mastermind advertising profile 20

Mastermind is the leading advertising ďŹ rm that offer full-scale publicity and advertising services across the UAE and GCC with a reputation of excellence for innovative solutions and outstanding client service.

We provide fully integrated multidisciplinary advertising services that build strong, lasting, provocative relationships between businesses and their customers through the power of brand building and storytelling that sets us apart from the competition. We help companies built on their market strategy to engage with their clients.

Mastermind has worked with over 100+ brands to create innovative and engaging ad campaigns and provide digital service that ensure our message gets the right target audience.

Talal Jlilati Founder & CEO

CEO Message

We continue to support the UAE economy as a local company and learn how to effectively support the UAE on its ambitious journey to help it succeed.

As trusted Marketing Partner, we are proud to announce that we have rebranding as of January 2021. This move is part of our plan to emphasize the value of our strengths, our growth and our commitment to making our clients recognize their brand.

"Our vision is to become the most loved, most trusted, and most innovative agency in our industry" and our mission is that brands discover the potential of their story.

Having worked with 65+ of our clients through the power of brand building and story telling thats set us apart from our competition.

Our support for People of Determination

Mastermind and the social enterprise Brands for Social Good, have joined efforts to enable brands and companies reach their target audience from X, Y & Z generations with a clear social impact.

Hemam cafĂŠ is the ďŹ rst project, a cafĂŠ that will not only be fully operated by People of Determination from different cases but they will also own shares in the trade license of the branch they operate.

Get in touch with us today to be part of empowering the people of determination, moving them from government support to productivity and independence; while reaching your target with a purpose.

01

Design

our ad campaigns communicate and engage your product with your ideal client base for all media types.

02

Team

Our team of experts range from creative designers, animators, digital experts, and marketing & PR specialists and more, who are all ready to help get your brand established and running.

03

Clients

We are known for our integrity and excellence and our clients speak to it.

Why? Because we love what we do, and it shows.

We work to build a relationship with you We take on all brands, local and international, big and small. We work to build a relationship with you from day one to establish communication and deliver the best product possible. We have a “yes� policy. You name it, we can do it.

Our Vision Innovation We see things in a new light, giving you an edge against the competition.

Integrity We pride ourselves on delivering excellence and being trustworthy.

Dedication To provide high-quality products to maximize your time, money, and efforts.

Our Mission We make your brand and your marketing mission matter, Why? Because when something matters, people act, when people act, brands become engaging and audiences transform.

We help brands discover the potential of their story and bridge the gap to their audience and how your story ďŹ ts into their lives.

Our Values Our values are the guiding principles upon which Mastermind was founded and how we conduct our business.

Commitment We take responsibility and accountability seriously.

We are committed to delivering only the best.

Community We pride ourselves on creating a positive and ethical work environment.

Innovation We like to think outside the box, challenge ourselves with constructive feedback and act before others do so we remain one step ahead.

Excellence We deliver exceptional results, always.

01.

Branding & Marketing As a branding agency, we use strategy and creative ideas to create, grow and transform your business and bring your brand to life. Our team has worked with an impressive list of brands across multiple industries to deďŹ ne and share their story with the world. We work closely with you to establish your brand and uphold your core beliefs and vision in order to take your brand to the next level with your clients and beyond. the brand identity is supported with deliverables such as:

Stationery design Collaterals, example: brochures Digital touch points, example: web design Templates, examples: email and presentation Signage Product design Package design Social media Videography templates

02.

Advertising We work with you to bring your brand to life and advertise in a way that connects to customer on a deep and meaningful level. We do this by ďŹ rst working through three phases of understanding your company, product, ideal customers and your competitors. From here we deďŹ ne the creative developmental process to get your advertising plan into action and reaching consumers.

We put strategies in place to help you connect with them through the following outlets:

Video Content Advertising Press & Print Advertising Billboards Production Management in Print Digital, Radio & Video content Radio Advertising Infographics Banners

03.

