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February 28, 2021

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February 28, 2021

Digital media brand What’s On launches a dedicated website for Saudi Arabia What’s On, the most-trusted resource in food, travel, news and entertainment in the UAE, has announced the launch of its new website in Saudi Arabia, WhatsOnSaudiArabia.com, delivering the ultimate digital guide to living in and loving the kingdom. What’s On lives to try new things and turn a good time into a great time. Its non-stop coverage of food, news, travel and local culture inspires audiences to discover their world. WhatsOnSaudiArabia.com’s content creation will first shine a spotlight on things happening in Riyadh and Jeddah – with expansion to more cities towards Q4 of 2021. What’s On journalists working on the ground will deliver breaking stories and insider guides, while sharing news that matters most to residents and travellers. Ian Fairservice, managing partner of Motivate Media Group, said: “This move is part of What’s On’s plans to expand its brand portfolio and recognises the tremendous growth potential of online content specifically created for Saudi residents and expats. Saudi is driving investment and tourism more than ever before and we feel we can bring valuable and engaging content to this market.” As a pioneer in regional lifestyle publishing, What’s On thrives on

Turning a good time into a great time: WhatsOnSaudiArabia.com

building meaningful content that resonates, and advertisers will benefit from a wealth of marketing opportunities for their products and services. From editorial sponsorships that integrate brands into What’s On’s storytelling to homepage takeovers, EDMs and banners, all opportunities are available now. “At What’s On, we are deeply immersed in and have great admiration for the region we call

home,” said What’s On’s head of content, Laura Coughlin. “We have been working hard over the last year to build an editorially strong website that honours Saudi Arabia. We want to help our audience discover fresh and exciting ways to immerse themselves in their respective cities and inspire them to explore even more.” Visitors, residents and expats are encouraged to explore the website now, and sign up for its newsletter.

Choueiri to rep Abu Dhabi Media Abu Dhabi Media, a UAE state-run broadcaster and media company, has appointed MediaSat, a Choueiri Group company, to handle advertising sales for its general entertainment TV channels, radio, digital and publishing, across the MENA region and beyond. The long-term agreement will strengthen Abu Dhabi Media’s position as a leading media player, providing a wider reach to advertisers across a broad range of markets. Abdulraheem Al Bateeh Al Nuaimi, acting general manager at Abu Dhabi Media, said: “Our partnership with the Choueiri Group’s MediaSat will significantly enhance Abu Dhabi Media’s commercial proposition. It will ensure that we further extend our reach to new commercial partners in line with our new strategic priorities, while also being able to create new opportunities with our existing advertisers. This agreement also signifies an important step in our transformation journey as we look forward to enhancing our reach across the MENA region and beyond. We are confident that … compelling and engaging content across our platforms will present brands and advertisers with ideal opportunities to reach audiences across the region.”

MALI TRADITIONAL VIRGINITY TEST

UAE MEDIA OFFICE MARTIAN MOONS

For years, bed sheets have been used for ‘virginity testing’. The ritual is performed in Morocco and many countries across the Middle East and North Africa to prove a woman’s ‘purity’, basing her worth on a bloodstain. MALI is turning the tables by using the bed sheet to debunk the hymen myth and fight this demeaning ritual. The campaign’s hero asset, the bedsheet, is packaged in a colourful, crafted box, along with a 24-page booklet that describes the perils of ‘virginity testing’ and denounces this practice. The bedsheet kit is listed for sale on an exclusive microsite, traditionalvirginitytest.com, where visitors are re-directed to a series of real-life testimonials and facts, upon adding the product to their carts. The agency is TBWA/Raad.

The Martian moons that suddenly appeared in the Al Qudra area of Dubai were part of a campaign organised by the UAE Government Media Office to celebrate the Hope Probe. Phobos and Deimos, the two moons orbiting Mars, were projected into the sky using a new technology that has never been seen before in the UAE. Two giant 100-metre cranes and an advanced 40-metre screen were used to make the moons appear realistically in the sky and visible from far away. The idea was to allow everyone to see what the Hope Probe is capturing 500 million miles away. It is a step that aims to drive awareness and create excitement around the Hope Probe’s insertion into Mars’s atmosphere, a milestone in UAE history that took place on February 9. The agency was MullenLowe MENA.

February 28, 2021

Margaret Flanagan and Lisa King launch Tales & Heads communications agency Well-known UAE-based communications experts Margaret Flanagan and Lisa King have announced the launch of their new agency, Tales & Heads. With a combined 40 years of industry experience with global agencies in both London and Dubai, the duo formed Tales & Heads to focus on strategic, insight-driven campaigns that are rooted in great ideas and work across platforms. “After decades with big firms, we wanted to start an agency where consultancy and creative storytelling go hand-in-hand,” said Tales & Heads co-founder Margaret Flanagan. “We saw a need among clients for trusted counsel coupled with the delivery of engaging and effective content. That’s why our focus is on ideas and initiatives that work across channels, create emotional impact and bring brands closer to their audiences.” Tales & Heads will use its independent status and new virtual business models to maximise opportunities for clients to work with creative talent across disciplines and geographies. Tales & Heads cofounder Lisa King said: “Because we are a new agency, we are as agile as the digital world we live in. We thrive on real and virtual collaboration. With access to a global network developed over decades, we handpick artists,

Tales & Heads: King (left) and Flanagan

musicians, developers, anthropologists, activation specialists, product designers, data analysts and more to address our clients’ challenges in ways that are culturally relevant, human and memorable.” Flanagan and King believe their backgrounds in earned media give them an edge. “The essential nature of earned media is that it holds intrinsic value for its audiences,” said King. “Understanding what works in the

earned space adds weight and depth to shared, owned and paid media. It’s the base for building lasting bonds between consumers and brands.” In 2019, Flanagan was awarded a Middle East Public Relations Association (MEPRA) Fellowship for her contribution to the industry and she sits on the association’s strategy board. She was also listed as one of the region’s top communications professionals by PRWeek Middle East.

Gulf News to go behind paywall Dubai-based Gulf News is to launch a digital subscription, making it the first newspaper brand in the region to do so. (ITP-owned Arabian Business launched a paywall last year.) Launching a digital subscription is not a trend but a “reality media houses must accept,” said Gulf News in a statement. “Major news websites the world over charge for their content as the advertisementbased model is no longer viable. The international publishing industry has been faced with increasing costs and has seen dwindling ad revenue. News websites have had to change strategy and adopt subscription models that suit their businesses.” Gulf News CEO, editor-in-chief and executive director of publishing Abdul Hamid Ahmad said: “The decision to go behind a paywall and to charge for our online content was taken a while ago. It is no longer possible for us or any other news organisation to carry on offering content for free while we witness, regionally and globally, an increasing decline in revenues coming in from advertising. He said that without support from the government or external revenue streams, “nobody can continue” without a paywall.

THE NATIONAL THE MIDDLE EAST EXPLAINED

MOBILY PROTECTSET

Following a recent competitive pitch, MRM kick off their new relationship with The National by revealing just how much the world’s media overlooks news from the Middle East. The Middle East is one of the most prosperous and culturally rich regions in the world, making ground-breaking progress in commerce, fashion, religion and the arts. Yet the world’s media doesn’t give it the exposure it deserves, resulting in huge information gaps. As a result, the Middle East is often left unexplained. This data-driven campaign reveals the shocking percentage of stories that consumers are missing out on – and drives readers to TheNationalNews.com to get the full story.

MullenLowe MENA and Mobily created a headset that protects young gamers from predators by making them sound older. Using cutting-edge, voice-modifying technology, the product helps stave off child abusers acting in gaming platforms, and raises awareness about the issue worldwide. A huge spike in children playing online games during the pandemic is seeing experts and charities warn that tighter restrictions need to be put in place to protect kids online around this year’s Safer Internet Day. To raise awareness around the urgent need to properly educate parents on the potential dangers of unsupervised online gaming, Mobily eSports, in partnership with Mullen Lowe MENA, has created the Protectset to make safety a priority in every home. This pioneering voicechanging technology is designed to help children stay safe while gaming online, masking their true age by making them sound older..

Agency MRM Creative directors Nicky Bullard, John Treacy ACDs Andrew Pogson, Michael Poole Senior art director Magdalena Gosek-Kyprianou Senior copywriter Gavin Daniel

February 28, 2021

L PREPARING FOR RAMADAN IN THE NEW NORMAL

ast Ramadan was unlike any other; the social gatherings we are used to – from sharing meals to nightly prayers – were met with restriction of movement or full lockdowns. This affected many brands during one of the most important events of the year and, despite what many hoped would be a one-time occurrence, here we are a year later preparing ourselves for another socially distanced Ramadan. Not everything is the same, though; we are equipped with experience and have a sense of intuitiveness when it comes to navigating unconventional ways to celebrate special occasions. This year can be an opportunity for brands if they prepare for one of the biggest seasons of the year with the new normal in mind. Here are some considerations when planning for Ramadan in 2021:

With social gatherings being redefined, your marketing approach should be too, writes OMG Transact’s Nagham Akileh

LAUNCH YOUR RAMADAN CAMPAIGN IN MARCH In 2020, online sales started increasing 10 days before Ramadan and continued to increase by 47 per cent halfway through the Holy Month. As people begin to prepare for Ramadan, e-grocery is likely to see a similar surge in online shopping this year as well. People are not only on the lookout for offers but generally tend to be open to cross-category buying. Ensure e-commerce is integrated within your brand campaigns. Let your existing and potential customers know where they can find you online. The takeaway: Brands stand to gain new customers by launching before Ramadan. It will also give them the opportunity to gain early learnings and optimise before Ramadan starts, placing them in a better position than the competition. Brands should also ensure e-commerce destinations are clear in media communication and visuals, including TV and video ads. PREPARE FOR THE TRAFFIC SURGE We are living in a physically distanced economy; MENA consumers are spending even more time online compared with before the outbreak of the pandemic. Zoom users in the UAE increased by 900 per cent during the start of the pandemic, and last Ramadan MENA users spent over 50 per cent of their time consuming online entertainment. During Ramadan, this behaviour will shift into the later hours of the night, namely between 12am and 4am. Users will not only be consuming content but shopping online, and most likely for long-tail items. This is a great window of opportunity for brands to engage consumers around their products and encourage people to consider and buy. However, a surge in site traffic can often be a missed opportunity if the user experience is poor and site servers are not able to handle the additional traffic. It is also a chance to ensure all the right tags and tech stack integrations are in place to maximise the retargeting experience towards customers. The last thing a converted customer wants to see is an ad for an item they just purchased. The takeaway: Brands should align their media targeting and pacing with Ramadan-specific shifts. Fashion, electronics, and home and garden categories stand to benefit the most from long-tail shopping behaviours. Brands with direct-to-consumer (DTC) storefronts need to ensure their sites are optimised for conversions and can handle additional traffic. LEVERAGE SOCIAL COMMERCE Globally, 21 per cent of those on social media, and 41 per cent of those who have no channel preference, are in favour of a social-commerce customer experience. These numbers will continue to grow as social platforms further develop social commerce features and brands adopt them. For digital commerce to remain relevant, using content as a two-way interaction between brands and shoppers is essential. The takeaway: Brands should go beyond performance marketing on social channels and vertically integrate by leveraging commerce features with content to captivate engagement across the consumer journey. PLAN FOR THE WORST-CASE SCENARIO 2020 revealed the weakest link for online retail: the supply chain. With lockdowns, brands heavily reliant on imports went out of stock, retail verticals deemed ‘non-essential’ were limited in how they can sell, and on the back of that we saw many ad-hoc solutions come into play. We are still seeing the rules constantly change in 2021, with varying degrees of restrictions. The worst-case scenario is a lockdown, so the question every brand should be asking themselves is: “How is our online business equipped to handle another lockdown?” The takeaway: Direct-to-consumer (DTC) brands and those selling on niche or vertical marketplaces should consider setting up storefronts with larger players in the market like Amazon or Noon ahead of time. Brands should also have a contingency plan to active media using on-site advertising in the event of a lockdown, as they have the necessary clout and infrastructure and are likely to remain unaffected in this scenario.

By Nagham Akileh, senior director of e-commerce strategy, OMG Transact

February 28, 2021

DAVID FREGONAS Accenture Interactive lead, Middle East

THE NEW PATH TO GROWTH

Improving experience and improving lives can lead to improved profits, writes Accenture Interactive’s David Fregonas

‘‘Our research shows that the more a company focuses on CX as a standalone objective, the less likely it is to achieve sustained growth.’’

he pandemic changed the structure of everything we experience: how and what we buy when and where we work; to the ways we interact and engage with the community. It has also made us deeply aware of what’s working, what’s relevant and what’s possible. There is a sharp focus on products, services and brands, and their roles in customers’ and employees’ lives. Our research found nearly 80 per cent of CEOs see the need to fundamentally change how they engage with and create value for customers. It is easy to understand that in this context customer experience (CX) – the optimisation of marketing, sales and service touchpoints to serve and retain customers – is arguably more important now than ever. Yet Forrester tells us the return on CX investments has become stagnant for 81 per cent of brands. And our research shows that the more a company focuses on CX as a standalone objective, the less likely it is to achieve sustained growth. CX fundamentals are now commonplace, even expected, and differentiation requires more. If customer expectations are rapidly changing and CX is no longer the pathway to growth, what is? The reality is that in many organisations, CX is implemented as glitter – a slick website, clever social media, purpose-washed marketing – but disconnected from human needs, and customers are still left wanting more. The new pathway to growth requires evolution to the ‘business of experience’ (BX), where human needs inform every facet and function of the business, bringing the entire organisation to focus on finding and fulfilling their customers’ unmet needs. BX thinking strengthens the organisation’s fabric and makes customer needs a top priority across the entire C-suite. This bold executive mindset shift starts with the CEO and taps into every leader inside front- and back-office functions. Interestingly, while CMOs or CXOs have ‘owned’ CX in the past, CEOs are now at the experience helm in BX organisations. BX leaders understand that improving experience improves lives and, in turn, improves business as measured by traditional metrics like profitability and revenue. The realities and challenges inherent in the global pandemic have forced firms to understand their customers and their employees in a way they never had before, and deliver experiences that respond to unmet needs. The result is stalwart marketplace durability, not just momentary optimisation. And it pays off: BX organisations’ profitability growth outpaces industry peers by six times. Ultimately, BX provides a pathway to growth and the opportunity to define a new category of industry leadership.

By unlocking sustainable growth in the experience renaissance, BX organisations outperform their peers. Their single core commonality? Customer-obsessed reimagination of their business model. These companies deliver on experience with the entirety of their business, addressing people’s needs and values through experience innovation at every level. Experience is inextricably tied to profit, owned by the CEO, and disseminated throughout the entire organisation. Here’s how that comes to life: Customer needs are your compass. Customer needs will continue to evolve. Therefore, invest in discovering unmet needs, both big and small, by translating data and insights into actions. Experience innovation is an everyday habit. An experience innovation culture asks you to close the gap between your brand promise and the experiences you deliver by changing not just what you say, but how your entire organisation behaves in service of the customer. Customer experience is everyone’s job. Every person and every part of the business should be interconnected and collaborative, functioning as one cohesive, customer-obsessed unit, with delivering the best possible experience as its North Star. The tech, data, and human agendas are aligned. As the experiences you deliver continue to evolve, the need to build flexibility into your systems and processes has never been greater. You can only enable customer-centricity at a greater scale if you integrate technologies, tools, data and processes. We are in a renaissance, when all experiences need to be reimagined. This era demands a new level of customer obsession and rapid innovation. This is the route to meaningful disruption, market differentiation and sustainable growth. Without question, the core tenets of BX will become the gold standard. BX leaders provide their customers with not only better products and services but, arguably, better lives. BX-minded execs are already seeing sustained growth, boldly reimagining business and operating models to become indispensable in everyday lives. Along with the challenges of a global pandemic, we’ve been given a once-in-a-generation opportunity to reset and rewire around people and their needs. The pandemic has also given organisations – even the biggest household names – a permission slip to reimagine how they do business completely. There’s never been a better time to embrace the business of experience.

February 28, 2021

With advanced measurement modelling becoming more readily available, traditional media can be compared like-forlike with digital, writes MBC Media Solutions’ Jason Monteiro

LEVELLING THE PLAYING FIELD

ovid-19 changed – and continues to change – everything. The way we work, the way we communicate, the way we live. It altered our perception of time and our commitment to the world around us. It also affected our sense of what matters and the time we spend with our families. From an industry perspective, however, it has also led to substantial increases in the amount of media we consume. Lockdowns, social distancing and a general tendency to remain at home have led to huge increases in the consumption of content. Humans relied on screens of all sizes to give them a sense of escapism. Audiences have never been bigger, and demand for content across all platforms has accelerated. All because of Covid-19 and global demands to stay at home. This should have been an advertiser’s dream. With such a captive audience and a renewed focus on purpose, companies were well placed to build brand loyalty. However, instead of capitalising on a unique moment in history, many brands have chosen to focus on short-term ‘performance’ (lower funnel) goals. In many ways, you can’t blame them. With so many companies fighting to stay afloat and consumers making purchase decisions based on necessity, priorities have shifted towards sales and measurability. This has meant a focus on lead generation, conversion to sales and what are viewed as the typical performance channels. By channelling marketing efforts into performance, longer term ‘equity’ (upper funnel) goals have been consciously deprioritised. This has led to dramatic drops in consumer loyalty. All of this has been compounded by a renewed commitment to buying local, a trend that is viewed not only as a more sustainable way of doing business, but one that encourages entrepreneurialism and gives back to local economies. (It was also partly due to logistical limitations during lockdown.) Within such an environment it has become imperative that brands continue to show their value. This can only be achieved through a renewed focus on brand equity and customer experience, which in turn requires a renewed focus on media that offer brands the ability to share their stories, and ultimately build loyalty. One solution is longform content on TV. Historically, the traditional view of TV has been of a medium that falls short when it comes to measurability. However, over the past few years there has been a collective industry-wide effort to bring digital-video-like metrics to TV, leading to far greater utility from the data, and accountability in terms of performance and viewing habits. From classic viewership metrics such as reach and ratings, to more advanced and granular performance measures such as retention, loyalty, completion rate and frequency of exposure, information can now be captured on a second-by-second level. The reports are now built on outcome performance by channel, programme, time slot and advertiser spots rather than the past’s output data. In addition, household-level data – reported after one day of capture – can be translated into individual viewership data, which allows advanced targeting. All of which is now available in near real-time for all MBC channels in Saudi Arabia. With this kind of data, a more complete picture of consumer viewing habits is now

possible. With more data accessible for TV, brands can measure on multiple tiers – from perception and favourability measured through brand lift studies, to engagement and creative analysis through completion rates using panel+ data, and lower funnel metrics from attribution studies. All of which makes it easier for brands to ensure their longer-term goals are no longer being temporarily deprioritised in favour of short-term gains. This data can be used to get your brand storytelling right. I am not trying to suggest that a winning brand can be built solely by using the right media mix, but it is a critical component. Effective storytelling can only be achieved if it is delivered to the right places at the right time. That is why the application of full-funnel thinking, with the correct messages being delivered at each stage of the funnel, is critical. This is where the most effective media comes into play.

