Author: Neha Mehta

In Conversation with EssenceMediacom’s Soumak Banik: Media Insights Unveiled

Embark on an insightful voyage through the media landscape guided by Soumak Banik, the accomplished Managing Director at EssenceMediacom Indonesia. EssenceMediacom is GroupM’s newest and largest agency that is committed to delivering marketing breakthroughs for brands in the new communications economy.

With an impressive 22-year career spanning diverse sectors, from FMCG to luxury, Soumak is a dynamic communicator thriving in high-pressure roles. His cross-functional expertise and strategic acumen shape EssenceMediacom’s innovative approach, establishing him as a luminary in the media and advertising realm. In an exclusive interview, he shares insights from his extensive journey in the Indian and Indonesian markets, offering a unique perspective on the industry’s seismic shifts, Metaverse and booming gaming sector.

Having worked in both the Indian market and as the Managing Director of EssenceMediacom Indonesia, can you share your experiences and your professional trajectory in the media and advertising industry? 

Undoubtedly, like many in our industry, I emphasize that we are witnessing major seismic tectonic changes. These times are unprecedentedly exciting – truly the best of times!

In an attempt to align the experiences and exposures of the past two decades with a common understanding, I would liken the trajectory to the fundamental principles of earthly motion—simultaneously involving rotation and revolution. The circular rotation signifies the brand’s axial movement around its centricity to consumers. Concurrently, there is a revolution fueled by the extraordinary evangelism of technology, driven by the digital transformation of consumerism.

In today’s landscape, consumers are markedly more aware, informed, and neutral. They rightfully expect brands to be realistic and merit a genuine choice or loyalty. What ensues is the gravitational pull on brands to adapt – to become more creative and to contextualize their offerings along a helical pathway that aligns with consumer aspirations. Creating brand love has become a more challenging yet thrilling endeavor in our interconnected universe of media.

As a professional working in the Indonesian media market for more than a decade, what are some of the challenges you faced while transitioning from the Indian market to your current role? What shifts have you experienced in the Indonesian advertising sector and its audiences?

Asia is renowned for its rich culture. Most Asiatic countries are more culturally interconnected than diverse, mirroring the unity of their people. Culture is deeply ingrained in the heritage, language, faith, religion, food habits, ethnicity, fashion, tastes, preferences, traditions and values of its communities, people, and races – be it in South Asia or Southeast Asia. In this context, India and Indonesia stand out as prime examples.

Both nations and their respective governments are making massive investments in infrastructure and connectivity, earning them top ranks among global technology giants such as Google, Meta, and other leading Martech companies. India serves as the epicentre for investments in South Asia, while Indonesia plays a similar role for private equity firms in Southeast Asia.

Interestingly, not only are both countries experiencing significant growth in population, demographics, and geographical diversity, but they also share similar traits in consumer habits towards brands. The inquisitiveness of consumers towards information and choices shows striking similarities and is on a growing trend.

In both India and Indonesia, media ad expenditures are growing at a double-digit rate, and rapid digitalization is fueling a profound digital transformation for brands. The Consumer Confidence Index (CCI) is notably higher by 110 points. Digital native brands are championing a departure from traditional marketing methods in sectors ranging from FMCG, e-commerce, and apps to banking and utility services.

Capital investments are reaching record highs in private and emerging sectors. Every day brings new opportunities to understand and learn more about culture, consumers, effective communication, and media utilization. It’s a transformative journey in itself.

You have worked in different sectors, from FMCG, to Automobile to Luxury and Sports. How different or similar were the marketing and strategic plans you employed across these sectors? Has this experience helped you in your current role in any way?

It’s a privilege, and in fact, I feel fortunate to work across various sectors. The experience is an extensive learning journey. Honestly, the world of media and advertising is often filled with jargon. However, every brand, spanning FMCG to luxury to sports, shares a singular objective – driving growth. While some prioritize volume, others emphasize value. What unites brands is the pursuit of Lifetime Consumer Value (LCV). This objective stands as the ultimate milestone, whether it’s in strategy, marketing, communication, media campaigns, or go-to-market strategies.

Once the consumer pathway is meticulously mapped and defined, the focus shifts to effectiveness and efficiency, driving return on investment (ROI). While media choices may vary, encompassing different platforms and utilizing AI for creativity and propelling social commerce, the overarching purpose remains constant – drive growth.

Today, brands are rushing to advertise their products and services in metaverse in order to attract and engage their audiences better. What is the future of this trend in your opinion?