Media Production Knowing how to properly produce and manage video marketing is one of the most powerful and effective ways of promoting and growing your brand. Producing high-quality media allows clients to remember and trust your brand through video. Mastermind helps with the following media productions:

TV Commercials Corporate Video Youtube Ads Infographic Video Testimonial Video Business Training Video Documentaries & Biographical Voice-over

04.

Digital Marketing At Mastermind Advertising, we are here to help you navigate and adapt to the constantly changing ďŹ eld of marketing.

Online Advertising Conversion Rate Optimization (CRO) & Search Engine Optimization (SEO) Search Engine Marketing And Google Display Network Programmatic Advertising Online Marketing Consulting Video & Display Advertising Remarketing & Retargeting Email Marketing, AfďŹ liate Marketing Measure, Attribution Tagging & Setup Content Marketing

05.

Social Media Marketing We work closely with you to understand your brand’s values and message in order to help you connect to your ideal audience. When you have solid content pillars and put out high quality content consistently, your engagement will go up. We help you determine how to deliver the best content at the right time to reach your target market. First we’ll analyze data from your social media, and then we’ll create a marketing strategy to better understand the audience, brand ecosystem, competitors and communication opportunities.

We work with you through the following categories to ensure the top experience for you and your followers:

Social Media Strategy Competitor Research Content Strategy Development Live Event Coverage Social Media Community Management Reporting & Analytics

06.

Event Management Our team at Mastermind has a wide array of experience with event management, allowing us to deliver outstanding events to a diverse range of clients including but not limited to the following:

Corporate Events Conference Management Event Coverage Our team of project managers carries with them diverse skills in event management. After a formal meeting and brainstorming session with our clients, our experts handle the accurate realization of our clients' vision. We lay out a whole event implementation schedule to ensure the correct distribution of resources, keep the best resources at work, and keep the project on track at all times.

07.

Media Buying We always tailor our media strategy based on your specific business goals. We do this by first getting to know you and understanding what you’re about and who your target market is. Because we are so client-focused, we stand out from the competition and deliver unique and creative solutions, which put your consumers and your brand first utilizing cost effective strategies across the following:

Media Auditing, Search & Media Strategy Event Sponsorships Media Buying Optimization Newspapers & Magazines SMS Marketing TV & Radio Cinema Outdoor

08.

Character Design At Mastermind Advertising we are passionate about storytelling in order to help your brand come to life and reach the best audiences possible. We help you to create advertising for the following:

Product representation TV Series Animated TV Games Educational Content Mascots 3D Model Fabrication We help you to envision and style characters in order to personify your business. Reach out to one of our experts today to learn more!

Work References

Awareness Campaign of Policies and Initiatives To Support The Stability of The Labor Market

The Ministry of Human Resources and Emiratisation (MOHRE) applies a strategic plan that seeks to transform the job market in the UAE into an empowering attractive market for Emirati talents This was a 360-degree campaign which involved outdoor adverting as hoardings, internal branding and vehicle branding on all modes of public transportation large-scale advertising on radio and digital platforms.

UAE National Campaign to support the causes and effects of the pandemic in the UAE. Huge appreciation and recognition from the labor market in the UAE..

BEHIND THE DESIGN The idea behind the design was to show the feel of togetherness. It is always believed that being together and being for each other can solve all problems.

The hurdles and challenges can be overcome and be solved together. Hence, 6 people from different profession and facets of life are shown here.

7

EMIRATES CLIENT REQUIREMENT Initiate and launch a National Campaign in the UAE

150M

12M

LARGEST

HOARDING IN SHARJAH

KEY

HIGHLIGHTS

This was a 360-degree campaign which involved outdoor adverting as hoardings, internal branding and vehicle branding on all modes of public transportation large-scale advertising on radio and digital platforms.

UAE National Campaign to support the causes and effects of the pandemic in the UAE.

Huge appreciation and recognition from the labor market in the UAE.

We produced a series of 6 drama episodes which showcases different scenarios between multiple professions in the labour market. These 6 episodes highlight people from different profession and facets of life are shown like the Employer, Supervisor, Laborer, Investor along with a MOHRE Representative. The main theme is how these different professions come together which portrays togetherness, unity and a combined collaborative workforce in order to face the difficulties and challenges of the Pandemic for the smooth functioning of the labour market.