‘FULL-FUNNEL THINKING, WITH THE CORRECT MESSAGES BEING DELIVERED AT EACH STAGE OF THE FUNNEL, IS CRITICAL.”

To do this, brands will need to ensure their data and trends are tracked over longer periods, regardless of the channel. Marketers owe it to their brands not to be biased towards any media, especially with more uniformed data becoming increasingly available. The bad news is there are no shortcuts. There is no one-size-fits-all approach. But there is full-funnel thinking. This helps a company achieve not only its immediate performance goals, but its long-term brand building too. Let’s not forget that while it’s easy to focus on temporary boosts in sales, especially with the readability of real-time data, a focus on short-term performance campaigns can lead to a detrimental impact on the long-term equity of your brand. The good news is that the playing field is levelling. The data points that matter are now available across key channels, so you no longer have to think TV-versus-digital. This, I believe, is crucial.You should start getting comfortable with navigating a single well of data that is comparable and informative towards how longform content (distributed on linear or digital infrastructures, from 4” to 65” screens and beyond) can facilitate your brand and business goals.

By Jason Monteiro, director of client partnerships and monetisation at MBC Media Solutions

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February 28, 2021

What The FLoC? As Google unveils its plans to replace cookies, MMPWW’s deputy GM Nader Bitar takes a deeper dive into the future of data and measurement

ust over a year ago, Google dropped the cookie bomb. You may remember the panic that ensued at the news that by 2022 they would be following Apple and Mozilla to block support for third-party cookies. The digital advertising world was put on notice, while we all waited to see what Google would roll out in replacement. Well, one year into their deadline we now have an answer… and it involves bird-themed acronyms. Say hello to FloC, AKA the ‘Federated Learning of Cohorts’, a privacy-preserving mechanism for enabling interest-based advertising. It works by grouping people together with similar interests. So far, so simple. Where things get interesting is the anonymity aspect; user information isn’t broadcast freely in the open; rather it’s processed on-device. Essentially, Google is using machine-learning algorithms to develop a cohort based on browsing history, page URLs and page content. Let’s be clear, though: FLoC is just one of the many solutions that Google is developing as part of its Chrome Privacy Sandbox. We’ve seen the theoretical TURTLEDOVE evolve into a more practical solution, renamed ‘FLEDGE’ in collaboration with other ad tech firms (Magnite’s PARRROT- Publisher Auction Responsibility Retention - among them) which works by putting ad-based decisions in the hands of the browser rather than at the ad-server level. Other concepts in the works include a solution that focuses on providing non-click-based attribution by using the propensity data in the FLoC cohorts. It’s called PeLICAn – Private Learning and Inference for Causal Attribution – and yes, apparently someone high up at Google is very keen on birds.

Still, early signs are promising from the Google camp at least, boldly claiming that FLoCs are 95 per cent as effective as cookies, although this is highly dependent on the strength of the algorithm and targeted interest. Advertisers and publishers are less sure. I’d say that’s in part because they are still trying to make sense of this new identity environment, coupled with the ongoing Covid-19 disruption and market uncertainty. I think the conversation needs to go deeper. We need to look at the practicalities of what data capture will look like in future as cookies begin to lose their crunch, and in that sense it’s the DMPs we should look at to lead the way. What is clear, however, is that everyone is now on the same page when it comes to prioritising privacy. You only need to look at LiveRamp’s recent acquisition of DataFleets (a cloud-based tech company that securely merges and analyses data) to see which way the wind is blowing. Regionally, we still have a way to go before we fully understand data usage and compliance. So, to each of the stakeholders, I have a specific message to deliver. To publishers, you have a resource that is very valuable; you have great content that users want to engage with and you have the users themselves, readily flocking to your platform. Now you need to leverage this data. We’re seeing the resurgence of contextual for a reason and, in the absence of cookies, user habits will become the sweet spot to enhancing the experience for the long term. It’s not difficult to implement – it just takes working with the right partners to lay the foundations. Confidence will follow. For advertisers, it’s time to come clean. Where are your data investments? Your DMP integrations? Do you have a data strategy? How are you classifying your personas? Technology is evolving at such a rapid pace that it’s impossible to manage all of this without the right expertise in place. It’s true that social media has allowed for such granular targeting (there are hundreds of data points to draw from on Facebook alone) that it’s become commonplace to expect this is the case with everything. Yet, beyond these platforms, the current arena just isn’t set up to compete on this scale. Post-Covid, the walled gardens are set to emerge stronger and more impenetrable than ever, despite facing more scrutiny from regulators looking to close the loopholes that have allowed such market dominance in the first place. It may be too little too late, but perhaps accountability will come in time. For now, here’s a radical thought: let’s actually work together to challenge this. Let’s consider what’s needed in this market and put a data and measurement strategy in place. Talent, expertise, and education are a great starting point, but it’s going to take leaders uniting towards a common goal before we can even make a dent. Even though we’re all apart right now, it doesn’t mean we can’t still come together (via Zoom, most likely) to envision a future for data and measurement that works for everyone. FLoC, shmock – who cares? It’s time we looked at the bigger picture.

“Let’s be clear, though: FLoC is just one of the many solutions that Google is developing as part of its Chrome Privacy Sandbox.”

February 28, 2021

MEASURE FOR MEASURE An accurate measurement is worth a thousand expert opinions, says Team Red Dot’s Irfan Mirza

an you guess how much time the average UAE-based user spends on the internet and social media? A whopping 10 hours a day. The era of digital distraction is upon us, and no business is resistant to its impact. Brands must have a holistic measurement plan to fulfil the consumer’s demand. Whether it’s seeking information on a smartphone, shopping through social media or binge-watching on a tablet, individuals interact with digital media in various ad formats across a host of platforms every day. This type of usage introduces a great deal of complexity regarding media measurements. Your continuous learnings, results and optimisations are based on precise and accurate media measurements – and it’s essential to get it right to enhance your key marketing objectives over time. The only consistent factor in advertising is change – and understanding effective ad measurement grows more critical day by day. Marketers need to listen like never before, and it boils down to having our finger on the pulse. There are three things that affect the accuracy of marketing measurement: speed, level of detailing and multitouch attribution (MTA). 1: SPEED: In our current digital ecosystem, the ability to react instantly to changing market situations, competitive behaviours and consumer actions is vital. For example, if your ad group level conversion data is three weeks old, it will not help you make the best decisions for your ongoing paid search campaign. With eMarketer predicting that more than 80 per cent of display ad spend in developed markets will be purchased using programmatic technologies, attribution metrics are more important than ever.

‘‘GRANULAR PERFORMANCE DATA ALLOWS YOU TO ESTABLISH HOW EACH CHANNEL PERFORMS AND PINPOINTS WHERE TO SHIFT BUDGET TO BOOST OUTCOMES.”

2: LEVEL OF DETAILING: Data that includes collective or market-level information about campaign results isn’t meaningful at the user level. Marketers need granular data to see how to optimise between channels, creatives, and ad formats. Granular intra-platform performance data allows you to establish how each channel performs relative to others and pinpoints where to shift budget to boost outcomes. 3: MULTITOUCH ATTRIBUTION (MTA): Attribution models let you choose how much credit each ad interaction gets for your conversions. Most advertisers measure the success of their online advertising on a “last click” basis. This means that all the credit is attributed to the last-clicked ad and the corresponding communication and ad format. A few types of attribution models available are: Last click: Gives all credit for the conversion to the last-clicked ad. First click: Gives all credit for the conversion to the first-clicked ad. Linear: Distributes the credit for the conversion equally across all ad interactions on the path. Time decay: Gives more credit to ad interactions that happened closer in time to the conversion. Position-based: Gives 40 per cent of credit to both the first and last ad interactions. Data-driven: Distributes credit for the conversion based on your past data. Marketers must ask themselves the following questions: Are we evaluating data from multiple channels in silos? How can we have a unified approach to reading data? Is our campaign measurement process leaving any blank traces? How well are we using our first-party data? To help answer these, let us look at a few of the tools recommended for marketers. Google Analytics: This continues to be one of the best ways to understand how your consumers are behaving on your website or mobile app. It brings together a comprehensive view of user behaviour with machine-learning capability to surface key insights and look into the future with predictive analytics. Its integration with Google Ads

and Google Marketing Platform makes it directly actionable. Data Studio: This is a great tool to enhance productivity and insight generation and has built-in connectors with Google Ads and Google Analytics. Furthermore, you can see your data in real time, it comes with multiple reporting templates, and it can be customised based on your requirements. HubSpot: This provides an excellent all-in-one approach to inbound marketing and automation that uses a logical process to take you step-by-step through running campaigns, monitoring, and tracking the whole process. It also has simple SEO tools that monitor your ranking and the traffic you’re getting from specific platforms. The research is clear: Organisations that use data and measurement most effectively have invested in cross-platform tools, adopted a privacy-aligned mindset and harnessed insights from machine learning to create more appropriate and engaging experiences for users. Remember, if you can’t measure it, you can’t fix it.

By Irfan Mirza, head of digital transformation and integrated media, Team Red Dot

THE AGENCY GUIDE 2021

HEADLINE PARTNER

February 28, 2021

INTRODUCTION

elcome to Campaign’s 2021 Agency Guide, our annual directory of the region’s creative and media agencies, the people who run them, the clients they serve and the services they offer. You’ll find many familiar names in the coming pages: the network and local stalwarts that have been serving the region for years – decades, in some cases. And you’ll find some new agencies, fresh arrivals since our last edition of this guide. (Not all of them will be totally unknown, as we have announced their openings and hires and work in the magazine and online.) Times of economic crisis often lead to a blossoming of new agencies. Big networks find themselves squeezed by client budgets, so they cut their numbers. Those ‘numbers’ represent talented and unique industry experts – who go off and set up shop on their own. The best of these new agencies will grow, and perhaps get acquired, and the newcomers appearing for the first time here will one day spawn alumni shops of their own. Anecdotally I also hear of a lot of people in our industry going it alone – as temps, or freelancers or consultants, or whatever titles they choose to assume. Some of these mavericks are downsized staff, while others have chosen to embrace the work-from-home lifestyle that lockdown forced upon us in 2020. They have elected to tread a different path from office life, although you will find them hotdesking at agencies as well as within the marketing departments of clients. As the economy tends towards project-based work, and often specialised projects at that, agencies are able to scale their teams up or down, depending on what expertise is required. Agencies are offering more services, helped by this flexible availability of specialised talent. As always, we can see more agencies that might once have been pigeonholed as PR or digital agencies, or even production houses, listing themselves as media or creative agencies because their roster of services has expanded to move them into that sphere. Their skillsets are expanding in order to keep them relevant in an ever-changing industry. They are expanding because they are looking to gain more value from their existing clients. And they are expanding their offerings because clients want more joined-up thinking across disciplines. Agencies are changing. They are always changing as the nature of the industry constantly evolves. Read on to see how today’s agencies are becoming the creative and media powerhouses of the future. And make sure you are signed up to our newsletters (register at www.campaignme.com) to keep track of how you can get involved in future editions of the magazine, our webinars, our digital presence and more. We have guides to TV and video, PR and events, production houses and more. So if you offer those services, we’re looking forward to seeing your company listed. And finding out how you are adapting and evolving too.

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AUSTYN ALLISON Editor

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Front cover and guide cover designed by Thokchom Remy

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campaignme@motivate.ae

CREATIVE AGENCIES

February 28, 2021

CREATIVE AGENCIES 180 MENA

AGA-ADK Advertising and Marketing

Founded: 2021 General manager: Youssef Chahine youssef.chahine@180mena.com

Founded: 1997 Offices: Dubai (HQ), Beirut, Jeddah, Riyadh Chairman: Roger Sahyoun Regional ECD: Joe Maalouf Regional client services director: Joy Sahyoun info@aga-adk.com aga-adk.com +971 4 445 8383

An award-winning creative agency that sees the world not as it is but as it could be. Known for its ‘180 thinking’, the agency brings fresh perspectives to clients and ideas that sit at the intersection of famous, human and seamless. Key hubs: Amsterdam, Los Angeles, New York and MENA. SERVICES: Brand strategy, advertising and content creation, data & analytics, social media, design and production.

Accelerate Online Founded: 2011 Regional Offices: Beirut, Dubai, Riyadh, Jeddah Head of company: Patrick Lahoud Chief creative: Raya Hilany pl@acceleratemeonline.com www.acceleratemeonline.com Accelerate Online provides its new age of consumers with digital and integrated marketing solutions. Through incorporating the various aspects of typical agencies, we are able to provide complete and comprehensive approaches to fit your marketing needs, while ensuring a strong brand image across various popular platforms. SERVICES: Media planning and buying; SEO; strategies; content creation; listening and reporting; analytics and data; production services; web development; influencer marketing; digital designs; animated videos

AGENCY BIO: Affiliated with ASATSU-DK (ADK), the third largest advertising network in Japan, AGA-ADK is a full-fledged communications agency in MENA. Known for its blend of memorable and effective ad campaigns that aim to deliver results. Using data to drive creative solutions, and with a content-first approach, the team focuses on creating relevance in communication in a world where individualsation and hyperpersonalization in advertising is taking the lead in building consumer relations. SERVICES OFFERED: Full marketing communication services, strategic planning, creative designs, consumer activation, production, branding and corporate identity, content planning and production.

Andon Creative Design Founded: 2013 Regional headquarters: Dubai Ownership: The Andon Group BVI Head of company: Brandon Grieve Chief creatives: Andrew Noddings; Mohammed Barazi www.theandongroup.com SERVICES: Brand identity; brand evolution; marketing campaigns; product development; product launch and promotion; website UI; UX design; website builds; content creation.

CREATIVE AGENCIES

February 28, 2021

Axis Integrated

B2C Ideas Agency

Foiunded: 1998 Head of company: Mukhtar Mody mukhtar@axis-ads.com

Founded: 2017 Head of company: Jatin C. Vadgama jatin@b2cideas.com

Axis Integrated, a full-service advertising agency based in Dubai, operates in the Middle East & Africa region with access to all global markets. We have a proven track record of successful campaigns conceptualised and delivered for our reputed blue-chip clientele.

With more than 25 years of experience in the Middle East, Subcontinent and Far East markets, we can create the most cost-effective solution for your brand to stand out in the marketplace. We also provide in-house design services for clients that need to protect the privacy of their content.

SERVICES: ATL & BTL creative services; media planning & buying; social media & digital marketing; events & activation; production – films, printing & fabrication

SERVICES: Marketing communications; advertising design for all media; branding and stand design for events; trade shows & mall activations

AR More

Bates Pan Gulf

Founded: 2019 Head of company: Mina Litvinova vera@ar-more.me www.ar-more.me

Founded: 1980 Heads of company: Avishesha Bhojani (group CEO); Souheil Arabi (president, BPG Kuwait), Ketaki Banga (EVP, BPG Dubai) www.bpggroup.com info@bpggroup.com +971 4 506 5555

AR More is an augmented reality creative and production studio specialising in designing engaging AR-driven social media campaigns and developing AR effects for social media platforms. With our “minds” based in Dubai and our “hands” based in Russia and Ukraine, we ensure delivering regionally relevant creative coupled with highest industry-standard technical execution at a competitive price. SERVICES: Development of AR-driven social media campaigns; design and development of AR filters for Facebook and Instagram in Spark AR; design and development of AR lenses for Snapchat in Lens Studio; design and development of AR effects in TikTok Effector; corporate training

With offices in Dubai and Kuwait, BPG Group – part of the WPP network – is a unified brand experience agency specialising in delivering omnichannel communications across the GCC. Established in 1980, it has grown to become one of the region’s most respected omnichannel creative agencies. SERVICES: Advertising; media; PR & social; marketing transformation; customer experience KEY CLIENTS: MH Alshaya, Boubyan Bank, Swatch Group(Omega/Rado/Tissot), Rivoli Group, HMD Global (Nokia), National Bank of Kuwait, Dubai Parks & Resorts, Singapore Tourism Board, G42, Innoventures Education, Al Tayer Motors, KPMG, Sony MEA, Godiva, Philip Morris, Cigna, Global Fintech, Mazoon Dairy

LEADERSHIP PANEL

Founded: 2009 Headquartered: Dubai, with offices in Abu Dhabi, Riyadh, Al Khobar, and Doha Email: middleeast@accenture.com www.accentureinteractive.com Accenture Interactive is a new kind of partner for a new kind of client. We are designed from the ground up to empower clients to own Experience from start to finish. We believe that a great idea can transform an Experience, and a great Experience can transform lives. We are committed to helping design, build, communicate and run experiences that make peoples’ lives better, more productive, and more meaningful. Accenture Interactive was ranked the world’s largest and fastest-growing digital agency in the latest Ad Age Agency Report. We Design experiences to make peoples’ lives better by reimagining industries, value propositions, products & services, and operating models.

We Build experiences by rewiring organizations with connected platforms and intelligence to enable customercentric business processes and culture. We Communicate experiences to reach all audiences across customers, employees, and societies with bold creative ideas, content, and marketing across every channel and touchpoint.