The key to attracting consumers to a brand has always been the platform for creative contextuality. The Metaverse stands out as an extraordinary effort in this direction, offering a dedicated space for Lifestyle, Luxury, Beauty, and Experiential brands. Leading the race are global brands such as Nike, Coke, H&M, LV, Gucci, Burberry, Mars, Forever21, and more. What was once considered a trend or a prospect is now an undeniable reality. The imperative for brands is to act swiftly and immerse themselves in the world of Web3 Technology.

Social media is now accessible to everyone thanks to technological advancements and smartphones. In-stream ads are now used by brands to customize their adverts based on audience. Could you tell us how EssenceMediacom has done this? 

Programmatic Media and Dynamic Creative & Content Optimization (DCCO) have reached their pinnacle when it comes to audience targeting and media optimization. Innovative ad formats leveraging technology, ranging from face recognition to AR/VR, are already gaining prominence, with brands actively advocating for their adoption.

One target market that is growing at a rapid pace is the gaming industry. What are your insights about how brands should leverage these audiences to reach their intended audience?

Gaming stands out as the singular sector in digital media experiencing unprecedented growth, surging at a rate of 50% or more year on year across global markets. The evolution of gaming has been nothing short of remarkable, transitioning from a single-window format to now embracing experiential formats. It has traversed the spectrum from niche engagement to reaching a wider audience, ultimately becoming an experiential powerhouse. Notably, content is now navigating its path through gaming, as seen with Netflix launching Money Heist in the gaming realm.

While audience targeting predominantly takes a programmatic approach, brands must now pivot towards enhancing in-game experiences, with creativity playing a pivotal role. The era of banner ads and promotional QR codes in gaming advertising has passed. Experiential marketing in gaming has become imperative for brands to stay ahead in the game.

Can you share some examples of a successful campaign you carried out and the strategic planning that went behind it?

My all-time favourite, and it will always be, is the Vodafone India launch of the Zoozoo campaign in 2009. The campaign featured 44 different creatives addressing 45 different products/services of Vodafone. Remarkably, these 44 creatives were launched in 45 days – unveiling one new creative every day, culminating with the simultaneous release of all 45 creatives on the last day! This extensive campaign spanned 36 newspapers, 104 TV stations, 38 radio stations, all digital platforms, 1000+ OOH placements, and even made its mark in sports during IPL 2. Merchandising extended across 3000 Vodafone stores and apparel retailers.

It’s been more than 14 years, and yet Vodafone continues to incorporate Zoozoo in some of its campaigns in India. Such is the enduring recall and stature created by the Zoozoo campaign.

If given a chance to visit either the past, present or future, which one would you choose and why?

As always, the Present. It’s the best time ever.

Havas Maher Saad El Din: Navigating Media’s Shifting Landscape

Explore Maher Saad El Din, Media Director at Havas Media Group, remarkable over 17 years journey in advertising and media. From local agencies to multinational giants, he shares stories of growth and innovation and insights on trends, challenges, and his dedication to local talent. In this exclusive interview, get a closer look at Maher’s views on industry changes, the Saudi Vision 2030, and exciting technologies, like scent marketing and the metaverse. 

With 17 years of experience in the advertising and media industry, can you take us through your professional journey and your role as the Media Director at Havas Media?

As you mentioned, 17 years is a significant period, and much has transpired during those years, making it challenging to cover everything. I’ll try to be brief!

I initiated my career in the industry at a local digital agency called Admark. I cannot emphasize enough how crucial that start was for me and how much I appreciate the opportunity that Dr. Nasser Nabulsi gave me. Working with him, I learned a great deal. It was an interesting time, witnessing the inception of the big digital ad boom and the launch of staples such as Google AdWords and Facebook.

My next step marked my first interaction with a multinational agency when I joined Drive Dentsu offices in Riyadh. I consider it my first true venture into the industry. While I hold dear my beginnings at Admark, it was a small company with a very small team. Stepping into the “Big Leagues,” as they say, with Drive Dentsu was an exciting and intimidating move.

From there, I started to discern my preference in the digital equation, leading me to Starcom during its golden age. Although my time there was shorter, I would not be who I am in the industry without that experience.

Then came my initial encounter with a local agency, iCom, one of the largest media companies in Saudi at the time. They had clients such as Saudi Airlines, ALJ’s entire portfolio, HHA’s entire portfolio of motor companies, NCB, Riyad Bank, and SADAFCO, to name a few. Company founder and visionary Nabil Bakr recognized the growth in digital media and recruited me in 2013 to bring the company into the digital age. Despite facing challenges, especially after the 2016 market crash, it remains the best experience I’ve had in the industry and one that I still miss. Even with a smaller team than we started with, we secured significant clients like Jeddah Season, Riyadh Season, PIF’s FII, Tasheel financing, and a few more. Unfortunately, COVID hit us hard, and iCOM never recovered.