THIS WAS BROADCAST ACROSS UAE WITH A REACH OF 10M+ VIEWS.

MY ARCHIVE, MY FUTURE Watheq, which is a national campaign to document personal records aiming to educate people about the importance of documenting personal records and material, as they are the tool of the present and the memory of the future.

50,000 BOXES

to Emirati Families

Mastermind was able to successfully complete the production of 250,000 national archive boxes. This was customized and exclusively made from USA. The boxes had the capacity to withstand intense heat , fire and moisture conditions. Mastermind was able to successfully deliver 50,000 boxes to Emiratis. 30,000 distributed to students in UAE.

‫ﺗﺎرﻳﺨﻚ اﻟﺜﻤﲔ‬ ‫ﻣﻌﻚ ﻓﻲ ﻛﻞ ﺣﲔ‬

‫ﻋﺶ اﻟﺤﺎﺿﺮ‬ ‫ﺑﻌﺒﻖ اﻟﻤﺎﺿﻲ‬

YO U N G

I N N O VAT O R S

A government initiative under the supervision of the Dubai Government Human Resources Department and in cooperation with the Ministry of Education that included various competitions targeting students of 13 model schools in the Emirate of Dubai

The initiative launched

Reached approximately

Distribution activity in

Prizes worth

competitions

students in Dubai

schools in Dubai

AED presented to the winners

3

+1000

13

100k

The initiative aimed to: • Developing the best creative potential of children.

• Learn about children's creative skills from an early age.

• Supporting the creative potential and methods of learning by doing.

• Involving them in solving community problems to enhance social responsibility.

• Create an atmosphere of creativity at the level of school students.

• Training them in teamwork skills.

A city made by people for people

CONCEPT DIRECTION The brand identity design is derived from the City Makers vision of teams working together to improve shared services between 5 government entities.

The design imparts a feeling of building and teamwork through the 5 circles representing the City Makers team coming together to align their vision by connecting & sharing their ideas and innovations towards an improved level of shared services.

BEHIND THE DESIGN Based on a customer-centric approach, the City Makers methodology lies in studying the full life cycle of a shared government service and applying design-thinking techniques to ensure that the customer journey is efficient and fluid.

Hence, Mastermind developed the entire concept which connects to the customers through new ideas, a methodical, team-based approach.

The design is to also portray the main goal as a stable and prosperous Emirati family as Family is the nucleus of the society.

Hamdan bin Rashid Al Maktoum Foundation for Distinguished Academic Performance The foundation aims at upgrading performance in education sector in UAE. It supports & nurture innovators, be it teachers or students and invest in their talents to develop performance & institutional excellence nationally and internationally.

i am

Faheem The main idea was to develop two child characters a male and a female which would attract and please the youth of UAE. We wanted to develop something that would connect to every child in the UAE.

Digital and Social Media The two new unique characters Sana and Faheem received wide acclaims from all the youth.

117.2K

Views on YouTube.

1.8M

REACH on social media platforms

I am

Sana

Children at the age between 12-7 love animated cartoon characters, and that’s the main reason we came up with two Emirati characters dressed in traditional Arab attire for a personalized touch. We were very sure of one thing and that is, to create characters which had a connection with our young viewers, and that is Faheem and Sana.

Key Highlights

Reached approximately

The campaign saw an

Reach & Distribution activity in

students in UAE

reach and response from schools across UAE

schools in UAE

152,200

80%

220

PROTEIN BAR

Behind the Design

The idea is inspired by the colors of modern sports equipment that are vibrant, the contrasting colors used on the background pop the flavors as well. The division of the colors gives reference to the products section, which helps us to show the consumer on what is inside the packet, with different colors for different types of protein bar and we keep in mind the identity of the brand and always relating it to the benefits of camel milk.

More than packaging,

we created identity and narrative standards for all products that will be launched by the brand.