David Fregonas

TJ Lightwala

Managing Director, Lead for Accenture Interactive ME

Head of Digital Marketing & Experience Services

Humza Ijaz

Kristine Lasam

Head of Design & Fjord

Head of Brand & Communication

We Run experiences by helping clients orchestrate, optimize, and scale their marketing, media, content, and commerce programs in an infinitely complex world through new co-managed services models. SERVICES: Consulting, design thinking, user experience, platform solutions and implementation, commerce, creative and communications, brand strategy and governance, digital media, audience management solutions, programmatic demand and supply-side consulting and management, integrated performance, social as a service, data and analytics, personalisation, CVM, loyalty marketing and management, influencer management

CREATIVE AGENCIES

February 28, 2021

Blue Apple Advertising Founded: 2010 Headquartered: Dubai Owner: Vishhal JN Anand Chief creative: Pankaj Ramnathkar www.blueappleco.com Blue Apple is an award-winning integrated advertising, digital and social media agency built on a team of specialist professionals with regional and global experience. Everyone talks about their differences, but we believe we genuinely offer our clients something different: a team of communications experts who value client relationships. SERVICES: Advertising creative services, brand strategy, integrated communication (ATL, digital, BTL), logo design & corporate identity, packaging, digital marketing, social media, website, mobile app KEY CLIENTS: Mohammed Bin Rashid Al Maktoum City – District One, Dubai Islamic Bank, Eros Electronics, Hitachi, TCL, Michelin, Al Zahra Hospital, McCain Foods, Damac Properties, Leptos Estates Cyprus, Al Areesh Foods

Bond

The Brand Company

Founded: 2009 Partner: Anthony Miles ahlan@bond-agency.com

Founded: 2017 Regional offices: Egypt, UAE Head of company: Omar Hikal Chief creative: Dara Abdel Hadi brandsbuiltbetter@thebrandcompany.co akram@thebrandcompany.co www.thebrandcompany.co

A global brand and experience agency with studios in Dubai, Helsinki, London, Tallinn and San Francisco. We are designers, technologists and storytellers, applying our expertise to build complete brand experiences. We believe in one simple truth: In a complex world, simple wins. Simplicity is the guiding principle that underlies our thinking, approach and work. SERVICES: Brand strategy; brand identity & design system; launch & brand campaigns; UI design & digital development; branded environments

SERVICES: Brand culture assessment and development; brand strategy; customer experience; brand architecture; brand identity creation; creative brand communication development concept KEY CLIENTS: El Gouna (real estate), El Gouna (destination), Azza Fahmy (luxury jewellery), Desert Rose (hospitality), RAK Media Office (government)

Founded: 1988 Headquartered: Dubai, with offices in Abu Dhabi, Beirut, Kuwait, Qatar and KSA (Jeddah & Riyadh) www.amcuae.com +971 4 457 2125 enquiry@amcuae.com LEADERSHIP PANEL More than innovation, we are guided by our passion for building brands differently. AMC is a fully integrated communications agency that’s a one-stop-shop for brands, SMEs, corporate groups, government entities and business institutions. We provide our clients with a full range of creative, digital and media services that create better brand interactions, drive businesses and produce extraordinary results. Our quest to continually rediscover, reinvent and evolve helps us lead innovations through creative thinking, digital executions and engaging brand experiences. Pierre Abou Diwan

Mark Abou Diwan

Chairman & CEO

Managing Director

Rabih Al Atat

Fadia Reda

Branch Manager – Abu Dhabi

Director - Abu Dhabi

SPECIALISMS: Creative, digital, social media, web development, media planning & buying, branding, public relations, events management, photography, print production, television and radio KEY CLIENTS: Bentley Emirates, McLaren, Mitsubishi, Bawabat Al Sharq Mall, Abu Dhabi Chamber of Commerce, Ambulatory Healthcare Services – SEHA, Abu Dhabi Distribution Company (ADDC), Abu Dhabi International Hunting & Equestrian Exhibition (ADIHEX), Al Habtoor Group, Al Habtoor Polo Resort and Club, Emirates College of Technology, Emirates International School, Ghantoot Racing & Polo Club, International Community Schools, Khalifa Award for Education, Mohamed bin Zayed University of Artificial Intelligence, Mohammed Rasool Khoury & Sons – Rolex, Tudor, Laderach and Sorbonne University Abu Dhabi (SUAD)

CREATIVE AGENCIES

February 28, 2021

Founded: 2018 Headquartered: Dubai www.and-us.agency fadi@and-us.agency WHO WE ARE – We are an independent creative-led agency. WHAT WE DO – We provide business growth solutions and expert services across the entire customer journey. HOW WE DO IT – We work side-by-side with our clients to solve their business problems or create business opportunities with creativity, technology and design.

LEADERSHIP PANEL

WHY WE DO IT – To give our clients a competitive advantage as they undertake essential digital transformation, and help them address their bottom-line and top-line growth objectives simultaneously. SERVICES: Creativity unbound – marketing and communication, branding and design, online and social, digital, strategy, data product development, content development and production, PR, media KEY CLIENTS: Google, Deliveroo, Batelco (Bahrain Telecom Company), Shahid, Oppo, Hardee’s, Coca-Cola, MetLife, Lush, F1, Jotun and us

And-us half.pdf

CMY

2/15/21

10:57 AM

Fadi Yaish CEO and Chief Creative Officer

CREATIVE AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 2019 Headquartered: UK www.bakedcreative.co +44 776 577 7876 hello@bakedcreative.co

Dan Bulman CEO

An independent creative agency, we bring consumer brands to life through creative strategy, advertising, design, brand development and content creation. Perfect partners as your creative agency of record and a flexible creative resource for individual projects. SERVICES: Creative strategy, advertising, design, brand development, content creation KEY CLIENTS: Under Armour, Red Bull, The North Face, ASICS, Timberland

INDUSTRY SNAPSHOT

BY DAN BULMAN CEO, Baked

HOW IS YOUR AGENCY’S ROLE DIFFERENT TODAY FROM A YEAR AGO?

As a creative agency we’re now pushing for closer, earlier integration into the media planning process – whether that’s done in-house by the client or at another agency. Creative is the variable of media success, and media brings attention to powerful creative. Bringing the two together earlier is the best way to drive real business results for our clients.

WHAT ROLE DOES TECHNOLOGY PLAY IN CREATIVITY TODAY?

We’ve seen an explosion in brands looking to 3D modelling and production as they reduce the amount of traditional photo and video shoots since the outbreak of the pandemic. Once you have a 3D scan of a product, it can be used in perpetuity too. It’s a great example of how technology can drive efficiencies in creativity.

WHAT ONE PIECE OF ADVICE WOULD HELP CLIENTS GET THE MOST OUT OF THEIR AGENCIES?

Drive them towards a proactive rather than a reactive attitude. Are they sending you ideas and solutions to challenges before you’ve asked? Any agency can

answer a brief, but the secret sauce that creates a real partnership is the free sharing of ideas – even if that idea doesn’t make the agency any money. It’s about building longterm trust and transparency.

WHAT WILL THIS YEAR’S BIGGEST CHALLENGE BE, AND HOW DO YOU PLAN TO TACKLE IT?

As a rapidly expanding agency, our biggest challenge is scaling our culture as we bring in new faces and build the team in different regions. We approach this through ensuring we’re hiring an empathetic, kind leadership team and trusting them to be the guardians of our culture – as well as our creative operations. People always come first.

WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR?

I’m most excited to see how brands rethink their marketing spend as, hopefully, the world’s economy begins to recover. The pandemic has shifted e-commerce forward 10 years and brands are sure to be looking to drive marketing efficiencies through combining powerful creative and media to deliver the strongest business results for their investment. We want to be part of driving that conversation forward.

CREATIVE AGENCIES

February 28, 2021

Brand New Galaxy

Broomstick creative

Founded: 2020 Heads of company: Adil Khan (CEO); Zubair Siddiqui (COO) business.mea@brandnewgalaxy.com

Founded: 2012 Head of company: Fahad Ali chiara.p@broomstickcreative.com

A global martech platform purpose built to drive commerce for brands. Headquartered in Warsaw with offices across Europe, MEA & US. BNG delivers E-commerce solutions powered by proprietary transformation tools and datadriven insights underpinned by AI to drive performance. All with a single-minded focus of delivering growth for our clients.

Broomstick is a creative content and digital innovation agency, headquartered in Dubai with a footprint in the US, South Asia and the Far East. We are specialised in content strategy and creation, social media management, digital development and performance marketing.

SERVICES: E-commerce and automation solutions; digital and ad tech; social media; creative production; marketing communication consultancy

SERVICES: Content creation, performance marketing, social media management, web development

KEY CLIENTS: Bridgestone, Perfetti Van Melle, Fresh to Home, IFFCO, Black & Decker, Ecolab

Bridge of Minds

BTG

Founded: 2016 Head of company: Marina Araigy (managing director) info@bridgeofminds.com

Founded: 2014 Partner: Farha Anwar info@brushtip-me.com

An integrated marketing and communications agency, harmonious with all the major industries in the Lebanese and MENA markets, Bridge of Minds is shaped by a determined team from various backgrounds supporting each other to make impossible things happen. It has a unique holistic and inclusive approach to highend marketing, communications and branding strategies.

A creative agency with disruption running through its veins. Innovation, technology and human insights combine to bring clients cutting-edge social media, research and strategy, events and so much more. We provide brands with communications that add real value to their offering.

SERVICES: Branding, communication, digital, photography, influencer PR, animation

SERVICES: Integrated brand communications, social media management, creative strategy and implementation, experiential exhibitions, immersive technology solutions

KEY CLIENTS: Castania Nuts, ZoodMall, UNDP, Medcities Barcelona, Estia Developments Athens & Portugal , Barista Espresso, Lili Margo Paris, Kempinski Hotel, Movenpick Hotels & Resorts, Resense Spa, Revistalash Cosmetics, Caudalie, Dr. Grace Obeid, Bou Melhem Restaurant, La Nonina Pizzeria

LEADERSHIP PANEL

Founded: 2001 Regional Offices: Dubai, Beirut, Manama, Riyadh, Tunis, Casablanca Ownership: Majority Owned by DDB Europe (Omnicom) in Dubai enquiries@ddb.ae www.ddb.ae +971 4 429 0904 We believe, that creativity is the most powerful tool in business. Growth requires people to behave predictably, and growth is what clients come to us for. Emotion, at Scale, is the way to achieve that. Making lots of people all feel the same thing at

the same time. We grow businesses by giving them emotional advantage. Our work is designed to appeal to emotions, to achieve rational goals. Part of Omnicom, DDB is the most awarded agency ever at Cannes Lions. It is one of the largest networks with 200 offices across 90 countries with 1,200 employees serving 1,900 clients.

Hubert Boulos

Firas Medrows

CEO Middle East

ECD

Nathalie Gevresse

Ines Blanfuney

Managing Director

Head of Planning

SERVICES: Integrated communications, advertising, social digital, shopper marketing, content production KEY CLIENTS: Saudi Tourism (SCTH), Al Safi Danone, Lipton (Unilever), Sunsilk (Unilever), Persil (Henkel), Emirates AWARDS: #2 Most creative Network in the World (Cannes Lions 2019)

CREATIVE AGENCIES

February 28, 2021

C2 Communications Founded: 1989 Headquartered: Dubai www.c2comms.cx +971 4 282 7621 SERVICES: Building brand identity, tone of voice and perceived value; conceptualisation and ideation of cross-channel communication strategies; activating brands through experiential and meaningful relationships; channel planning strategies; advanced performance marketing and amplification

The Cheek Founded: 2010 Holding company: Equity Advertising Headquartered: Dubai Founder: Shoba Menon (shoba@thecheek.ae; +971 50 645 7018) Business Head: Pulkit Vasisht (pulkit@thecheek.ae; +971 55 512 9841) Creative muscle of a network. Dedicated service of a boutique. Human-first brand communication for the digital-first world. KEY CLIENTS: Suqia – The UAE Water Aid Foundation, Centrepoint, DP World, Banque Misr, Al Ain Farms, Home Box, Panasonic, TPM, KAO, Phillips, GBI, Nutricia, ABM, Midea, Candy

Caviar Creative

Cheesecake

Founded: 1998 Headquartered: Kuwait CEO: Haitham Al- Hajji Chief creative: officer Haitham Al-Hajji www.caviarcreative.com

Founded: 2019 (UAE), 2010 (UK) Head of company: Philip Wride phil@cheesecakedigital.com

SERVICES: Telecoms; banks; ministries and government; automotive; entertainment; health; FMCG; finance and investment; non-profit; sports

Cheesecake Digital is a specialist gaming agency with more than 20 years of experience. We help brands authentically enter the esports and gaming market. We take pride in taking the time to understand our clients while educating them about gaming and working with them to create “wow” moments that are relevant to the audience. SERVICES: Strategy, event management, ad campaigns, lifecycle marketing, experiential, creative concept

LEADERSHIP PANEL

Founded: 2015 Headquarters: Dubai with offices in Tokyo, Singapore, Bangkok, Beijing, Riyadh and Jeddah. hello@delphysme.com www.delphysme.com In a rapidly changing world, we believe in creating transformational value for brands through creativity, communication design and data. We embrace strategic thinking, innovation and storytelling to deliver compelling content across all mediums and screens. SERVICES: Brand strategy, innovation, advertising, branding, design, analytics, brand experience, influencer management, community management, content creation, web design and development, digital marketing

Takashi Suzuno Chief Executive Officer

Ramzi Abou Dargham COO - ME

KEY CLIENTS: Toyota, Lexus, Abdul Latif Jameel, Sabic, Saudi Automobile and Motorcycle Federation, Rally Dakar and Deezer

Michel Zouein Regional ECD

CREATIVE AGENCIES

February 28, 2021

Cheil MEA

Commonwealth McCann

Founded: 1973 (globally); 2006 in the region Head of company: Youngsuk Yoon hello@cheil.com

Regional headquarters: Dubai. Ownership: IPG (The Interpublic Group of companies) Managing director: Ian Halley Executive creative director: Andrej Arsenĳevic www.cw-mccann.com

Cheil MEA is a leading 360-degree advertising agency regionally headquartered in Dubai, and with seven offices across the region. Its dedicated digital business provides full creative development and localisation (across channels such as social media, display and video), as well as e-commerce, CRM, media buying, and UX/UI design & development. SERVICES: Creative development (both locally produced and global adaptation), social, digital and e-commerce, CRM, media planning and buying, analytics and reporting

SERVICES: Creativity, strategy, account management, social media, digital content creation, production KEY CLIENT: Chevrolet Arabia

KEY CLIENTS: Samsung, Volkswagen, Nespresso, New Balance, Energizer

Comma

Create Media Group

Founded: 2018 Head of company: Rawan Al Sharif write@letscomma.com mariam@letscomma.com

Founded: 2010 Offices: Dubai, London Head of company: Tom Otton Creative director: Vincent Drevet www.createmedia-group.com

We have intensive experience in the field of copywriting that we have gathered from years of working on different types of projects. We believe in the power of words, which is why we aspire to practise and enhance what we do by collaborating with similar agencies around the world. SERVICES: Creation of a brand tone; translations in English & Arabic; campaign & advertisement content; social media content management; packaging content

SERVICES: Social media; digital; video production; logo design KEY CLIENTS: Emirates, Audi, Emirates Academy, Qasr Al Hosn, Expo2020, Cultural Foundation, Redbull, Nespresso, Standard Chartered, Emaar

LEADERSHIP PANEL

Founded: 2018 Headquartered: Dubai (virtually based) doepic.agency +971 50 659 9342 ramzi@doepic.agency At Do Epic Sh*t we don’t do ads. We pride ourselves in creating ideas with genuine impact through human storytelling, for brands that understand they need to transition to drive growth. We are a virtual, creatively lead and owned, boutique, content-creation, production and design studio with sustainability built into its core (yes, we do all that!). Our ideas focus on providing real solutions to your problems that people want to spend time with, for real brands, talking to real consumers to form a genuine connection with your audience. Leveraging our virtual and modular business model with a global network means we get to hand-pick & curate only the best creative talent to work on your briefs, never restricted by who’s in the region or office, if we had one! We deliver fast and

cost-effective ideas using the right medium, most relevant to your brand. Built into the core of the business is do epic good, our sustainability offering that brings brilliant minds and industry experts together to craft your business to be a leader of positive change. Our design studio: epic lion, is bold and passionate but we don’t create logos. We develop brands with heart. Do Epic Sh*t is more than just our name, it’s our entire belief system. It’s our approach to everything we do, from the ideas we craft, to the results of the campaigns we deliver, and every step in-between. Together, we’ll make your brand epic. SERVICES: Creative solutions, branding, branded entertainment, creative, content production, digital, design, film production, marketing campaigns, sustainability communication, sustainability strategies, sustainable productions KEY CLIENTS: Uber, Timberland, Sun and Sand Sports, Bahrain Development Bank, Columbia, TikTok, PwC, Al Fakher, The Woolmark company, Cafe Rider, The Espresso Lab, WWF, flydubai

Ramzi Moutran Founder - do epic sh*t

Charney Magry Partner - do epic good

Scott Clephane Founder - epic lion

CREATIVE AGENCIES

February 28, 2021

Dunes Packaging

Esteem Communications

Founded: 1985 Headquartered: Dubai info@dunes.ae www.dunes.ae

Founded: 2015 Headquartered: Dubai info@esteem.me

Packaging design specialists offering an integrated range of packaging design and branding solutions. Concept, branding, design, artwork, premedia, prepress, 3D & CGI, photography, mockups & prototypes, e-commerce graphics and technical and press-side support.

Esteem Communications started its operation as a branding agency. Driven by passion for design, and a desire for being unique and unconventional the Esteem Communications team – who come from a diverse and multinational range of backgrounds – have dreamed up identities for five-star hotels, created blockbusting stands for real estate giants and even advised individual professionals and budding start-ups. SERVICES: Corporate identity and branding; ATL and BTL communication; social media management; web design

Entourage Founded: 2009 Headquartered: Dubai CEO: Mohammed Tayem www.entourageintl.com info@entourageintll.com +971 4 338 8834 Entourage is an independent live communications agency operating in the MENA region for the past 11 years with offices in Saudi Arabia, the UAE, Egypt and Jordan, along with a main office in New York City. Driven by strategic vision, Entourage offers integrated marketing services from events to PR to social and digital marketing and creative. SERVICES: Corporate events & conferences; creative; digital & social media marketing; PR KEY CLIENTS: Google, YouTube, Monsha’at SME Authority Saudi Arabia, Deloitte, UAE Prime Minister’s Office, LinkedIn, Ministry of Agriculture - Morocco, MiSK Foundation Saudi Arabia, Snapchat, Egypt Tourism Authority, Jordan Tourism Board AWARDS: Dubai SME 100; Effie Awards MENA; Dubai Lynx; Middle East Event Awards; Care Awards; Guinness World Records Recognition

Founded: 1968 Headquartered: Dubai Ownership: 51 per cent IPG, 49 per cent Middle East Communications Network (MCN) CEO: Tarek Miknas ECDs: Fouad Abdel Malak (Regional), Oliver Robinson (Regional), Dany Azzi (Riyadh), Karim Ayesh (Egypt) www.fp7mccann.com +971 4 445 4577 Part of McCann Worldgroup and the flagship agency of MCN, FP7 McCann describes itself as the number-one creatively driven integrated marketing company in the MENAT region. Awardwinning regionally and globally, FP7 provides fully integrated marketing solutions, advertising and digital services. With 16 offices across 14 countries, FP7 McCann is the region’s largest creative agency network. It has been named as the most effective agency network in the region for the last seven years in a row and the World’s Number 1 Most Effective Agency as per the Effie’s Global Index in 2020.

SPECIALISMS: Business leadership, integrated creative solutions, integrated production, integrated strategy, campaign creation & activation, channel management, consumer journey analysis, content creation & production, social strategy, social listening, social playbook creation, content planning design/ UX, digital strategy, holistic analytics, humantech design thinking KEY CLIENTS: Atlantis, McDonalds, Nestlé, Mastercard, Emirates NBD, Arla, L’Oreal, Dubai Duty Free, Talabat, SITE, Spotify, Al Rajhi Bank, Babyshop, Reckitt Benckiser, Jawwy (STC), Unilever, Ooredoo Group, Gillette, Etisalat Egypt, Orange Tunis, flyadeal (Saudia), Home Center, QIB, Saudi Sports For All, Tadawul, Bahrain International Circuit AWARDS: Global Effie Effectiveness Index: 2020 #1 Agency of the Year, The One Show, NY Festivals, AME Awards, MENA Digital Awards, Ad Stars, Loeries, IAB Turkey, WARC Effective 100: #1 Global Agency, WARC Media 100: #1 Agency in MENAT, WARC Awards: #1 Agency Globally, WARC MENA: #1 Agency in MENA.