I navigated for a couple of years, landing at UM in 2020 and then Mediacom in 2021 before finally settling at Havas Saudi as Media Director. Here, I find my passion reignited and an atmosphere that encourages cooperation in the best possible way.

How has the advertising landscape in KSA changed over the course of your career? What upcoming trends do you see this region adopting in the future?

Having steered through the industry for over 16 years, it’s fascinating to witness its evolution from a newspaper/TV-centric landscape, where the private sector led the way, to a digital/outdoor-driven environment fueled by government and semi-government initiatives.

The most concerning trend currently is the looming cookieless future, with no tangible solutions in sight and regional companies evidently unprepared for the impending transition, barring a selected few.

In terms of exciting developments, the transformation of Out-of-Home (OOH) advertising in Saudi Arabia has been particularly intriguing to observe. Anticipating forthcoming changes and the promise of increased transparency and accurate measurement have me eagerly awaiting what comes next!

What are your insights on the Saudi Vision 2030? How will you align with it and how will the development plan affect the advertising and media landscape in KSA?

As someone born and raised in Saudi Arabia, I’m still awestruck by the remarkable strides the country is making! Since the launch of the Vision, it consistently surpasses expectations, leaving me to ponder each morning on the potential yet to unfold before reaching its 2030 goals—a thought that never fails to bring a smile.

My enduring goal, evident throughout my career, is to actively contribute to the development of local talent in every company I’ve been a part of. It remains my unwavering priority when forming teams. I eagerly anticipate the day when I can confidently pass the baton to a skilled and inspired team of Saudi talents, poised to navigate the next phase in the Kingdom’s industry evolution.

In the past decade, smartphones have revolutionized mobile marketing, particularly social media marketing. How will 5G further enhance mobile marketing?

Smartphones have facilitated the evolution of social media, transitioning from the static desktop era with limited access and the minimal interactions of platforms like Facebook and MySpace to a dynamic mobile platform that remains connected 24/7. This transformation is evident in the regular updates of images and GIFs on platforms such as Twitter and Instagram.

The advent of 5G connectivity has propelled us further, ushering in an era of almost omnipresent video platforms like Snapchat and TikTok. Our lives are now recorded and shared with the world. 5G holds more potential, particularly in the realm of the Internet of Things (IoT), where it becomes the primary means of interacting with our home devices. The next phase of automation is on the horizon, and we’re on the verge of experiencing seamless connectivity.

Imagine a world where even household appliances like the Washing Machine and Dryer interact seamlessly, efficiently folding and putting away laundry. Such innovations could free up valuable time, allowing us to savour life’s moments even more!

As we move into 2024, we will see a significant rise in the adoption of artificial intelligence and generative AI. What are your thoughts on the implementation of AI in marketing? How will it benefit advertisers and media agencies?

As exciting as the prospects of Generative AI are, we need to take a step back and not fall into the trend cycle that our industry often succumbs to. While I agree that it is advancing rapidly and will be immensely beneficial in the long run, it is crucial that we channel our excitement into making GenAI more of a tool to eliminate all the tedious tasks, rather than one to replace human creativity and hard work

Cutting-edge technologies are paving the way for future advertising. Brands are now trying to advertise in the metaverse to stay ahead of the times. How do you think this technology will perform in the years to come?

I don’t foresee a future in the Metaverse at all, to be honest. The barrier of entry is excessively high, requiring an intensive amount of work to create an underwhelming experience that, for consumers, has been more of a gimmick than anything else. However, I firmly believe there’s potential in integrations with well-established virtual environments like Fortnite, Minecraft, and especially Roblox. This approach seems more promising, given the declining engagement of younger generations, Gen Z and Gen Alpha, on traditional social platforms. It’s noteworthy that such integrations are proving to be significantly more popular with brands. The cost of entry on Roblox is notably lower than that of current Metaverse versions, and it comes with the additional advantage of an already established audience.

Scent marketing is one of the most interesting forms of marketing, but brands do not extensively use it. How can brands use this form of marketing to entice audiences?

The sense of smell stands out as one of the most powerful memory triggers the human mind possesses. However, its limitation to a specific area poses a challenge when trying to use it in a broad system outside of enclosed spaces, such as malls and shops. I genuinely believe that a clever execution of this concept can be achieved by non-traditional brands, including automotive, paint, colouring pens, and even event promotions.

What are your predictions in terms of the advertising and media landscape for the year 2024? What are some of the trends and industry analyses you see brands and agencies adopting this year?

