-label and more eco-friendly products to the community and aspire to build a brand that prides itself on quality, transparency, sustainability and giving back to the community. WOULD YOU SAY KIBSONS WAS AHEAD OF THE CURVE WHEN IT COMES TO SUSTAINABILITY? Within the fruit and vegetable wholesale industry, our management has been visionary and ahead of the curve with respect to its commitment to people and planet. We have strategically invested in building positive relationships (all stakeholders) and educating people about good health and sustainable practices. Our state-of-the-art cold chain facilities and efficient procurement processes are testimony of our commitment to reducing food wastage. The introduction of eco-friendly packaging (the Kibsons boxes and brown paper bags) since seven years is a story of pioneering sustainable practices in ecommerce deliveries. The planning and investment of solar panels in our facilities and water recycling systems are examples of being leaders within the industry who put sustainability first in their financial budgets. The launch of an ‘ugly but tasty’ imperfect segment on our ecommerce platform over six years ago is another example of giving the community an opportunity to participate in reducing food wastage within the industry. Much ahead of the curve for sure. DO YOU THINK CUSTOMERS SHOP WITH YOU SPECIFICALLY FOR THIS REASON? The customers shop for premium quality, affordable

prices, but also the wonderful customer service they receive so consistently. Having said this, they overwhelmingly appreciate the efforts we make as a business to create an impact on the environment. In today’s world, customers expect businesses of a certain scale and size to be responsible and transparent in their practices, and be acutely conscious of the impact their choices make on the community and the environment at large. WHAT MORE CAN YOU DO IN YOUR SUSTAINABILITY EFFORTS? At this stage, we have completed the roll out of a sustainability materiality survey, in which different stakeholders have been requested to rank sustainability topics in the order of importance that they would like to see Kibsons focus on over the next year. The results of this survey will help us navigate the sustainability roadmap for the near future. The idea is to work not only on projects that we believe are important but also on the topics that the stakeholders expect us to prioritise. Definitely, there is much more work on sustainability to be visioned and planned. DID YOU EVER THINK YOUR BOXES WOULD CATCH ON SO MUCH? No, but it brings us so much satisfaction and pleasure to see that the boxes are consistently and effectively reused within the community for storage, transportation, cat homes, arts and crafts, projects, remodeling of play areas and even standalone features. This is data and evidence to prove that the community will engage in protecting the environment by supporting sustainable choices. CAN YOU RECYCLE BOXES ON-SITE? Yes, we offer an option to schedule empty box collection at customers convenience. HOW DO YOU ENCOURAGE CUSTOMERS TO BUY MORE LOCAL PRODUCE AND BECOME MORE SUSTAINABLE? All home-grown products are highlighted with a ‘local produce’ icon under a featured category. Also the country of origin is highlighted to encourage consumers to support the local industry and reduce the carbon footprint. Our procurement models are responsive to consumer demand and therefore consumer choices play a big role in impacting procurement choices and priorities. YOU SAID YOU WERE A LONG-TERM PLANNER – WHAT DO YOU HAVE IN YOUR CURRENT PLANS? At present, we are focusing on defining our sustainability strategy and creating a roadmap for the next few years, where sustainability goals are embedded into the policies, processes and goals across different departments. With a eco-friendly mindset, we are excited about launching many new brands, healthy products on the platform and cater to the diverse customer groups that shop at Kibsons.com We are also keen on expanding the Kibsons convenience to other countries in the GCC, of course, one step at a time.

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November 27, 2023

Transforming the out of home sector Contour Media’s Rabieh Adnan explains the effect technology is having on the Out of Home sector AI and automation: Artificial intelligence is playing a role in optimising OOH campaigns. Machine learning algorithms can analyse data to predict optimal ad placements, timings and content, improving the overall efficiency of advertising strategies. Adapting to consumer Trends: OOH has evolved to align with changing consumer preferences and behaviours. Campaigns are designed to resonate with the target audience, incorporating elements that reflect cultural trends, social issues, and lifestyle changes. The evolution of OOH is likely to continue as technology advances further and consumer expectations evolve. The industry’s ability to adapt to these changes and embrace innovative approaches will be crucial for its continued growth and relevance in the advertising landscape.

HAVE YOU SEEN A RECENT OOH CAMPAIGN THAT REALLY CAUGHT YOUR EYE?

he Out-of-Home (OOH) advertising sector has experienced several transformations due to technological advancements. Here are some effects of technology on the OOH sector: Digitalisation and dynamic content: Traditional static billboards have been increasingly replaced by digital displays. This allows advertisers to change content remotely in real-time, providing more flexibility and enabling dynamic and targeted campaigns. Data-driven advertising: Technology has enabled the collection and analysis of data, allowing advertisers to target specific demographics and adjust their messaging based on audience behaviour. This data-driven approach helps optimise ad placement and content for better engagement. Programmatic advertising: Like online advertising, programmatic advertising is making its way into the OOH sector. This involves the automated buying and selling of ad space in real-time, allowing for more efficient and targeted campaigns.

WHAT ARE YOUR THOUGHTS ON THE EVOLUTION OF OOH?

The OOH advertising sector has been experiencing massive evolution driven largely by technology. The transition from static to digital has been a pivotal evolution in the OOH sector. This shift has allowed advertisers to be more creative and flexible in their campaigns. There’s a growing emphasis on sustainability in the OOH sector. The adoption of energy, efficient technologies and eco-friendly materials in traditional billboards. Sustainability considerations: As environmental consciousness grows, the OOH industry has started to consider sustainability. Digital displays, despite their energy consumption, can be more environmentally friendly than traditional print materials when considering factors like production and disposal.

KABOOS’s captivating 3D Campaign at JBR and Bluewaters drew widespread attention by presenting breathtaking visuals. The campaign skillfully combined creative elements with innovative techniques, forming an immersive experience that went beyond the usual limits of traditional advertising. It successfully broke away from conventional approaches, providing viewers with a unique and unforgettable encounter, making a lasting impact on their perception of the brand.

WHAT ARE CLIENTS ASKING YOU FOR?

Clients in the advertising industry are currently expressing a range of demands, often shaped by industry dynamics, market trends and target audience characteristics. There’s a growing emphasis on data-driven advertising strategies, where clients are seeking insights and analytics to inform their decisionmaking processes. Integrated marketing campaigns are gaining popularity, with clients looking for holistic approaches that incorporate various channels such as Out of Home (OOH), digital, social media and physical spaces. The aim is to create a cohesive brand presence across multiple platforms, ensuring that the marketing message reaches the target audience through diverse touchpoints. In this dynamic landscape, staying informed about client preferences is crucial for advertisers and marketing professionals. Flexibility, creativity and the ability to adapt strategies based on client needs are becoming increasingly important. Clients are looking for strategic partners who can navigate the complexities of the advertising industry and deliver campaigns that not only align with their brand identity but also resonate effectively with their audiences.

HOW CAN OOH BE BETTER INTEGRATED INTO THE MARKETING MIX?

Integrating Out of Home advertising more effectively into the marketing mix involves strategic planning and coordination with other marketing channels. Here are some ways to enhance the integration of OOH into the overall marketing strategy:

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November 27, 2023

Consistent branding:

Ensure that OOH campaigns align seamlessly with the brand’s overall identity and messaging used in other marketing channels. Consistent branding helps in reinforcing the brand image across different touchpoints.

Cross-channel messaging:

Coordinate the messaging across various channels, including digital, social media, and traditional media. Consistent and complementary messaging enhances brand recall and strengthens the overall marketing impact.

Data integration:

Leverage data analytics to integrate OOH campaigns with other marketing efforts. Use consumer data to identify optimal locations and times for OOH placements, aligning them with the broader marketing strategy. Geotargeting and personalisation: Implement geotargeting strategies to deliver personalised and relevant content in OOH campaigns. Align the geographical targeting with other digital channels to create a cohesive, personalised experience for the audience.

Mobile connectivity:

Create synergy between OOH and mobile platforms. Include QR codes, NFC tags or other mobile engagement elements in OOH creatives to seamlessly connect the offline and online experiences for consumers.

Event and sponsorship integration:

Integrate OOH with events or sponsorships that align with the brand. Ensure that the OOH messaging complements the activities and themes associated with the sponsored events, creating a holistic brand experience.

Timing and synchronisation:

Coordinate the timing of OOH campaigns with other marketing activities. For example, launch OOH campaigns concurrently with digital advertising or product launches to maximise impact and create a cohesive narrative.

Measurement and analytics:

Implement unified measurement metrics to assess the effectiveness of OOH alongside other channels. Use analytics to understand how OOH contributes to overall brand awareness, engagement and conversion.

Creative consistency:

Maintain consistency in creative elements, such as visuals and messaging, across different channels. This ensures a unified brand voice and facilitates a seamless transition for consumers moving between various touchpoints.

Incorporate technology:

Embrace technology to enhance the interactive elements of OOH. For example, augmented reality (AR) or QR code campaigns on billboards can connect consumers to online content, creating a more integrated brand experience.

Collaboration with agencies:

Foster collaboration between creative agencies, media planning teams and other stakeholders to ensure a cohesive approach to marketing across all channels, including OOH. By implementing these strategies, marketers can integrate OOH seamlessly into the broader marketing mix, creating a more unified and impactful brand presence across multiple touchpoints.

WHAT IS THE LONG-TERM VISION FOR CONTOUR MEDIA?

Contour Media’s forward-looking vision encompasses a multifaceted approach that positions the company as a leading and indispensable entity within the continually evolving

advertising landscape. The strategic outlook involves several key pillars:

Technological innovation:

Contour Media is committed to embracing and leveraging cutting-edge technologies within the advertising sphere. This includes staying abreast of advancements such as augmented reality, artificial intelligence, and data analytics to ensure that the company remains a pioneer in adopting innovative solutions that enhance the effectiveness of advertising campaigns.

Sustainability Practices:

Environmental responsibility is a core element of Contour Media’s vision. The company aims to integrate sustainable practices into its operations, emphasising eco-friendly choices in materials, production processes and energy consumption. This commitment aligns with the growing global emphasis on corporate social responsibility and sustainable business practices.

Community engagement:

Recognising the importance of building strong ties with the community, Contour Media places an emphasis on active engagement. This involves understanding and responding to the needs and values of the local and global communities in which the company operates. Community-centric initiatives not only contribute to positive social impact but also foster a favorable reputation for the brand.

Strategic initiatives:

Contour Media’s long-term vision involves a strategic and well-thought-out approach to its activities. This includes market analysis, trend forecasting, and an understanding of client needs. By aligning its initiatives with broader industry trends and consumer behaviors, Contour Media aims to position itself as a strategic partner for clients, offering solutions that are not only effective in the short term but also adaptable to future shifts in the advertising landscape.

Remaining at the forefront of advancements:

The commitment to staying at the forefront of industry advancements underscores Contour Media’s dedication to being an industry leader. This involves continuous learning, adaptation to emerging technologies and a proactive approach to industry trends. By doing so, the company ensures that its services remain innovative, relevant and ahead of the curve.

Fostering eco-friendly practices:

Beyond mere compliance with environmental regulations, Contour Media actively seeks ways to reduce its ecological footprint. This includes exploring sustainable sourcing, minimising waste and adopting practices that contribute positively to the environment. The company aims to be a role model for environmentally conscious business practices within the advertising sector.

Implementing strategic approaches:

The emphasis on strategic approaches involves a comprehensive understanding of market dynamics and a forward-thinking mindset. Contour Media is committed to employing data-driven strategies that optimise advertising efforts, ensuring that campaigns are not only creative but also strategically aligned with the goals of clients and responsive to market conditions. In essence, Contour Media’s long-term vision is a well-rounded commitment to excellence, encompassing innovation, sustainability, community engagement and strategic acumen. By weaving these elements together, the company aims to establish itself as a dynamic and essential contributor to the future of the advertising industry.

“Consistent and complementary messaging enhances brand recall and strengthens the overall marketing impact” By Rabieh Adnan, Managing Director at Contour Media

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November 27, 2023

Bridging the gap: The Pyxis journey with Mukhles Odeh At the helm of Pyxis, Mukhles Odeh emerges as the driving force shaping the company’s enduring strategy and unparalleled success. Under his visionary leadership, Pyxis has notched significant milestones, propelling the company into a new era of 360 solutions for event and brand management.

GAMECHANGER IN DIGITAL OOH

NVEILING PYXIS

Headquartered in Abu Dhabi and a subsidiary of Palms Sports PJSC, PYXIS EVENTS LLC, under the umbrella of IHC-International Holdings Company, is not just an events and brand management company; it is a strategic partner dedicated to crafting unforgettable experiences that resonate with audiences and elevate brands. With a customer-centric approach, Pyxis boasts a team of experts specialising in curating connections and transformative experiences, leaving a lasting imprint on both events and brands.

In the realm of branding and advertising, Pyxis stands out as a true gamechanger. Pyxis’s impact is felt far and wide through the realm of digital Out of Home (DOOH) advertising , encompassing nationwide coverage at petrol stations, achieved through strategic collaborations with industry giants like ADNOC and Emarat. The latest accolade is the alliance with Tawasul, a milestone that enables Pyxis to deliver comprehensive branding and digital solutions for an extensive fleet of 1,100 taxis. This strategic network not only expands Pyxis’ product portfolio but also empowers the company to deliver comprehensive solutions to its clients.

ONWARDS AND UPWARDS

A VISIONARY FOR GROWTH

“Pyxis collaborates closely with clients to Pyxis is on an upward trajectory, surpassing its humble beginnings as a develop a profound specialised events management company. Identifying a gap in the market commercial brand for a more holistic approach to marketing understanding” and brand management, Pyxis recognises the common pitfall of companies fragmenting experiences, content and messaging across different channels. The company advocates for a unified strategy, understanding that disjointed efforts can lead to increased content recreation costs, inconsistent branding and divergent messaging. The company’s strategy encompasses all stakeholders, focusing on clear objectives and coherent communication across various platforms. Pyxis leverages every available means of communication to promote brands, products, or services, ensuring a synchronized and impactful approach.

A MARATHON, NOT A SPRINT

Acknowledging that success is a marathon and not a sprint, Pyxis collaborates closely with clients to develop a profound commercial brand understanding in the nature of a framework agreement. This collaborative effort results in better briefs, meticulous planning, and creative solutions that stand out in the competitive landscape.

Mukhles Odeh, the General Manager of Pyxis, is an inspiring leader with over 30 years of industry experience. His illustrious career, starting as a design engineer and evolving into leadership roles, has garnered him a reputation for excellence. With a keen eye for detail and a focus on execution, Mukhles is poised to guide Pyxis to new heights, solidifying its reputation as a premier 360 solutions event and brand management agency.

A FORWARD-LOOKING VISION

As Pyxis continues its ascent, the company remains dedicated to excellence and innovation. The emphasis on a unified strategy, coherent communication, personalised content, and a diversified portfolio solidifies Pyxis’s standing as a leader in the ever-evolving realm of marketing and brand management. The narrative is one of growth, adaptation and commitment to bridging industry gaps. Moving beyond its initial specialisation.The company’s strategic prowess, holistic communication strategy, and dedication to delivering exceptional experiences reinforce its role as a forward-thinking leader in the industry. By Mukhles Odeh, general manager at Pyxis

November 27, 2023

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Taking a people-

first approach Webedia Arabia Group CEO George Maktabi speaks to Campaign Middle East editor Justin Harper about the power of content, ideas and people

HAT DOES WEBEDIA ARABIA GROUP DO?

With a foundation in content creation and community building, Webedia Arabia is a marketing, communications and content creation machine. We have closed the loop on all MarComm disciplines with interdependent teams who work both as independent units and/or as one fully integrated team. This includes disciplines covering data and insights, strategic planning, digital media, creative, content creation (from TikTok to Netflix), production, influencer marketing, experience marketing, PR, and gaming and e-sports. We offer our services to more than 120 clients through our network of companies; UTURN, Webedia, FullStop, Saudi Gamer, Made in Saudi Films, LeadGen, .XP and others that we are launching soon. I refer to it as a machine because of how forceful and integrative our creative and production lines are in moving from local and culturally spirited ideas to effective strategies, impactful content and grounded and impactful solutions. We are among the leading Arabic content producers, running five content communities and currently interacting with more than 45 million people. Our video content alone was viewed by over 376 million this year. We are also looking into launching more content communities within verticals that GCC consumers relate to. Such proximity to audiences gives a unique advantage with first-party data points and insights on women’s perceptions and emotions, beauty trends, parenting needs, sports, entertainment, eating habits, spending patterns, consumerbrand relationships and many more. We also practice what is called ‘conversational transparency’. When we ask, our audience answers, because we are transparent about how we use their data.

TELL US MORE ABOUT YOUR GROWTH AND ROLE

Our Group has been growing remarkably. The growth we’re mostly proud of has been our ability to attract new talent, spread across 10 countries. And equally important, our audience trusts us. My role is to ensure that this machine is well-functioning, guided by a vision that not only caters to the needs of our clients, but that also stimulates demand with new value offers and inspires our talent. We also grow and retain our communities by re-investing in new content, new formats, innovations and technologies. The biggest threat to our growth is comfort-zoning. And this is something I picked up early on. So for us to remain ahead of

the curve, our ecosystem needs to allow for disruption. We managed to build one that challenges the business-as-usual. We basically look beyond the low-hanging fruit.

HOW DID YOU BUILD A CREATOR NETWORK?

I have been exposed to the world of creators early on, and I learned to recognise talent from afar. Starting off as a salesperson in a local publishing house in Beirut, I soon moved to the agency world in 1999 before relocating to KSA in 2001. Even though I come from the client-servicing and business side, I learned to understand how creators function. And I ended up connecting with creators at a level deep enough to nurture a co-creation relationship. I have been working side-by-side with creative teams throughout my entire career, and from day one, I became quite fascinated with how we move from a brief to a ‘big idea’. And during the past 25 years, the creative side in me was being continuously stimulated. It wasn’t a sudden snap, but I also realised that I can no more claim to be immersed only in the business side of the creative agency. I guess I am a hybrid specie of the creative world, because even though I am not an artist, I cannot stop sketching. That said – I also realise that too many cooks spoil the broth. So the trick is how to develop a co-creation working relationship among teams. As a CEO, I have to ask myself “why will this person work for us” when it is becoming quite easy to freelance from the perfect vacation spot and gain visibility on social media as a service provider or creator. Why the hassle of joining a team? So I have to ensure that teamwork brings together people from different backgrounds, and that this in itself is also energizing at the individual level.

CAN YOU DESCRIBE YOUR APPROACH?

I don’t really have a very peculiar approach. We all know different talents operate differently. A one-size-fits-all approach will not work. My approach is centered on three pillars. Not a fancy formula but rather the result of trial and error. This is how we, humans - learn. It’s people-centered. Personal. And personalised. It mimics what we do at the Group level. And it’s working. Because at a time when job security forces team leaders to get locked into rigid multinationals, I was able to attract great talent to our Group. And this triangularity also applies to our Group’s business model.

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November 27, 2023

“When I highlight the tradeoff between teamwork and the individualistic nature of creators, it does seem as if a clash is inevitable”

CAN YOU EXPLAIN THE TRIANGULAR MODEL THAT YOU HAVE ADOPTED?

I have explained that our Group goes beyond the business-asusual. We are not the typical agency. And the model that we have developed rests on three foundations (1) integrating content creators with ad-minds and state-of-the-art technologies (2) empowering local talent across all lines, and (3) nurturing a culture of entrepreneurship guided by a sense of community. I believe this industry from its very inception has flourished by the hands of entrepreneurs, and we have been limiting its potential by curbing such spirits. At our Group, team leaders are the masters of their own domains. At the centre of this model is my genuine belief in two things: ideas and the people behind them. When I highlight the tradeoff between teamwork and the individualistic nature of creators, it does seem as if a clash is inevitable. But it is this culture of entrepreneurship that gives a self-satisfying balance between the two.

WHAT WERE THE CHALLENGES IN WINNING OVER MNCS?

The post-pandemic period was a turning point in the brands-agency relationship. Between 2021 and 2022, more than 40 global brands conducted a marketing review, which resulted in moving billions of dollars from one agency to another. We also saw an increase in in-housing of agency work and consolidation of marketing budgets by brands. At the same time, the industry soon found itself moving from a celebratory data revolution era to the ‘Cookiepocalypse’. Third-party data consumers suffer, while first-party data collectors flourish, and we happen to belong to the latter. So, despite the strong headwinds, we are growing. Companies soon realised that we have a power mix. It’s the power of the co-creation mélange between local talent and global expertise. MNCs are not local enough. When they hire locals, they do it to tick a box. As a façade. We do it because we are locally-rooted.

HOW DO YOU ENCOURAGE IDEAS?