LEADERSHIP PANEL

Tarek Miknas

Binit Shah

FP7/MENAT CEO

FP7/MENAT CFO

Tahaab Rais

Anis Zantout

FP7/MENAT head of planning

FP7/MENAT head of digital

Experience the very best of

with all the latest news, reviews and activites to help you discover what the Kingdom has to offer

WhatsOnSaudiArabia.com whatsonksa

CREATIVE AGENCIES

February 28, 2021

FWD-Comms

Grey MENA

Founded: 2020 Head of company: Fiona Wishart fiona@fwd-comms.com

Founded: 1917 Heads of company: Kamil Kuran (group CEO); Nadim Khoury (CEO) infomena@grey.com

FWD-Comms focuses on lifestyle brands, aiming to give the best concept consultancy and communication strategies. We give our clients access to a roster of talented freelancers across the globe to offer their services to our brands, from graphic design to illustration, photography to copywriting, in order to streamline your marketing and digital campaigns. SERVICES: Brand consultancy, creative campaigns, content creation, media and influencer outreach, copywriting

Started in 1917 in New York, Grey expanded into Europe in 1960. Over the years, the agency has garnered an enviable reputation for creative excellence based on solid strategic thinking. Clear, simple and compelling ideas have been the driving force behind creating consumer preference. In MENA, Grey was established in 1987. It is ranked amongst the top agency networks offering integrated communication solutions to international, regional and local clients. SERVICES: Strategy, ideation and deployment across touchpoints.

Group Partnership Founded: 1998 Headquartered: Dubai Partner & CEO: Rahul Nagpal MD & ECD: Alok Gadkar www.groupartnership.com info@partnershipme.com Rated amongst the top five creative agencies, we have been at the forefront of delivering ROI-based creative solutions. The honest, fearless and engaging types that question beliefs, alter perspectives. For more than two decades we’ve been partnering brands to identify their voice and speak in the language of now. SERVICES: Group Partnership is an end-to-end communications agency specialising in data management, communications strategy, content development and digital services. KEY CLIENTS: Government, retail, healthcare, banking & finance, education, FMCG, banking, sports and entertainment, amongst other categories

LEADERSHIP PANEL

Founded: 2005 Headquartered: Dubai havasworldwideme.com/ +971 4 455 6000 At Havas we aim to make a meaningful difference to the brands, the businesses and the lives of the people we work with. A full-service agency that operates with an Arabic-first approach and leverages locally relevant insights to deliver awardwinning work for both regional as well as global brands. Havas prides itself on its ability to attract the best creative minds from the world of music, photography, fashion design and more. Resulting in a unique environment that inspires all to collaborate and create meaningful work that goes beyond advertising and aims to shift culture.

Fabio Silveira

Joao Medeiros

General Manager

Executive Creative Director

SERVICES: Integrated communication services: creative, strategy, social media and content creation, digital, design and branding. KEY CLIENTS: FAB, Bel Group, Kiri, La Vache Qui Rit, Jibnet Abu al Walat, Veet, Durex, Vanish, Finish; Max Factor, Rimmel, Bourjois, Wella, Wella Professional, OPI, Jergens, Biore, NatGeo Abu Dhabi, LEGO Saudi Stores, Hersheys AWARDS: One Show Asia 2021; Cresta 2020; AdStars 2020; Lisbon international Ad Festival 2020; Loeries 2020/2019; Caples 2020; Effie MENA 2019/2018; Dubai Lynx 2019.

Carlos Nadal

Varun Kohli

Head of Growth

Finance Director

CREATIVE AGENCIES

February 28, 2021

Groupe Rhinos

Ibtikar Advertising Agency

Founded: 1998 Regional headquarters: Dubai Managing director: Fahad-Quentin Bahar Chief creative: Léa Liotta www.groupe-rhinos.com/en

Founded: 2009 Regional headquarters: Damascus Ownership: CNR Marketing Head of company: Abou Rommaneh Chief creative: Dima Homoush info@ibtikar.me ibtikar.me

SERVICES: Strategy planning; web and app development and design; graphic design; content creation; internal and external communication; digital marketing; audio-visual production; reward management; events planning KEY CLIENTS: Life Pharmacy, Emaar, Volkswagen Group, Engie, Lals Group

SERVICES: Corporate identity creation; full advertising campaign development (ATL and BTL); media planning and buying; digital media; public relations; event planning; TVCs KEY CLIENTS: MTN Syria; Unicef; Park Residence Yaafour; Fly Aman; UNMAS; Aman Holding; Al Hafez Home Appliances; FMFI Bank

Human

The Idea Agency

Founded: 2016 Headquartered: Dubai, UAE Head of company: Rakesh Kumar Chief creative: Rakesh Kumar human-film@homeofhuman.com www.human-film.com

Founded: 1997

SERVICES: Crowdsourcing; big ideas; campaigns; production; idea banks; digital storytelling; tech-led content KEY CLIENTS: Michelin, ENBD, Al Tayer Group, Titan, Dabur, JLL MENA, Star TV, Mondelez, Ferrero

Heads of company: Rita Boustany (managing director); Fady Boustany (executive director) fady.boustany@tia.ae The Idea Agency is a fully fledged boutique advertising agency offering total marketing solutions. Strategy & creative: from setting the strategy to creating the advertising campaigns, and what lies in between. Public relations: PR strategy and consultancy, creation of PR stories and press releases, monitoring and reporting, press conferences. Social media management: creating content calendars, posting, boosting, and engaging. Media planning and buying: designing effective media plans and strategies locally, regionally, and internationally (print, outdoor, TV and digital). SERVICES: Creative, public relations, media buying, social media management, digital marketing

LEADERSHIP PANEL

Founded: 1976 Headquartered: Dubai (regional); New York (global) horizonfcb.com +971 4 354 4458 dubai@horizonfcb.com Born in 1976, Horizon FCB is one of the first advertising agencies in MENA, a region that the agency calls home. Horizon FCB is a creative collective that believes in a neverfinished process, a relentless drive and a passion for growth. This is where the creators, the fighters and the thinkers come together to create solutions that create behaviour. Our doors are always open for those who want to change the game.

Mazen Jawad

Reham Mufleh

President, Horizon Holdings

General Manager, Horizon FCB Dubai

Munther Al Sheyyab

Rodrigo Leal Rodrigues

SERVICES: Brand consulting; branding/identity; journey planning; integrated creative communication; content creation/execution; BTL solutions; shopper marketing; experiential activations; promotions & sponsorships; video/content production. KEY CLIENTS: Ain Dubai, Boeing, Citi, Clorox, Coca-Cola, DHL, Dubai South, Dubai Tourism, Visa AWARDS: Multiple awards at the Loeries Africa & Middle East, MENA EFFIE Awards and World Luxury Awards in Monaco & Marbella.

Business Development Director / Head of Planning

Executive Creative Director

CREATIVE AGENCIES

February 28, 2021

Founded: 2012 Headquartered: Dubai Owners: Jamie Wilks, Abby Wilks, Kaja Weller www.houseofcomms.com +971 4 275 4900 talk@houseofcomms.com

House of Comms is an idea-first, strategic communications agency driven by data, creativity and technology. With offices in Dubai, Abu Dhabi and Riyadh and serving the MENA region with more than 90 staff, we solve real business problems with comprehensive strategies and creative ideas that are unbiased in terms of discipline and channel.

LEADERSHIP PANEL

Jamie Wilks

Abby Wilks

Co-founder

We are truly full-service. We follow a guiding principle of human-to-human communications. We are agile and humble and we #makeithappen every step of the way. SERVICES: Strategy; advertising; brand; creative; digital; performance marketing; social media; PR; film; web design & build; service design; UX/UI; SEO; PPC

INDUSTRY SNAPSHOT

JAMIE WILKS Co-founder, House of Comms

HOW IS YOUR AGENCY’S ROLE DIFFERENT TODAY FROM A YEAR AGO?

It is no different. We have a strong ethos and culture that has only elevated as the team has pulled together through Covid-19, and as far as clients and our output are concerned we are still agile and operating with a freedom that allows us to truly add value. So, it hasn’t changed and, if anything, has cemented us deeper into a role we were already playing as a properly integrated agency.

WHAT ROLE DOES TECHNOLOGY PLAY IN CREATIVITY TODAY?

This mainly revolves around how content is consumed. Of course with social and the ever-changing platforms, new platforms, publication formats and styles, the challenge is to keep up and keep clients educated too. It isn’t slowing down, that is for sure.

WHAT ONE PIECE OF ADVICE WOULD HELP CLIENTS GET THE MOST OUT OF THEIR AGENCIES?

We would advise them to be open minded to what a solution to the problem may be. We

Kaja Weller

Katie Bawler

Co-founder

Strategic Communications Director

still receive very prescribed scopes of works for very set business challenges and objectives. This isn’t always going to yield the best results. Often there is a creative or technical alternative to a problem that is outside of the prescribed scope. Give us a challenge, clear objectives and be open minded as to what solution we propose. Be flexible on what the scope may look like. (This is not always welcomed by procurement, admittedly.)

WHAT WILL THIS YEAR’S BIGGEST CHALLENGE BE, AND HOW DO YOU PLAN TO TACKLE IT?

The single biggest challenge so far is uncertainty. There is a degree of caution after last year and the remaining economic challenges, which restricts budgets and drive to invest, so we are having to be even smarter and more agile then ever with our solutions. We’d say making budgets work for our clients is a huge challenge and focus this year.

WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR?

Firstly seeing team members grow, as we’ve had a lot of people step up and earn promotions through 2020, which is a big statement of character across the business. In addition, we are very excited for some major client projects that are launching already, which are definitely challenging our creativity and ability to seek true integration. Finally, we have strong expansion plans and will have news on this soon, too. Watch this space.

CREATIVE AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 1971 Headquartered: Dubai info@impactbbdo.ae www.impactbbdo.com +971 4 330 4010

Dani Richa

Part of the global BBDO network, IMPACT BBDO was established in 1971 and offers comprehensive and integrated marketing communication solutions, covering a wide and prestigious base of global, regional and local clients. Our mission is to create and deliver the world’s most compelling commercial content across all mediums. The three things we care about the most are “The Work, The Work, The Work”.

Chairman & CEO BBDO Middle East, Africa and Pakistan

Samantha Stuart-Palmer

Managing Director, Impact BBDO Dubai

SERVICES: Advertising; brand strategy management; content production; corporate and reputation management; design; digital advertising; event management; influencer management; mobile design and development; public relations; shopper marketing; social community management; web design and development KEY CLIENTS: ADCB, Al Alali, DIFC, Ford, PepsiCo, Sadia, Sohar, Visa, Etisalat, Aldar, HP AWARDS: Cannes Lions Network of the Year: 2020; Immortal Award Winner: 2020; The Art Directors Club – Best Discipline: 2020; Dubai Lynx Network of the Year 2019 / 2017; Dubai Lynx Agency of the Year 2019 / 2017 / 2016; Cannes Lions Network of the Year 2018 / 2017 / 2011; Clio Awards Network of the Year 2018

Fouad Bou Mansour

Managing Director, Impact BBDO Abu Dhabi

Paul Shearer

Chief Creative Officer, Impact BBDO Dubai

LEADERSHIP PANEL

Founded: 2000 Headquartered: Dubai info@impactproximity.com www.impactproximity.com +971 4 330 4010 Proximity is a digital, direct and CRM network with 25 offices around the world. In the region, we are part of the Impact BBDO Group. At Proximity we make people more valuable to brands by creating and orchestrating experiences that influence behaviour through the entire journey. We solve business problems by changing individual customer behaviour by fusing creative, digital and direct with a deep knowledge of consumer insights and data, delivered through measurable customer engagement. Proximity is the most awarded digital, direct and CRM global network.

SERVICES: Martech enablement; behaviour-changing ideation; content optimisation; connected customer understanding; structured innovation; conversion optimisation; journey mapping; experience design; marketing spend optimisation

Dani Richa Chairman & CEO BBDO Middle East, Africa and Pakistan

KEY CLIENTS: Dubai Tourism, Etisalat, HP, Visa, One&Only, ADCB, ACDelco, BMW, MINI, Pampers, Bayer AWARDS: Most Awarded Network – Caples, Most Awarded Network – DMA ECHOs, WARC’s #1 Digital Network in the World, Adobe’s Benchmark for Creativity, Best Use of Data, Best Multistack Solution, Best Audience-driven Experience PARTNERS: Adobe Marketing Cloud, Amazon, Facebook, Google, Oracle, Salesforce, Sitecore, TikTok

Syed Azeem Afzal Managing Director, Impact Proximity

Roopesh Prashar Chief Financial Officer, MENAP

CREATIVE AGENCIES

February 28, 2021

Imagination Middle East

Infiniti Concepts

Founded: London, 1968; Middle East office opened 2013 Regional HQ: Dubai Heads of company: Adel Noueihed, general manager Middle East; Patrick Reid, group CEO Chief creative officer: Julian Baker adel.noueihed@imagination.com www.imagination.com

Founded: 2015 Head of Company: David Lescarret info@infiniconcepts.com

SERVICES: Brand experiences; immersive technology; live events; digital platforms; user experience; strategy; dashboards; brand/visual identities; CRM; content

SERVICES: Hospitality consultancy; concept creation; branding & design; marketing; creative thinking

We have a distinct passion for food, beverage and entertainment that inspires every aspect of our consulting practice. Our passion comes from 15 years of successfully operating, managing and creating within the food & beverage industry. We are driven by results and successes; we will find a way for you.

KEY CLIENTS: Royal Dutch Shell, Jaguar Land Rover

Inca Tanvir Advertising Founded: 1976 Heads of company: Tanvir Kanji , Sunil Anand Chief creative: Rhea Dixit inca@eim.ae www.incatanvir.com We offer a comprehensive 360-degree integrated scientific marketing communication service across all advertising touch points. Both traditional and digital media, including social media, mobile and web-based. Our creative work has been winning international awards year on year. We offer highly competitive rates for both traditional and digital media campaigns. SERVICES: Creative and branding services; media planning & buying; mobile & digital marketing solutions; event planning and brand activation; marketing strategy & PR consultancy KEY CLIENTS: Jashanmal Group, Maaza International, Federal Arabian Agency, ITAN Jewels, DMCC, Jaquar Media East

LEADERSHIP PANEL

Founded:1995 (London); 2012 (GCC) Headquartered: London, UK Website: www.mcsaatchi.ae Contact numbers: +971 2 234 4588 ;+971 4 368 1867 Email: Info.UAE@mcsaatchi.com. AGENCY BIO: M&C Saatchi is the largest independent advertising network in the world, and the home of ‘Brutal Simplicity of Thought’. With regional offices in Abu Dhabi, Dubai, Beirut and Riyadh, the agency was born out of the need for strategic, brutally effective creativity.

Scott Feasey

Ryan Reed

CEO, GCC

CCO, GCC

We navigate complex change, to create new opportunities with technology and creativity, and to lead the way forward. We Navigate, Create and Lead Meaningful Change for our clients and the world. If you need to change things up, contact M&C Saatchi. SERVICES: Advertising; branding; CRM; consultancy; design; digital; mobile; PR; research; shopper; social & sponsorship. KEY CLIENTS: ADNOC, Abu Dhabi Ports, ADQ, ALDAR, Discovery, Dubai Holdings, Kout Food Group, Mobily, NEOM, Nespresso, Oman Aviation Group, OPPO, Pepsi, Pizza Hut, Unilever, Shell, twofour54, WEGO and Wizz Air.

Natalie Cooke

Asmaa Ahmed

Group MD

Regional Senior Strategist

CREATIVE AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 2006 Headquartered: Dubai mena.mullenlowe.com +971 4 445 4141 info@mullenlowemena.com

Mounir Harfouche Chief Executive Officer MENA

MullenLowe MENA is a global creative boutique agency whose ambition is to get brands an unfair share of attention. With our challenger mindset, we continue to punch above our weight, by constantly seeking to evolve and challenge ourselves every day to learn something new, meeting the ever-changing world around us. Disruptive creative which goes out of its way to think and act differently. SERVICES OFFERED: Strategy and planning (marketing transformation, brand strategy, communications planning, digital & social strategy, content planning & strategy, research management, UX & consumer journeys, data & analytics); creative services (TV, social, experiential, shopper marketing, print, brand identity, radio, outdoor, direct); digital & social (web development, social media community management, 360-degree video, mobile apps, augmented reality)

Matt Butterworth Managing Director MENA

KEY CLIENTS: First Abu Dhabi Bank, City Centre, Mall of the Emirates, MAF, Unilever, Mubadala, Rani, Barbican, Vimto, Mobily, Afia, MBRGI, DTCM, Ferrero, MHS, Redoxen, Abu Dhabi Tourism and others. AWARDS WON 2020: Cresta (1 Gold, 2 Silver, 3 Bronze); Shorty (4 Grands Prix, 1 Gold); MEPRA (5 Gold); PRCA Mena Digital Awards (winner); Gulf Business Awards (winner) Mullenlowe-Campaign-Ad-Halfpage-OL.pdf

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Paul Banham Regional Executive Creative Director

CASE STUDY

February 28, 2021

CREATIVE AGENCIES

February 28, 2021

Innocean Worldwide Middle East & Africa Founded: 2005; established in Dubai, 2015 Head of company: Kyungyoul (Peter) Lee peter.lee@innocean.com Innocean Worldwide Middle East & Africa is a 360-degree integrated full-service advertising agency located in Dubai, UAE with more than 30 offices globally. Innocean Worldwide Middle East & Africa aims to become a global leader by creating future value through customised total marketing strategy services. As a global marketing and communications company, Innocean pursues the greatest value through the realisation of innovative communications based on creative thinking and a challenging spirit. SERVICES: Brand strategy and planning, creative solutions, digital marketing, experiential marketing and activations, media planning and buying KEY CLIENTS: Hyundai, Genesis and KIA

Isobar

JWI

Founded: 2009 Managing director: Ziad Ghorayeb www.isobar.com +202 2 735 8442 info.dubai@isobar.com

Founded: 2000 Head of company: John Wilford hello@jwi-global.com

Our mission is to transform businesses, brands and people›s lives with the creative use of digital. We believe in ideas without limits – pushing the boundaries of technology and creativity. We’re passionate about the power of digital, and our collaborative culture helps us deliver flawless execution and create transformative work.

An integrated creative agency with two decades of success and two regional offices, unified by one mantra: to go beyond. We believe that integration drives communication. Our trinity of expertise – strategy, creative and content – allows us to create holistic campaigns that not only win awards but actually work. SERVICES: Strategy, creative, content KEY CLIENTS: Proctor & Gamble, Electrolux Group, Cybex, 3M, Hitachi

SERVICES: Marketing & communications; ecosystems & commerce; products & services; transformation consultancy; social & content strategy & execution; creative, campaign development & execution; brand & communication strategy KEY CLIENTS: GSK, L’Oreal, Unilever, Froneri, EDITA, Savola, Sunbolah

LEADERSHIP PANEL

Founded: 2010 Head of Company: Raksha Khimji info@teamreddot.com teamreddot.com

We design exceptional creative experiences and offer a gamut of effective solutions that span creative strategy, authentic content creation, thumbstopping social media, and innovative campaign activations to engage your audience. From developing your brand identity to keeping you up with the latest TikTok trends, when it comes to creating integrated campaigns that make your audience stop, stare, and share, we are the experts.