Character Design Dr. Bob is every kid’s hero!

Your friendly pediatric dentist who cares about your child’s oral health and excellent dental hygiene.

Behind the Design Kids shouldn’t fear the dentist! And that’s the reason We created Dr. BOB -a superhero a fictional character who protects children from all dental problems. Just like all superhero’s Dr. Bob also have similar features of being supportive, friendly and very fun and loving.

Mastermind developed Dr. Bob as every child deserves excellent dental care that’s warm, nurturing, and made especially for them. This is what Dr. Bob’s Pediatric Dentistry is all about.

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Jaquar Group caters to luxury, premium and value bathroom segments for residential and commercial sectors across the globe. Have worked with them on their marketing strategy and campaign to promote the brand within their existing and new clients. Produced their Global world catalogue in English and Arabic, TVC video, social media management and other promotional campaigns.

Thumbs Up Campaign TV series 1 million + Views

Global Technical Catalogue 600 Pages

Fully Bilingual EN/AR

Artize Catalogue 300 Pages

Fully Bilingual EN/AR

Better Doctors Better Care Al Zahar Hospital A Great Place to Receive Care

Al Zahra Hospital Dubai was established in 2013, with the main aim to provide premium medical care and comfort, through state-of-the-art equipment and world class medical experts.

Client Challenge:

Create widespread awareness about the of the HOSPITAL in UAE. Also, to create public awareness about Al Zahra hospital’s exceptional patient experience and withstand newly launched competition.

Our solution:

- Increase awareness of the Al Zahra Hospital Dubai Brand.

- Uplift the image of the brand through creative out of the box designs - Increase exposure of doctors and service lines.

- Withstand losing market share to newly launched competitors.

gayth Client Requirement

To develop a special character to showcase and spread awareness about Dubai Municipality’s special initiative on environment and this is under the environment department. This character will be the brand ambassador of this environment awareness project.

Client Challenge

To bring out the character in an appealing form to attract children and educate children about the importance of preserving the environment for long term sustainability for the future years to come.

Mastermind provided the mascot for the environment department of the Dubai Municipality. The mascot is named Gayth. Which means rain.

This mascot is colored green and blue showing life, water and sustainability.

This character became a success among children who was able to co-relate between water, life and sustainability and how to preserve the mother nature.

­ ­

With the vision to support Dubai’s 2021 strategy of becoming the smartest city in the world, the MENA region’s first Dubai Smart City Accelerator was launched in May 2017 by Dubai Silicon Oasis (DSO).

The Dubai Smart City Accelerator is a product of DSO’s collaboration with six strategic partners – Emirates Integrated Telecommunications Company (du), Smart Dubai Office, the Dubai Chamber of Commerce and Industry, Rochester Institute of Technology New York, Orange Business Services and Visa — altogether investing a total of Dh18.4 million into setting up the programme.

The accelerator’s intensive 3+3 month programme provides selected Smart City companies with hands-on mentorship from over 100 industry experts, office space in Dubai, seed funding, and access to a global network of investors and corporate partners from across the Smart City industry.

Startups that get selected for the programme will be given Startupbootcamp’s acceleration package benefits including office space in Dtec, consultation and advisory support, as well as access to Startupbootcamp and its partner organisations and $20,000 (Dh73,460) in cash. Once completed, the startups will join Startupbootcamp's global alumni network consisting of some 400 enterprises from more than 50 countries worldwide.

General Network of Government Communication

The General Network of Government Communications is a platform consisting of communication leaders working in government entities. Its work revolves around building an integrated system for government communications in Dubai, as well as coordinating between government entities on communication-related issues by applying the general guide for government communications in departments, entities and institutions of Dubai Government.

Design Concept

The main idea of the design was to incorporate a “wifi� symbol, showing fast connectivity and speed integrated with Arabic calligraphy and symbols to give it a personal and customized touch.

The new unique design needed to match the theme and aim of the organization. Strengthen the identity and reputation of the Government of Dubai by promoting of the identity regionally and globally in an effective, consistent, and influential manner.

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