We have to continuously come up with new ideas, right? But I soon came to realise that there is a general misperception of creators not working hard enough. As if ideas just pop up. But Newton didn’t really discover gravitation because he was relaxing under an apple tree. Nor did Archimedes reach the

‘Eureka!’ moment while spending his days in a bathtub. Ziad Rahbani, a genius Lebanese composer, was once asked about his music given that he reflects a carefree approach to life. I remember a journalist asking him about how and where he gets inspired. He answered saying: “I wake up and start working. I sit on my piano for hours. One note after the other. I sweat like construction workers.” Coming up with ideas is an exhaustive sweaty process. It is hard work. And it can be painful. Sometimes we have to throw away great ideas. Because at the end of the day, my job is to ensure that our ideas contribute to a value-creation system. We don’t come up with ideas because it’s fun or artistic. It’s not an in-kind contribution to society. We do it because we are part of a capitalist economy. This is how businesses survive: by investing more to create more value.

WHAT ARE YOUR VIEWS ON AI AS A CREATIVE TOOL?

I don’t think my views on AI matter. It’s happening. And we have to make the best use of it. For me what matters is that creators and humans never lose track of who is driving who. We shouldn’t be intimidated by AI. We will continue to have the upper hand in novelty ideas. That said – generative AI will and is disrupting our work. It impacts the value of content creation and creativity itself. Yes we will be able to deliver faster and unlock new areas. But clients will become more demanding and will have higher expectations.

WHAT DO YOU THINK ABOUT THE CHNAGES IN THE SAUDI MARKET?

We recently celebrated the 93rd national day of Saudi Arabia by launching the Great Leaps Forward. The change – at all levels – is unprecedented and seen by the naked eye: the public sector driving innovation, the private sector becoming more competitive, women entering the labour force and excelling, young Saudis challenging global brands and local creators comfortable in their own skin and acting as trend-setters. And I guess this is what Vision 2030 is doing – it is catalysing the society at all levels, unlocking energy.

November 27, 2023

ince its inception in 2001, podcasting has transcended the hobbyist realm and become a multi-billion-dollar industry. It has never been more popular as a way for brands to connect with their audiences. According to a 2021 report from Statista, projected global podcast listener numbers are 438 million. That’s a lot of pairs of ears that could potentially tune in to your show. The cost of entry is next to nothing – you could start a new, albeit low-quality podcast today by huddling around the latest smartphones and talking into a voice recording app. Anyone can make a show now. The knock-on effects mean building a successful and strategic branded podcast is much more challenging. Standing out in a crowded space and making a significant ROI can no longer be left to chance. It can still be done, but brands must be savvy to rise above the noise.

HOW TO CREATE A SUCCESSFUL BRANDED

As Mattress Firm says, this “always on” marketing opportunity is far more effective than traditional, immobile ad campaigns. Mattress Firm isn’t an outlier – there are others. However, getting to this level demands that brands adhere to a few key points to tip them towards success. TELL A STORY Narrative-driven podcasts allow brands to paint a picture of themselves and their products without being over-promotional. If your podcast sounds like a sales pitch, listeners will switch off and never return. Lead your audience on a journey of discovery – to delve deeper into your industry and reveal juicy bits of information to them. It’s an approach that works, with insights from Signal Hill revealing brands that took a narrative approach saw an average 10 per cent lift in favourability over those using a conversation or interview format. By telling stories that have been well-researched, you can capture the imagination and establish the brand as a trustworthy thought leader. By all means, use CTAs to make it a 360-degree experience where products can be bought, and social channels can be promoted, but either bookend these in each episode or find natural ways to integrate them in the story.

PODCAST Anyone can make a podcast. But not everyone can make a great one. Vuk Zlatarov, Co-Founder of Poddster, explains how to make podcast gold

Take the Chasing Sleep podcast, for example. The Mattress Firm, a company you will not be surprised to learn sells mattresses, saw a 45 per cent uptick in sales and a 4x return on ad spend through its show. Each episode features experts to discuss how everyone from ultramarathoners to astronauts use sleep to improve their performance. Or how everyday actions can affect our sleeping patterns. We all do it, so telling stories about it while peppering the content with brand messaging and ad placements is an easy sell for listeners.

BE CONSISTENT When you decide to make a branded audio or video podcast, you must accept that the road to success may be long. Consistency is the key. Set a schedule for posting a new episode and stick to it. If you fail to deliver, for whatever reason, you’ll lose listeners even if you send it out a day or two late. Imagine your audience is waiting for a package to be delivered, and it doesn’t show up when you said it would. They lose trust and interest in whatever you offer them in future. The format of each show must remain consistent, too. Avoid significant sweeping

changes concerning presenters, style and audio levels. Which leads nicely onto… MAINTAIN HIGH PRODUCTION VALUES You can make a podcast and have it on the platforms for free. But as a branded podcast, there are high expectations to meet. Using a professional studio is recommended to create an exceptional podcast that represents your brand correctly. This might mean having a video version with equally high production values that people can watch online, too. Video allows you to immerse the audience even more and dissect snippets for social media use. Overall, the editing must be on point. There are lots of professional studios that can do this at affordable prices. It’s worth the spend as removing things such as ‘dead air’ is essential to keep the audience engaged. They can also edit out any unnecessary noises from the presenters or guests, such as coughs, sniffles or clicks. A gentle hum of the AC might not bother you during the recording, but it’ll play like a bee in the listener’s ear. You’re creating a professional brand – act like it. Measure your success with analytics. Like any other area of your brand’s marketing, constant monitoring helps identify challenges, success and ROI. There was a time when Apple would keep podcast stats to themselves. But as the medium has evolved, so have the ways to measure its performance. You can now check everything from downloads and unique listeners to reviews. Consumption rates – the metric for seeing when a listener turns off your episode – is invaluable for insight that can help to sharpen up your content. Third-party tools such as CoHost’s B2B Analytics can now drill down further into the numbers and target which companies listen to the podcast, their size, industry location and more. All of this helps to create a robust marketing plan and even helps you identify peers who would make ideal guests on the show.

By Vuk Zlatarov, Cofounder of Poddster

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November 27, 2023

Taking responsibility for change Viola Communications’ Ola El Sisi explains her commitment to drive positive change for a better overall future

s traditional market research is being replaced by modern data analytics, we are connecting across digital channels in a new space where omni-channel advertising market analysis helps manage campaigns across the ‘multi-media-verse’ as demand-side programmatic platforms allow advertisers to bid for advertisements in real time. But bear in mind that while the capabilities of these innovations today are helping marketeers to be more efficient and effective in their jobs, the responsibility of social messaging and standing up for values, morals and ethics is still an important game changer, especially with modern consumers being much more aware of the brands and products they support. In today’s environment, customers want to increasingly support companies that are socially responsible. By integrating corporate social responsibility policies across their operations, agencies can appeal to these consumers while also genuinely having a positive impact. The first step an agency can take is to stop looking at social responsibility and sustainability as a marketing opportunity; instead, start by setting a range of achievable internal goals that matter most to them, getting staff motivated and involved in initiatives. I’m happy to see marketers taking social responsibility seriously, not looking at it as purely commercial. We are ultimately responsible for the messages that we deliver in our campaigns, and at Viola Communications, we understand that the positive actions of a few can have a domino effect on the many; we pride ourselves on spreading awareness among our clients who are themselves from diverse backgrounds with a vast range of experiences. So, diversity, equity and inclusion are firmly embedded in both our internal and external culture. We believe that our differences add more power, innovation, creativity and versatility to the projects we design for our clients. Our commitment to diversity and

inclusion not only aligns with our moral compass but also reinforces Viola’s strength as a whole. Our goal is very simple: we are committed to drive positive change that helps create a better overall future, and our sustainability and social impact initiatives come under the banner of our recently launched programme ‘Viola With You’, a project for internal and external empowerment which encompasses a constantly evolving series of initiatives and programmes that integrate under four strategic pillars: strong team culture, social engagement, sustainability, and stakeholder inclusivity. As owners of a number of OOH and DOOH platforms, we are always ready to donate space across our network to mark special occasions, such as UAE National Day and Emirati Women’s Day. We also repurpose them for sociallyrelevant public awareness messaging, such as the annual ‘Pink’ campaign on the benefits of early diagnosis of breast cancer, supported by content on our social media channels. There are many days when I wake up and ask myself if we are doing enough, but the answer is always no, because we can always do more. As Viola’s CCO, and a woman who strives to infuse a touch of femininity into the world, I always aim to inspire our teams, clients and the community to be as involved as possible, to genuinely have a meaningful impact on people. In the world of marketing, what better way to do this other than through brilliant campaigns that can affect how we think and act? Agencies should be able to communicate to clients old and new that authentic campaigns lead to significant connections, guiding them to execute and share initiatives that come to life on marketing platforms, encouraging personal connections with the community. Our world is continuously evolving, so shouldn’t we evolve at the same time? Agencies could be influencing clients in prioritising awareness in their own operations, pointing them in the direction of sustainable and

“I always aim to inspire our teams, clients and the community to be as involved as possible” meaningful practices that are not only good for their integrity, but also for the community. Deciding to adapt to new ideas can be frustrating because adjustment takes time and effort. It takes time to plan for the future, but I think that we should prioritise humanity over commercial interests now and collectively take responsibility for change, because once we do, we will make a great impact and empower many others to do the same. When we do start seeing change, that’s when I can wake up and say “Yes, we’ve done enough”. I hope that happens soon.

By Ola El Sisi, CCO, Viola Communications

November 27, 2023

ATHAR ARRIVES The highly-anticipated festival of creativity proved itself to be a huge success in Saudi Arabia, writes Campaign Middle East editor Justin Harper. More than 1,400 people attended the inaugural event to listen to over 130 speakers and take part in workshops and learning sessions, followed by a glittering awards ceremony

The Athar Festival featured top marketers and industry leaders

Ian Fairservice, Chairman of Athar Festival

he inaugural Athar – Saudi Festival of Creativity was widely viewed to be a resounding success, with packed audiences, high-profiles speakers and panels, along with academies for young talent, a mentorship programme for women and a roundtable with CMOs from the biggest brands in Saudi Arabia. It took place at the Crowne Plaza Riyadh in mid-November and was recognised as the Kingdom’s largest creative marketing extravaganza. It featured almost 1,500 delegates, more than 100 speakers, six young talent academies and a glittering awards ceremony to celebrate industry leaders. Among the top speakers was H.H. Princess Loulwa Bint Yazeed Al Saud who spoke of her

Asmaa Quorrich, CMO, Saudi Tourism Authority (centre) with Mohammed Jifri, CMO, Hungerstation (left) and Khaled Tash, Group CMO, SAUDIA (right).

Fernando Machado gives the opening keynote

entrepreneurial background and admiration for the nation’s creativity. The princess founded fashion boutique consultancy +966 last year, which celebrates Saudi culture and heritage through fashion and accessories. At the festival she said the “opportunities are huge” for the Kingdom’s creative industry. “We are attached to our culture and proud to be Saudis. We are trying to get the best of our heritage through creativity.” Fernando Machado gave a highly-entertaining keynote talk on the great campaigns he was a part of during his time as CMO of Burger King and Unilever. Machado has been recognised with over 200 Cannes Lions awards, including five Grand Prix.

The Athar Festival was organised by Motivate Media Group and TRACCS, and took place over four days, ending in a glittering awards ceremony. Ian Fairservice, Chairman of Athar Festival and Managing Partner & Group Editor-in-Chief of Motivate Media Group, said: “Athar Festival is strongly aligned with Saudi vision 2030 and inspired by this vision we are proud to host this inaugural edition here in Riyadh bringing together an exceptional speaker lineup of over a hundred national and global industry creatives, innovators and marketers. “We are bringing together the best minds and talents in the industry and creating an environment of collaborative learning and innovation.” The festival also featured the Maheerah Women’s

November 27, 2023

Athar Festival Chairman Ian Fairservice and Vice Chairman Mohamed Al Ayed met with American International School in Riyadh students

Mohamed Al Ayed, CEO at TRACCS and Vice Chairman of Athar Festival

‘‘THERE WAS EVEN AN AI ROBOT CALLED ‘FIRE’ ON ONE OF THE PANELS, A FIRST FOR THE MIDDLE EAST” Empowerment Programme powered by Publicis Groupe Middle East, which we cover in the coming pages. One of the key objectives of Athar is to nuture young talent. Academies took place over three days during the festival, designed to support young

professionals. The academies were conducted in partnership with Getty Images, Saudi Ad School, TRACCS and What’s On KSA. Students from the American International School in Riyadh also attended the festival among other schools. Talks, panels and workshops took place across two mainstages, as part of a packed agenda. Among the key sessions was CMOs in the Spotlight featuring Khaled Tash, Group CMO, SAUDIA; Asmaa Quorrich, CMO, Saudi Tourism Authority and Mohammed Jifri, CMO, Hungerstation. There was even an AI robot called FIRE on one of the panels, a first for the Middle East. FIRE appeared on a panel debating how AI is revolutionising the creative process and impressed attendees with its insightful answers.

H.H. Princess Loulwa Bint Yazeed Al Saud

Agency heads came together for an insightful panel called Visionary Voices: Leading and Shaping the Creative Industry. The panel included Dani Richa, Chairman and CEO, Europe, Middle East and Africa, BBDO; Bassel Kakish, CEO Middle East and Turkey, Publicis Groupe; Houda Tohme, CEO, Havas Media Middle East and Nassib Boueri, CEO MENA, Wunderman Thompson. A creative leaders panel included Marie Claire Maalouf, Chief Creative Officer, Edelman; Hatem Alghamdi, Founder & Chief Creative Officer, Bassmat; Mohammed Sehly, Executive Creative Director, Leo Burnett; Saadi Alkouatli, Executive Creative Director, Webedia Arabia and Noor Wafa, Associate Creative Director, Wunderman Thompson.

November 27, 2023

NURTURING TALEN T AND YOUTH The Athar Festival featured two main stages plus a wide range of workshops, breakout sessions and happy faces

ontent was king at the Athar Festival with almost 200 hours of content spread across two main stages (Cultivation Stage and Momentum Stage), academies, workshops and breakout sessions. Participants gave glowing feedback and attendees were already talking about coming back next year. More than 1,400 attendees listened to a wide variety of speakers, industry leaders and Saudi game changers, while having the chance to learn more about working in the Kingdom’s creative industry. There were many highlights including the three-day curated Young Talent Academy Programme. More than 80 Saudi creatives – professionals and students were given the invaluable opportunity to learn, network and unlock their creative

potential during the sessions. The six Young Talent Academies focused on PR, copywriting, innovation, branding and design, social communications, and planning. Each academy was led by a veteran in their field who passed on advice and tips. There were a host of other workshops, breakouts and learning opportunities designed to nuture the next generation of creatives in KSA. This will be a key pillar of future Athar festivals. Main sponsors included MMS/MBC Media Solutions, Nuss, UTURN, SCEGA and STC while attendees had the chance to visit 17 stunning activations and experiential booths around the venue thanks to creative agencies, institutes, consumer brands, media companies and other organisations.

November 27, 2023

ATHAR IN NUMBERS Over 1,400 attendees from multiple backgrounds They included agency heads, directors and young professionals, marketers of big Saudi brands and senior government figures More than 130 speakers took to the stage at the festival discussing themes such as creativity, AI and talent Almost 200 hours of festival content including: 150 hours of Young Talent Academy content that empowered youth across 6 focused academies 16 hours of content geared towards empowering women through the Maheerah programme More than 25 hours of content presented across 4 zones, 3 networking events and 2 stages 16 award category winners were honoured at the Athar Awards ceremony with 4 Legacy Awards, 6 Special Awards and 6 Young Talent Academy winners Over 260 million impressions gained across media platforms including TV, radio and social media so far

November 27, 2023

A GRAND FINALE FOR ATHAR WINNERS The Festival of Creativity celebrated the best of Saudi talent in its first-ever awards ceremony, writes Ishwari Khatu

he Athar – Saudi Festival of Creativity ended in spectacular fashion with a glittering awards ceremony and gala dinner. The Saudi Athar Awards celebrated distinguished work from outstanding leaders within Saudi agencies and brands. The awards were divided into two categories, the Saudi Athar Legacy Awards of the Decade and the Saudi Athar Special Awards. Verified by Dubai Lynx and Cannes Lions International Festival of Creativity, the Athar Legacy Awards of the Decade recognised agencies and brands based on their cumulative points achieved over the last decade. At the ceremony, Wunderman Thompson walked away with two Saudi Athar Legacy Awards. The

Starcom Middle East CEO Ramez Zeineddine receives the Media Network of the Decade award alongside Bassel Kakish, CEO Middle East and Turkey, Publicis Groupe (right) and Kaswara Al Khatib, Chairman of UTURN (left)

STC is presented with the Brand of the Decade award

Athar’s Young Talent Academy winners take to the stage to collect their awards

network bagged the Saudi Athar Network of the Decade, while its Cannes Lions-winning Riyadh agency was awarded Saudi Athar Agency of the Decade. Publicis Groupe’s Starcom was announced as the Saudi Athar Media Network of the Decade. On the brand side, the Saudi Athar Brand of the Decade award was awarded to STC. The awards were followed by the Saudi Athar Special Awards which honoured individuals, market leaders and organisations with positive contributions to the Saudi creative industry’s growth and development. Under the individual bracket, the awards saw Dr Obeid Al Abdali, President of Mazeej Marketing Consulting and Kaswara Al Khatib, Chairman

of UTURN, take home the Saudi Athar Marketer Award and Saudi Athar Empowerment Award, respectively. In the group segment, Saudi agencies The Bold Group and The Full Stop took home an award each, with the former being awarded with the Saudi Athar Disruptors Award and the latter the Saudi Athar Excellence Award. Aramco was named the Saudi Athar Game Changer while Impact BBDO received the Saudi Athar Creative Recognition Award. The ceremony also highlighted the participants of the Maheerah Programme, the festival’s women empowerment initiative. Also in the spotlight were the six academies of the Young Talent Academy Programme.

Wunderman Thompson Riyadh collects its Agency of the Decade award on stage

Wunderman Thompson celebrates its Network of the Decade Award with CEO Nassib Boueri

November 27, 2023

Dr. Obeid Al Abdali (R) receiving the Saudi Athar Marketer Award

Kaswara Al Khatib (R) receiving the Saudi Athar Empowerment Award

Ian Fairservice, Chairman of Athar Festival, presents the Excellence award to The Full Stop

Impact BBDO picks up its Creative Recognition Award

It acknowledged the winners of the 24-hour hack competition held at each of the academies. The winners of the Social Communications Academy were announced as XELEMENT’s Lama Baaj, Bassmat’s Hessa Alnoufal, and HungerStation’s Shahad Alhammad. The Branding and Design Academy’s winning group included Wunderman Thompson’s Nancy ElAzzi, King Saud University’s Mazunah Alfagham and XELEMENT’s Ahmed Al-Hassan. The Innovation Academy named HungerStation’s Raghad Othman, and King Saud University’s Sara Alruwalily and Shaden Alotaibi as its winners. The Copywriting Academy’s winners were SABIC’s Nouf Mishall Mohabat, HungerStation’s Ruba Alshamrani and Lhamin Marketing’s

Publicis’ Bassel Kakish presents Aramco’s award to Sara Uraifi

TRACCS CEO Mohammed Al Ayed hands an award to The Bold Group

Yara Al Hanaya The Planning Academy winners were HungerStation’s Noora Alissa, Mindshare’s Ammar Sadiq, Onsor Mosha’s Abdullah Dahan, Bassmat’s Saleh Alhedaithy and Mindshare’s Ayman Aldahan. Five students from Imam Mohammad Ibn Saud Islamic University were announced the winners from the Public Relations Academy: Raneem Alotaibi, Aljohara Alsuliman, Raghad Asiri, Sahar Alharbi and Raya Almoshawah. The Saudi Athar Awards were presented by Ian Fairservice, Chairman of Athar Festival and Mohamed Al Ayed, Vice Chairman of Athar Festival and CEO of TRACCS, alongside other senior leaders from Saudi organisations.

Al Ayed said: “Creativity has always been the differentiating factor of success. That success is what the first-ever Saudi Athar Awards intends to recognise and celebrate as we draw the curtain on what has been a truly amazing and inspiring festival. “We are confident that the impact created here will spread to empower even greater levels of creative innovation in the Kingdom.” At the end to the festival, Fairservice added: “Over the last few days, Athar Festival has proven that the potential for creativity in Saudi Arabia is simply boundless. “Though it may have come to an end here at the Saudi Athar Awards, the conversations have only just begun, and I can’t wait to see what the future holds.”

November 27, 2023

“EVERY SESSION WAS

AN EYE-OPENER”

The inaugural Athar Festival featured an exclusive women’s empowerment programme that was called “lifechanging” by one participant, writes Campaign Middle East editor Justin Harper

“I

t was more than I could ever imagine. Two days felt like two months,” said Maham Khan, art director at Tajalla Creative Agency. She was talking about the Maheerah women’s empowerment programme at the inaugural Athar Festival. Organised in partnership with Publicis Groupe Middle East, the programme is an acceleration initiative designed for women positioned for career advancement within Saudi Arabia’s marketing communications industry. Geared towards women with mid to senior-level expertise in the industry, the programme offered 12 participants a series of tailored coaching sessions, individualised workshops, mentored by esteemed industry

“I ACTUALLY TOOK A MAJOR LIFE DECISION AS A RESULT OF THE PROGRAMME”

leaders from around the world and exclusive networking opportunities. “Every session was an eye-opener,” added Nihad Ahmed, associate creative director at afaWhy. “I gained a lot of insights, especially how I manage a team, and how to be a good leader. I actually took a major life decision as a result of the programme.” Khan added: “It was a rare opportunity and I do feel empowered. I know what I want to do with myself.” Aziza Alsaleh, Founder and CEO of Content by Ziza, was among the first batch of participants. After the programme she felt “inspired, challenged, and validated personally and professionally”. Alsaleh established her social media and content creation agency in Saudi Arabia with no background in the industry. She faced challenges ranging from structuring the agency to managing a team. “I joined the Maheerah Programme in the hopes of connecting with leaders in the industry and gaining insights from their experiences to find solutions and a clear plan on how to push Content by Ziza ahead.”