Raksha Khimji

Kartik Aiyar

Managing Director

Head of Creative

SPECIALISMS: Branding solutions and brand guidelines, creative campaign strategy and execution, social media strategy and community management, short form video content, TikTok campaigns, blogger outreach & influencer marketing, A/V production, UI&UX design and web development KEY CLIENTS: Talabat, Marmum Dairy, Wyndham Group, Tanishq, Creative Zone, Middlesex University, Savills, Titan, Mustela, Emami Group, IFFCO, IHG Group Saudi Arabia, Khansaheb, Sharjah Media City (Shams), Tilda Rice, Barry Callebaut, Taj Group of Hotels

Urooj Husain

Huzefa Siamwala

Client Services Director

Strategic Partnerships

CREATIVE AGENCIES

February 28, 2021

Katch International

Lightblue

Founded: 2009 Offices: Dubai and London Ownership: Woollams Public Relation Management Head of company: Georgina Clair Woollams Chief creative: Fadi Tayem info@katchthis.com www.katchinternational.com

Headquartered: Dubai, with offices in Los Angeles joseph.aquilina@lightblueww.com

SERVICES: PR; social media; branding; design; content creation; digital marketing KEY CLIENTS: Live Nation, Rove Hotels, BASE Dubai, Roya International, Dubai Opera, Suitsupply, Gitex Future Stars, World Art Dubai, The First Group, Hyatt Hotels

Lighblue is a leading creative experience agency based out of Dubai and Los Angeles. Founded in 2007, the agency delivers brand strategy, experiential, content and digital solutions, helping brands connect with existing and emerging audiences in the creation of moments that define culture. Operating at the intersection of arts, entertainment and technology, the agency has designed sales-boosting platforms and award-winning campaigns for a collection of the most recognisable brands in the world. SERVICES: Brand strategy; strategic planning; experiential; creative; design; events; content creation; content production; digital; virtual; broadcast KEY CLIENTS: Sony PlayStation, Mastercard, Burberry, Sephora, Saudi General Entertainment Authority, Dubai Tourism, Porsche

Keko Dubai

Like Digital

Founded: 2019 Head of company: Nora Ferneine Chief creative: Sandy McIntosh nora.ferneine@keko.ae

Founded: 2011 Offices: London, Dubai Head of company: Richard Mogendorff Chief creative: Karl Escritt katrin@like.digital www.like.digital

We’re Keko, a full-service creative agency that specialises in communicating differently to modern affluent consumers. Experts in emotionally charged purchases, our ‘find, influence and sell’ methodology is what sets us apart. This means we can manage entire campaigns – from strategy and creative to media and production – all under one roof. SERVICES: Branding & corporate identity; strategic planning & positioning; advertising, marketing & digital campaigns; customer experience planning

SERVICES: User experience; digital strategy; digital transformation; e-commerce; CRO; customer experience; user interface design; user-centred design; omni-channel KEY CLIENTS: Mulberry, Kerzner, Chalhoub, Trinity Group

Leapfrog

Liquid

Founded : 2005 Offices: UAE and Cairo CEO: Rob Bannochie robsz@leapfrog.com.eg

Founded: 2016 CEO: Sachinn J Laala hello@liquidretail.com

An integrated 360-degree creative advertising and marketing agency, we have executed projects across the Middle East, Africa and Europe, allowing our varied array of local and regional clients to launch, re-position and elevate their brands. We create ideas that work. SERVICES: Advertising & marketing; graphic design; event management; content development; branding

Liquid is an independent agency fully dedicated to shopper marketing and e-commerce. We solve business problems at retail by creating ideas that lead to purchase, wherever, whenever. We believe in harnessing the power of retail to build brands and the importance of creating a winning proposition across all commerce. SERVICES: Retail planning, strategy and consultancy; shopper-based creative, design and activation; store-back content for e-commerce; implementation and maintenance of e-commerce assets; e-commerce marketplace management for 3P KEY CLIENTS: P&G, Pepsi, Nestle, Nivea

Leo Burnett ME Founded: 1974 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Maher Achi (chief operating officer ME) www.leoburnett.com Leo Burnett has been present in the region since 1974. In 1989 it established its regional headquarters for the Middle East and North Africa region in the UAE. With approximately 150 employees, we manage some of the world’s best brands, in addition to a multitude of regional and local brands in MENA. Deeply rooted in the region, Leo Burnett is the first global agency in the region to become a 100 per cent fully owned regional agency network. SERVICES: Integrated solutions encompassing: advertising; strategic planning; digital strategy; direct CRM; social media; brand & corporate communications; consumer activation; packaging design; brand design; audio/visual production and more

Livingroom Communication Founded: 2010 Heads of company: Roger Kanakri (founding partner and CEO); Dani Oneisse (founding partner and chairman) Creatively led, strategically driven, fiercely independent. We use creativity to solve business problems. We work collaboratively, internally and externally. We are honest and transparent. Media agnostic but believers in craft. We are agile and fast. We are not another dinosaur. SERVICES: Branding; brand communications; social and influencer; experience and activations; UX&UI

CREATIVE AGENCIES

February 28, 2021

London Advertising

MOTAD

Founded: 2008 Headquartered: London CEO: Michael Moszynski ECD: Alan Jarvie michael@londonadvertising.com www.londonadvertising.com

Founded: 2018 Parent company: Ambition Group jamil@motad.ae www.motad.ae HEADS OF COMPANY: Robin Talwar (managing director); Rafat Jamil Siddique (general manager) MOTAD is a full-service advertising agency offering integrated advertising solutions. At MOTAD, we take up new challenges, deliver best marketing solutions and drive performance. It is thanks to the absolute passion of our young team and the confidence of our clients that we have grown substantially with a diversified portfolio across industries. SERVICES: Brand strategy; creative design & content development; digital marketing; influencer marketing; production

McCann Health Founded: 2009 Holding group: IPG/MCN General manager: Karen Kamel karen.kamel@mccannhealthcare.ae website: mccannhealth.com SERVICES: Health and wellness communication for pharmaceutical and consumer brands; public health awareness; promotional communication and medical education targeting patients and healthcare professionals

MPN Social Founded: 2019 Holding group: Arabian Radio Network Digital director: Rob Slim MPN Social (part of ARN) offers comprehensive social media solutions. From bespoke content creation and editing to comprehensive social media strategy, planning and management. Our in-house team comprises video and photography with copywriting, graphic design, motion graphics, and editing, alongside experienced strategists, social media and community managers. SERVICES: Social media management; content creation; digital strategy; community management

Memac Ogilvy Founded: 1984 Head of company: David Fox, CEO, MENA info@memacogilvy.com Part of Ogilvy Worldwide network, Memac Ogilvy is the most local of international agencies and the most international of local agencies with 11 offices in MENA. Our vision is to be the best platform and partner for growth by combining strategic advisory, creativity, technology and deep expertise across communication disciplines. SERVICES: Advertising, PR & influence, digital, experience, growth & innovation

MullenLowe Open Founded: 2012 Regional headquarters: Abu Dhabi Ownership: MullenLowe Group, part of the Interpublic Group of Companies Head of company: Louise Roberts, managing director UAE Global ECD: Ben Knight www.mullenloweopen.com SERVICES: Customer experience; CRM; experiential; shopper; loyalty; eCommerce; performance marketing; customer engagement; social KEY CLIENTS: Etihad Airways, Diageo, Danone, Google, Sennheiser, Western Union, Sloggi, Unilever, US Cellular

Miagui Imagevertising Founded: 2010 Heads of company: Wellinton Ribeiro (business manager); Cassio Braga (creative director) hello@miagui.cc Miagui is a Brazilian based multidisciplinary creative production studio specialised in cross-platform content creation. From ideation to execution, we collaborate with brands and agencies around the world to create great ideas for digital life. SERVICES: Content creation; digital art production (animation, CGI and illustration)

MVM & Co Founded: 2015 Head of Company: Morgan Venison hello@mvm-co.com Born in 2015 out of a love for communications, we spotted a niche in the market. A personal touch was missing. We set out to create a company that would combine all types of communication together. Where quality over quantity and creativity was key. SERVICES: Public relations; brand consulting; social media management;content creation

60,0 PEO 00+ PLE

K R O W E K MA BET TER LIFE

CREATIVE AGENCIES

February 28, 2021

Myriad Global Media Middle East

Praxis Advertising

Founded: Abu Dhabi, 2013; London, 1989 Regional headquarters: Abu Dhabi Head of company: Jennifer Palmer Chief creatives: Nick Woolard (film); Tawfik Alsayed (graphics) middle.east@myriadglobalmedia.com www.myriadglobalmedia.com

Founded: 1999 Headquartered: Dubai Head of Company: Amitabh Swarup www.praxisadvertising.com sahil@praxisadvertising.com SERVICES: Advertising; design; branding; social media; retail design

SERVICES: Film; project documentary; energy sector; animation; high-tech; digital content; creative design; virtual reality; augmented reality; e-learning content

Promoseven 360 Nomads Founded: 2013 Offices: Dubai, Amsterdam, London, Singapore Owner: Hans Howarth, founder Heads of company: Atash Rafeeq (CFO); Scott Maxwell (general manager) Creative directors: Phil Ramage; Dylan Kidson info.ae@nomadsagency.com www.wearenomads.com SERVICES: Business and brand design; communication design; experience design

Founded: 1991 Regional headquarters: Dubai Ownership: 51 per cent MCN; 49 per cent Rajeev Budhiraja CEO: Rajeev Budhiraja Executive creative director: Shahbaz Zobairi info@promoseven360.com www.mcnholding.com SERVICES: Branding; digital marketing; advertising; activation; design; web development; social media; BTL KEY CLIENTS: RAKBANK, ENOC, Gulf News, Dubai Properties, Noor Takaful, Apparel Group, Johnson & Johnson

KEY CLIENTS: P&G, Coty, Jotun, Majid Al Futtaim, Under Armour, Air France, KLM, Dubai Holding, Medtronic, Lenovo

Publicis ME Percept Gulf Founded: 1998 Headquartered: Dubai Ownership: Percept Limited Head of company: Bipin Pathak Chief creative: Sudeep Koshy info@perceptme.com www.perceptme.com SERVICES: 360-degree brand communication; entertainment; live events and celebrity management; media and IP consultancy and management KEY CLIENTS: Apparel Group, Haw Par Healthcare, Mazda Oman, Grand Stores, Britannia, Sharp

Pimo Founded: 1985 Head of company: George Slim georges.slim@pimo.com.lb Pimo is a communication agency that has been building strong resonant brands for 30 years. We have redefined our role and services to answer the true needs of our clients and today’s businesses at large. Our solutions are designed to uncover real insight, create real experiences, and make a real impact, as a definite way to build deep and solid bonds with an increasingly aware and demanding consumer. SERVICES: ATL/BTL; activations; events; social media.

Founded: 1973 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Maher Achi (chief operating officer ME) www.publicis.com Today’s brands compete with new technologies, empowered consumers, shifting public attitudes, brand new contenders and much more. Creating leading strategies and powerful ideas that allow our clients’ brands to become unique, irreplaceable, in control and ahead is our purpose. At Publicis, we all share a common ambition: help our clients and their brands to be and to remain the leaders they want to be, to Lead the Change. Publicis ME is an integral part of Publicis WW, a network of 330 offices in more than 110 countries. SERVICES: Integrated solutions encompassing advertising; strategic planning; digital strategy; direct CRM; social media; brand & corporate communications; consumer activation; packaging design; brand design; audio/visual production and more

Punch Design Founded: 2006 Managing director: Hameed Gani Creative director: Roger Attlee hello@punchdesign.ae As a boutique branding and design agency, we offer a unique combination of design, strategic brand thinking and digital expertise – all essential components for your business to thrive. Our company model is based on collaboration. Here, top-level talent works directly with you to forge intimate partnerships that deliver potent results. SERVICES: Branding; graphic design; retail design; interactive design; digital marketing

CREATIVE AGENCIES

February 28, 2021

Rain

Spaceplum

Founded: 2011 Head of company: Manoj Ammanath hello@iheartherain.com

Founded: 2012 Head of company: Bojan Boki Prekovic sonja@spaceplum.com boki@spaceplum.com

Independent in spirit and fearless in thought, Rain brings together a team of experienced professionals. Rain’s focus is on outstanding, media-neutral marketing and communication solutions, while embracing the changing media preferences of the consumer. It is everything you would expect from an advertising agency, without the drama. SERVICES: Strategy, creative, digital, social media, design

Spaceplum is a creative, advertising and video production agency. With an in-house studio and our own cameras and editing equipment, we can offer competitive content and production executions. Services expand into market strategies, marketing, advertising, branding and other communication, analogue, digital, ATL, BTL, fairs and events support, PR and media. As a small, flexible agency supported by extensive associates and a freelance team, we offer high-quality services while keeping our cost competitive. SERVICES: Video production; content creation; advertising; marketing; fairs & events

Saatchi & Saatchi ME Founded: 1992 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Maher Achi (chief operating officer ME) www.saatchi.com Saatchi & Saatchi has grown from a start-up advertising agency in London in 1970 to a global creative communications company headquartered in New York with 130 offices in 70 countries and more than 6,500 employees. Saatchi & Saatchi is part of the Publicis Groupe, the world’s third largest communications group. We are a full-service, integrated communications network and we work with six of the top 10 and more than half of the top 50 global advertisers. We believe passionately in the power of ideas to differentiate and motivate. And to change the world for the better. SERVICES: Integrated solutions encompassing advertising; strategic planning; digital strategy; direct CRM; social media; brand & corporate communications; consumer activation; packaging design; brand design; audio/visual production and more

Science & Sunshine Founded: 2016 CEO: Nadine Ghossoub hello@sciencesunshine.com sciencesunshine.com Science & Sunshine is a story-driven, fearlessly creative advertising agency that smells wonderful. We believe passionately in the power of brands, and that all good selling is good story-telling. Our philosophy is ‘always never be boring’, and we try to inject that into our creative product every day. SERVICES: Integrated advertising, social and digital strategy and analytics, content planning, content creation KEY CLIENTS: Netflix MENA, Peugeot Middle East, Virgin Mobile UAE

Serviceplan Group Middle East Founded: 2009 Headquartered: Dubai Holding group: Serviceplan Group CEO: Rami Hmadeh www.serviceplan.ae SERVICES: Integrated marketing communication; strategy consulting; creative campaigning; branded entertainment; online marketing; mobile marketing; performance marketing; social marketing; media planning; media buying KEY CLIENTS: BMW, Danone Nutricia, Rolls Royce, Mini, Bridgestone, Danone, Arada, Midea, Red Entertainment, Sobha, XDubai

Spark FRH Founded: 2020 Head of Company: Nathalie Farah hello@sparkfrh.com www.sparkfrh.com We combine storytelling with the latest digital marketing research to create content that’s infused with creativity and insight. We keep up with the market’s fast-changing best practices as part of our drive to empower clients with unique content that’s crafted with knowledge and purpose-driven research and strategies. SERVICES: Consultation, content marketing, social media, strategy, research

Tara Media Founded: 2020 Head of Company: Mohammad Saeed Harib khalid@taramedia.ae www.taramedia.ae Tara is a one-stop boutique agency offering marketing and advertising services, including branding, digital platforms services, and many others. Based in Dubai, Tara is the specialised arm of the award-winning Lammtara studio, which has paved the way for a new era in the use of art and media with ground-breaking projects such as the animated Freej series. SERVICES: IP creation; creative consultations; events & activations; music & video production; licensing & merchandising; marketing & advertising services

TBWA\RAAD Founded: 2000 Group CEO: Reda Raad romy.abdelnour@tbwaraad.com TBWA\RAAD is ‘The Disruption Company’, the cultural engine for 21st century business. We create disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. SERVICES: Integrated marketing communications; strategic brand management; advertising and content creation; digital, social and mobile; public relations

CREATIVE AGENCIES

February 28, 2021

Those Social Guys

Wunderman Thompson

Founded: 2017 Heads of company: Samuel Turner, Xavier Dell, Marwan Wareth hello@thosesocialguys.com

Founded: 2018 (merger) Headquartered: Dubai dubai@wundermanthompson.com www.wundermanthompson.com +971 4 450 7200

Those Social Guys is a next-generation, social-first creative agency serving all aspects of content creation and distribution. We instigate creativity, bringing production, creative and social into one agency. Our service extends to creative concept development and consulting, ensuring your content is unique and hits the desired audiences and beyond. SERVICES: Strategy; content; production; distribution; social. KEY CLIENTS: Jollibee, Dubai Golf, InterContinental Hotels, One & Only, Novotel Hotels, Bin Majid Hotels & Resorts, Kempinski

ABOUT: Wunderman Thompson is a growth partner – part agency, part consultancy, part technology company. We inspire growth by applying inspiration everywhere across the consumer journey. Our inspiration is born of bringing creativity, data and technology together. SERVICES: Commerce, communications, consulting, CRM, CX, data, health, production, technology, apps KEY CLIENTS: Microsoft, STC, Dubai Tourism, Jotun, Shell, Unilever, Nestle, GSK, Burger King, Renault, Coca Cola, Vodafone, Johnson & Johnson

Tonic International Founded 2004 Headquartered Dubai, Founders Arnaud Verchere (head of strategy); Khaled Gadallah (head of Arabic copy) Managing director Jacqui Hewett ECD: Joao Camacho tonic@tonicinternational.com www.tonicinternational.com

Xelement

SERVICES: Creative solutions to business problems (strategy, branding, advertising, social media)

Founded: 2013 Headquartered: Riyadh Managing partners: Mazin Al Hassan, Noor Al Hassan, Amro Aboonoq info@xelement.co www.xelement.co,

KEY CLIENTS: Audi Middle East, Roshan Telecom, Bic, Taaleem, Lift

SERVICES: Advertising; marketing; consultancy; creative work KEY CLIENTS: Saudi Broadcasting Authority (SBA), Banque Saudi Fransi (BSF), Ejar (Ministry of Housing), QIWA (Takamol Holding), Mawthouq (Saudi Post)

VMLY&R Founded: 2018 (union of VML and Y&R) Headquartered: Dubai, with offices in Riyadh, Jeddah, Dubai, Kuwait, Cairo, Amman, Casablanca, and Beirut www.vmlyr.com +971 4 450 7500 georges.barsoum@vmlyr.com With distinct and complementary strengths spanning creative, technology and data services, VMLY&R thrives on creating work that brings people together. United by the power of human connection, it harnesses creativity, technology and culture to create connected brands that drive value for clients and touch lives around the world. SERVICES: Brand strategy & development; digital & traditional communication; brand activations; social & content; entertainment and gaming; business & digital transformation; product & service innovation; commerce & customer relationship management; technology & data

You Experience Founded: 2013 Head of Company: Fadi Nakhle fadi@youexperience.net www.youexperience.net You Experience is an independent communication agency based in Dubai, influencing purchase decisions through extensive regional knowledge, effective strategies and disruptive creative. We help you get results. We’re a multi-cultural team, bringing insights and ideas from all around the world, with an amazing range of talents. SERVICES: Brand communication; brand activation; digital communication; instore activation; film production

VMLY&R Commerce MENA Founded: 2021 (formerly Geometry MENA) Headquartered: Dubai Head of company: Nick Walsh, CEO nick.walsh@vmlyrcommerce.com VMLY&R Commerce sits at the centre of WPP’s commerce and experiential pillars, offering brands future-fit solutions that lead to conversion. We focus on the inseparable relationship that binds CX/UX with shopper XP to deliver tangible solutions at the moments that matter. Marrying the best of VMLY&R’s creative & digital capabilities with Geometry’s deep understanding of people and shopper behaviour, we have founded the ultimate end-to-end creative commerce company. SPECIALISMS: Next-gen commerce unification; connected digital and physical experiences; retail activation; design product innovation; brand & business creative consultancy KEY CLIENTS: Coca-Cola, Coca-Cola Arena, British American Tobacco, Twitter, Colgate, The Galleria Al Maryah Island Abu Dhabi, Roads & Transport Authority, Department of Culture and Tourism Abu Dhabi, BP Castrol, Global AI Summit, Dubai Taxi Corporation

Zia Creative Network Founded: 2009 Offices: Dubai, Abu Dhabi and Halifax (Canada) CEO: Waseem Yakdi Creative directors: Ahmed Alkhatib; Amir Yakdi (film production) info@zianetwork.com www.zianetwork.com; www.ziastudio.com; www.ziaevents.com; www.ziainteractive.com SERVICES: Advertising and marketing; photography and video production; PR; event management; digital marketing; web design and development KEY CLIENTS: Dubai Police, Al Tayer Motors – Jaguar Land Rover, Ministry of Interior, Agthia, DP World, DXB Live, Abu Dhabi Retirement Pensions and Benefits Fund, NMDC, La Brioche Restaurants, Meraas, Guiness World Records

MOHAMMED OMRAN

A BUSINESS ICON WHO SHAPED THE TELECOM INDUSTRY OF THE UAE. READ ABOUT HIS JOURNEY IN MILESTONES: IN CAREER AND LIFE. AvA i l A b l e i n e n g l i s h A n d A r A b i c A c r o s s A l l l e A d i n g b o o k s t o r e s A n d At b o o k s A r A b i A . c o m

www.motivatemedia.com

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MEDIA AGENCIES

February 28, 2021

MEDIA AGENCIES 100heads

Bruce Clay MENA

Founded: 2000 Managing director Dubai: Manuel Schmidt dubai@1000heads.com

Founded: 1996 (Los Angeles); 2015 (Dubai) Regional headquarters: Dubai Offices: LA (HQ), Rio De Janeiro, New York, Zurich, Milan, Delhi, Tokyo, Sydney MENA managing director: Neal Patel info-me@bruceclay.com www.bruceclaymena.com

Since the 1000heads Middle East HQ landed in Dubai in 2014, the word-ofmouth agency has been helping a wide portfolio of brands level-up their social game. They are crafted around driven, creative people blended together to provide an alchemy of intelligent insight, imaginative ideas, exceptional implementation and potent impact. SERVICES: Social media (strategy and content creation); production; ideation; analytics; paid media CLIENTS: L’Oreal, Dubai Tourism, Abu Dhabi Islamic Bank, DWTC, Emaar, Al Jalila Childrens Hospital, The Coffee Club, Alshaya

SERVICES: SEO; social media and PPC; biddable media; strategy; creative; data; execution KEY CLIENTS: Johnson & Johnson, LG, Dubai Smart Government, McDonald’s, Damac, Al Rawabi, Emirates Auction

Boopin

Carat

Founded: 2011 Offices : Dubai (HQ), Abu Dhabi, Shanghai, Singapore www.boopin.com +971 4 4255 365 info@boopin.com

Founded: 2010 CEO: MENA Ramzy Abouchacra info.dubai@carat.com www.carat.com + 971 4 447 4996

At Boopin, we design the ultimate digital experience, helping brands achieve digital transformation through strategic, creative and technical innovation. We are a culture of creative curiosity and what we can do has no boundaries. We take up new challenges with an open mind about the structure, team, technology and creative solution necessary to deliver the best possible outcome for clients.

Carat’s mission is to redefine media. Carat creates innovative media campaigns that work across platforms and deliver real business value. Consistently at the top of RECMA’s Global Qualitative Evaluation ranking, Carat serves clients in 150 countries via a network of 10,000 talented staff.

SERVICES: Digital strategy; data and analytics solutions; programmatic buying; content; social; CDP; DMP; web and app development; China digital marketing KEY CLIENTS: Public Diplomacy Office, Al Masaood Automobiles, IG Group, Department of Culture & Tourism Abu Dhabi, GEMS Education, Sky News Arabia, EMAAR, Abu Dhabi Ports, The National, ADNEC

SERVICES: Consumer intelligence and data; media strategy; media planning; media buying & investment, performance KEY CLIENTS: General Motors, Microsoft, Standard Chartered Bank, Philips, MasterCard, Burberry

MEDIA AGENCIES

February 28, 2021

Definition

Digitas

Founded: 2010 (MENA) Managing director: Adil Elaouad adil@definitionagency.com

Founded: 2019 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Tony Wazen (CEO), Digitas ME www.digitas.com

Definition is a multi-award-winning agency combining more than 25 years of strategic public relations, digital media, content production and marketing expertise to create a new force in national and international reputation management. Our team includes former national and international print and broadcast journalists, as well as social media, video and content production experts. SERVICES: PR & reputation management; media relations; research & insights; social media; crisis & issues management

Dentsu X Founded: 2018 www.dxglobal.com contact_me@dxglobal.com +971 4 421 8099 Dentsu X focuses on experience and provides integrated and personalised marketing solutions to the clients. It’s not what you know, it’s who you know. While marketing seeks order, decisions are made in chaos. So we design experiences to work with, rather than against, human nature. We call this ‘experience beyond exposure’. SERVICES: People & data; digital; business performance; content and partnership; media strategy; media planning; media buying and investment KEY CLIENTS: Estee Lauder Companies, Jaguar Land Rover

Digitas is ‘The Connected Marketing Agency’, committed to helping brands better connect with people through truth, connection and wonder. With diverse expertise in data, strategy, creative, media, and tech, we work across capabilities and continents to make better connections and achieve ambitious outcomes through ideas that excite, provoke and inspire. Curious and fully transparent, we are always examining real human behaviour to create authentic connections – between brands and consumers, clients and partners, and ideas and outcomes. Digitas has 3,500 employees across 21 countries and 34 offices, with an extended network via Publicis Media of more than 23,500 employees present in more than 100 countries worldwide. SERVICES: Media consultancy, planning and buying, branded content, CRM, data and analytics

Du Digital Advertising Founded: 2016 Director of digital advertising: Pinio Nainggolan advertising@du.ae Telco-breed digital media company that focuses on delivering telco-datadriven campaigns through various inventories and creative services such as chatbots, rich media and games. We are strong in big data analytics for media consumption and consumer behaviour for your media planning and campaign analysis for digital out-of-home. SERVICES: Digital marketing management; telco-profile-targeted advertising; taxi infotainment screen advertising; IPTV advertising; chatbot for corporate and brands

LEADERSHIP PANEL

Founded: 2004 Regional offices: Beirut, Casablanca, Dubai, Jeddah, Kuwait, Riyadh. Ownership: Horizon Holdings (51% IPG; 49% Rafic Saadeh) Horizon Holdings: Rafic Saadeh, Chairman & CEO; Mazen Jawad, President; Joe Jabbour, CFO. BPN MENA: Antonio Boulos, Vice President; Carlos Yeghiazarian, General Manager; Marisa Ambersley, Head of Strategy & Analytics; Vedrana Jovanovic, Head of Digital www.bpnmena.com +971 4 332 3304 We are a full-service media planning and buying agency focused on offering data fueled media solutions. We are headquartered in Dubai, with a strong network across the MENA region. Our business model is centered on delivering dynamic media solutions that can unlock the full business potential for our clients. To deliver on this promise we invest in acquiring best-in-class talent, ad-tech and marketing-tech that can produce optimized media campaigns & measurable business results. SERVICES: Strategy & research; media planning & buying (all media); performance marketing & programmatic; SEO & SEM; data management and performance measurement solutions: data analytics; data strategy; technology solutions; media measurement & modeling - MMM & FFM).

Mazen Jawad

Antonio Boulos

President Horizon Holdings

Vice President

Carlos Yeghiazarian

Marisa Ambersley

General Manager

Head of Strategy & Analytics

MEDIA AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 2013 Offices: Dubai (HQ), Abu Dhabi, Riyadh, Beirut Global alignment: Tribe Global Network Co-founders: Johnny Khazzoum; Elie Haber info@fusion5me.com www.fusion5me.com +971 4 443 1355

Elie Haber

Johnny Khazzoum

Co-founder

Natale Panella

Samran Waheed

We are the challengers of the media ecosystem in the region. We partner with brands, SMEs, government entities and creative agencies to achieve positive results and make clients win by leveraging data and insights through performance-driven solutions and an unconventional mindset. SPECIALISMS: Media planning and buying; on-ground activation; influencer marketing; SEM; social media (paid); programmatic trading; display advertising; mobile and in-app advertising; web analytics; insights; data management; reporting and data visualization AWARDS: MENA Digital Awards Best Performance Campaign – Bronze (Dewa Wetex); Best Integrated Media Campaign (Silver – Dewa Earth Hour; Bronze – Dewa Green Summer).

INDUSTRY SNAPSHOT

PASCAL KHAZZOUM Head of social, Fusion5

HOW IS YOUR AGENCY’S ROLE DIFFERENT TODAY FROM A YEAR AGO?

A common need for brands is to find strategic partners to deliver growth. All brands are adapting their digital marketing tactics to address shifts in consumers’ online behaviours but they struggle to harness their customer data effectively. As a result, brand decision-makers are looking to agencies able to formulate and deliver customerfirst strategies. Our focus has shifted from delivering digital efficiencies to delivering commercial results and measurable growth.

WHAT IS THE ROLE OF TECHNOLOGY IN MEDIA TODAY?

Technology’s role in media is to simplify decisions to gain efficient execution of digital marketing strategies. Technology is still seen as a must-have, rather than a must-use. We are seeing an increasingly complex martech stack at our clients due to the more multifaceted consumer journey that needs immediate support from us. In order to effectively master new and emerging technologies, teams should build the right capabilities, which is why we have prioritised extensive training programmess to enhance our team’s skills. Automation and attribution are the

areas where we are mostly concentrating our efforts at the moment.

WHAT ONE PIECE OF ADVICE WOULD HELP CLIENTS GET THE MOST OUT OF THEIR AGENCIES?

While clients should still look at the level of service and existing relationships at the agency as main priority, they should assess agencies’ capabilities to deliver business growth and drive innovation through the right usage of customer data. The right agency should support its clients at 360-degrees in their digital transformation, anticipating the changes, replacing legacy processes and leveraging customer data to its full potential.

WHAT WILL THIS YEAR’S BIGGEST CHALLENGE BE, AND HOW DO YOU PLAN TO TACKLE IT? We are looking to tap into the game of omnichannel as never before. We plan to enhance digital experiences, harness the right technologies, adapt to disjoined shopping journeys and leverage new media to support our emerging clients’ needs.

WHAT ARE YOU MOST EXCITED ABOUT THIS YEAR?

Our people. We are actively recruiting highly skilled talents in new technologies, while growing the existing capabilities of our teams. Our commercial offering is directly correlated to the people behind our services. We want to be positioned as a true growth enabler and valuecreation driver, with our teams acting as an extension of our clients’ teams.

Head of digital

Head of planning

MEDIA AGENCIES

February 28, 2021

DViO Digital

Equation Media

Founded: 2017 Headquartered: India Founder and CEO: Sowmya Iyer Chief creative: Somabha Nandi manasi@dviodigital.co www.dviodigital.com

Founded: 2013 Offices: Dubai (HQ), Beirut, Cairo, Jeddah and Riyadh. Chairman: Roger Sahyoun General manager: Grace Sahyoun Branch Manager, KSA: Kamel Darazi Regional client services director: Joy Sahyoun info@equation-media.com www.equation-media.com +971 4 453 7711

SERVICES: Branding and integrated marketing; social media marketing; growth hacking; media buying and planning; business strategy and consultation; website and app development; start-up incubator; campaign management; website traffic optimisation; blogger and influencer marketing KEY CLIENTS: Aldo, Call it Spring, Birkenstock, Naturlizer, Oasis Mall, HomeBox Stores, Viva, Manipal University, Amity University, Burjeel Hospital, Thumbay Hospital

Agency Bio The media planning and buying unit of The Network Communication Group. Equation Media’s services are propelled by consumer insights and data analytics as they use a fusion of first-rate research methods, experience and analysis to serve clients and help them create meaningful connections with their audiences. Forming the perfect equation through innovation, experience and performance, the team strives in taking a leap forward as we shift from assumption-based marketing into predictive models and relies on an integrated network to craft the right solution to business needs. SERVICES: Strategic media planning, integration of online and offline campaigns, social and content planning, media buying, performance marketing, retail transformation and experiential solutions, data analytics and personalised marketing solutions.

Gamer Agency Middle East Founded: 2019 Head of Company: Hitesh Uchil info@gameragency.com www.gameragencyme.com

KEY CLIENTS: Al Fardan Group, Anker Innovations, BBAC, Dubai Chamber Of Commerce, IFFCO, Interiors, Saudi German Hospital, Solico, Toshiba, Umm Al Qura, Fossil Group, SAMACO Porsche, Bin Sina Pharmacy, Gawamen, Mediatek.

The Gamer Agency was born from a passion for gaming. Our team has more than 10 years of experience working with the gaming industry in the Middle East. Gamer Agency specialises in influencer marketing, advertising and events. SERVICES: Digital advertising; influencer marketing; media buying; events; activations

LEADERSHIP PANEL

Year founded: 2005 Headquartered: Dubai Knowledge Village havasmedia.com/ +971 4 455 6000 At Havas Media, we invest in media that matters. We understand where to find the most meaningful media using our unique Mx system. We build a Media Experience (Mx) that connects a brand with their target audience – in the context of where they are, through the content they pay attention to. Because we believe that more meaningful media can help build more meaningful brands. We provide our clients with a full range of integrated tools and services across multidimensional platforms. Our extensive in-house capabilities and best-in-class partners allow us to create custom, purpose-built solutions that help drive our clients’ businesses. SERVICES: Media strategy, investment management, digital, data consulting, programmatic buying, performance marketing, e-commerce, mobile, social media, experiential, entertainment and sport KEY CLIENTS: Chanel, Hyundai, Kia, Emirates Integrated Telecommunications Company (du), FAB, Hermès, JDE, British Council, Aldar Properties, La Perle, Swarovski, Hershey’s, Lego, Lacoste

Houda Tohme

Georges Naaman

Managing Director

Head of Operations

Varun Kohli

Carlos Nadal

CFO

Head of Growth

MEDIA AGENCIES

February 28, 2021

Garage 366

Iconiction

Founded: 2015 Headquartered: Dubai Head of company: Ahmad Sabra www.garage366.com

Founded: 2014 Regional headquarters: Dubai Founder and CEO: Sebastien Marteau info@iconiction.com www.iconiction.com

Garage 366, is a unique, award-winning marketing and communication agency, which blends innovative design, unrivalled craftsmanship and technological acumen to create impactful emotional experiences. We specialise in creating solutions and delivering optimised media opportunities for our partners.

SERVICES: Geo-based mobile advertising; du advertising platforms (SMS marketing, Wi-Fi UAE, Dubai Airport Taxis); Handy smartphones (luxury hotels); Chinese shopper advertising; app downloads/preloads

SERVICES: Full digital solutions; strategic planning; trade buying; ideation; creative development; content creation/management; videography; photography; web and app development KEY CLIENTS: Gulf Marketing Group (Sun & Sand Sports, Timberland, The North Face, Columbia, etc.), Athlocity (Under Armour), Al Fahim Group, Deyaar, Dubai Sports Council, Flash Entertainment

Hearts & Science MENA

iMetric Digital

Founded: 2016 Head of Company: Dana Sarkis, general manager UAE MENA@hearts-science.com +971 4 457 4570

Founded: 2017 Offices: Beirut (HQ), Riyadh Head of company: Saad Sraj hello@imetric.net www.im etric.net

Hearts & Science is a data-driven marketing agency network, part of Omnicom Media Group. The company is pioneering the future of how brands and people interact in the post-media media. SERVICES: Digital transformation, UX &UI, tech and design, e-commerce, marketing science, market & customer insight, marketing ROI evaluation, CRM, digital marketing, search/SEO/PPC, media planning, media buying, analytics, and marketing technology

SERVICES: Digital media planning; media buying; SEO; SEM; social media; paid ads; programmatic; analytics KEY CLIENTS: King Abdullah Economic City, Cayan Group, Lord of the Wings, Merck, Arco, Chuck E Cheese

Founded: 2003 Ownership: Middle East Communications Network (MCN) / Interpublic Group (IPG) Headquartered: Dubai Number of staff: 160 +971 4 445 4040 www.initiative.com Part of Mediabrands, the #1 media agency group in the region as per RECMA, Initiative is a global communications agency built to grow brands through culture. As consumers actively increase their advertising avoidance behaviour, at Initiative we believe that anchoring media activity to rapidly evolving cultural trends provides brands with the most effective route to relevance, and ultimately growth. Applying this philosophy to our client’s brands has helped Initiative rise rapidly to 4th place in RECMA’s MENA agency rankings, and contributed to Initiative being named globally by RECMA as the fastest growing media network in the World. SERVICES: Advertising technology consulting, communication design, consumer insights, content marketing, digital marketing, econometrics, fully integrated media strategy, holistic analytics, influencer relations, market research & analysis, media partnerships, media planning and buying, paid search, paid social, performance & ROI marketing, programmatic buying, data analytics KEY CLIENTS: Americana, Arabian Automobiles (Infiniti/Renault), Carlsberg, COTY, Danone, Deliveroo. Dubai Media Inc, EDGE Group, Emirates NBD, Emirates Islamic, Etisalat, Henkel, IFFCO, LEGO, Lockheed Martin, Nakheel, , RTA, Western Union AWARDS: 7 Internationalist Awards for Innovation in Media; 4 MMA Smarties; 2 Internationalist Awards for Innovative Digital Solutions; 2 MENA Search Awards; 2 MENA Effies

LEADERSHIP PANEL

Bassem Massoud

Raffoul Mattar

CEO, MENAT

Managing Director, UAE

Amal Al Homosany

Santadip Roy

Managing Director, Egypt

Head of Digital & Technology

MEDIA AGENCIES

February 28, 2021

iProspect

Media Agency Middle East Consultants

Founded: 2012 Head of company: Vimal Badiani (vice president – performance media) www.iprospect.com + 971 4 447 4996 info.dubai@iprospect.com

Founded: 1998 Headquartered: Dubai Owner: Bipin Pathak Head of media: Rahul Datta info@mediaagency-me.com www.mediaagency-me.com

iProspect is a global end-to-end media and performance agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands.