The two-day intensive programme included workshops that helped re-evaluate thinking, question inner beliefs and discover values. One-on-one mentoring sessions also provided an invaluable opportunity to ask industry pioneers including Noor Wafa, Associate Creative Director, Wunderman Thompson; Tracy Lanza, Group Head of Global Branding and Marketing, Red Sea Global, and Ali Rez, Chief Creative Officer at Impact BBDO, questions specific to their fields. “At the end of the programme, I am clear on who I truly am, and what my business stands for. I am able to take a step back and re-calibrate my agency’s way forward. I am going back to my team with the confidence that I have what it takes to better myself, to create a culture that is true to who we are, and to make the agency a place for growth and creativity,” added Alsaleh. The official ambassador of Maheerah was Alaa Khushaim, Director of Marketing and Communications at McDonald’s KSA – West & South who played a pivotal role throughout every stage of the programme. Talking about her top piece of advice for the women in the Maheerah programme, she said: “Work from a place of passion. Have courage and take ownership in what you do. The most powerful ideas are always disapproved first. If you are not taking risks, then what are you doing?! Always adopt a problem-solving mindset. Finally, always remember that the customer is the most important one here (not the client, not the agency, not the boss).” Khushaim was supported by Programme Leads Marie Claire Maalouf, Chief Creative Officer at Edelman and Nada Hakeem, CEO at Wetheloft. Her Highness Princess Loulwa Bint Yazeed Al Saud was also a guest speaker. Other coaches, speakers and mentors included Abeer Alessa, Co-Founder and CEO at The Bold Group; Anais Bachet, CEO, Psychotherapist & Master Coach, Novana; Hiba Hassan, Head of the Design & Visual Communication Department, SAE and Jennifer Fischer, Chief Innovation & Growth Officer, Publicis Groupe. Ian Fairservice, Chairman of Athar Festival, said: “We are truly delighted to bring this initiative to Athar Festival. There is a wealth of female talent in the Kingdom, and this programme offers a unique opportunity to create a supportive network of empowered women who can achieve their full potential and pass on their knowledge wzvwto others.” Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, added: “Talent will always be the most important asset that this industry will have. As a talent-first organisation, Publicis Groupe Middle East believes in investing in and empowering the future generation of leaders, so when we heard of the Maheerah Programme, we knew it was something we needed to support.”

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MARKETING 2023

November 27, 2023

RICHARD BILLINGTON SVP Global Brand and Marketing at Emirates Airline YEARS IN CURRENT POSITION: Coming up to 5 YEARS WITH CURRENT COMPANY: Nearly 9. I was

on a consultancy deal before I joined permanently

SIZE OF DEPARTMENT: 50 something on my team. Department is around 250

RAPID FIRE Who are you following on social media? Nobody worth mentioning Favourite podcast? Never listen, ever, sorry What was your last binge-watch? The Fall of the House of Usher Who/what are you listening to? Hans Zimmer when I go to the gym What are you reading? Nothing as I’m obsessed with playing online chess Favourite hobby? Golf with my pals Best film of all time? Bladerunner Favourite motivational quote? Don’t *** it up

hat is your objective in your current role? I try and keep Emirates top of mind around the world through stylish advertising messages. To remind people that they will get a better flying experience rather than with other airlines.

What is your guiding principle? Is it right for Emirates? Is it good enough? Who inspires you professionally? The team of young people who work around me. It’s nice to go to an office full of people that you like and there’s no BS between us. What is the biggest challenge in marketing at the moment? For Emirates there are different challenges in every market. Many are quite unique from each other, so whilst we plan centrally from Dubai, we still need to look at more regional and bespoke campaigns like in China for instance and North America over the next year. There’s something always going on in some part of the world every single day and that’s what makes it so fascinating working for a truly global brand. What is the next big opportunity? I don’t know about opportunity as our commercial department dictates the business objectives and we are there to support. But we will have delivery next year of the new A350, so over time and as we receive more of them, this will open new markets for us and we will grow accordingly. It will be nice to launch a new aircraft though. What can we expect to see from you and your brand in the next year? Well we had covid and you know what that did to the airline business, so from a paid media perspective we stopped for a long time. We’ve only recently come back on a large scale with our Penelope Cruz campaign and the ‘Don’t just fly, fly better’ sport ads. Seeing ‘Emirates Fly Better’ all over the world through our sports partnerships is quite amazing, but my job is to tell more stories and create imagery that explains it a lot more than what a football shirt can do. So more of the same really. What’s the next big opportunity? I suppose one key objective would be to find better outside creative support. It’s been difficult and that’s why the majority of our work has been done in-house. However, we have so many group brands it would be good to get some creative grown-ups in the room with us.

AGENCY REFERENCE

Dominic Gothard, Group Executive Chairman, The Team Collective I’ve known Richard for over 30 years. During that time, he’s been a competitor, a client and a firm friend. The one aspect that binds all of these connections is that he’s a pain-in-the-butt. As a competitor he was a constant thorn in my agency’s side. Always raising the bar and challenging us to do better as we fought over many of the same opportunities. As a client he is equally demanding, perhaps more so because he knows what partners should be capable of

having run an agency so successfully himself for many years. As a friend you have to be constantly on your toes because he has a wickedly dry sense of humour that constantly catches you out if you lower your guard. But all of this makes Richard a joy to be friends with and to work with - if you want to produce great work. If you don’t, steer clear of Richard because creativity and excellence runs through his DNA and he won’t settle for anything less.

November 27, 2023

AHMAD CHATILA Director of Brand and Communication at HungerStation YEARS IN CURRENT POSITION: 2 Years+ YEARS WITH CURRENT COMPANY: 2 Years+

SIZE OF DEPARTMENT: 50

Brand Director with more than 17 years of experience in brand building, strategic marketing, and campaign management. Formerly, Senior Marketing Manager for Samsung handling the marketing activities for Samsung Mobile in KSA. Passionate for everything related to creativity, tech and digital transformation. Acquired the first Cannes Lions Grand Prix for a Saudi Brand.

hat is your objective in your current role? On a mission to lead the industry. We are already leading on TOM and BP on an industry level by driving strategic initiatives, fostering innovation and leveraging data. However, our objective is to position the brand as the number one on a national brand index within other categories. What is your guiding principle? In marketing, there’s no personal preference - it’s all about data. But in very few cases a veto can be necessary for critical cases, ensuring alignment with goals and preserving brand identity. Who inspires you professionally? My professional inspiration stems from leaders who think differently, the innovators who challenge the status quo. Those who push boundaries and approach challenges with fresh perspectives are a constant source of motivation for me. What is the biggest challenge in marketing at the moment? The current major challenge in marketing revolves around capturing the attention of the youth. In a world saturated with constant digital stimuli, engaging the younger demographic requires relevant content, dedicated strategy and lot of innovation. What is the next big opportunity? The next big opportunity lies in keeping pace with the rapid advancement of AI and technology. It’s crazy how things are changing around us. Now, you can craft your own video with generative AI, add a voiceover, incorporate special effects, include generated music and upload it in mere minutes. And that’s just the beginning. We haven’t even delved into face recognition in shopping stores, user preference recommendations based on data, or personalised offers – the future in marketing is a total game changer. What can we expect to see from you and your brand in the next year? Something exciting is boiling in the kitchen, and HungerStation is about to unveil a new flavour. We’re cooking up something special – a blend of innovation, surprises, and a dash of uniqueness.

AGENCY REFERENCE

Karim Sioufi, Business Director, Wunderman Thompson Our journey with Ahmad began in 2021, coinciding with the brand’s sponsorship of the Saudi Football National Team. Since then, we’ve adopted the ‘Before Everyone’ statement as our brand platform, and it has been our guiding force for over two years across more than 10 strategic marketing campaigns. Under Ahmad’s visionary leadership, our efforts have been recognised at a regional level, earning the highest recognition at the Dubai Lynx and Mena Effie Awards. Moreover, we achieved a historic milestone together in 2023, winning the first-ever Saudi Grand Prix at the Cannes Lions with the ‘Subconscious Order’. Collaborating with Ahmad is always a rewarding and enlightening experience. He has a keen eye for recognising innovative and unconventional tech-focused ideas. He wholeheartedly supports and embraces these concepts, even when their outcomes are less predictable than conventional, tried-and-true methods. This boldness not only inspires our team but also pushes us toward constant innovation. With Ahmad, it’s all about diving into the future of creativity, and that’s pretty exciting for us.

RAPID FIRE Who are you following on social media? I follow friends for connections, foodies for inspiration, and motorcyclists for a bit of adventure. But honestly, I try not to get too sucked into social media – it can be a real time thief! Favourite podcast? Well I’ve given podcasts a shot, but I’m not a huge fan. I’ve listened to a few, but I still find solace in the old-fashioned charm of a good book What was your last binge-watch? Black Mirror for giving us a taste of tech and weird future innovation Who/what are you listening to? Anything at the moment What are you reading? I’m into Malcolm Gladwell’s books—loved Outliers, Talking to Strangers and Blink. Can’t wait for his next one. Favourite hobby? Cruising on my motorcycle – nothing beats the freedom of the open road while riding a scout bobber. Best film of all time? For me, The Silence of the Lambs takes the crown as the best film of all time. Favourite motivational quote? “Now, here, you see, it takes all the running you can do, to keep in the same place. If you want to get somewhere else, you must run at least twice as fast as that!” Red Queen – Alice In Wonderland

November 27, 2023

SHOLTO DOUGLAS-HOME Chief Sales & MarComms Officer, Expo City Dubai YEARS IN CURRENT POSITION: 3

YEARS WITH CURRENT COMPANY: 3 SIZE OF DEPARTMENT: 50

RECENT CAMPAIGNS/AWARDS:

Launches of Expo City’s residential projects and our Artificial Intelligence Film Festival, as well as a brand positioning campaign. Recent awards include 5 Digital MENA Awards and 3 Effie MENA Awards.

AGENCY REFERENCE

Saleh Ghazal, CEO at OMD MENA I have had the pleasure to work with Sholto during the Expo 2020 Dubai launch, and continue to work with him on Dubai Expo City for over two years now. Sholto is a true visionary leader with a deep understanding of the marketing landscape. He is always at the forefront of new trends and technologies, and he has a proven track record of developing and executing successful marketing campaigns. He is also a highly strategic thinker who is able to align marketing initiatives with overall business objectives. In addition to his strategic and tactical skills, Sholto is also a gifted communicator and motivator. He is able to articulate complex ideas in a clear and concise way, and he is always able to inspire his team to achieve great things. He is a true believer in the power of people, and he has a knack for creating a culture of empowerment and collaboration. Under his leadership, and as a team, we had achieved significant success. Not only did we deliver on the business KPIs of generating visits and leads targets to Expo 2020 and to Expo City respectively, but we also have been recognised for our innovative marketing campaigns, winning multiple media industry awards.

hat is your objective in your current role? As Chief Sales & MarComms Officer at Expo 2020 Dubai, I was responsible for promoting the event, which attracted 24 million visitors over 182 days. I’m now working with a talented team to build on Expo’s legacy with Expo City Dubai – an innovation-driven city of the future, packed with educational, cultural and entertainment offerings, and host of COP28. It’s a fascinating marketing challenge to move from delivering a six-month mega-event to defining, positioning and building a new city for the next six centuries. What is your guiding principle? I often turn to the mantra “nothing is ever as good or as bad as it first seems” – it either helps curb my tendency to get wildly overenthusiastic about things or get my mind around any crushing disappointments or head-spinning challenges. How do you make agency relationships work? I spent a decade working in agencies and understand the pressures of being on that side of the table – it’s certainly true that collaboration and trust are key to unlocking creativity. But the explosion of Martech tools means clients now turn to highly technical experts to analytically assess their agency’s performance, which changes the dynamics of the traditional agency-client relationship model. Who inspires you professionally? I am inspired daily by the remarkable leader at the helm of our organisation – Her Excellency Reem Al Hashimy, CEO, Expo City Dubai Authority and a key member of the UAE Cabinet. Her Excellency is a formidable force of nature, with an awe-inspiring intellect, but also immensely approachable, humble and a true inspiration to every one of the Expo City tribe. What is the biggest challenge in marketing at the moment? We’re certainly seeing how AI is having a hugely beneficial impact on media optimisation. However, it is AI’s disruptive impact on the ownership and management of creative assets which is causing concern. Regulators must ensure transparency and accountability, so AI becomes an ally for creative communities, not the enemy. What is the next big opportunity? We are proud to be the host of the upcoming COP28, and see Expo City as a natural and logical venue for a major climate conference. As a city built on sustainable values and behaviours, our recently released decarbonisation roadmap sets a new benchmark for growing urban centres, while also contributing to the UAE Net Zero by 2050 strategic initiative. What can we expect to see from you and your brand in the next year? Dubai has always been a city of firsts, but launching and building a brand identity for an entirely new city within a city is a challenge that does not come along often. Brands come and go, but cities house, shape, educate, inspire, intrigue and protect us over lifetimes. Our upcoming campaigns encompass all aspects of urban living and working, and range from real estate launches to engaging with new city tenants and promoting our ‘Winter City’ and ‘Hai Ramadan’ experiences. And, as an innovation hub, we are looking forward to hosting the region’s first Artificial Intelligence Film Festival (AIFF) in early 2024.

RAPID FIRE Who are you following? Asking ChatGBT to describe my follower mix, it says “where news meets sport meets celebrity meets unknown” Favourite podcast? Podcasts aren’t a regular part of my daily repertoire, but I do enjoy Smartless (with Jason Bateman, Sean Hayes and Will Arnett) which my wife binge-plays in the car. What was your last binge-watch? There are two timeless, captivating series I could watch for hours on end: Mad Men and Succession. Who/what are you listening to? Dubai Eye’s Business Breakfast is a must for me in the mornings. In the car, it’s my eclectic, random mix of Apple Music downloads built up over many years. What are you reading? I only really read on the beach – usually a spy thriller picked up at an airport. I’m currently enjoying the murky world of Ava Glass’ The Traitor. Favourite hobby? Apart from horseracing (I go to Meydan whenever I can), my main hobby is sprinting and getting in shape to compete in 60-metre Masters Athletics events around the world. Best film of all time? I don’t have a favourite film per se, but I’m a fan of Dustin Hoffman and love his classics – All the President’s Men, The Graduate and Rain Man. Favourite motivational quote? A quote that strikes a chord with me when training is “The stopwatch never lies”. This translates in our professional lives to recognising there are no shortcuts – you can’t succeed without putting the hard graft in.

November 27, 2023

PASSANT EL-GHANNAM Marketing Director Middle East & Africa, Heinz YEARS IN CURRENT POSITION: 2 YEARS WITH CURRENT COMPANY: 6.5

SIZE OF DEPARTMENT: 24 RECENT ACHIEVEMENTS/ CAMPAIGNS

Campaigns: #FindHeinz, KetchUP&Down, Heinz El Kebeer, is that Heinz Achievements: Winning 22 Awards including 6 Cannes Lions, and inverting a declining trend to profitable growth while gaining share and equity

RAPID FIRE Favourite podcast? The Family Hub by Hanan Ezz El Din What was your last binge-watch? Firefly Lane and The Constants (Friends & Suits) Who/what are you listening to? Amr Diab.. always! What are you reading? Have a little Faith, Mindset & Dare to Lead Favourite hobby? Swimming and Reading Best film of all time? The Pursuit of Happiness Favourite motivational quote? Life is 10% what happens to you and 90% how you react to it

hat is your objective in your current role? To GROW GROW Heinz brand Love in MEA GROW MEA Business Profitably GROW white space in categories and geographies GROW Team capabilities and achievements GROW personally into a better version of myself What is your guiding principle? If there is a will there is always more than one way! Have faith, there is always a bright side, keep trying and find the way on the way! How do you make agency relationships work? Safe, trusting partnership. I’m part of their team with the courage to enable their creativity to become a reality. They are part of my team with the expertise to unlock business wins. We both have the safety and humility to share/admit when we are wrong, or when things are just not working. Who inspires you professionally? Everyone I meet and work with. First my team, my leaders, my peers and my mentors. I always manage to find something that I admire and try to learn from the people I interact with, even if we fundamentally have a different leadership style. There must be something that makes them special. I try to learn that! What is the biggest challenge in marketing at the moment? I see two things; one is keeping up with the rapid constant change; consumer, media, data and tech. The second is building meaningful connections with consumers especially Gen Alpha with increasing exposure, clutter and diminishing attention span. New generations connect to purposes, other humans and the stories behind them, not to brands. What is the next big opportunity? The balancing act in unleashing the potential of AI in creativity, not just to customise content for different tribes with tailored authentic messages, but also to create unimaginable experiences. Especially those that weave reality into the virtual world, breaking the walls created by digital and bringing back human interaction. What can we expect to see from you and your brand in the next year? Foster the power of data and insights to grow the business profitably, delighting our consumers with irresistible innovations while continuing to push the boundaries with bold comms. Growing the irrational love so it becomes normal even if our consumers walk around carrying our little sachet in their designer bags as #ItHasToBeHeinz in MEA.

AGENCY REFERENCE

Federico Fanti, Chief Creative Officer, FP7 MCCANN MENAT I have had the pleasure of collaborating with Passant for over a year. During our time together, we worked on groundbreaking regional campaigns such as “Heinzjack” and “Ketchup&Down” among others. Her passion and curiosity for innovative ideas have transformed our collaboration into an extraordinary journey. It has become clear that there are no bold ideas or disruptive campaigns without the support and trust of a daring client. My ability to create exceptional work for Heinz is largely due to Passant’s deep commitment to fostering creativity, which often surpasses that of many advertisers in our

industry. This is a true blessing for our creative agency, allowing us to effectively communicate with a client who shares our eagerness to push creative boundaries, and this ambition is vividly reflected in our projects. Here at FP7MCCANN, we consider ourselves fortunate to have Passant as a client. She not only shares our creative ambition but also regards us as partners rather than mere suppliers (and trust me, this is a rare occurrence). Passant possesses not only a strong strategic mindset but also an appreciation for teamwork, and she is equally enthusiastic about creating something groundbreaking that will elevate her brand.

November 27, 2023

RANIA HELOU Brand Marketing Director, Miral Destinations YEARS IN CURRENT POSITION: 2 years YEARS WITH CURRENT COMPANY: 6 years

SIZE OF DEPARTMENT: 20+ RECENT ACHIEVEMENTS/ CAMPAIGNS

Yas Yas Baby. Live it up Like Momoa featuring Jason Momoa. See you on Yas Island featuring Miami Band. Best Day Ever, For The Whole Year

RAPID FIRE Who are you following? At the moment, news channels Favourite podcast? Serial What was your last binge-watch? Suits Who/what are you listening to? Queen

hat is your objective in your current role? We’ve established Yas Island as a brand with an ambitious and vibrant attitude, one that has helped us maximise growth and customer engagement by triple digits. My objective is to continue driving distinctive entertainment value that enables brand and commercial growth for the destination for 2024 and beyond. What is your guiding principle? My guiding principle revolves around embracing originality, taking calculated risks and refusing to conform to the status quo. It is through constantly seeking new ideas, pushing boundaries and never fearing to tread uncharted paths that make a meaningful impact. Upholding this principle allows me to not only meet challenges head-on but also transform them into opportunities for continuous improvement. How do you make agency relationships work? We prioritise fostering a close-knit bond with our agency partners. We view them as an integral part of our team, valuing their contributions and insights. We empower them by giving credit where it’s due, offering creative freedom to explore their ideas, and creating a collaborative environment where their input holds significance. This open and inclusive approach not only enables us to work together effectively and challenge each other constructively but also fosters a dynamic partnership that ensures we reach our common goal. Who inspires you professionally? Michael Jordan - His relentless passion, unwavering commitment to excellence and remarkable ability to redefine the game as well as reinvent himself through the years have made him an enduring source of motivation. His leadership, both on and off the court, exemplifies the pinnacle of success and serves as a guiding light in my own professional journey. What is the biggest challenge in marketing at the moment? The biggest challenge in marketing today is navigating the lower attention span of consumers across multiple platforms. The surge in marketing messages and content saturation requires brands to not only capture attention but also to resonate meaningfully to stand out from the clutter. Crafting compelling narratives, embracing innovative mediums and fostering genuine connections with audiences have become paramount to engage with our audiences effectively. What is the next big opportunity? In my opinion, the next big opportunity in marketing, with technology playing a pivotal role, lies in the integration of Artificial Intelligence (AI). As technology continues to evolve, AI offers unprecedented opportunities to revolutionise how businesses connect with their audiences. From personalised user experiences to data-driven insights, leveraging AI in marketing strategies is poised to be the next breakthrough, providing brands with the tools to navigate the complex landscape of consumer engagement and market dynamics effectively. What can we expect to see from you and your brand in the next year? In the next year, you can expect us to maintain our commitment to keeping the momentum going and to continue entertaining, inspiring and bringing happiness to our consumers. I won’t give away more, but stay tuned for what Yas Island has to offer in 2024.

AGENCY REFERENCE

What are you reading? Shoe Dog – Phil Knight

Raphael Nassoura, Executive Creative Director/GM, Momentum DXB

Favourite hobby? Travelling

I’ve had the pleasure of working with Rania for nearly five years, but it feels more like fifty – in the best possible way. Rania, AKA Princess Rania, is like a Swiss army knife in the marketing world - creative, precise, versatile, resourceful and driven by results. She ensures the work is world-class; every detail is meticulously ironed out, and objectives are not just met but exceeded. Despite her young age, she’s led major campaigns in

Best film of all time? Harry Potter Favourite motivational quote? “Never be limited by other people’s limited imaginations” – Dr. Mae Jemison

the region, such as ‘Chief Island Officer’ with Kevin Hart and Jason Momoa, ‘Al Hamdou Lilah w Chefnakoum’ with Miami band, ‘Yas Yas Baby’… with no surprise knocking them all out of the park. And here’s the kicker – she stays down-to-earth through it all - to me, that’s what sets her apart and will guarantee her success in the future. It truly feels like a lifetime of adventure, but I wouldn’t have it any other way.

November 27, 2023

ALAA KHUSHAIM Director of Marketing & Communications McDonald’s KSA – West & South NUMBER OF YEARS IN CURRENT POSITION: 3 NUMBER OF YEARS WITH CURRENT COMPANY: 9 SIZE OF DEPARTMENT: 40+ employees –

3 direct reports

RECENT ACHIEVEMENTS/CAMPAIGNS:

Established and led the McDonald’s brand affinity and engagement strategy in KSA (west & south) Share the Goodness initiative to support 600 families in need with electric household appliances – 2023. Hosted the launch dinner of AKTHAR by ATHR Gallery. In partnership with Chef Sama Jad, we hosted a 4-course dinner prepared from 100 per cent McDonald’s ingredients – 2023. The return of the apple pie campaign after four years of being out of the market - 2023 The launch of the McCafe brand – 2020

hat is your objective in your current role? As a leader my objective is to ensure that my team has the right environment, resources and tools that they need to excel at their job. As a marketer, my objective is to create marketing communications that create market disruption, via establishing personal and cultural relevancy. What is your guiding principle? If you are not taking risks, then what are you doing! We need to be open to new ideas that might sound uncomfortable. How do you make agency relationships work? There can only be a successful client-agency relationship by having honest transparent conversations. I make sure that the agency always shares feedback about how we can improve the way we work, and vice versa. It is important that we, as a client, ensure that the agency feels that we are receptive to feedback. Finally, we need to work as one coherent team. Who inspires you professionally? Nilan (my ex-boss) inspired me and continues to inspire me to be curious, always challenge myself and most importantly be fair. He taught me how to put on the business hat and the people hat and have the right balance. Richard Branson is another inspiration. He managed to establish a multi-billion-dollar empire from nothing. His drive to solve problems and establish businesses that one thought impossible inspires me to break the norms and create disruptive marketing communications. What is the biggest challenge in marketing at the moment? Catching attention is a continuous marketing dilemma. However, I believe the biggest challenge is to move from creating marketing communications that interrupt what people are interested in, to creating and being what people are interested in. What is the next big opportunity? Establishing cultural and personal relevancy. This is the highest level of brand-customer connection. If this is established, a brand is not only going to be creating loyal customers but also true fans who act as brand ambassadors. What can we expect to see from you and your brand in the next year? Establishing stronger consumer connections. We can only achieve that though ensuring brand relevancy with consumers and the cultural context.

OTHER ACHIEVEMENT S Featured in the Top 10 Female Marketers in KSA on AboutHer.com in 2023 Featured in Top Women Marketers in KSA with Martechvibe in 2021 Recognised as one of the top 21 Women to Watch McDonald’s MEA

RAPID FIRE What was your last binge-watch? House of Cards Who/what are you listening to? The Weeknd/ J Balvin What are you reading? My emails Favourite hobby? Hiking - exercising Best film of all time? Fast & Furious Favourite motivational quote? “Nothing is impossible. The word itself says ‘I’m possible!’”— Audrey Hepburn

AGENCY REFERENCE

Neal Patel, Managing director at Incubeta I have worked with Alaa for over five years and it has been a refreshing experience, both personally and professionally. Alaa has taken a unique approach to a client and agency relationship, ensuring we are partners based on business values matching, over anything else. She has overseen a truly remarkable time of growth for her region, starting new social channels and growing them from scratch in probably one the most competitive social media markets of Saudi Arabia, as well as

executing customer first campaigns such as the “McVerse” campaign, which was a first for McDonald’s in the region, if not the world. Alaa is also breaking boundaries in relation to gender, truly inspiring a new wave of female Saudi talent, mentoring, and supporting them to fulfil their potential, as she has. Every time I meet with Alaa it is a learning experience. I have always appreciated her business view and vision, along with her constant will to keep pushing ideas and people to greater heights. Alaa is smart and collaborative but most of all, a true leader – a real game changer in the region.

November 27, 2023

ERROL MARQUIS Head of Marketing, Danube Properties YEARS IN CURRENT POSITION:

6 months

YEARS WITH CURRENT COMPANY: less than 1

SIZE OF DEPARTMENT: 15

RECENT ACHIEVEMENTS/ CAMPAIGNS:

Sold out three out of five projects: During my tenure at Danube Properties, I have led 360-degree marketing efforts to launch Danube projects every 30 days. 500 per cent increase in direct sales through digital marketing: I take pride in spearheading the digital transformation within the organisation

hat is your objective in your current role? In my capacity, I am tasked with the strategic transformation of the Danube Properties brand, ensuring its alignment with future trends and demands. This involves crafting a unique and compelling brand persona for Danube Properties. My responsibilities extend to spearheading the digital transformation efforts throughout the organisation, with a specific focus on enhancing customer journeys. Furthermore, I am dedicated to cultivating global brand awareness for Danube Properties. What is your guiding principle? My guiding principle revolves around placing customer centricity at the nucleus of every business and brand. Recognising and comprehending consumer needs, wants and desires serves as an illuminating guide toward achieving brand and business objectives. Drawing from my extensive experience in cultivating and fortifying global brands such as Colgate, Diageo, Vodafone and Cadbury’s, I firmly believe that consumer insight stands as the foundational cornerstone for successful brand creation and development. How do you make agency relationships work? Embracing ownership and responsibility serves as fundamental guiding principles to instill inspiration within an agency. I firmly advocate for cultivating a partnership-oriented mindset within the agency, rather than a vendor mindset. When an agency aligns with the challenges faced by your business, it fosters a collaborative commitment that transcends conventional expectations, prompting them to consistently go above and beyond in working towards the achievement of shared goals. Who inspires you professionally? My greatest inspiration is my homemaker mother. Despite limited resources, she could always find solutions. Her ability to create a nurturing environment, her knack for finding innovative solutions to daily tasks and anticipating situations has been truly remarkable. Day in and day out, she approached responsibilities with dedication and positivity, turning challenges into opportunities for growth. Witnessing her resilience and resourcefulness motivated me profoundly. And this is a lesson I carry with humility and compassion in my own journey. Also, I find true inspiration in leaders who place innovation and customer-centricity at the core of their leadership philosophy. Those who actively seek to comprehend and address customer needs emerge as industry luminaries. By consistently prioritising innovation and fostering a deep understanding of customers, these leaders not only influence their respective industries but also serve as beacons of success. What is the biggest challenge in marketing now? In the contemporary landscape, consumers engage across multiple media platforms simultaneously. The intricate task of precisely targeting customers and delivering personalised messages poses a multifaceted challenge. Skillful navigation of this challenge cultivates robust customer connections, bolsters brand loyalty and elevates the overall efficacy of marketing campaigns within a dynamic and competitive environment.

RAPID FIRE Who are you following? Richard Branson, Elon Musk, Indra Nooyi, Andre Agassi Favorite podcast? GaryVee - How I Found My Voice What was your last binge-watch? Pepsi, where’s my jet? And Ozark Who/what are you listening to? Rock 70s, 80s, 90s What are you reading? Total Competition - Ross Brawn Favorite hobby? Running and watching sports Best film of all time? The Godfather Part 1 Favourite motivational quote? “Action is the foundational key to all success” - Pablo Picasso

What is the next big opportunity? Certainly, AI presents a significant opportunity. Streamlining its tools into business operations, with a clear understanding, holds great potential for growth and innovation. What can we expect to see from you and your brand in the next year? More action, more launches and many more innovations.

AGENCY REFERENCE

Mark Zreik, Growth consultant, MENA market, Google I have worked with Errol for the past six months, and I have been consistently impressed by his skills and expertise as a marketer. He has a deep understanding of the latest marketing trends and technologies, and he is always up-to-date on the latest best practices. He is also a highly creative and strategic thinker, and he has always been able to come up with innovative and effective marketing campaigns. We worked together on projects like

Elitz2, Elitz3 and Oceanz. Those projects were success stories as Errol and his team managed to fully maximise Google and get excellent leads converting them into sales. Moreover, the brand equity of Danube properties has drastically increased with great visibility and awareness level on our platforms. These wins are the results of a focused and planned joint route to market strategy between Danube Properties and Google.

November 27, 2023

NERMEEN NEGM Head of Marketing & Communications, Masdar City NUMBER OF YEARS IN CURRENT POSITION: 1 year NUMBER OF YEARS WITH CURRENT COMPANY: 3 years SIZE OF DEPARTMENT:10

RECENT ACHIEVEMENTS/ CAMPAIGNS:

‘Sustainable Living, Made Easy’ campaign. Conceptualising and developing the new Masdar City highly digital and interactive visitor centre

RAPID FIRE Who are you following? Jane Goodall, primatologist and anthropologist Favourite podcast? You are Dead to Me by the BBC What was your last binge-watch? I wish I can answer this question, but I honestly don’t ever watch anything Who/what are you listening to? Loving more and more regional indie-rock bands What are you reading? Scary Smart by Mo Gawdat Favourite hobby? Learning French Best film of all time? Babel Favourite motivational quote? “My mission in life is not merely to survive, but to thrive; and to do so with some passion, some compassion, some humour, and some style” - Maya Angelou

hat is your objective in your current role? To create such compelling narratives that resonate with our stakeholders so effectively that it fosters a sense of shared purpose and inspires our community to rally passionately behind Masdar City’s vision of a sustainable future. I hope to build a strong network of advocates who actively contribute to and champion our values. What is your guiding principle? Good enough is just not good enough. How do you make agency relationships work? Transparency - and that’s beyond what is perceived to be ‘a partnership’. I work with our agencies as part of our company, as an extension to my team. I encourage an environment of mutual brutal honesty, where they get exposed to not only our strengths, but also our vulnerabilities, and I expect the same from them. I really believe that’s what ultimately makes the agency invested in your brand or project; because they are able to make informed decisions, and hence have a true stake in the outcome beyond the transactional relationship. Who inspires you professionally? I draw great inspiration from the remarkable women leaders in our region who have played pivotal roles in shaping sustainable initiatives and driving positive change. Our region boasts many accomplished women leaders who have made significant contributions to various fields. If we just look in the UAE, Her Excellency Mariam Almheiri, the Minister of Climate Change and Environment, and Her Excellency Razan Al Mubarak, the president of the International Union for Conservation of Nature and UN Climate Change High-Level Champion, to name but a few, are committed to environmental conservation and sustainable development which align closely with my personal values and those of Masdar City. What is the biggest challenge in marketing at the moment? I think the biggest challenge in marketing right now revolves around navigating the vast possibilities of incorporating AI beyond the confines of ChatGPT. How can we expand our horizons and find practical applications of AI that go beyond the buzz in our marketing deliverable, while maintaining a keen focus on the bottom line? How can we strike that perfect balance where AI becomes an indispensable ally in enhancing our strategies, without losing sight of the ultimate goal of achieving meaningful, measurable impact in our marketing campaigns? What is the next big opportunity? The opportunity I foresee is linked to my answer above. I’m a huge advocate for AI and see in it tremendous positive potential. I think we need more thought-leadership on AI for marketing. The opportunity lies in figuring out how to navigate these uncharted territories. I also think that at the heart of this effort, we need to stay committed to keeping our human touch intact. It’s about finding that sweet spot where technology enhances what makes us uniquely human. I believe this balance is crucial - embracing cutting-edge technology, while keeping our feet firmly grounded in the essence of human connection and genuine engagement. It’s all very exciting. What can we expect to see from you and your brand in the next year? Communicating Masdar City as a beloved family destination, as it is currently a pioneering sustainable urban development and innovation hub for business. We are about to unveil beautifully expanded and enhanced visitor experiences, parks and sporting facilities. Come see for yourself.

AGENCY REFERENCE

Tim Swain, Managing Director, Films by Nomad I recently collaborated with Nermeen on Masdar City’s ‘Sustainable Living, Made Easy’ campaign, and right from our initial interaction, it was evident that Nermeen had a clear vision for the project. I found it refreshing to work with a partner who was eager to be bold with the campaign messaging and venture beyond the industry norms for this type of content. Throughout the production process, I was impressed with Nermeen’s ability to delve into the intricacies of the

film down to the individual frames, while also zooming out to ensure the broader campaign messaging stayed on brand and aligned with her objectives. Our overall production experience with Nermeen was precisely what you hope for in a client – purposeful, trusting, collaborative and professional. The end results stand as a testament to Nermeen’s expertise, knowledge and approach. I hope this campaign serves as inspiration for other organisations to push the envelope and be daring with their creatives. Life becomes more interesting when we venture away from the safe, steady middle ground.

November 27, 2023

TOM SWORD Global Head of Brand & Creative, Careem YEARS IN CURRENT POSITION: 2 YEARS WITH CURRENT COMPANY: 5

SIZE OF DEPARTMENT: 27

RECENT ACHIEVEMENTS/ CAMPAIGNS:

Careem rebrand, documentary ‘A Decade in Motion’, Careem Food ‘Dirhams for Delays’, Careem Quik ‘As quick as Quik’ and Careem Plus ‘Save on everything’

hat is your objective in your current role? Building the brand that Careem deserves.

What is your guiding principle? Take what you do seriously. Not yourself. How do you make agency relationships work? We built our own. Over the last two years, our in-house agency - The Creative Studio - has gone from a pipedream to a powerhouse. We knew that if we could get the right talent, sitting in the heart of the business, we could match the pace and complexity of Careem, and produce world class work. What started as two people sharing a desk is now a 27-strong collective of heavyweight talent. Without a single resignation along the way. Who inspires you professionally? I got outrageously lucky throughout my career - learning from the absolute best mentors I could ever have. But today my main inspiration comes from my own team. People like Glaucco Martines, who leads our design department, and Habiba Allam, who leads copy. They are teaching me all over again what unbelievable talent can do when it is paired with an unwavering commitment to craft. You’ll often find me just sitting in my little corner, in awe of each and every one of the 26 people I’m lucky enough to call my team. Wondering when they’ll inevitably take my job. What is the biggest challenge in marketing at the moment? On my first day at Havas, I was shown a slide that said for every 1,000 adverts someone sees, they remember one. All these years later, that’s still the thing that keeps us honest. What is the next big opportunity? It feels very March 2023 to say it - but the explosion of AI in our daily work has torn up the textbook on what we thought was possible. Every time we build a case study on what we have done, it’s outdated two weeks later. What can we expect to see from you and your brand in the next year? For Careem, I believe we are seeing stronger work with every campaign. The 2024 pipeline is going to turn some heads. For the Creative Studio, we get approached every week with external briefs. Maybe 2024 is the year we answer the call. If we haven’t already.

RAPID FIRE Who are you following? The Arsenal Favourite podcast? Anything with Rory Sutherland What was your last binge-watch? The Wire. Again Who/what are you listening to? Whoever comes on the Studio spotify. And my wife What are you reading? Mostly briefs Favourite hobby? Reading briefs Best film of all time? Ferris Bueller’s Day Off Favourite motivational quote? “Life moves pretty fast. If you don’t stop to look around once in a while you could miss it”

AGENCY REFERENCE

Youssef Zeid, Founder and Executive Producer, Yellow Duck Films Tom is an exceptional marketer who possesses the skills necessary to navigate the complex world of advertising. With an innate ability to understand consumer behaviour and trends, he has consistently demonstrated his mastery in managing large-scale marketing campaigns. One of Tom’s greatest strengths lies in his strategic approach. He meticulously analyses market data, identifying target audiences and devising effective strategies to reach them. His attention to detail and deep understanding of consumer preferences allow him to create compelling and impactful campaigns that resonate with the intended audience. Tom’s creativity is another noteworthy aspect of his marketing prowess. He possesses a keen eye for aesthetics and innovative ideas, making every campaign

visually appealing and unique. His ability to think outside the box enables him to develop fresh and engaging content that captures attention and drives brand awareness. Moreover, Tom’s excellent leadership and organisational abilities enable him to successfully manage the intricacies of large advertising campaigns. He excels at coordinating diverse teams, delegating tasks, and ensuring seamless execution, all while adhering to tight deadlines and budget constraints. Overall, Tom’s expertise in marketing and his ability to manage big campaigns make him an invaluable asset. His skills surpass expectations, allowing him to consistently achieve remarkable results in advertising. We have been in partnership for a year and continuing for more to come with him and his great team.

November 27, 2023

KHALED TASH Group Chief Marketing Officer, Saudia YEARS IN CURRENT POSITION: 3 YEARS WITH CURRENT COMPANY: 3

SIZE OF DEPARTMENT: 50+ RECENT ACHIEVEMENTS/ CAMPAIGNS:

Saudia relaunch/rebrand (This is how we fly).

hat is your objective in your current role? Saudia is the national carrier of Saudi Arabia, with a long-standing history of nearly 80 years. Under the Saudi Vision 2030, our mandate has transformed from “Bring Saudi to the World” to “Bringing the World to Saudi Arabia”. Our objective is to build the Saudia brand globally, without losing its iconic national identity (but rather capitalising on it). Our vision is to be the “Wings of Vision 2030”. What is your guiding principle? The role of marketing, brand and communication these days is no longer just about selling or serving. Brands are expected to reflect culture and be active players and contributors to socio-economic growth. As a marketer and brand-builder, my aim is to play a bigger role in what my organisation does and more importantly convey that action or effort to all stakeholders. As John Rockefeller famously said: “Next to doing the right thing, the most important thing is to let people know you are doing the right thing”. How do you make agency relationships work? Our world is much more complex today, and marketers along with their agencies have so much more to deal with (audiences, channels, occasions, etc). Maximising transparency in the relationship is key; transparency on expectations, on feedback, on motivations and drivers, on priorities and deadlines. Be transparent with each other, and I believe work will be better and more impactful. Who inspires you professionally? HRH Prince Mohammed bin Salman.

RAPID FIRE Who are you following? Fabrizio Romano (Here we go!) Favourite podcast? Thmanyah Podcasts What was your last binge-watch? Suits. Didn’t truly enjoy anything after it Who/what are you listening to? Bassem Youssef is the person who forces me to listen right now What are you reading? Agatha Christie’s Arabic-translated novels (new addiction) Favourite hobby? Chilling at home in my lazy chair Best film of all time? Godfather Favourite motivational quote? “When you change the way you look at things, the things you look at change”

What is the biggest challenge in marketing at the moment? Differentiation. All brands (and consequently their characters and campaigns) are becoming too similar. Breaking out of the box is key. Brands must be unique and different for them to stand a chance of being successful in driving business results and avoid commoditisation. What is the next big opportunity? Plenty. But I am growing a belief and passion for cross-category co-branded products and services as the next big thing. If I love Apple, why not buy an Apple car or travel on an Apple plane and stay in an Apple hotel? I think there are hundreds of brands in the world that have a 10x opportunity and some will go for it soon. What can we expect to see from you and your brand in the next year? We have two key priorities for the Saudia brand experience. To be more innovative and to be more authentic. On innovation, we are implementing one of the most ambitious digital transformations to improve the customer experience. On authenticity, we are taking our proud Saudi culture to an immersive concept whereby our guests will enjoy the best of Saudi hospitality across the five senses. Stay tuned and travel Saudia.

AGENCY REFERENCE

SAMIR ANTOUN, Business Lead at Leo Burnett KSA In the 17 years that I’ve worked with Khaled on reputable brands, I got to experience his values, business vision and impeccable observations. With a track record of success, Khaled is one of the top marketers in Saudi Arabia. My first project with him was about sustainability where we were launching a green movement for a local brand. It was unique at that time. Also, I witnessed a key bold decision, and a visionary one at that; it was his decision to shift completely from TV ads to digital content when the rest of the country was still heavy on TV ads. What he spoke about 17 years ago and was questioned about is today’s market reality.