SPECIALISMS: Offline and online media planning and buying; digital content creation; SEO; SEM; lead generation; programmatic; social media management and marketing; affiliate marketing; SMS and emailer marketing; website development and management; media and public relations; brand activation

SERVICES: Audience insights, media and performance strategy, planning and activation, business performance, paid search, organic search, paid social, display

KEY CLIENTS: Apparel Group, Dubai Sports City, Lodha Group, Haw Par Healthcare, Dalma Mall, Britannia, Daiso Japan, Sharp, IndiaCast Media Distribution, Envie Events

KEY CLIENTS: General Motors, Microsoft, Standard Chartered Bank, Philips, MasterCard, Accor

MediaCom Kreata Global Brand Communications Founded: 2010 Headquartered: Dubai CEO: Deepan Parameswar info@kreataglobal.com www.kreataglobal.com SERVICES: Digital advertising; digital marketing; content services; social media marketing; web development; performance advertising; search; ATL; BTL; innovative display solutions KEY CLIENTS: Clarins Middle East, Lulu Group, Malabar Gold & Diamonds, Yateem Opticians, Quanta Ice cream, Igloo, Tiffany Biscuits, Luxottica Group

Founded: 2005 Ownership: Middle East Communications Network (MCN)/Interpublic Group (IPG) Headquartered: Dubai Number of staff: 155 +971 4 445 4647 www.magnamena.com Email: info@magna-global.com Magna is part of Mediabrands, the #1 media agency group in the region as per RECMA. We are the fastest growing agency at scale as per RECMA and the Most Effective Media Agency Network in 2020 as per the Global Effie Index. We are a full-service agency that provides communication solutions across the MENA region. We combine the power of data and technology with creativity and innovation to devise tailor-made business solutions that deliver business results. Add to this the immense value of research, insights, strategies, constant innovation and

Founded: 2000 Head of company: Eyad Abdul Khalek mena@mediacom.com At MediaCom, we help people, brands and businesses unlock their growth potential through media. We do this by having a big-picture perspective across the whole communications system, which has led us to pioneer our ‘Systems Thinking’ philosophy. We are invested in helping our people unlock their own growth potential and believe that if we put our people first, we’ll deliver better results not only for our teams, but also for our clients. SERVICES: Media strategy, buying & planning; performance marketing; e-commerce; digital transformation & acceleration; creative systems KEY CLIENTS: Richemont, adidas, Mars, NADEC, Olayan Group

the most competitive rates, capitalised through our group’s clout and buying power and delivered by a young passionate team always challenging the status quo. SERVICES: Communication strategy, omichannel strategy, content strategy & creation, media planning, media buying, performance media solutions, e-commerce, programmatic media, paid search & paid social, advertising technology, dashboarding, DMP management, data solutions KEY CLIENTS: Unilever; Subway; Dubai Holding Group; Dubai Properties; Atlantis; Mezzan Holding Co; Air Arabia; twofour54; Galadari Ice Cream Company; Abu Dhabi University; Banque Saudi Fransi; Al Nahdi Medical Co; Integrated Telecom; Banque Libano-Française AWARDS: In 2019: 12 MENA Effie Awards (7 Silver & 5 Bronze); 9 Lynx (1 Grand Prix, 1 Gold, 5 Silvers, 2 Bronze); 2 MENA Search Awards; In 2020: 1 MMA Smarties; 2 Digital MENA Awards

LEADERSHIP PANEL

Bassem Massoud

Lara Arbid

CEO, MENA

Managing Director, UAE

Karan Kukreja

Sini Baby

Business Director, Unilever MENA

Regional Finance Director, MENA

MEDIA AGENCIES

February 28, 2021

Mubashir

Precise Communication

Founded: 2015 Head of company: Ali Al Raisi (CEO) info@mubashir.om

Headquartered: Dubai Number of staff: 40 Founded: 2005 Heads of company: Gopal Aswani and Ashik Hasim info@tobeprecise.com

Mubashir leads the digital out-of-home and smart retail technology market in Oman, proposing digital solutions that transform communities and businesses and connect them into a sustainable society. Marketers utilise smart digital screens and billboards to connect with their customers through targeted content in real-time. SERVICES: Digital billboards; video creation; smart retail

Performics Founded: 2012 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Khaled Abounader (chief product officer, Publicis Groupe MEA); Stacy Fisher (head of digital transformation & innovation, Publicis Media ME) www.performics.com As the original performance marketing agency, Performics is the premier revenue growth driver for many of the world’s most admired brands. Across an expansive global network operating in 57 countries, Performics leverages data, technology and talent to create and convert consumer demand wherever it is expressed –search, social, display, commerce and offline channels. Performics is built for the relentless pursuit of results. Performics is a Publicis Media company and the performance marketing engine of Publicis Groupe. SERVICES: Performance media; performance content; planning & insights; analytics and technology; e-commerce KEY CLIENTS: Hyatt, One & Only, Emirates Islamic Bank, Rolex, Bayer, Abdul Latif Jamil

Precise Communications is a holistic messaging and digital agency offering solutions developed in-house. Our end goal is simple: bring brands, businesses and consumers together through a holistic and precise approach. We lead this with an award-winning, experienced and multi-talented team that is trained and certified to turn marketing goals into practical technology. SERVICES: Consultancy; development; digital media buying; digital media marketing; media buying; messaging; SEO; SMS & emailer marketing; social; social media KEY CLIENTS: Etisalat, Kenwood, Delonghi, Mihyar Arabia, University of Wollongong, Transguard, Etisalat, Dubai Municipality, Estee Lauder, Emirates Exchange, Al Tayer

Radix Media Founded: 2017 Headquartered: Dubai CEO: Mohan Nambiar www.radixmediamena.com +971 4 560 6100 Introducing a new era of communications planning. Built as a consultancy practice with a leadership team consisting of the best there is in the industry across media planning, data and insights, strategy, digital and creative content. Providing expert knowledge and experience across industries, we put consumers at the heart of our planning and are focused on client business, growth. We are spirited, ambitious and agile. We are Radix.

LEADERSHIP PANEL

Founded: 2002 Head of Company: Wissam Najjar, COO, OMD MENA hellouae@omd.com www.omd.com/uae +971 4 450 0450

Wissam Najjar COO, OMD MENA

OMD is the world’s largest media network with more than 12,000 people working in over 100 countries. As the world grows with opportunities, the key is reacting to them, by making better decisions, faster – combining innovation, creativity, empathy and evidence to help them move faster, reach further, and take smarter risks every day. SERVICES: Strategic planning & investment management, performance marketing, data and technology consulting and implementation, analytics and e-commerce transformation/marketplace management AWARDS: Global Media Agency of the Year 2019 - 2020, Adweek; Media Agency of the Year 2019, Dubai Lynx; Most Effective Media Agency Office 2018, Best Place to Work 2012-2019, Great Place to Work Institute.

Saleh Ghazal Managing Director, OMD UAE

MEDIA AGENCIES

February 28, 2021

Reforge Digital

Spark Foundry

Founded: 2020 Head of company: Lana Baddar Lana@reforgedigital.com

Founded: 2000 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Alain Brahamcha (CEO, Spark Foundry ME) www.sparkfoundryww.com

Reforge Digital is a boutique digital marketing and communications agency. We partner with brands to strategise, implement and shape impactful marketing campaigns. We believe that marketing has the power to connect brands to their purpose by aligning resources, advertising budgets and marketing programmes to deliver business results SERVICES: Marcomms strategies; performance marketing; content development; B2B account-based marketing; SEO

Spark Foundry’s bold vision harnesses the spirit of a start-up combined with the soul of a powerhouse that melds an entrepreneurial, innovative business approach with the full resources, capabilities and marketplace clout of Publicis Media. SERVICES: Media consultancy, planning and buying; branded content; e-commerce; data and analytics KEY CLIENTS: LVMH, Emirates NBD, DCT, Mondelez, YAS Marina Circuit, MAF, Almarai, Marriott

Sandman Consultancy

Starcom

Founded: 2014 Headquartered: Dubai Owner: Brand Sol Media Head of company: Ajay Mathews ajay.mathews@brand-sol.com aj@sandmanconsultancy.com www.brand-sol.com

Founded: 2000 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Racha Makarem (CEO, Starcom ME) www.starcomww.com

SERVICES: Media planning and buying; branding; digital and traditional marketing strategies; packaging; publishing

Starcom is a world-renowned media communications agency that architects connected human experiences to create value through precision marketing, content and technology solutions. With more than 5,000 employees worldwide, Starcom partners with the world›s leading marketers and new establishment brands. Starcom is part of Publicis Media, a key division of Publicis Groupe, one of the world’s leading communications groups. SERVICES: Media consultancy, planning and buying; branded content; e-commerce; human experience and research KEY CLIENTS: DTCM, Expo 2020, McDonald’s, Samsung, P&G, MIRAL, Meydan Group, FCA, VISA

Founded: in London in 1990; Dubai in 2006; Abu Dhabi in 2008; Riyadh in 2010; Beirut in 2017; Cairo in 2018 Head of company: Luca Allam, CEO of PHD MENA Info.uae@phdmedia.com https://www.phdmedia.com/mena/ +97144574570

LEADERSHIP PANEL

Guided by the ethos ‘Make the Leap,’ PHD is renowned for driving disproportionate growth through transformative and creative ideas. PHD is one of the most forward-thinking media agencies by challenging convention and breaking new ground in strategic thinking and planning. Built on a culture of thought leadership, innovation and creativity, it is one of the world’s fastest-growing agency networks. Globally, PHD has more than 6,000 staff, more than 100 offices worldwide, and is part of Omnicom Media Group. SERVICES: Media planning & buying; strategic planning; data analytics & technology consultants; social & content marketing; SEO; creative services including dynamic creative optimization

Luca Allam CEO of PHD MENA

AWARDS: Network of the Year, M&M Global 2020; Best Place to Work 2012-2019, Great Place to Work Institute; The Most Effective Media Agency Office MENA Effies 2019; 1 Cannes Lion 2019; 1 Festival of Media 2019; 7 MENA Effies 2019; 2 Dubai Lynx 2019; Top 5 GPTW list consistently since 2013; Top 3 Most Effective Office MENA Effies 2018; 5 MENA Effies 2018; 7 Dubai Lynx awards 2018; 3 MMA Global Smarties 2018; Festival of Media 2018

MEDIA AGENCIES

February 28, 2021

Tonic Media

Watermelon Communications

Founded: 2006 Headquartered: Dubai Founders: Arnaud Verchere (head of strategy); Khaled Gadallah (head of Arabic copy) Managing director: Jacqui Hewett tonic@tonicinternational.com tonicinternational.com

Founded: 2001 Head of company: Madhu Kuttat info@watermelonme.com

SERVICES: Creative solutions to business problems (strategy, display, social, programmatic, offline) KEY CLIENTS: Zespri, Sky News Arabia, Taaleem, Dubai Properties

Watermelon Communications is a leading integrated marketing and communications agency, headquartered in Dubai, UAE. In April 2018, Watermelon joined with 3AW, a global network of independent full-service communication agencies. SERVICES: Digital media marketing; media buying (online & offline; PR and media communications; experiential marketing; content ceation and production KEY CLIENTS: Expo Centre Sharjah, Al Yousuf Motors, Al Liali Jewellery, Transfast, G-Shock

Zenith Vizeum Founded: 2014 Managing Director: Anouk Bondroit info.dubai@vizeum.com In a world where every click has the potential to lead to a purchase, we believe media has a central role to play in adding business value for our clients. Through blending data, media and technology together we bring idea-driven solutions that transform media from a numbers game to a game changer. SERVICES: Data; digital; CRM; social; performance; content development; media strategy; media planning; media buying & investment KEY CLIENTS: Total, Sheseido, Bahlsen, Fossil, Puma, Honda, Unicharm, Hitachi, Benefit Cosmetics, Sadafco

Founded: 2003 Heads of company: Raja Trad (executive chairman, Publicis Groupe MEA); Firas El Zein (CEO, Zenith ME) www.zenithmedia.com Zenith is The ROI Agency. The first agency to apply a rigorous and objective approach to improving the effectiveness of marketing spend, Zenith transforms businesses and brands through evidence-led thinking. Zenith is part of Publicis Media, one of four solution hubs within Publicis Groupe. As a leading global media services network, Zenith has more than 5,000 people working across 95 markets. Supported by Publicis Media’s global practices, Zenith offers its clients a full range of integrated skills across communications planning, value optimisation, performance media, content creation and data and analytics. SERVICES: Media consultancy, planning and buying; branded content; e-commerce; data and analytics KEY CLIENTS: Nestle, BMW, BEL, Disney, The One, Ooredoo, Reckitt Benckiser, Red Bull, Kering Group

Founded: 2013 Offices: UAE, Egypt, Ukraine, USA Accounts@sandstormdigital.com sandstormdigital.com Sandstorm Digital Worldwide is an award-winning multilingual performance marketing agency headquartered in Dubai, UAE and conveniently located in four global cities servicing North America, Europe, MENA and the Gulf Region. We’re the region’s first enterprise-level Google Partner Certified performance marketing agency. Our approach is predicated on giving your customers a reason to visit, a reason to purchase, and a reason to return and tell others about their positive brand experience. We are a full-service, turnkey marketing, and advertising solutions provider who will work with your enterprise to position it as your customers’ vendor of choice, and their first and only option. AWARDS: MENA Search Awards PARTNERSHIPS: Google Partner

LEADERSHIP PANEL

Omar Kattan

Ahmed Ibrahim

Managing Director & CSO

COO

SERVICES: Search engine optimisation (SEO), paid media advertising, search engine marketing (SEM), social media marketing (SMM), data analytics, online advertising, digital marketing, performance marketing, display advertising KEY CLIENTS: Unilever, National Bonds, First Abu Dhabi Bank, Etisalat, Arada, Dubai Holdings, Abdul Latif Jameel

Tewfic Kattan

Tala Anastas

Head of Paid Media

Managing Director, N. America

MEDIA AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 2010 Head of Company: Raksha Khimji info@teamreddot.com teamreddot.com

Team Red Dot is a full-service advertising agency specialising in providing bespoke media solutions and integrated brand campaigns that elevate your business. We guarantee campaign amplification through real-time reporting and detailed analysis while maximising reach and optimising your budget. Our regional insights and diverse client portfolio have helped us build an extensive web of media expertise. Our commitment to deploying the latest digital tech and proven measurement tools guarantees ROI for your brand. To top it all off, our media clients also leverage our robust creative and social departments’ expertise for fully synergised campaign solutions. SPECIALISMS: Media strategy, media planning and buying (offline and digital), consumer insight and research, data analysis and modelling, mobile marketing, AI-driven adtech, SEM and SEO, performance marketing, app store optimisation KEY CLIENTS: Etihad Airways, Jashanmal Group, Marmum Dairy, CFI, Abu Dhabi Coop, Tata Group, Bavaria, Anantara Hotels & Resorts, Avani Hotels, Middlesex University, Al Barari, Savills, Emami Group, Redington Gulf, IFFCO, IHG Group Saudi Arabia, W Residences, Four Seasons Hotels and Resorts, Creative Zone, Sharjah Media City (Shams), The Pet Shop, Tilda Rice, Barry Callebaut.

Founded: 2001 Ownership: Middle East Communications Network (MCN)/Interpublic Group (IPG) Head office: Dubai Number of staff: 417 +971 4 445 4545 www.umww.com UM is part of Mediabrands, the #1 media agency group in the region as per RECMA. At UM we are committed to Futureproofing our clients’ businesses for the now and the next. We leverage the transformational power of rich business analytics and real-time intelligence to maximize growth and activate the full consumer journey across content and connections. Our consultative approach and agile model drive better business outcomes for brands. UM operates in more than 100 countries across the globe (11 in MENAT), where industry-leading data and analytics power our innovative approach to planning, investment and custom content creation. The result is an audience-first approach that discovers, defines and disseminates the moments that matter

Raksha Khimji

Aseem Bhandari

Managing Director

Head – Media Investments

Irfan Mirza

Huzefa Siamwala

Head – Digital Transformation & Integrated Media

Strategic Partnerships

in media to foster better connections between brands and their audience. SERVICES: Consulting, content marketing, data, digital marketing, holistic analytics, influencer management, media buying, media planning, mobile marketing, performance marketing, programmatic, research, search, social, technology solutions KEY CLIENTS: STC, Emirates, BEKO, The Coca-Cola Company, Reckitt Benckiser, Al Shaya Group, FAB, Ford, L’Oréal Middle East, Hershey’s, Homes R Us, Johnson & Johnson, McDonald’s, Rani, RAK Bank, Spotify, Sony, Talabat, Vimto, VOX, American Garden, Honeywell, JA Resorts, Mattel, Supreme Committee for Delivery & Legacy, Orange, Byblos Bank, Qatar Foundation, Getir AWARDS: # 1 Media Agency in the MENA region and 3rd highest score globally as per RECMA; 2 Gold MENA Search Awards 2020; 3 Gold MENA Digital Awards; 12 MMA Smarties in 2019, including Agency of the Year; 3 MENA Effies, including Most Effective Agency Office for UM KSA in 2019; YouTube Lantern Award in 2019

LEADERSHIP PANEL

Joe Nicolas

Jad Chababi

CEO, MENAT

General Manager, UAE

Ziad Soukkarie

Hanan Tabsh

General Manager, KSA

General Manager, Lower Gulf

MEDIA AGENCIES

February 28, 2021

LEADERSHIP PANEL

Founded: 2004 Headquartered:Dubai (MENA) and London (Global) Head of the company: Ravi Rao, CEO MENA www.wavemakerglobal.com +971 4 450 7300 dubai@wmglobal.com Wavemaker is a top-five global media network. Our roster of products and services has been built with a single aim: to positively provoke growth for clients and our people through our new operation system consisting of three speeds of growth.

Ravi Rao

Marc Ghosn

CEO, MENA

MD, MENA

As part of GroupM and WPP, we are continually developing our offer to deliver growth in a fast-changing consumer world. Many of our most progressive capabilities are core to clients, including ecommerce, content and precision marketing. Our leading global consultancy has experts to solve any communications challenge, from go-to-market e-commerce strategy to digital transformation.

Marie Abiad

Matyas Csendes

Head of Strategy, MENA

Head of Digital, MENA

SERVICES:Client growth and development; insight and

There is always a better way to grow We positively provoke growth for our clients and shape consumers’ brand decisions and experiences through media, content and technology.

Grow fearless dubai@wmglobal.com | +971 4 4507300

communication strategy; media planning and buying; effectiveness and ROI; data and analytics (market and audience analytics, data fusion, econometrics and advanced modelling, measurement, attribution and optimisation); e-commerce (retail planning, optimisation and amplification); precision (audience sciences, personalisation/DCO and CRM/ ECRM); product solutions (proprietary marcomms and new product development|); technology (consultancy and digital transformation, automation, self-learning and AI); inventory solutions (addressable, premium and supply); search (paid and SEO); social (paid and organic); programmatic (programmatic and native programmatic); content (addressable content, AR/VR, influencer, partnerships, sports marketing, production and IP) TECH PARTNERS: Tealium, LemonPi, Google, Facebook, Twitter, Snapchat, Yougov, Sizmek,TikTok KEY CLIENTS: Huawei, AXA, Netflix, Perfetti Van Melle, Accenture, American Garden, Chevron, Colgate, DIB, Ford, Friesland Campina, GE, Netflix, Tiffany & Co, RTA

February 28, 2021

News, views & trends from across the spectrum

NOW IS THE FUTURE

My Love Don’t Cost a Thing

February 28, 2021

A VIEW FROM

Ramsey Naja NOTHING PERSONAL

would really like to be at the receiving end of an ad made for, well, Ramsey Naja is the former CCO of JWT me. Yes, an ad uniquely made pour moi. And I’m not talking of MEA; @geminisnake something that simply factors in my predilection for motor sports, skiing, French cuisine and Charles Bukowski. An ad tailor-made for me. A su misura emotional me-fest that makes my arms turn into brushes, my heart go all a-flutter and my mind lose sight of financial prudence. The kind of ad that sets the Naja soul on fire, makes him reach deep into his pockets and – mark that – leaves everybody else perplexed. In other words, I want to experience the truthful result of the promise of a “targeted ad”. Except that I won’t. Instead, I will receive the most knee-jerk reactions to my recent scroll and surf history on the wild and gross assumption that if I had, at some point, been curious to know how heretics were burned during the Spanish inquisition, then I must be in the market for a barbecue set or, who knows, some tapas. Welcome to targeted advertising, where the machine is your creative department and programmatic is your media planner. Don’t get me wrong: I am in awe of AI’s ability to segment and compartmentalise people like me in neat, like-minded communities and how the resulting data can sharpen a brief or even become the basis for the creative output. You cannot, however, please all the people all the time. The narrower the segmentation, the higher the likelihood that the messaging will become superficial. “You liked your Greek holiday last year? Here are some cool offers on Santorini accommodation.” So much for goosebumps and cardiac palpitations. It may well interest me, but it certainly won’t add much value to the advertiser. Direct marketing – because that’s in essence what it is – was never meant to seduce. It was never meant to deliver added value. Just sales. This, on its own, is a volume game with diminishing returns. The trouble is, we’re being sold this as the future of advertising, along with the kind of disdain aimed at “traditional” – meaning the laborious job of creativity. We’re being told that we can micro-target and profile you better than your wife – and create equally well-honed content accordingly. And of course we can. The 2016 Trump/Cambridge Analytica effort was a devilish demonstration of this. But that’s a rational endgame and not the recipe for seduction. Loyalty and long-term advocacy – the added-value that generates growth – requires producing a visceral reaction, and this, in turn, requires graft, craft and a great deal of passion, not to mention a consensual feeling amongst peers. Before you make an ad that’s tailor-made for me, make sure you make me love the tailor.

You cannot please all the people all the time. The narrower the segmentation, the higher the likelihood the messaging will become superficial.

Motivate Publishing Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, 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: +971 2 677 0124, Email: motivate-adh@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Austyn Allison Editorial Intern Sofia Serrano DESIGN Art Director Sheila Deocareza Junior Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Group Sales Manager Nadeem Ahmed Quraishi (+971 50 6453365) Group Marketing Manager Anusha Azees PRODUCTION General Manager S. Sunil Kumar Assistant 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.

TECH TIPS

Pinterest Pins put on home page Pinterest has introduced a new way for users to see Story Pins from the creators they follow at the top of their home page. Story Pins, Pinterest’s take on the popular mobile format, now include a follow feed that autoupdates with creator posts. Users who don’t already follow a creator can discover them from a new ‘Discover Creators’ icon on the carousel. Previously, users could only see creator Stories by directly visiting their profiles. Stories have exploded in popularity since Snapchat launched the format in 2013, with Instagram, Twitter and even LinkedIn hopping on the trend. Pinterest, which launched Story Pins in September 2020, took a slightly different approach, with stories that do not disappear after 24 hours but are saveable and can live for months. “Historically, the home feed has been the place that surfaces the ideas Pinners have expressed interest in as they engage with content,” said Jen Chan, creator product lead at Pinterest. “We wanted to make it easier for Pinners to see Story Pins, particularly those from the creators they follow, so that they never miss a new idea.” The new feature is the latest of a suite of creator tools Pinterest launched last year that aims to help influencers build audiences and curate content on the platform. The new tool incentivises creators “to build a following and a more defined audience,” Chan said. “We expect that creators will begin to better understand the type of content that resonates with their core audience and begin to build a stronger community with their followers,” she added. Story Pins are currently available in beta to a limited group of creators, including Grossy Pelosi, Caroline Vazzana and That Stylish Nerd.

February 28, 2021

Remembering Eddie Moutran

dmond Moutran, the founder of Memac Ogilvy, passed away last month. There is a special tribute distributed with this magazine that is dedicated to his legacy. Eddie was synonymous with the industry in the region, one of the Founding Fathers of Middle East advertising. One of the questions I long ago learned to ask myself when hiring a new journalist was: Would I send this person to interview Eddie Moutran? Not that he was hard to interview – he was very open and candid and helpful – but he was the benchmark of Middle East advertising aristocracy. I remember editing the transcripts from one reporter I did send to interview him. Eddie had been very critical about the judging criteria of an awards show. “Are you sure he said all this on the record?” I asked the reporter. Then I read the next line: “I know this is on the record, and you can quote me.” Eddie was never afraid to say what he thought. He was also a raconteur. When he got started, a mischievous twinkle would spark up in his eye. Eddie had stories, and everyone had stories about Eddie. In my early days covering the ad industry a decade or so ago, I was writing a profile of Eddie and someone gave me a tip to ask him how he got into motor boating. The story didn’t disappoint, and here’s how I remember it: It was the mid-1980s and Eddie had set up on his own in Bahrain, with only one client and not much cash flow. The men who ran media sales at a major Saudi newspaper made an appointment to see him, and Eddie knew this could only be to insist that from now on his fledgeling company, Memac, paid cash. Eddie couldn’t afford to lose his credit line with the newspaper. Luckily, his only client, a cigarette brand, agreed to pay him early. He bought some furniture for his new office and he put down a deposit on the largest yacht he could afford. Then he invited the men from the newspaper to lunch at the marina.

During the meal, staff kept coming up to tell him, “Mr. Eddie, I fuelled your boat,” and “Mr. Eddie, I washed your boat”. Eddie’s guests asked him which boat this was, and Eddie proudly gestured to his new hobby. “I bought that boat a month ago,” Eddie told them. “I’ve got money, so I bought a boat. What’s wrong with that.” One of his guests turned to the other and asked what they were doing there. Eddie’s not foolish, they agreed. If he’s Editor bought a boat then he obviously has money. They told Eddie there was no austyn.allison@motivate.ae need to ask him for cash. @maustyn “Of course you can ask me for cash payments,” said Eddie. “What discount will you give me?” They changed the subject and left after lunch, with Eddie’s credit intact. He has enjoyed yachts ever since. Of course, Eddie told the story much better, and it is a sad loss that we will no longer hear it from him. But his legacy lives on. In Memac Ogilvy, Geometry (now VMLY&R Commerce), Mindshare and many more. He built up his companies as an astute businessman, and he knew how to breed creativity. Eddie’s agencies did serious work, won serious awards and produced serious results for his clients. I’m sad I’ll never get to interview Eddie again, but his legacy lives on. Not just in the empire he founded, but in the whole industry he helped build.

AUSTYN ALLISON

What influences the influencers? I

A VIEW FROM

DAVE TROTT

Dave Trott is the author of Creative Mischief, Predatory Thinking and One Plus One Equals Three

n 2018, fashion bloggers were invited to the opening of a new store in Los Angeles. Italian brand Palessi had taken over premises recently vacated by Armani. It was to be Palessi’s US launch, impossible to resist for anyone at the forefront of fashion. It was invitation only, a private preview of its latest shoe range. Until now, Palessi’s shoes had only been available in Milan, Florence and Rome. The store was decorated in impeccable Italian taste: minimalist, mainly shades of grey, a single white statue of a winged lion, gold mannequins, shoes displayed like jewels. Guests were served champagne and canapes by attractive young staff. The influencers were so impressed, they video blogged to their followers to show the sort of exclusive event they were invited to. And they gushed about the shoes – in fact, they couldn’t wait to buy them. Of course they weren’t cheap – the prices were similar to Jimmy Choo, or Balenciaga, or Louboutin. And the influencers paid up to $600 for their exclusive Palessi shoes. After they bought them, they were invited into a back room where it was explained to them that the

shoes actually cost between $19.99 and $39.99 a pair. Palessi was actually another name for Payless, the budget shoe store. The entire event was being videotaped and, if they agreed to let Payless use the film for advertising, they could have their money back and keep the shoes for free. Naturally, all the influencers quickly agreed. And Payless had footage of fashion bloggers with thousands of followers saying the shoes were indistinguishable from the real thing. Of course, if the influencers had refused, Payless would have had to give them their money back anyway, but the influencers didn’t seem to spot that. So Payless got fantastic advertising for next to nothing. Does it mean that people who bought expensive shoes would now buy Payless instead? Of course not. The shoes are only a small part of what upmarket customers were paying for. They’re actually buying an exclusive brand, so what are they paying for then? It’s letting everyone know that they have shoes that only the richest people on the planet can afford – it makes them feel exclusive, discerning and special.

And, of course, that isn’t the Payless brand. So what is the Payless brand, and who would buy that? It’s about value for money for the girl who wants to look as good as rich people but can’t afford it, and wouldn’t if she could. It’s smart shoes for no-nonsense people, with more sense than money. Now, would that advertising work among the Payless market? Absolutely. Those girls saw that all the people who routinely pay a fortune for shoes, the influencers who advise rich people, can’t tell the difference. So if you wear Payless shoes to a red-carpet event, no-one would know. Now that’s a very different sort of brand. And what I love is the agency realised people are different and want different things. So brands have to be about different things. Not just blindly following whoever else has been successful. Even if they’re successful, their market may have nothing to do with yours. So before we even think about brands, we need to study the market. Defining the brand can tell you where you currently are, but studying the market can tell you where you could go.

February 28, 2021

Etisalat… ‘This theme has been overused.’ (IK)

Nescafé… ‘The product could have got some more screen time.’ (IK)

LG… ‘Good quality thinking and simply beautifully executed.’ (RE)

Enchanteur… ‘The storyline of “Back to Living” is a bit weak.’ (RE)

Bawabat Al Sharq Mall… ‘I don’t have any criticism for this campaign.’ (IK)

February 28, 2021

Private View IMRAN KHAN

RAGHAD ELASSI

PR manager, Zia Creative Network

Account manager, Toh PR

ETISALAT (1): The ad attempts to showcase the diversity of the UAE through people from different countries, races and walks of life and how Etisalat connects them all. This theme has been overused by Etisalat and several brands in this country, and this is why one tends to lose interest after 45 seconds. In other words, the editing could have been tighter. However, the music is soulful and blends well with the theme of the video. The cinematography is visually pleasing and grabs attention.

I want to shout out to the creative people in our industry and the incredible talent coming from this region; you are the ones who inspired me to pursue a career in communications.

NESCAFE (2): There is a sense of positivity and motivation throughout the ad. Nescafe Dolce Gusto’s ad is short, crisp and to the point. No beating around the bush. Visuals are vibrant, quirky and fun. The product could have got some more screen time as the key objective of the ad is to sell the product. I would have loved to watch the coffee machine for a few more seconds. Music is basic. Does the job. LG (3): Great ad for those with a high emotional quotient. The most efficient way to connect with the viewer is through family relationships. The concept of asking the audience for a story linked to their favourite piece of clothing in itself is unique and a great way of engaging with them and supposedly connecting with each of us. The actors are natural, particularly the kid. The music is laidback, thus complementing the emotional theme of the ad. ENCHANTEUR (4): The storyline has probably been used in thousands of ads in the past. So, nothing unique about the plot. I didn’t understand how a body lotion can eliminate work stress. The concept is far from reality. However, the music has a Mediterranean feel to it that works well. The reference to Covid-19 on the television looks misplaced. The cinematography is decent. BAWABAT AL SHARQ MALL (5): Health campaigns need to be simple and to the point, which is exactly how this campaign is. The ‘moustache on a mask’ is a unique and appropriate way to raise awareness of men’s health issues. The shots of the visitors, shopkeepers and the mall staff wearing moustache masks connect to each of us. The use of social media frames in the video can potentially draw a lot of engagement for the brand. I don’t have any criticism for this campaign.

ETISALAT: THE SOUND OF TOGETHERNESS (1): Etisalat is probably the most recognised brand in the region. The brand has always focused on powerful messages delivered through strong visuals and production. “The Sound of Togetherness” is crafted to celebrate the creative artistry, talent and cultures living in the UAE. Brilliant job in embracing everyone’s unique qualities in this country. NESCAFÉ DOLCE GUSTO: COFFEE AT HOME (2): I am going to be a little bit biased on this one, mostly because I am a Dolce Gusto fan. The playful content used by Wunderman captures the comedy appeal of real-life situations that easily reflects the brand’s identity. The production is light and vibrant and, most importantly, to-the-point. I would have appreciated a little more focus on the coffee and Dolce Gusto’s machine. Overall, I won’t skip the video if it plays on YouTube ads. LG: WEAR LOVE (3): Goosebumps. There is no doubt brands are increasing their attempts to become more meaningful for their target audience to demonstrate that they care about their customers’ lives. LG is no different. ‘Wear Love’ inspires a connection on a personal level through the warmth of the stories in these short films. Good quality thinking and simply beautifully executed. ENCHANTEUR: BACK TO LIVING (4): I have always found lotion campaigns a bit clichéd. The storyline of “Back to Living” is a bit weak and misses the chance to inspire and empower, and ultimately influence the audience. Can a lotion calm you and empower you at the same time? I mostly enjoyed the second half of the video as it becomes livelier. I felt it struggled to bridge the content and context together. BAWABAT AL SHARQ MALL: FACE YOUR FEAR (5): I have always believed in “less is more” and the “Face your Fear” campaign is easy to understand and simple with a larger impact. The call to action is easy to execute, making excellent results in the use of branded content. The campaign is engaging and positive and I believe it generates awareness and visibility to encourage the public at large to take action. It is rare that we see malls trying to create this type of motivational and engaging social impact content, so well done Bawabat Al Sharq Mall.

Etisalat

Title: The Sound of Togetherness Agency: BBDO Abu Dhabi Production house: Big Kahnua Films Director: Luis Aguer

Nescafé Dolce Gusto

Title: Coffee at Home Agency: Wunderman Thompson Production house: What If Creative Studio Executive producer: Nasrallah Saad Director: Jad Eid DOP: Elias Trad Production manager: Mario Calcagni Equipment rental: High-End Films Post-production: Maisa Al Beik, Nested VX Sound design & mix: Khaled Hamdy

Title: Wear Love More Production house: Boomtown Productions Agency:HSAd Director: Rory McLoughlin DOP: Nadeem Rifai Producer: Zoey Gumbs Colouring: Serene Issa Editor: Surish Nair Sound design & mix: Matt Faddy, BKP

Enchanteur

Title: Back to Living Agency: Axis Integrated Executive director: Mukhtar Mody Account director: Vidya Panicker Creative: Jane Summers

Bawabat Al Sharq Mall

Title: Face your Fear Agency: AMC – Advertising & Marketing Consultants Creative director: Imran Mohideen Senior art director: Tamer Shams Copywriter (English): Samir K Shaji Copywriter (Arabic): Asem Hatem Motion graphics: Zaharan Hameed & Yasser Shaker Account director: Rabiah Atat Social media: Katrina Salaysay, Ghazal Hawwash, Bhavi Ann

February 28, 2021

The Spin The Spin understands that it’s a basic principle of marketing to make messaging relevant, but it might be possible to push things a little too far. That would be our advice to the company offering this ‘hot butter cuttlefish bouquet’ for Valentine’s Day. It’s the world’s first, apparently. We’re amazed no one thought of this before. Meanwhile, closer to home, nothing says ‘successful Mars mission’ like a spoonful of honey. And we’re also impressed by the shoehorning skills of a “UAE-born unconventional tea company” that is offering 25 per cent off its range to mark International Women’s Day. Why, you might ask? “The Magic Tea Box is the perfect gift to thank mothers, wives, sisters, a female role model, or to enjoy with friends,” apparently. We should have realised that tea is to women as cuttlefish is to love. In other news of female empowerment, The Spin has long been a fan of Margaret Atwood’s The Handmaid’s Tale, a dystopian vision of a future world where women are nothing more than reproductive machines and domestic staff to men. What better branded product to celebrate this feminist allegory than… a shopping bag? This airline may be the largest carrier in Kazakhstan, but that doesn’t stop The Spin sniggering at its name.

Appointments Omnicom Media Group MENA has appointed LUCA ALLAM as its new CEO for media agency PHD. Most recently, Allam held the role of managing director for PHD UAE and was responsible for business growth and further developing the strategic product. In his new regional role, he will continue to be based in the UAE, reporting to Elda Choucair, chief operating officer for OMG MENA. KAREN DOUMET has been named general manager of PHD UAE, reporting to Luca Allam. Doumet has been with PHD for 11 years, and in that time has contributed immensely to PHD’s growth and product development. She has

played an instrumental role in winning new business and has been the driving force behind PHD’s proud client retention record over the last few years. PETER BISHAY has been made general manager of PHD Egypt, also reporting to Allam. Bishay started his career with the OMG agency OMD as a media manager, where he spent 10 successful years working from the group’s Cairo office before moving to PHD Egypt as a business unit director in 2018. Prior to his career at OMG, Bishay was with Mindshare in Kuwait and Cairo. DANA SARKIS has been appointed general manager of Hearts & Science UAE by OMG MENA. She has been part of the group for more than 14 years and offers experience spanning various disciplines in the media

consultancy field, in the UAE and the UK. She’s been with Hearts & Science since its inception and has contributed to not only the building of the product in the region but also the setting up of processes, talent sourcing and forming the company’s culture. Also at OMG, CHADY DEBS has been promoted to general manager of Hall and Partners, MENA. He joined OMG MENA more than 15 years ago as a consumer insight executive. Since then, he has played an integral role in launching and building Hall and Partners, a fast-growing research consultancy in the region.