The repositioning of Saudia came as a dream project for any marketer and agency; the chance to revamp an airline doesn’t come around everyday – it was a huge learning opportunity for everyone involved. In the kick-off meeting, Khaled set the stage. He didn’t share a brief, he shared a vision to achieve and a story of how success would look like. In only a few words, everyone felt involved and empowered to conquer this gigantic challenge. We wanted to reposition Saudia inspired by the Saudi ways. Today, we hear the successful eco of “This is how we fly” and Saudia is definitely soaring towards new horizons.

November 27, 2023

The future of media and marketing in KSA

ampaign’s Saudi Briefing returned with an exclusive event in Saudi Arabia. It featured a range of speakers and panels under the theme of media and marketing. The event was a great opportunity to hear from platforms, brands and agencies on new features on social media, the rise of influencers and changing marketing strategies among other hot topics.

There were a number of engaging discussions covering mastering brand engagement in KSA’s gaming universe, customer experience across platforms, leveraging data to win at personalisation and the rise of non-gaming brands in Saudi Arabia. The event was Campaign's second Saudi Briefing of the year, with two more planned for 2024 as the creative industry in KSA continues to boom.

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November 27, 2023

GO BIG OR GO HOME

ampaign Middle East held a Breakfast Briefing on the most pressing topics in Out of Home advertising recently. A group of senior industry experts and leaders came together to discuss how digitalisation is affecting all aspects of outdoor advertising covering everything from measurement to creativity. The headline keynote speech was on the Out of Home industry’s achievements in 2023 by Maud Moawad, CEO at Seventh Decimal. Another keynote speech featured Elie Aoun, CEO of Ipsos, who talked about using data insights to navigate the future of Out of

Home advertising in the MENA region. The thought leaders also spoke passionately about the creative side of OOH and new trends within digital OOH and the rise of fake OOH campaigns. There were several engaging panel discussions covering outdoor advertising’s role in an omni-channel campaign planning (Viola), maximising impact with creative strategies in outdoor advertising (Hills Advertising), and AI smart technology in OOH retail media and public transportation (Hypermedia). The event complemented the launch of Campaign's bumper OOH guide and map.

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DIGITAL ESSAYS 2023

November 27, 2023

s we move from the third to the fourth industrial revolution, companies find themselves at a crucial crossroads when it comes to redefining their business strategies and operations. The journey toward true digital transformation is certainly no leisurely stroll—it demands substantial investments, both in cutting-edge technology and the expertise to navigate its intricacies. Too often, companies embark on this transformative journey with hefty budgets and little direction, only to find themselves grappling with unclear objectives and disappointing returns on investment. The International Data Corporation forecasts a monumental 74$ billion will be invested in digital transformation across the META region by 2026, double the investment made since 2021. This growth is fuelled, in part, by robust government initiatives aiming to propel the digital capabilities of the region. However, McKinsey’s research delivers a sobering reality check—69 per cent of digital transformation projects end in failure. Here are three fundamental transformation principles, which could help prevent from making your business part of that percentage. MINDSETS, NOT TECHNOLOGY The essence of transformation is not about upgrading outdated systems or the recruitment of data scientists. It’s not about replicating the feats of tech giants like Google, Meta or Amazon. True digital transformation is about becoming a data-driven organisation, where every decision is guided by data-driven insights, rather than a human intuition. This pivotal shift in mindset within organisations is the catalyst for genuine transformation. It’s not just about upgrading technology but instilling a digital mindset across all facets of the organisation. Leaders must inspire a culture that values experimentation, embraces agility and places data at the core of decision-making. INSIGHTS, NOT DATA At the heart of every successful organisation lies accessible data, the key to unlocking future customer interactions. Technology plays a pivotal role in digitising and making this data accessible. Cleaning, refining and harnessing its potential are the first steps to conceive impactful campaigns. With the right blend of people and technology, data translates into actionable insights, inspires informed strategies and leads to meaningful results. Yes, investing in data infrastructure is not just important; it’s a strategic must. Beyond collecting data, organisations must cultivate an environment that promotes data literacy and understanding. Every team member across the board should be equipped

TRANSFORMED

BUT AUTHENTIC

OMD MENA’s George Achkouty and Terry Mo explain the three transformation principles that separate success from failure

to leverage data for informed decisionmaking. This democratisation of data ensures that insights are not confined to a select few, but empower the entire organisation. It also improves the quality of its decision-making, basing it on the neutral analysis of facts and figures, and balancing this evidence with feelings, emotions and intuition. EQUITY, NOT NUMBERS Enhancing transparency through technology is a positive step towards digital transformation. Yet, even with top-tier technology and talent, certain aspects of marketing remain ambiguous. While the case for reallocating marketing spends to easily quantifiable bottom-ofthe-funnel results is tempting for many, two of 2023’s Fortune 500 newcomers make another case. Airbnb’s shift to brand marketing and Lululemon’s strategic Covid response both underline the importance of protecting brand equity for sustained success. Both businesses – already very digitally savvy – recognised that their ongoing success was not underpinned by hyperpersonalisation or an extreme focus on the lower funnel, but by delivering better execution in the upper funnel. The industry loves to talk about high profile collapses of companies that failed to recognise the need for digital transformation. What we don’t talk about enough are those companies who attempted digital transformation but failed because they tried to become something completely disconnected from their own DNA – often sacrificing their existing brand equity in the process. They lost their authenticity and, with it, consumer trust. It’s important that your digital transformation needs are an extension of your existing, successful marketing strategy, rather than a disruptive lower-funnel focused replacement. Digital transformation is not about adopting the latest technologies for modernity’s sake, and much more

about fostering a customer-centric ecosystem where innovation thrives, adaptability reigns, and employees are equipped with the skills to navigate the evolving landscape. Importantly, this transformation shouldn’t be limited to stakeholders directly managing the transformation – a well-executed transformation will impact each and every aspect of the business. With that said, the aim is not to turn into a carbon copy of the industry’s digital leaders overnight, but to use these new capabilities to turn organisations into a more inter-connected, more adaptable version of themselves. The digital revolution is not a storm to weather but a wave to ride. True transformation goes beyond the surface-level adoption of technologies; it’s about preserving organisational DNA while reshaping consumer and employee experiences to meet modern expectations. As your company ventures into the uncharted waters of digital evolution, let these principles serve as a compass, guiding organisations toward a future where innovation is not a choice but a way of being. George Achkouty is Head of Acceleration and Terry Mo Head of Digital at OMD MENA

November 27, 2023

We know one of the key strengths of CTV platforms is their ability to cater to local tastes and preferences. Local content draws audiences in with culturally relevant shows and movies. However, for these platforms to monetise effectively, they need international players, such as Disney and Netflix, to weigh in. Their participation will stimulate the content creation sector in MENA and enable local advertisers to tap into CTV advertising’s full potential.

ith digital and social media hoovering up ever-bigger portions of brands’ media budgets, many have been tempted to announce the terminal decline of major segments of the media landscape. Even the longevity of TV is in question. This is too simplistic and blinkered a view though. All the signs of its digital transformation are there. In fact, there is one more coming and it has the potential to radically revitalise the sector by creating exciting possibilities for viewers and advertisers alike. Connected TV (CTV) is more than just a buzzword or simply about connecting your TV screen to the Internet. It is a paradigm shift in how TV content is consumed, and advertising is served. With CTV, advertisers can reach highly targeted audiences via this video content. Despite the presence of prominent local players and a long list of benefits for advertisers, the MENA region has been relatively slow to fully embrace CTV advertising and demand now outstrips supply. Broadcasters need to do more to entice users to interact with ad offerings on over-the-top (OTT) and CTV platforms. Only a quarter of users of platforms like YouTube and Shahid access content through CTV, as the majority relies on mobile devices. Other providers also have a significant portion of their inventory yet to be monetised. Despite their substantial user bases, prominent players like Netflix and Disney+ have not yet monetised their inventory because they operate on a subscription-based model (SVOD). Maybe OEMs like LG and Hisense, which have entered the advertising arena by offering advertising space on their home screens, and Samsung, which has yet to do the same here, will turn this around and increase supply. There are other reasons for the slow take up of CTV advertising of course.

‘‘TO MAKE THE MOST

OF THIS CHANGE, THE INDUSTRY NEEDS TOOLS TO MEASURE THE REACH OF TRADITIONAL TV AND

WHAT YOU CTV IS

WHAT YOU GET

Making tailored advertising experiences possible, CTV advertising is not just future but also the present of television, says PHD’s Mazen Mansour

Problems such as scalability, frequency limits and fraud, especially the infamous CTV spoofing, are all issues to address but let’s look at the upside: reach, targeting, omnichannel, addressability, real-time optimisation, impressionbased measurement and attribution. In the coming years, programmatic TV planning will change the way we approach traditional television. To make the most of this change, the industry needs tools to measure the reach of traditional TV and CTV. Programmatic TV also allows us to target specific audiences based on their demographics and interests, reducing wastage. Unlike conventional methods, surveys and peoplemeters, programmatic TV focuses on measuring reach and views directly. This shift simplifies the process and ensures advertisers connect with the right viewers.

As CTV advertising increases, there will be a move towards ad-supported models such as Ad Video On Demand (AVOD) and Ad-supported Subscriber Video On Demand (ASVOD). This change highlights the essential role advertising will play in the viewing journey. As ad-free services cost more, there is a place for ad-supported alternatives. Platforms like YouTube are adjusting their subscription offering, showing the significance of ad-supported content and securing steady revenue streams for CTV platforms. Because of its limited scale, emerging nature and lack of competition, CTV prices will likely adjust once supply grows and dynamic pricing kicks in. In any case, CTV lowers the entry point for TV advertising. People’s propensity to pay for TV content without ads depends largely on their purchasing power and the streaming options available. Currently, with few choices, users are willing to pay more to avoid ads. However, as the market becomes more competitive and offers multiple platforms, users may change their behaviours. The decision also hinges on how future players price their subscription models: will they introduce pricier ad-free option, a cheaper adsupported tier, or even a free service with ads? In the USA, 86 per cent of streamers watch content with ads, of which 47 per cent exclusively choose ad-supported content and 39 per cent opt for a mix of ad-supported and ad-free content. This data underscores the varied preferences and potential shifts in consumer behaviour based on pricing models and market competition. By blending the features that made digital advertising so popular with marketers and agencies with the brandbuilding power of TV advertising, it seems fair to say CTV guarantees the future of television. The gradual rise in ad monetisation in MENA shows we’re in the midst of a transformative era in television, one of personalised advertising experiences at scale. Mazen Mansour is a Director-Digital at PHD MENA

November 27, 2023

WHY PEOPLEFIRST, NOT PROGRAMMATICFIRST, IS THE

KEY TO GROWTH Customer experience is often overlooked to the detriment of long-term relationships and commercial opportunities, argues Epsilon’s Elliot Clayton

s advertising becomes increasingly programmaticallyled, the concept of the customer as a real person is being marginalised. However, to be successful, people must be at the centre. Do this, and reach grows, loyalty is nurtured and profits rise. Ignore this, and you’ll fail to maximise your growth potential. With that mainstay of data-driven marketing dying – the third-party cookie – brands are scrambling around for a replacement, often turning to contextual targeting or Google and Meta’s audiences. But there’s a better option that heralds a better future – focusing on identity anchored around real people. Having proper foundational data points rather than assumptions or proxies

changes the nature of your marketing. Suddenly, your digital advertising becomes a truly addressable media. And building insights around understanding real people means you can drive relevant, valuable, engaging messaging through personalisation across owned and paid channels. In adopting this approach, issues around remaining relevant and delivering outcomes in a cookieless world disappear. PEOPLE, PERSONALISATION AND PROFIT Investing time and effort to understand people as individuals not only shows them respect - it also builds trust. Being recognised as a real person is what people crave. Buyers want brands to deliver them a personalised experience, and by doing so, 80 per cent are more likely to want to do business with them. It’s also profitable. McKinsey found that if you get the personal touch right, businesses can reduce acquisition costs by up to 50 per cent. Not only that, but those companies also delivering personalised communications are boosting their revenues by up to 40 per cent. There’s an enormous performance gap between businesses investing in personalisation marketing and those taking a more mass-market approach, believing personalisation at scale isn’t possible. Successful, profitable companies are showing it is. Marketers know this, but it’s easier said than done. In a survey of UAE marketing specialists, 71 per cent stated the biggest challenge in leveraging data is integrating it from multiple platforms and systems. That’s why choosing the right partner to help is so important. Understanding who you’re talking to and what people want transforms your customer relationships. Suddenly, you can connect with them at an emotional level. Bland, impersonal, and distracting ads are replaced with engaging, personal messaging that resonates and inspires. Weak third-party signals that make digital advertising a soft channel with questionable value are substituted with powerful, data-led ones, which make advertising a hard channel that drives clear incremental business outcomes. If you’re asking customers to engage with you and offer up their data, you need the ability to collect it, and there must be a value exchange. This is the premise for any loyalty programme. In arming you with information about themselves, customers will expect you to communicate with them as individuals, at the very least. As you use your insights to deliver ever more personalised experiences and offers they can’t get elsewhere, their engagement and loyalty will deepen, expressing itself in incremental growth.

RETAIL MEDIA IS RELATIONSHIP MEDIA The primacy of people-driven marketing is reflected in retail media. Increasingly, retailers are recognising that their relationship with their buyers is much more than just a transactional one. The actual value of an individual customer is the relationship itself. It’s because of this connection that brands want to invest in retail media. By advertising on a retailer’s site, brands can benefit from the inherent trust in the customer/retailer relationship. In doing so, they gain greater value than advertising in standard environments, while selling this relationship is markedly more profitable for retailers than encouraging customers to buy. In effect, retailers are becoming publishers, selling eyeballs and customer understanding, all built on first-party data. TECH-DRIVEN NOT TECH-LED The complexities of collecting, understanding, and activating data means technology is essential. Its value is as an enabler and delivery tool. Currently, too much emphasis is placed on technology.

‘‘COMPANIES DELIVERING PERSONALISED COMMUNICATIONS ARE BOOSTING THEIR REVENUES BY UP TO 40 PER CENT” In striving for ever-greater efficiencies and automation, the customer experience is overlooked to the detriment of long-term relationships and commercial opportunities. Marketers have strayed too far into the realms of technologists. A rebalance is needed so they rediscover creativity and how to engage with people effectively. Today, customers want and expect brand interactions and those that do it well will grow. There’s enormous potential here, but it requires a back-to-basics approach. Rather than brands claiming to be customer-centric, they must prove it by approaching marketing as a people-first dialogue, not a monologue. Do so, and they will flourish. What’s the alternative to people-based marketing? It’s relying on the walled gardens. Inevitably, brands will have to sacrifice their valuable data in exchange for renting eyeballs to drive their business, and this isn’t a sustainable long-term success strategy. By Elliot Clayton, MD Epsilon EMEA

November 27, 2023

comments and DMs that allows brands to get feedback with minimal effort. A youthful population with digital savviness: The Middle East’s youthful demographic is not only tech-savvy but also deeply engaged with digital platforms. In Saudi Arabia, 70 per cent of the population is under 30 years old. From Instagram to TikTok, these platforms are ingrained in their daily lives. It’s where the attention lies and where brands should have a presence to connect to a changing media consumption. Starting narrow, scaling smart: Social media platforms grant brands the unique advantage of starting with a narrow, specific audience. For startups, this is gold. By targeting a niche group that aligns with your brand’s values and offerings, you can build a dedicated following. If you succeed in engaging this initial audience, you can then consider expanding to mainstream media.

BUILDING BRANDS I IN THE DIGITAL AGE:

THE SOCIAL MEDIA ADVANTAGE

Hashtag’s Amer Massimi shares insights he has gained on the influential role of social media channels in brand building

n the ever-evolving landscape of social media marketing, a decade feels like a lifetime of learning and growth. As the founder of a social media agency, I’ve had the privilege of witnessing the profound changes in the marketing field. Among the many brands we now love are those that began their journey on Instagram, Snapchat, YouTube and Twitter, from global giants like Daniel Wellington, Fashion Nova, and Dollar Shave Club to regional gems like Namshi, MumzWorld and Giving Movement. From social fame to mainstream glory: The saying goes “If you can make it on social, you can make it anywhere”. This adage holds true in the Middle East and beyond. Success on social media isn’t just about having a presence; it’s about building an engaged audience that deeply resonates with your brand’s message. Sharing features changed the game : Social media’s sharing features have outshined traditional mainstream media. It’s like word of mouth on steroids, unfolding in real time. Any noteworthy news can become a sensation within 48 hours, creating waves of awareness and driving consumer behaviour. Consider the impact: one of our clients saw a video receive +1,000 shares in just three hours, making it their most-viewed organic video on Instagram, rapidly connecting their fashion collection with their audience. Testing the waters: What sets social media apart is its unique ability to facilitate rapid experimentation. It’s the ultimate playground for the lean startup philosophy. Brands can test their ideas, products, and campaigns on a smaller scale and quickly gauge audience reactions. This immediate feedback loop allows businesses to fine-tune their strategies before taking the plunge into bigger steps. Social media offers polls, different voting mechanisms in addition to

Established brands missing the train: Even well-established brands that underestimate the power of social media are missing a significant opportunity. Social media isn’t merely a marketing channel; it’s a lifeline for staying relevant and engaged with your audience as consumer behaviour evolves. It’s disheartening to see prominent brands ignoring the potential of maintaining an active presence on their Instagram or TikTok pages, missing out on valuable engagement and feedback. The TikTok effect: TikTok’s unmatched reach and influence in the Middle East are undeniable. Brands consistently creating content on this platform can establish robust brand identities and reach vast audiences. The “TikTok made me buy it” trend has been wiping products off the shelves, exemplifying the power of this platform. The power of short video content: In the digital age, short videos have emerged as a dynamic tool for brand building. Platforms like TikTok and Instagram Reels have given brands a creative canvas to convey their messages in seconds. The concise yet impactful nature of short videos captures the fleeting attention spans of online audiences. With the right blend of creativity and storytelling, brands can leverage short videos to create memorable, shareable content that resonates with their target audience. The ability to convey a brand’s essence in a matter of seconds makes this format an essential tool for modern marketers. It’s a marathon, not a quick race: In the fast-paced world of social media, building a brand is a marathon, not a sprint. Success hinges on consistent content creation, unwavering engagement with your audience, and adaptability to evolving trends. Seeking shortterm results in the social world is a losing strategy; long-term commitment and strategy are the keys to triumph. By Amer Massimi, CEO at Hashtag Social Media Agency

IN THE CROSSROADS OF MEDIA, ADVERTISING, AND INNOVATION, LEADERSHIP IS REDEFINED.

Pioneering Today, Leading Tomorrow.

groupm.com

November 27, 2023

he obvious thing for us to do was ask Chat GPT to write this essay. Did it save us time? -YES. Did it summarise from the millions of written content online? -YES. Can we use it as is? -No. No, because it didn’t sound like us, it didn’t highlight our personal experience with AI. It just sounded generic and too technical, without emotions that you would get when a human is not involved. The point being AI is a great enabler, it’s the means to reach your destination more efficiently and effectively but should not be considered a threat to your existence. This is just the start and already there is major use cases of AI saving time and money across industries. AI is helping in content creation (written and visual), analytics, audience segmentation, personalisation and much more. But humans are not obsolete in this process (at least for now), they are being compared and verified - and at most times creativity is added for more depth. CHUPA CHUPS Very recently as an agency we used AI to answer a brand challenge, while being creative in the way it’s used. Global lollipop brand Chupa Chups wanted to be more relevant to kids in the region, while being creative and memorable. The key insight was that the imagination of kids has no boundaries, but what if these thoughts can be visualised through AI and personalized for each child? With this in

EMBRACE AI OR EMBRACE AI AI in advertising is exhilarating, efficient and forward-thinking, writes GroupM

Yohan Wadia

mind, and a few months of building and testing, we conceptualised ‘AI world of lollipops’ with Chupa Chups using Stable Diffusion AI technology. A platform where kids can express themselves through simple text prompts and AI would do magic to build a visual of your fantasy word in just a few seconds, personalised with your name template. Kids and parents loved it, driving close to 300k traffic to the bespoke AI platform and generating almost 100k personalised AI images in a month. Thus bringing to life their fantasy world of lollipops. AI REVOLUTION IN ADVERTISING AND MEDIA The landscape of advertising and media is being remodelled, and the architect is none other than Artificial Intelligence (AI). No longer the mysterious gadget in a tech wizard’s arsenal, AI is as mainstream as smartphones – and just as indispensable. Remember when AI seemed as outlandish as expecting a cat to bark? Well, the cat’s meowing tunes now, folks. In the last couple of years, we’ve taken a quantum leap, the kind that redefines ‘innovation’ in bold, underlined terms. OVERCOMING AI SCEPTICISM Resistance to AI had the stickiness of a stubborn Post-It. It’s the natural reflex, akin to the suspicious squint one reserves for a ‘one-size-fits-all’ label. But this resistance is giving way to a revelation, as AI has shown it can sprinkle pixie dust on the old advertising playbook, transforming it in ways that have accountants and creatives high-fiving. The AI magic is cutting through the advertising clutter, all the while saving time and money. With AI, campaigns are not just created; they’re engineered to perfection, targeting audiences with the finesse of a seasoned archer. We’re not just catching more fish; we’re reeling in the big ones in every single cast.

Vikrant Shetty

‘‘OUR INDUSTRY IS

GOING THROUGH A MASSIVE TRANSFORMATION” FUTURE OF AI The future of AI looks even more promising and we will be closely watching advancements in emotional AI, to become even more human like. Advanced content creation, for better video content and increased focus in privacy and ethics, clarifying ownership and avoiding misuse of this wonderful tech. Our industry is going through a massive transformation, hence embracing AI is key and the only way to staying relevant to the current and future needs. ETHICAL AI INTEGRATION As with any powerful tool, the key is in how we wield it. AI is not the replacement for the human touch but a complement to it. It’s about using this tool with a conscience, making sure that as we reach for the stars with AI, we keep our feet firmly planted in ethical grounds. It’s not just a blind race to the finish line; it’s a marathon with sustainability in mind. AI in advertising is like finding an extra gear in a sports car – exhilarating, efficient and forward-thinking. It’s about embracing the future but doing so thoughtfully. As we stand on this brink, the journey with AI is just getting started, and the road ahead is as wide open as our imaginations. By Vikrant Shetty, Head of Content at GroupM and Yohan Wadia, Creative Director at Wavemaker

Next Leading Generation. The Next-Gen performance agency, powered by people, data and tech.

Lead the way www.leadgenarabia.com

November 27, 2023

rtificial Intelligence is often portrayed as an abstract subject that seems far from our reality. In fact, AI has been seamlessly integrated into our daily lives, delivering a level of convenience and personalised experiences that has redefined our concept of normalcy. It is for example, when your Anghami suggests a song based on your preferred genre, or when your email provides a suggested phrase, or when Netflix suggests additional movies to watch based on your preferences, and the list goes on. AI has been infiltrated into a multitude of businesses and had tremendous positive impact and will continue to do so in the future. It is forecasted to generate trillions of dollars to the global economy. Over the course of my journey in the media industry, I’ve observed the evolution of artificial intelligence in marketing, resembling a Darwinian process, that is expected to undergo further transformative shifts in the future. When all businesses are laser-focused on digital performance marketing, brands should proactively harness the power of artificial intelligence leveraging its capabilities to revolutionise their marketing strategies. AI is no longer a discretionary choice but rather an indispensable component to the strategic approach to stay competitive and efficient in this fierce and cluttered market. The incorporation of AI is accelerating brand communication towards a more personalised experience, providing

‘‘TOO LITTLE DATA CAN CAUSE LIMITATIONS AND TOO MUCH DATA CAN CAUSE CONFUSION OR ERRORS” tailored recommendations and content, enhancing the customer experience, and fostering stronger brand loyalty. Unlocking customer segmentations and predictive analytics yields a deeper understanding of the target audience to create more effective and efficient campaigns which in turn maximises ROI. Another benefit is automation, resulting in minimising time-consuming tasks, ensuring consistency and accuracy in marketing efforts. Marketers need to take a bold step and make the leap to be future ready to navigate these new frontiers. When talking about AI in marketing it is impossible to overlook the significance of

Machine learning as a powerful tool that falls under the broader umbrella of AI. Machine Learning has transformed the marketing industry on multiple levels, one of which is its ability to crunch a ton of data, at an unprecedent speed to build models, and make predictions. In the past, we relied on third party tools to mirror target audiences of our brands to understand their media and purchase behaviour. Today, we harness the power of Machine Learning to segment our actual customers into different clusters to be reinjected into analytics tools for customised communication and for upselling and cross-selling other products or services, or to create look-alike for better outcomes. This is the true power of the ‘Machine’ in Machine Learning. Whereas the ‘learning’ aspect revolves around the ongoing process of reevaluating outcomes as the model receives and integrates new continually gathered data. Which brings us to another crucial component: DATA. Historically, we used to rely on aggregated monthly data from the client to be able to perform basic analysis and inform the media strategy. Today, we gather minute-by-minute data from various sources about our audience, their behaviour, their preferences, and purchase behaviour. But more data is not a synonym for more insights. Feeding the model with correct, clean, well structure and comprehensive datasets is pivotal. This practice guarantees robust, dependable results with a high predictive capacity. Too little data can cause limitations and too much data can cause confusion or errors. Brands should leverage the plethora of tools available to collect valuable consumer data, filter it and use it to identify customer insights to deploy advanced analytics that directly impact the bottom line. Having the right data is only one side of the equation, the other hinges on having the right talent to adeptly orchestrate the models. More than a decade ago, in our market, data scientists and analysts were a scarce resource, at least in the marketing world. In this day and age, it is indispensable to embed this expertise within the organisational structure as an integral component of the marketing team, though one component remains critical, which is bridging the language

AI’S DARWIN

EVOLUTION IN MARKETING The future of marketing lies in a collaborative effort between humans and AI, writes Leadgen’s Rasha Mansour

between the two parties to ensure successful outcomes. AI is and will grow more to be an integral part of the day in a life of a marketer, yet the combination of human and AI will only be successful if marketers understand where it falls short, AI doesn’t possess empathy, logic, or emotional intelligence; it is where AI cannot replace the human touch: your experience and your skills. Your super-power cannot be modelled. AI is a powerful tool that can significantly augment the capabilities of marketers. The most effective marketing strategies often involve a blend of human creativity, strategic thinking and data-driven analysis powered by AI. The future of marketing lies in a collaborative effort between humans and AI. By Rasha Mansour, Head of Strategy & Analytics at Leadgen

Breakthrough for brands in the New Communications Economy

essencemediacom.com | mena@essencemediacom.com

November 27, 2023

THE OVERLOOKED ESSENTIALS

Brands need to create a positive experience for consumers at every stage of the journey, says EssenceMedicom Egypt’s Isis Naguib

hile on a vacation with a friend at the beach, it was surprising to me that said friend decided to not go for a swim. She decided to go to the beach, but not participate in what one does at a beach, as she was not in the ‘mood’. Being the person that I am, I started to correlate this to our media consumer. Even in the right setting with the right product, can a consumer still decide they were not taking action just because they were not in the ‘mood’? If yes, how do we get a consumer in the mood to close this purchase cycle? The consumer journey is becoming more and more complex, with consumers needing up to eight touch-points before making a purchase decision. In this complex environment, how can brands establish a healthy funnel that leads to purchase and loyalty? The answer is to get consumers in the mood to buy. It is understanding their habits and behaviours, starting with an emotional connection to build brand awareness, and then focusing on the value and usefulness of the product or service. In other words, brands need to create a positive experience for consumers at every stage of the journey, from awareness to consideration all the way to purchase. They need to make consumers feel like they are buying something that is valuable and useful to them. So as a brand, a high level of brand awareness does not automatically translate to consideration,

trial or loyalty. Here comes the role of the mid funnel that is often overlooked and always mis-perceived as a marketing stage that’s not for all industries. In the current economy, consumers are more conscious about what they are buying, evaluating whether a product will serve their needs effectively, so mid-funnel becomes critical for consumers to explore and evaluate their purchase options. We tested this theory on businesses such as Etisalat Egypt and Adidas, discovering that in order to increase client demand, we must double their mid-funnel investment. The outcome? Incredibly, the uplift in the outlets where we tested was up to 16 times more sales than anticipated. Mid-funnel is not about the click objective or website traffic for retargeting along the campaign, it’s more of an ‘Ad on Demand’ approach that can be translated in a form of reach on a media plan – a quality, relevant reach that helps consumers make a decision and push them closer to a purchase outcome. To simplify it, as a woman, I can be served a face cream ad of a product I already know, and I can be served another ad of the same product that makes me think this product is for me, how? By understanding my trigger points and communicating to me what I need in that moment, I am more ‘in the mood to purchase’. This could be via a non-branded website for skin care that helps me as a consumer to fix my skin problems, or through communication on an ecommerce platform

‘‘THE ANSWER IS TO GET CONSUMERS IN THE MOOD TO BUY. IT IS UNDERSTANDING THEIR HABITS AND BEHAVIOURS” reminding me to drink water in the hot weather, but including extra discount of said moisturising product if I purchased now. In the current era of AI, personalising and customising the message to the consumer has never been easier and more accessible to advertisers. Yet in my 10 years working with brands in media, I’ve largely seen marketers focus their efforts and budgets on upper funnel awareness or lower funnel conversion and lead generation, often missing the glue that links both phases and brings more than instant ROI - loyalty and returning customers. Mid funnel is often the overlooked essential in consumer journeys, yet it’s increasingly the most important role for brands to get right to supercharge ROI. By Isis Naguib, Digital Director at EssenceMedicom Egypt

connecting all the pins of the digital world

abu dhabi

bengaluru

cairo

dubai

singapore

shanghai

riyadh

tirana

beyond

November 27, 2023

n the words of Sundar Pichai: “Artificial intelligence would be the ultimate version of Google. The ultimate search engine that would understand everything on the web.” This statement captures the essence of Google AdWords and social media advertising platforms as well, which harness the power of algorithms and machine learning to revolutionise digital marketing. UNDERSTANDING AD ALGORITHMS At the heart of Google AdWords is an auction-based algorithm that factors in the relevance and quality of ads, alongside the bid amount, to determine ad placement. When a user initiates a search, the algorithm sorts through advertisers’ bids on keywords, scrutinises the quality score of each ad - which includes clickthrough rate, ad relevance, and landing page experience—and decides which ads to display. Social media platforms operate on similar principles, with algorithms designed to analyse user behaviour, preferences and engagement. By scrutinising a plethora of data points, these platforms deliver personalised ad experiences to users, thus optimising the advertisers’ reach and impact. HARNESSING THE ALGORITHMIC ADVANTAGE To take full advantage of Google AdWords and social media advertising, advertisers need to consider several key factors: Quality content: Algorithms prioritise content that satisfies and engages users. High-quality, relevant content is not only beneficial for the audience but also leads to better ad placements and expanded reach. Data-informed decisions: Machine learning tools help advertisers make decisions rooted in a deep understanding of consumer behaviours and preferences, thus shaping more effective marketing strategies. Continuous testing and learning: The dynamic nature of the digital world necessitates that marketing strategies evolve through constant testing and adaptation, leveraging the insights gained from machine learning analytics. Balance automation with human oversight: While automation enhances efficiency, it’s crucial to maintain human oversight to ensure that campaigns are consistent with the brand’s values and messaging. Here are some practical use cases that illustrate the implementation of machine learning tools in digital marketing 1. Google analytics and predictive analytics: Google Analytics, coupled with machine learning algorithms, can predict user behaviour based on historical data. By analysing user interactions, such as clicks, time spent on the website, and conversion rates, predictive analytics models can forecast future user actions. For instance, an e-commerce store can predict which products a visitor is likely to buy based on their browsing history, allowing marketers to personalise product recommendations and promotional offers in real-time. 2. Natural Language Processing (NLP) for social media monitoring: NLP algorithms analyse social media mentions,

THE ALGORITHM ADVANTAGE:

MACHINE LEARNING STRATEGIES IN DIGITAL MARKETING Boopin’s Prasad V. Sawant shares some practical use cases for implementation

comments, and reviews to gauge public sentiment about a brand or product. Social media monitoring tools powered by NLP can categorise social media posts as positive, negative or neutral, providing valuable insights into customer opinions. Marketers can then adjust their strategies based on this sentiment analysis, addressing negative feedback promptly and leveraging positive sentiments for marketing campaigns. 3. Email marketing optimisation with A/B testing: Machine learning algorithms can optimise email marketing campaigns by conducting A/B testing on a large scale. These algorithms analyse user responses to different email variations, such as subject lines, content and send times. By identifying patterns in user engagement, ML algorithms can recommend the most effective email strategies, leading to higher open rates, click-through rates, and conversions. Marketers can automate the process of A/B testing, ensuring that their email campaigns are always optimised for maximum impact. 4. Programmatic advertising: Machine learning powers programmatic advertising platforms by analysing vast amounts of data to optimise ad placements and bidding strategies in realtime. With DV360’s custom bidding, an advertiser can optimise campaigns toward specific key performance indicators (KPIs), such as increasing the viewability of ads or driving higher conversion rates. For instance, if the goal is to enhance online sales for a new product, the algorithm can learn which ad impressions are more likely to lead to a sale based on

‘‘MARKETING STRATEGIES EVOLVE THROUGH CONSTANT TESTING AND ADAPTATION”

historical data and other custom signals, like the time of day or device used. 5. Customer Lifetime Value (CLV) prediction: Machine learning models can predict the CLV of individual customers by analysing their past purchase history, frequency of transactions and spending patterns. Marketers can use these predictions to identify high-value customers and tailor their marketing efforts accordingly. For instance, offering exclusive loyalty rewards or personalised discounts to high-value customers can strengthen their loyalty, increasing revenue and customer retention rates. HUMANISING THE DIGITAL EXPERIENCE The challenge for marketers is to humanise the digital experience, ensuring that amidst the data and algorithms, the personal touch isn’t lost. To overcome this, we must balance the efficiencies of machine learning with genuine customer engagement strategies. This involves creating content that resonates on a human level, powered by insights derived from machine learning. The future of digital marketing lies in the relationship between human creativity and machine intelligence. By mastering this alliance, marketers can unlock unprecedented levels of personalisation, efficiency, and, ultimately, ROI in their digital campaigns. By Prasad V. Sawant, Head of Performance marketing at Boopin

November 27, 2023

Data Silos: The modern brand’s data ecosystem often resembles a patchwork quilt—disparate datasets scattered across various platforms, each serving its own niche purpose. This fragmented approach hinders the delivery of cohesive experiences. Infrastructure Bottlenecks: Real-time responses, an expectation in today’s digital world, are often stymied by outdated storage and computer platforms. Brands are often grappling with brittle architectures that slow down access to crucial analytics. Harnessing AI Effectively: While AI and Machine Learning promise to revolutionize CX, many brands stumble when it comes to actual implementation. The sheer volume and complexity of customer data often outpaces the capabilities of legacy systems.

CX IMPERATIVES:

DESIGNING TOMORROW’S EXPERIENCES TODAY The road to achieving personalisation at scale is fraught with challenges, says Merkle MENA’s Andreas Skopal

e live in a world where customer expectations continue to accelerate and the task for brands moving beyond a general idea of CX and getting to the heart of how to ignite a feeling, solve a problem, evoke an emotional response, or make customers’ lives tangibly better is easier said than done. And that is exactly what a successful customer experience strategy should deliver. In today’s landscape, delivering personalised, compelling experiences is no longer a nice to have, it’s an imperative — with 30 per cent of CMOs in dentsu’s latest CMO survey agreeing that their main concern for 2023 and looking forward is ‘owning the customer relationship’. Experiences equal value, and value commands a premium. Over 30 years since the term Experience Economy was coined, most brands now understand that their success is directly connected to the customer. However, there is a real and persistent gap between the experiences that brands believe they are delivering for their customers and the experiences that customers believe they are receiving from brands. The solution to closing this experience gap isn’t to blindly invest in more technology, more people, or more marketing. It’s about investing smartly as part of a larger plan. PERSONALISATION AT SCALE Personalisation at scale has evolved to become the strategic priority of the C-suite. The implications stretch far and wide, driving brand differentiation, guiding investment and innovations, and even aligning overarching business strategies. 87 per cent of CMOs agree that brands today are built through experiences, while 88 per cent believe that every aspect of this experience should match up to the brand promise. One might wonder, given the importance, why brands are still missing the mark? It’s not due to a lack of intent. In fact, CMOs rank “delivering personalized experiences in real-time” as their top priority, even ahead of advancements like connected devices and AI. CHALLENGES ON THE HORIZON Despite these advancements and the vast array of tools available, the road to achieving personalisation at scale is fraught with challenges: Identity Resolution: In an era where customer privacy is sacrosanct, recognizing individual customers across platforms has become a Herculean task. Brands find themselves navigating a labyrinth of privacy legislations, trying to deliver personalized content without overstepping boundaries.

Omnichannel Activation: In the pursuit of perfecting individual touchpoints, the bigger picture sometimes gets lost. Personalization needs to transcend channels and create a consistent experience, whether a customer interacts with a brand online, offline, or through customer service. ALIGNING YOUR ORGANISATION FOR CX SUCCESS To close the experience gap and scale your programs effectively, the key is to prioritize CX alignment across your entire organization. This foundational step sets the stage for everything that follows. When asked what makes a great customer experience, 43 per cent of CMOs felt it was “intelligent personalisation to surprise and delight,” while 48 per cent answered, “technology that enhances the brand idea.” Achieving this involves synchronizing your investments in data, technology, and people around a well-defined customer experience vision championed from the top and articulated across the whole business. In this context, the crucial factor isn’t just pouring in more resources but rather developing a sound data strategy. Engage with your customers actively, seek their preferences, and customize experiences to foster loyalty and build enduring relationships over time. The pace of innovation has accelerated, propelling customer expectations towards seamless, comprehensive, and always-available experiences. Failing to meet these heightened expectations has become all the more evident and detrimental to your brand. Customers can easily discern siloed and repetitive experiences, and their patience for such encounters is limited. It’s essential that all your content and channels work cohesively to drive engagement, and not solely at the point of transaction. Lastly, remember that transformation is an ongoing journey, not a destination. If you don’t grasp this, you risk investing in the wrong areas or conveying the wrong message. Strive for simplicity by eliminating elements that create friction or cloud your relationships with customers. This approach allows your brand to function as a dynamic entity, capable of empathy, and poised to create a profound impact in people’s lives. By Andreas Skopal, Managing Director – Merkle MENA

November 27, 2023

emember when ‘multitasking’ meant you could eat your lunch and scroll through social media simultaneously? Now it is shorthand for live tweeting a product launch whilst debugging the live stream... and yes, still eating your lunch. Every media professional has a story of ‘the day everything happened at once’. I have seen seasoned community managers who found themselves troubleshooting a website crash whilst simultaneously moderating a Twitter chat and putting the final touches on a video script. It is a mad, digital world, and these anecdotes are just tiny pixels in the larger picture of media’s evolution. Today’s media employee has become a master of adaptation, a multidisciplinary expert who shifts roles with agility and precision. As we navigate through the era of rapid technological advances, the role of the media employee is being reshaped. Today, we find ourselves in what can be described as the ‘next’ phase of the industry. THE SWISS ARMY KNIFE OF SKILLS Gone are the times when mastering one skill could carve out a career. To understand just how frantic the pace of change has been, a 2023 survey conducted by the Digital News Report indicates that a staggering 82 per cent of media executives prioritise hiring journalists with solid digital competencies, including social media and SEO optimisation skills. Today, a journalist might be writing a piece, but before the ink dries, they are filming content, managing social media, and analysing traffic data all before lunch. It is not so much that our roles are evolving; they are multiplying. And what article would be complete without bringing up the emergence of AI? Tools like ChatGPT exemplify this new alliance. It aids with the heavy lifting of data mining, initial content generation, and even optimising for search engines— freeing media professionals to focus on the nuanced, creative aspects that require a human touch. However, despite AI’s rise, interpreting data in a culturally sensitive, ethically sound, and engaging manner is a distinctly human trait. We’re, therefore, also a hybrid operator: part analyst, part storyteller, part ethical watchdog, and part technologist. AI can process and analyse data at superhuman speeds, but it is the media professional who transforms this data into actionable insights, compelling campaigns, and engaging content. It is a partnership where technology enhances human capability and creativity. COMMUNITY BUILDERS Success in today’s media landscape requires digital fluency, a grasp of the enigmatic algorithms, the ability to keep up with the latest social media trends and maintaining a finger on the pulse of emerging digital trends. Yet, it is about

THE EVOLVING ROLE OF THE MEDIA EMPLOYEE IN THE…

NEXT DIGITAL AGE?

Media professionals are becoming the architects of change, writes Fusion5’s Fadi Sader

more than mastering tools or crunching numbers. The media landscape has been split into specialised areas, each with rules and requirements. Transitioning into this digitally sophisticated era necessitates an environment conducive to continuous learning and experimentation. Agencies are responsible for ensuring their teams are well-equipped to navigate these changes. At Fusion5, I’m proud to say we have adapted to these trends by implementing a weekly ‘Toolbox Talk’, where employees participate in weekly sessions to experiment with new digital tools and brainstorm innovative strategies. Such initiatives foster a culture of continuous learning and adaptability. We need to be able to jump into any part of the business at a moment’s notice. This requires not just a breadth of knowledge but also a depth of understanding in each discipline. We encourage our employees to be curious learners.

‘‘THE JOURNEY OF A MEDIA PROFESSIONAL TODAY IS AS DATADRIVEN AS IT IS STORY-DRIVEN” This investment in talent not only equips employees to handle the various demands of their roles but also builds a resilient and versatile workforce capable of steering the agency through the unpredictable waters of the digital age. LOOKING INTO THE CRYSTAL BALL Deloitte Insights states that around 100 million freelance gigs could be

automated by 2025, forcing us to adapt or face obsolescence. But the same report suggests new opportunities for those who can marry technical know-how with creative flair. It symbolises a revolution in how media professionals operate, engage, and succeed. Whether it’s the evolution from type to swipe, the expectation of being ‘on’ 7/24, or the never-ending quest for the next digital skill set, the journey of a media professional today is as datadriven as it is story-driven, mirroring the transformative nature of the digital landscape itself. It is an exciting time as our stage is everywhere, and the audience is always watching. We’re the choreographers of the next viral trend, the keepers of the digital gate, and the narrators of the modern story where the expectation is to be a chameleon. Adaptive, colourful, and capable of surviving in a variety of environments. We as media professionals do not just adapt to change; we become the architects of it, driving our agencies and the industry at large towards innovative horizons. By Fadi Sader, Digital Director at Fusion5

November 27, 2023

WHY THE SPIKE IN CPCS SINCE COVID

MIGHT ACTUALLY BE AN OPPORTUNITY FOR BRANDS

Acquisit’s founder Timothée Desormeaux explains how brands can unlock sustainable growth and resilience in a competitive market by shifting their focus from media to conversion and retention

n the evolving landscape of digital advertising, brands face a significant challenge—the steep increase in the cost of online advertising postCovid, particularly on biddable platforms. This surge is eroding profit margins for many, presenting a formidable obstacle. However, within this challenge lies a strategic opportunity that forward-thinking brands are seizing. Instead of succumbing passively to the financial pressures of escalating advertising costs, these brands recognise the prospect of redirecting their focus and financial resources from media-centric endeavours toward conversion and retention enhancement. This paradigm shift not only addresses immediate financial concerns but positions these brands for sustainable growth and resilience in a competitive marketplace. STRATEGIES FOR CONVERSION ENHANCEMENT AND INNOVATIVE E-MERCHANDISING To thrive amid escalating advertising costs, brands are strategically investing in conversion rate optimisation (CRO) and refined e-merchandising techniques. The focus on CRO involves meticulous approaches aimed at amplifying onsite conversion rates. From streamlining website navigation to simplifying the checkout process, brands enhance the user experience, fostering a seamless journey for visitors and increasing the likelihood of conversion. Additionally, datadriven approaches, including real-time A/B testing of different online user journeys, provide valuable insights into customer behaviour, enabling targeted adjustments that enhance user engagement and satisfaction, tailoring offerings and marketing messages more effectively. Alongside these CRO efforts, brands are increasingly recognising the pivotal role of e-merchandising. This involves the strategic presentation and promotion of products to maximise user engagement and conversion. Personalised product recommendations, powered by advanced algorithms analysing user behaviour, dynamically showcase items tailored to individual preferences, enriching the user experience and significantly increasing the probability of conversion. Dynamic content displays, adjusting in real-time based on user interactions, ensure that the presentation remains engaging and relevant throughout the customer journey. Brands also incorporate limited-time offers

‘‘BRANDS NEED TO SHIFT FROM MEDIA OPTIMISATION TO CONVERSION AND RETENTION ENHANCEMENT”

and urgency tactics, employing countdowns and flash sales to create a sense of urgency and prompt immediate action. Furthermore, the integration of user-generated content, such as reviews and testimonials, contributes to authenticity, positively influencing purchasing decisions. By adopting these innovative e-merchandising approaches, brands not only enhance the online shopping journey but also contribute synergistically to overall conversion and retention strategies, fortifying their position in the competitive digital landscape. RETENTION: A STRATEGIC IMPERATIVE AMID RISING ADVERTISING COSTS In the context of rising costs, the significance of customer retention emerges as a strategic imperative. As brands grapple with the financial pressures of increased advertising expenses, retaining existing customers becomes a must for sustained profitability. Forwardthinking brands recognise that cultivating loyalty is not just a counterbalance to rising costs but a proactive investment in long-term success. Loyalty programmes, offering exclusive perks and rewards to repeat customers, create a sense of appreciation and incentivise continued engagement. Personalised communication strategies, such as targeted email campaigns and tailored promotions based on past purchases, fortify the brand-customer relationship. Proactive customer support, committed to swift issue resolution, contributes to a positive customer experience, further solidifying retention. In a landscape where acquisition costs are soaring, prioritising retention ensures that brands not only weather the challenges but also nurture a loyal customer base poised for sustained value. Brands that will dominate the digital landscape tomorrow are not merely reacting to financial pressures but are proactively shifting their focus and financial investments from media-centric approaches to strategies centered around conversion and retention enhancement. This adaptive approach not only addresses the immediate impact of rising advertising costs but positions brands for long-term success in an ever-changing digital landscape. Desormeaux, Co-founder & Managing partner of Acquisit By Timothée Desormeaux

Changing the Game RECMA’s #1 Media Agency in MENA for 6 years running

November 27, 2023

he pace of our industry continues to speed up. However, amidst the rapid evolution and transformation, we often find ourselves entangled in distractions. Examining the contemporary landscape, the Middle East and Africa emerges as the next thriving region for growth. We witnessed a similar phenomenon from the 1980s to the 2010’s across APAC, particularly with the explosive growth of China. China and Singapore have established long-term strategies, and we are now witnessing the growth that comes from long-term planning with Saudi Arabia’s Vision 2030 and the UAE’s 2031 Vision. This region is reaching the eyes of the world and continuing to grow when the rest of the world is

discussing recession. As the economy expands, so do consumer pockets. The next phase represents a very real and pivotal moment for our region, where we are poised to redefine the playing field. We’ve done the analysis, and if we focus on three areas, the region will emerge as the defining standard of the next generation of marketers. The world will look to us for extraordinary achievements and as the foremost authorities in marketing, surpassing developed nations. BORDERLESS AUDIENCES Let’s not be distracted by nuances, differences, and siloed thinking. The world today consists of borderless audiences all looking at the same screens, the same content and the same brands. And this shows real potential, especially in this region. Across MENA we operate in multi-cultural, bustling travel hubs, and we can see first-hand

images, we are deploying ML models in the cloud to make modelling more scalable and easier to process. This is not a distraction but real-world solutions that will impact our teams, our product and our clients. The marketing industry needs to change the game to move beyond distractions. David Ogilvy’s quote, “We sell or else,” serves as a reminder of the principles that underpin our industry. Achieving business goals and organisational growth are the only things modern marketers should be thinking of in the long term. Keep it simple and real. OPEN-SOURCE PARTNERSHIPS We are already seeing how fast tech and tools can move in and die out in a matter of months, not years. By the time companies are building new platforms, we are adopting another. The solution? To focus on agility, allow the flexibility to press pause

‘‘THE MARKETING INDUSTRY NEEDS TO CHANGE THE GAME TO MOVE BEYOND DISTRACTIONS. OUR JOBS ARE HARD ENOUGH”

CHANGING

THE GAME

Focus on the long term view and stop thinking about short term goals, argues UM MENAT’s James Dutton

how audiences have changed. In addition, we are fortunate not to have to worry about 1:1 targeting that markets like the US have been built upon. In the same way, APAC markets grew in conjunction with digital and the accessibility of mobile phones; we, like them back then, have a clear base with no complex legacies to distract us from what’s going to be real and impactful in the cookieless reality. Therefore, we are already years ahead when it comes to cookieless planning with the growth of new audience solutions. Brands need to reach larger, borderless audiences, and the so-called precision of digital will become a thing of the past.

and test new solutions with speed. This is not easy for brands, and this is where a very essential role of the agency comes into play; agencies with their depth of talent are best placed to inform brands on this landscape and can easily identify what solution is real and what is not. The growth of partners is only going to increase. “By 2035, around one-third of the global GDP will actually be orchestrated by crossindustry ecosystems.” – Venkat Atluri and Miklós Dietz. An open-source approach will be essential in the growth of our industry over the next decade.

REAL MEASUREMENT For too long digital marketers have been largely ignorant when it comes to measuring effectiveness. The tools haven’t helped, in any modern digital measurement application are hundreds of metrics that serve no effectiveness function beyond helping to diagnose what is happening inside a campaign. We need to simplify it by getting rid of the clicks and focusing on marketing’s contribution to growth. Those diagnostics will remain useful for optimising campaigns but they are terrible for business. While the industry is discussing generative AI and generating funky

LOOKING AHEAD For too long, we have been focusing on the short term and on the lower funnel rather than on long-term brand building. If we take lessons from the regional economies with their longterm planning and focus on these three pillars, we create a new world precedent. Jobs will be easier, teams will be happier and we will achieve that dream of work-life balance. We will change the game by creating next-gen marketers that will inspire future generations. By James Dutton, Regional Director of Digital at UM MENAT

The media landscape is transforming, but KINESSO is creating the connections that move brands forward.

KINESSO is grounded in connection that drives clarity and confidence. So reach out, and experience actionable growth with us! infomena@kinesso.com

November 27, 2023

THE DIGITAL EVOLUTION:

TRANSFORMING MARKETING WITH DATA SCIENCE, AI AND MARTECH The quest for more in-depth understanding of consumer behaviours can generate a considerable payoff, says KINESSO MENAT’s Karthik Kumar

he digital space of the Middle East, North Africa and Turkey (MENAT) region is rapidly changing and it is at a pivotal juncture to utilise technology and consumers’ insights, which are set to become the new age of marketing and interaction with the customers. This transformation depends on the command of disciplines including data science, AI and Martech that are ready to reinvent marketing in the region. PIONEERING PERSONALISATION WITH AI AND DATA SCIENCE Data science and AI act as one big team, which makes it possible to understand the needs of the people in this multicultural zone. They act as beacons of guidance, enabling navigation through the elaborate cultural terrain to help decode consumer conduct and predict future consumer preferences and activity in the market. This machine learning and data science-based approach emphasises a wise use of first-party data, syndicated data and third-party data to create an outstanding customised experience while protecting data privacy. By bringing this approach, businesses and clients form an interconnected system that benefits them all. The quest for personalised experiences and a more in-depth understanding of consumer behaviours generates a considerable payoff and

‘‘THE SPOTLIGHT IS ON AUDIENCE IDENTIFICATION AND PERSONALISATION, LEVERAGING THE SYNERGIES OF DATA, AI AND MARTECH” therefore requires this strategic reorientation. As per a recent study conducted among local firms, about 73 per cent of them have started directing funds towards artificial intelligence (AI) and data science. The correct determination of ROI becomes a crucial necessity amid this continually shifting marketing and advertising terrain in the area. Data science and AI are critical within this realm, especially for splitting campaigns into relevant

segments to ensure that every marketing dollar invested translates into significant returns. MARTECH’S SYMPHONY OF CUSTOMER ENGAGEMENT The latest Gartner findings show an impressive 42 per cent increase in uptake of Martech over the last year. Customer engagement went up by no less than 35 per cent. There are lots of exciting things that promise to occur in the land of Martech, powered by data. Marketers are set to automate their tasks to carry out more specific and engaging campaigns through improved efficiency. The dashboards for reporting provide dynamic insights with actions that can be acted upon immediately, thereby giving a more comprehensive view of each campaign’s progression. Integrating Cloudbased platforms with global marketing platform providers (GMPP) will enable high-end analytical services and artificial intelligence, thus increasing the accuracy of marketing strategies. At the same time, customer data platforms (CDPs) will continue to polish the customer experience, leveraging first-party data. Cumulatively, these improvements foreshadow a dawn when Martech transcends being just a device and becomes the compass brands turn to in their quest to reach uncharted heights of marketing and customer relationship management. Choosing a Martech platform is like picking an ideal racing car from the store shelf. This could mean the difference between making an Opel drive as fast as Ferrari or truly realising what a Ferrari is capable of. Similarly, one’s decision on which vehicle to use can help determine one’s success in a race just like one’s decision on which Martech platform to adopt can either make you overtake the competition or set you miles behind. It is not only about having the tools but also about making smart decisions that match your strategy and objectives to leap forward ahead of competitors toward the final goal. AUDIENCE IDENTIFICATION AND PERSONALISED TARGETING First-party data forms the basis of audience identification and personalised targeting that creates a

robust CDP platform. The business acquires vital research findings by incorporating first-party data. According to a recent study by the CDP Institute, using CDP for first-party data improves the customers’ retention rate by 50 per cent, while at the same time leading to 40 per cent higher conversions. The accuracy of audience identification and appropriate audience segmenting is very critical, and AI-powered tools are much more competent in it. This enables customised targeting, resulting in significant performance on advertisement campaigns. Data science, AI and Martech, among others, are integrated into one coherent story that helps brands and clients move in the right direction in the ever-changing world of marketing. This strategy involves utilising the essence and power of media, data and tech for the new age of marketing and customer engagement. By Karthik Kumar, Managing Director at KINESSO MENAT

November 27, 2023

TRANSFORMING USER ENGAGEMENT:

INTERACTIVE AD FORMATS IN MOBILE GAMING Mobile gaming has transformed into an advertising goldmine, writes AdScholar’s Satheesh Kumar

emember the days when playing a game meant battling pixelated aliens in your parent’s basement, living on a diet of pizza and soda? Well, say hello to the future of gaming, where advertising is cleverly woven into the fabric of your gaming experience, creating a win-win for brands and gamers alike. In this article, we’ll embark on a journey into the world of interactive ad formats in mobile gaming – a space where marketing meets entertainment, with a sprinkle of humour and a dash of insight. THE MOBILE GAMING REVOLUTION Mobile gaming is no longer just a leisurely pursuit; it’s a multi-billiondollar industry, and brands have taken notice. With a user base that rivals the population of some small countries, mobile gaming has transformed into an advertising goldmine. However, in the quest for user engagement, advertisers have had to innovate and adapt. Enter interactive ad formats, the dynamic duo of digital advertising. These innovative formats include mini-games, playable ads, surveys and quizzes – turning mobile gaming into an engaging ad playground. Forget passive observation; it’s time to let users get in on the fun. PLAYABLE ADS: ADVERTISEMENTS WITH A GAME PLAN Playable ads are the rockstars of interactive advertising, and for good reason. They’re like a sneak peek of the advertised game, letting players test-drive the experience. Think of them as the “try before you buy” option for gaming. They empower users to make informed decisions, so they don’t end up with a lemon of a game. At the heart of interactive ad formats is gamification. It’s the art of turning ads into mini-games, rewarding players for their participation. Completing a quiz, watching a short ad, or taking a survey could mean in-game currency, powerups, or exclusive content. It’s like turning ads into a treasure hunt, where everyone wins.

BRANDS THAT NAILED IT: THE INNOVATION PIONEERS In the world of interactive mobile gaming ads, some brands have embraced innovation wholeheartedly. They’ve transformed their ads into memorable experiences, proving that creativity and user engagement go hand in hand. For instance, KFC created a gamified ad where players could build their own virtual burger tower, a quirky and fingerlickin’ good way to engage users. Burger King, not to be outdone, let players navigate through mazes to reach the Whopper. These brands have cracked the code to making ads that players actually look forward to. But here’s the real deal: interactive ad formats aren’t just about winning awards for creativity. They’re about grabbing user attention in a world where distractions lurk around every corner. It’s like competing in the Olympics of advertising, where gold medals translate into user loyalty and brand recognition. The real magic of interactive ad formats is how they enhance the user experience. Unlike those intrusive popups that make gamers rage-quit, interactive ads blend seamlessly into the gaming environment. Players willingly engage with these ads because they add value to their experience. It’s like finding a hidden gem while exploring a virtual world. Interactive ad formats also offer a treasure trove of data for adtech professionals. By analysing user interactions and responses, brands can fine-tune their targeting strategies. It’s like having a magic crystal ball that shows you exactly where to aim your advertising arrows. No more guesswork; it’s all about precision. THE FUTURE OF USER ENGAGEMENT: A PLAYGROUND OF POSSIBILITIES The marriage of mobile gaming and interactive ad formats isn’t a fling; it’s a long-term commitment. As the mobile gaming industry continues to expand, adtech experts anticipate interactive ad formats taking centre

‘‘IN THE QUEST FOR USER ENGAGEMENT, ADVERTISERS HAVE HAD TO INNOVATE AND ADAPT” stage, harmonising the relationship between gaming and advertising. It’s like a perfect symphony, where brands and gamers play in harmony, and everyone leaves the stage with a standing ovation. In a world where traditional advertising can feel like an uninvited guest at a party, interactive ad formats are the life of the party. They’re reshaping the dynamics of user engagement and conveying brand messages in ways that don’t just win awards but also win over the hearts and minds of gamers. So, dear brands, it’s time to level up your advertising game and embrace the fun side of advertising. Your users will thank you, and your competition will wonder how you managed to turn ads into a part of the game. Cheers to the future of user engagement, where ads are a source of entertainment, not annoyance. By Satheesh Kumar, Managing Director – Adscholars

November 27, 2023

few months ago, I emphasized that regional advertisers should seize the opportunity presented by COP 28, scheduled for the end of November 2023 in the UAE. They should start considering measures to reduce the carbon impact of their digital advertising campaigns. At that time, I outlined the six key points advertisers should focus on to reduce the environmental footprint of their digital advertising campaigns. 1. Defining the right KPIs according to their objectives 2. Optimising digital ad formats for maximum effectiveness and efficiency 3. Preventing ad fraud and ensuring media quality 4. Choosing their target audience 5. Choosing responsible and sustainable ad tech tools 6. Data cleaning and archiving after a campaign I announced that Gamned had already implemented many of the best practices we contributed to in the IAB (France Chapter) White Paper on this subject across our international network. Additionally, we were preparing to offer turnkey solutions for advertisers in the Middle Eastern market. These days, COP 28 is taking place, and the increased focus on this subject is evident in the October issue of Campaign Middle East, which serves as a perfect illustration.

The time has now come for us to reveal the upcoming solutions we will propose for all advertisers across the world and specifically in the Middle East. The first solution is the usage of a carbon footprint calculator to measure the emissions of the campaigns we have already managed in the past. The second one is the deployment of a stack of proprietary tools to plan and run new campaigns, reducing drastically their carbon impact without compromising their performance. Notably focusing on: Devices mix Connection type Channels mix Publishers selection Formats mix

Internet data consumption Day and week parting This environmentally-conscious approach will be applied to all our campaigns moving forward. This means that all clients we collaborate with will benefit from this new service, as we continue to work towards a more sustainable and responsible advertising future. The third and fourth solutions involves the utilization of an external partner using specific technologies: One to move from the video full download to adaptive streaming, to decrease the file size and make them more eco-friendly when displayed. And a second one to simplify the path and limit the electrical signals emitted between servers during the bidding process and when serving the ads, based on AI-powered solutions.

LEADING THE WAY FOR SUSTAINABLE

DIGITAL ADVERTISING

Consumers demand transparency, ethics and socialenvironmental responsibility, argues Yves-Michel Gabay at Gamned! MEA & SEA

BEYOND DIGITAL ADVERTISING Today, according to some studies, 88 per cent of people prefer brands that support sustainable living over simply offering a service or product, and 64 per cent choose brands based on their stance on Corporate Social Responsibility. Consequently, CSR has become a fundamental aspect of business. Engaging in CSR means companies commit to operating in ways that benefit society and the environment, rather than harming them. This necessitates a strong commitment from companies to align their practices with principles of sustainability and ethical business conduct. The CSR landscape is evolving positively in the Middle East, with more companies embracing this idea. WORKING TOWARDS CSR SOLUTIONS In today’s world, consumers demand transparency, ethics and socialenvironmental responsibility. At Gamned, we embrace this challenge. Responsible practices aren’t just a priority; they’re the essence of who we are. Even in programmatic advertising, where electricity consumption and product manufacturing pose environmental concerns, we’ve pioneered innovative solutions. These not only transform our business operations but also set the stage for a greener, more responsible future, shaping a new era of advertising that aligns with our values and meets consumer expectations.

The innovative solutions implemented by Gamned! not only enhance campaign efficiency but also significantly reduce digital pollution and resource consumption. For instance, during a one-month optimisation period for a European client, we successfully reduced overall electricity consumption by 37 per cent and 42 per cent in relation to media investment, all while maintaining media performance. Looking ahead, Gamned! remains committed to ongoing monitoring. We will assess the carbon footprint of each campaign and introduce new key performance indicators (KPIs) on reports and dashboards. This approach empowers our clients to report their progress to internal compliance bodies and authorities, allowing them to transparently communicate the results to their consumers.

‘‘WE WILL ASSESS THE CARBON FOOTPRINT OF EACH CAMPAIGN AND INTRODUCE NEW KPIS”

OUR FUTURE PLANS Gamned! is committed to keep implementing new solutions and tools, and to continue to evolve during the next months and years to improve the impact of the advertising activity on climate change. As we embark on this journey, we’re focusing on developing our skills and collaborating with the right partners and we are ready to change our approach to buying with the objective of reducing the carbon footprint consistently across all campaigns keeping the performance intact. By Yves-Michel Gabay, Managing Director at Gamned! MEA & SEA

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November 27, 2023

THIS MONTH’S SOCIAL MEDIA UPDATES

The social media landscape is dynamic, with platforms continuously introducing a slew of new features. Here is a tour of this month’s key highlights.

THREADS Announces “Trending Topics” feed Placed in the Search tab, the new feed will highlight the most discussed Threads topics with post counts, enabling users to stay current on trends and engage in real-time conversations. Adds Instagram profile tag Threads will let users tag Instagram accounts without an activated Threads profile. Tapping the mention will allow users to follow that account in advance for when they activate a Threads profile.

LINKEDIN Expands profile verification access Diverging from platforms managing verification internally, LinkedIn is now outsourcing this process to third-party partners for broader accessibility. After users update their government ID and gain approval, they will earn a verification badge, confirming their identity on the app. Unveils AI-powered Premium updates LinkedIn is upgrading its Premium offering, with new AI-driven features for personalized career guidance and a chatbot that assesses qualifications to aid job seekers in finding specific roles.

META Introduces a Reel A/B testing tool The new tool will allow creators to test up to four different video thumbnails and captions for their Reels, where it will then automatically display the winning variant on their page. Trials full automation for lead generation ads The platform is testing full automation for lead generation campaigns, powered by Meta Advantage. This will allow advertisers to apply AI to various campaign levers at once, including targeting, creative, placements, and budget.

X (TWITTER)

Debuts “Grok” AI bot Crafted to respond to queries with a dash of humor, Grok boasts a distinctive edge — it taps into real-time knowledge from X and tackles spicy questions that often stump other AI systems. Access is an exclusive perk for X's Premium users. Fortifies actions on misinformation After mandating users to substantiate their Community Notes feedback with verifiable sources, X declared that those spreading misinformation—corrected by Community Notes—will be ineligible for revenue share.

SNAPCHAT Debuts “Creator Collab Campaigns” It is a suite of ad solutions, encompassing a Creator Discovery API, midroll ad placements, and Paid Partnership Tag, making it easier for advertisers to partner with influencers on Snapchat. Teams up with Open AI The new partnership introduces a ChatGPT Remote API that will allow developers to utilize ChatGPT in their Lenses. They will be able to generate text-based content, creating new and creative experiences for Snapchat users.

TIKTOK Explores 15-minute video uploads TikTok is extending its video upload duration, teasing a 15-minute option. This aims to boost the time users spend on the app, paving the way for the introduction of pre-roll ads, akin to YouTube. Upgrades its content posting APIs Called “Direct Post”, this update will let users post their videos directly from third-party editing apps like Adobe Premiere Pro and CapCut to TikTok. The bonus? Photo content is coming soon.

YOUTUBE

Unveils “Spotlight Moments” It's a new AI-driven ad option that will enable advertisers to strategically place promotions within the hottest content during cultural moments like Halloween or The Oscars, and seize the spotlight. Tests new generative AI features YouTube Premium users will be able to try out a new conversational tool that uses AI to answer questions about the videos they watch, as well as a new topic summaries for comments feature.

INSTAGRAM Tests “Nearby” feed for Stories To support local businesses and enable targeted location advertising, Instagram is testing a “Nearby” Stories feed. It will highlight public posts from users and businesses within their vicinity. Considers exclusive feed for paid users Instagram is currently testing a toggle feature that exclusively showcases posts from “Meta Verified” and legacy badge holders, granting them enhanced visibility perks.

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November 27, 2023

MATTER OF FACT News, views & trends from across the spectrum

AUTHENTIC RESONANCE TARIQ AL SHARABI

Over the years, a growing sense of distrust has permeated traditional news sources, leading people to seek out unfiltered, raw content that offers genuine value and perspective on ongoing world events. In the wake of these developments, social media has firmly established itself as the global news outlet of our time, with the driving force behind this transformation being authenticity. Authenticity not only safeguards the integrity of journalism but also empowers the audience to make informed decisions. Media outlets quickly realised that by prioritising authenticity, they establish a connection of reliability with their viewers or readers, fostering a sense of transparency and accountability. But this authenticity-driven shift presents a conundrum: Social media platforms employ algorithms designed to promote the most relevant and engaging content to maintain high levels of user engagement. This inevitably leads to the prioritisation of highly popular topics, creating an appearance of bias, even when the algorithms are simply responding to user preferences. For instance, the surge in pro-Palestinian content resonated more with Millennials, making it more prominent on these platforms and potentially reinforcing the perception of bias. As this trend continues to grow, platforms must grapple with the delicate balance between user engagement and content authenticity. Meanwhile, traditional news outlets face the challenge of regaining credibility among younger audiences. We are entering an era akin to the early days of the internet when media outlets had to reinvent themselves. Whether these transformations will be successful remains uncertain, but one thing is clear: authenticity remains paramount, regardless of the medium. Managing Director of Cicero & Bernay A Communication Partner

GAME CHANGER

BREAKING THE NET

#NOT

SpeedFeed

Melon Mania

Malign & Sardonic?

TikTok's latest feature, a 2X speed viewing option, amplifies the already brisk pace of news consumption on the platform. In an era when news stories are increasingly condensed, often at the cost of detailed information, this update marks a significant shift, albeit not in the most beneficial direction, as it encourages even quicker, more fragmented engagement with content.

When the watermelon emoji transformed from a simple digital icon into a symbol of solidarity, it caused a stir in the digital realm. Its explosion in popularity wasn't just about supporting those affected by the conflict in Palestine; it became a pivotal point of reference, especially when some content was being shadowbanned.

Marks & Spencer faced backlash for a social post perceived as politically charged, reminiscent of the Palestinian flag. A number of red, white and green paper hats burning in a chimney may get a pass any other year, but given the crisis in Palestine, is it any surprise that the campaign was at the receiving end of the internet’s ire?

November 27, 2023

More than merely a merger

s we moved into the last frantic few days of putting together this issue of Campaign Middle East, we were caught by surprise with some big news. Dubai-based OSN+ and Anghami announced plans to merge, creating a new streaming powerhouse with over 120 million registered users and $100 million in revenue. The landmark deal is expected to be finalised next year but it is already causing plenty of excitement across the industry. The combined group will become the first platform in the Middle East and North Africa (MENA) region to provide customers with premium movies, TV series and music. OSN+ is a leading streaming platform for premium content and offers plenty of Hollywood content in more than 20 territories across MENA. It is an ambitious company and is regularly expanding its content and offerings. Earlier this year, it extended its relationship with Warner Bros. Discovery making it the exclusive home for HBO content. Anghami has also been making waves itself. Since its launch, the music platform has recorded rapid growth with a catalogue of more than 100 million songs and 120 million current registered users, under the stewardship of co-founder Elie Habib. Anghami was founded more than a decade ago and has been growing its presence steadily in the UAE. The company is actually listed on the US tech-based stock exchange Nasdaq, becoming the first technology company from the Arab world to do so. The ‘Spotify of the Middle East’, as Anghami is often described as, has been busy broadening its portfolio beyond music streaming. It now provides in-house production, branded music and video content as part of its offerings. On top of this, it has concerts and live entertainment, a record label for Arab artists, along with exclusive and original Arabic content. At the time of the merger, OSN Group CEO Joe Kawkabani said: “As two home-grown entities with an unmatched understanding of the

local market, we are confident that this new offering will change the face of the regional streaming landscape.” We think he could be right. As part of the transaction, OSN Group, which is a subsidiary of Kuwait listed KIPCO, plans to inject up to $50 million into Anghami in exchange for a majority stake. That’s quite a chunk of change as they say. Habib summed it up perfectly saying: “This is more than a merger; it’s a new chapter in regional entertainment, promising JUSTIN HARPER unparalleled content, optimised Editor user and recommendation experience. Here’s to breaking justin.harper@motivate.ae barriers and shaping the future.” www.linkedin/in/harperjustin It’s good to see a media giant emerge in this region, to take on the bigger global players. Indeed, one of the factors behind the deal must have been the fierce competition they both face from the international giants of Netflix, Amazon Prime, and Disney+. The online entertainment industry is thriving and is going through one of its most exciting growth periods. The global music streaming market is projected to hit $103 billion by 2030, growing at a very healthy annual rate of about 15 per cent. And for this region, things have just gotten even juicier following this intriguing partnership. We wonder who might be next?

Welcome to the enchanting world of creativity

A VIEW FROM

JENNIFER FISCHER Chief of Innovation & Growth, Publicis Groupe ME&T

here ideas dance, brands shimmer and success sparkles. It’s a magical realm that has us all spellbound, but let’s face it, the process behind the curtain often feels like more of a mystery than a science. At a time when the race to be quicker in delivering big ideas is more than ever, it is essential for all of us to uncover the tricks that turn creativity into pure wizardry. The good news is that unlike intelligence, which is 80 per cent hereditary, only 30 per cent of creativity is innate, leaving a whopping 70 per cent at our disposal to harness through intentional cognitive strategies. First things first, meet the Dorsolateral Prefrontal Cortex— the brain’s resident buzzkill for out-of-the-box ideas. A famous scientific study has shown that people who thrived at creativity were able to switch off their Dorsolateral Prefrontal Cortex. This part of the brain governs decision-making, critical thinking, and self-control. The catch? It’s also the part responsible for conforming to norms and stifling unconventional thoughts. To boost creativity, we must

temporarily silence our inner critic, allowing ideas, even the seemingly absurd ones, to flow freely. So, switch off the part that says, “No, that’s too crazy!” Embrace the wild, the wacky, and the wonderfully unexpected. And when in a group brainstorm, ensure everyone feels safe to do so. Now, onto alpha waves—the rockstars of relaxation. Think of brainwaves as the symphony of electric currents orchestrating communication between your neurons. Each wave has its own tempo, and the alpha waves steal the spotlight for its slow, smooth rhythm associated with a relaxed state. It’s the bridge between your conscious and subconscious, where the magic of creativity happens. Want to supercharge your brain’s ability to dream up brilliance? Take a breather. Literally. Deep breaths, daydreams, a leisurely walk or a shower power session. It’s not just good for your sanity; it’s the secret sauce for slipping into the sweet spot where alpha waves (and creativity) flow effortlessly. And here’s the scoop on feeding your subconscious—it’s like brunch for your brain. Throw in

a mix of fun facts, weird tales and anything that tickles your curiosity. Let your brain feast on inspiration (and not just the usual feast of awarded ads but true variety). It’s not about what you know; it’s about letting your subconscious play matchmaker with seemingly unrelated ideas. Inspiration doesn’t just strike; sometimes, it needs a bit of nudging. And here’s the grand finale: our brains are plastic, not in the sense of Tupperware, but in the sense of adaptability. Whether you’re 7 or 77, you can build new neural pathways. So, let’s unleash the full potential of our brains. Let’s embrace metacognitive strategies, those magical tricks that let us understand our own thinking processes. It’s time to wield the power of intentional creativity, using these strategies to build new neural pathways and make the magic of ideas happen. Here’s to turning brainwaves into brilliance, one relaxed breath and outrageous idea at a time. Let’s make the magical journey of creativity a little less mysterious and a lot more intentional. After all, who says wizards can’t have a bit of science up their sleeves?

November 27, 2023

Use the QR code to view this work on Campaign’s website.

Careem… “If only Careem Quik was as quick as their ad”(JT)

IKEA… “Challenges societal norms around tidiness.” (AG)

Use the QR code to view this work on Campaign’s website.

Masdar… “Is a sustainable lifestyle really that much work?” (JT)

Use the QR code to view this work on Campaign’s website.

Experience Abu Dhabi... “Catchy slogan adds a memorable touch.” (AG)

SFA… “The unconventional direction is surprisingly fresh” (JT)

November 27, 2023

Private View JASMINE TRIVINO

ARKAN GAHARMY

Creative Director, Liquid

Creative Director, Cari

IF ONLY EVERYTHING WAS AS QUICK AS CAREEM QUIK (1) This is a visual feast, but some acts are dragging. The story’s premise gets predictable, and the pacing is painfully slow but maybe that might just be the point. If only Careem Quik was as quick as their ad. IKEA: BRING ON THE MESS (2) Impressive visual composition, the problem-to-solution story is precise, and spot on. The campaign does an entertaining way of shifting the audience’s perception that every mess can be orchestrated, but is the campaign celebrating life’s unavoidable mess, or is it just another label for excessiveness? Either way, on brand. MASDAR CITY: SUSTAINABLE LIVING, MADE EASY (3) Now that more and more brands are integrating more straightforward sustainability into their campaigns, especially after the Dubai Expo 2020 hype, why does Masdar need to show a sustainable lifestyle theatrically? Is a sustainable lifestyle really that much work? Intriguing the first few seconds, the resolution seems shallow. The YouTube comments turned off tell a lot. EXPERIENCE ABU DHABI: CAN’T WAIT TO WINTER (4) Indeed, it’s one of those ‘answers the lists on the brief’ campaigns. I appreciate the campaign’s intention to feature different locations and activities while still being entertaining. I am unsure if one of the intentions is to demystify a lot of preconceived anxieties from firsttime tourists because the use of the clothes is the main message driver. SFA: MOVE YOUR WORLD (5) I can see Black Mirror-esque references, but overall compelling. While the exaggerated dark circles under the eyes push the narrative too much, the unconventional direction is surprisingly fresh. Too bad the print snapshots didn’t link back to the video’s big idea.

IF ONLY EVERYTHING WAS AS QUICK AS CAREEM QUIK (1) It could benefit from more originality and a stronger narrative. The use of humour and emotional connections needs refinement, as it currently falls short. The dental clinic ad might be unsettling for those with dentistry phobias, and the gym ad could shift to a more respectful portrayal of the elderly. IKEA: BRING ON THE MESS (2) Stands as a creative masterpiece that challenges societal norms around tidiness, celebrating the beauty found in life’s imperfections. The tagline ‘IKEA’s got your back’ adds a reassuring touch, suggesting that IKEA’s storage solutions can help people find order within the chaos. MASDAR CITY: SUSTAINABLE LIVING, MADE EASY (3) Takes a fresh and engaging approach to sustainability advertising. It celebrates proactive steps toward sustainability with relatable scenarios and practical solutions. Launched ahead of COP28, it aligns well with global sustainability goals and encourages collective action. EXPERIENCE ABU DHABI: CAN’T WAIT TO WINTER (4) A creative and engaging marketing effort. Featuring global celebrities, a playful twist on anticipation, and captivating destination experiences, it effectively conveys Abu Dhabi’s appeal as a winter destination. The catchy slogan adds a memorable touch, making it a standout example of destination marketing. SFA: MOVE YOUR WORLD (5) Makes a unique and relevant connection between physical activity and climate change. The current black and white designs may not fully capture the campaign’s potential. It’s essential to consider designing variations that cater to different age groups, including the elderly, to ensure that sports are accessible and appealing to everyone.

Careem

If Only Everything Was As Quick as Careem Quik Agency: The Creative Studio

IKEA

Bring on the Mess Agency: FP7 McCann

Masdar City

Sustainable Living, Made Easy Creative and Production house: Films by Nomad Executive producers: Stew Game and Tim Orr

Experience Abu Dhabi Can’t Wait To Winter Agency: Serviceplan Production house: Dejavu

SFA

Move Your World Agency: Webedia Arabia Media: Leadgen Production House: Dejavu

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Fax: +971 4 428 2266. Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +97126573401, Email: motivate-adh@motivate.ae Saudi Arabia: Regus Offices No. 455 - 456, 4th Floor, Hamad Tower, King Fahad Road, Al Olaya, Riyadh, KSA. Tel: +966 11 834 3595 / +966 11 834 3596. Email: motivate@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. Email: motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Justin Harper Junior Web Reporter Ishwari Khatu Junior Reporter Sonia Majumder Editorial Intern Sarah Qaddumi DESIGN Art Director Clarkwin Cruz Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Publisher Nadeem Ahmed Quraishi (+971 50 6453365) PRODUCTION General Manager S. Sunil Kumar Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

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November 27, 2023

Appointments Publicis Communications, the creative hub of Publicis Groupe Middle East has appointed SHEREEN MOSTAFA to Head A/V Production. In this capacity, Mostafa leads the production practice across Publicis Groupe, managing production operations across agencies and overseeing the Group’s scope at large. She will also focus on advancing the production practices to achieve creative excellence, and developing and implementing a strategic vision to build a production community that offers clients integrated and innovative solutions. Publicis Media Middle East has appointed MAZEN MROUEH as Head of Performance Product and Operations. Mroueh’s role will involve fostering innovation, driving operational transformation and elevating the group’s media offering to new heights in line with the refreshed approach to performance. He will report to Elie Milan, who was recently appointed Chief Performance Officer for Publicis Media Middle East. Dentsu has promoted ANDRÉ ANDRADE to chief executive of Dentsu EMEA. In his new role, Andrade will drive Dentsu’s

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growth strategy and business execution in the EMEA region. He will also oversee Dentsu’s client and solutions hub for EMEA, focusing on growing the business in a client-centric way. He has been with Dentsu for nearly 20 years, working as CEO of Dentsu Portugal and CEO of Dentsu Spain and Portugal. DANIEL SHEPHERD and KAREN DOUMET will step into Co-Managing Directors roles at PHD as Allam steps down. After 13 years at the company, Luca Allam will step down as CEO of PHD for the MENA region. Doumet has spent 16 years of her career to date at OMG, 13 at PHD. Today, she leads the agency’s operations in the UAE and Saudi Arabia. Shepherd began his career in London at the beginning of the programmatic revolution and developed his strong digital planning talent. After joining PHD in Dubai in 2015, he eventually became Head of Strategy and Product. TBWA\RAAD has appointed FREDERICO ROBERTO and SANTIAGO CUESTA as Executive

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Creative Directors. The pair will play a key role in shaping the agency’s vision of creating holistic brand experiences that drive progress through Disruption. Roberto will lead the creative direction for several brands, with a primary focus on inspiring and maximising the potential of the creative team. Cuesta has 15 years of experience in creative leadership roles and has worked with distinguished agencies such as Alma Miami, DDB Chicago, and VMLY&R Kansas City. Furthermore, he has led talented teams across different countries and markets, managing regional and global responsibilities for the most prominent brands. Lightblue has appointed ANDREW GIBBONS as Group Account Director. Gibbons brings 18 years’ marketing experience from across the UAE and UK, including three years’ experience at Lightblue as an Account Director between 2014 -2017. Bringing a wealth of experience and cross-market perspective, Gibbons will lead Lightblue’s client service team, and be responsible for the

delivery of brand experience projects across accounts including Porsche, Dyson, Boss, Mashreq, ArtsDao and Cenomi, as well as new business. Yandex Ads has appointed MOHAMED MAHMOUD as Head of Client Partnership and Data. The agency is committed to expanding its presence further in global markets, and Mahmoud’s expertise in the MEA region paves the path for new partnerships while operating on the ground. Mahmoud has had numerous roles and a diverse career path, working at Microsoft, Huawei, Publicis, Dentsu, and ConnectAds, which highlights his adaptability, resilience, and leadership skills. L’Oréal Middle East has appointed OLFA MESSAOUDI as its new Chief Digital and Marketing Officer. In her current role, she will spearhead L’Oréal’s marketing initiatives in the GCC, overseeing business strategy, digital, media, e-commerce, platforms, services, market intelligence, and consumer insights. Messaoudi’s extensive experience and innovative approach will further drive the L’Oréal Middle East’s digital and marketing initiatives, reinforcing its position as the world leader in beauty.

November 27, 2023

The Spin Would you trust a chef called Poopy? Even if they are a Michelin rated one? This embarrassing typo made us laugh, and we hope the real Poppy O’Toole chuckled too. While she is warning about cooking your Christmas dinner in an air fryer (is that even possible?) we would be extra careful about any warning involving chocolate, or other brown substances. We’ve heard of influencers, kidfluencers and fitfluencers but is cleanfluencers taking things too far? Those fun people at Black & Decker have brought the phrase back to life, just as we thought it had died off. The phrase (an amalgamation of cleaning and influencer) first surfaced a few years back thanks to cleaning guru Marie Kondo. Time to wipe the floor with that one. Colds are making their way back into offices as the weather starts to turn chilly. But we were surprised to see this healthcare ad listing some unusual ailments - frostbite, hot chocolate burn, athlete’s foot. We at Campaign Middle East have had a bout of athlete’s foot (even though we are not really athletes), mild frostbite but never a hot chocolate burn. What exactly do you do with it, other than drink it? AI is creeping into every facet of our lives, but are we ready for an AI robot as a CEO? At The Spin, we are not sure what is funnier - the robot itself or the name of the company doing it - Dictador. Only time will tell if the idea catches on, and tech giant CEOs start replacing themselves. Unlikely.

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Agency of the Year Middle East 2023

Marcomms360: Sustainability - Time for action

7 December, 2023 Fairmont The Palm

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DECEMBER 7, 2023 aoyawardsme.com CampaignMiddleEast

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#AgencyOfTheYear

Campaign is delighted to host these dedicated awards for the Middle East, within its Agency of the Year family. The awards will focus primarily on business results, reward the best agencies by region and specialism and celebrate the best people and teams in advertising, marketing and media.

The agenda for this year’s Marcomms360 centres around sustainability and how the industry is tackling the subject. With Cop28 taking place in the UAE, the spotlight is on becoming more sustainable. The half-day event will feature regional insights and keynotes from leaders, networking opportunities along with predictions for 2024.

To find out more, visit: www.aoyawardsme.com

To find out more, visit: bit.ly/predictions24-eventinfo

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