The trend I hope to see continue its growth is the strategic omnichannel approach to communication. It goes beyond separating online and offline strategies, embracing a holistic perspective that seamlessly integrates both in a meaningful way. I’m also keenly intrigued to witness the evolution driven by machine learning algorithms, addressing the challenges posed by the loss of 3rd party cookies and traditional conversion tracking. In an era where clients increasingly focus on the bottom line and the lower funnel, the industry faces the task of navigating out of the cookie-shaped challenge created by the overpromises of the past. Let’s hope valuable lessons have been learned this time.

Madison World’s Milan Modi Speaks: Crafting Success in Digital Advertising

Milan Modi, a Business Director (Digital) at Madison World is a seasoned professional with over 8 years of expertise in Paid Digital Media. He has garnered accolades as India’s Best Marketers & Planners and “Young Guns Advertising Male.” 

With a track record of 72+ awards for groundbreaking campaigns, including Pidilite, Raymond, and McDonald’s, Milan is a visionary in leveraging Metaverse, NFTs, and AR filters. In this interview, he shares strategic insights into the evolving digital landscape, audience targeting post-cookie era, and innovative approaches to digital advertising. His journey exemplifies a commitment to excellence, making him a dynamic force in the advertising and media industry.

Can you take us through your professional journey and share some of the memorable moments you encountered in your decade-long tenure in the advertising industry?

First of all thank you very much for gracing me with this occasion, thanks for allowing me to be a part of this noble program where you share the experience of some of the finest minds in the country, so others can benefit from it.

I come from a local Mumbai background and was fortunate enough to complete my formal education in this same city. Numbers have always excited me, and I’ve been surrounded by them throughout my journey. Whether it was my first internship at HSBC Bank or my initial professional experiences at Fractal AI, Publicis Group, and Madison World, I’ve consistently been in fields where numbers are paramount. While the early years were dominated by the left brain, the integration of creative and media has now engaged my right brain as well.

Reflecting on some memorable moments in my career, I’d like to highlight my first major digital marketing campaign for the largest bank in India, HDFC Bank. We achieved tremendous success in terms of media branding and performance metrics, earning numerous case studies and awards. It marked the significant announcement of their Personal Loan Campaign. 

You oversee branding and performance marketing responsibilities for various well-known brands across several verticals. How different or similar are the strategies that you formulate for them?

In both performance and brand marketing, our unwavering focus is on “Consumer First.” The ongoing battle between push and pull strategies remains a constant consideration. In our approach to brand marketing, we go beyond mere media attention, ensuring that our messages are not only contextual but also deeply relevant to the end consumer. The era of one-size-fits-all is long gone, with marketers now actively tailoring communication to meet the unique needs of each consumer—something every marketer, being a consumer themselves, can relate to. In our efforts, we consistently adhere to the fundamental principles of reach, frequency, continuity, impact, and weeks on air.

Performance marketing has undergone a significant transformation. While Google Search stands out as a primary choice for every marketer, we strategically engage with consumers on other intent-based platforms before transitioning. Techniques such as lead nurturing, lead scoring, UI/UX optimization, post-click experience enhancement, and regular follow-ups, though seemingly basic, play a pivotal role in achieving the ultimate conversion. To excel in the performance game, we also prioritize regional creative, landing page quality, and a well-established call center setup, ensuring a seamless and exceptional consumer experience.

With so many ad content options such as text, images, and audio available to advertisers, what according to you is the most effective in translating the message to audiences? What are some of the techniques you use to track campaign performance at Madison World?

With user touchpoints increasing daily, and every app on smartphones or any available wall serving as an ad unit, it’s crucial to track each touchpoint. One fundamental truth that has consistently worked for us, and that we strongly believe in, is the power of customization. Whether it’s a video, audio, text, or image banner, our aim is to tailor the communication on each media/platform according to its best practices.

For instance, the rendition of a video on Instagram Reel (or YouTube Shorts) differs from one on YouTube Home Feed or an OTT Ad. Similarly, an ad on Sharechat/Moj varies from that on Television. Even in Cinema or outdoor settings, customizations are recommended. While the core message remains the same, the rendition adapts to each media/platform.

When it comes to measurement, we compare the platform benchmark to the X Category Benchmark against our campaign numbers to evaluate its effectiveness. Search Lift, Brand Lift, MediaMixModelling, and Sales Lift are also some of the ways we gauge campaign effectiveness.

As Google’s third-party cookies will soon be banned permanently, how have you seen it affect the digital landscape and what potential setbacks do you see?

Yes, this has been the buzzword for some time, and the juggernaut Google has been postponing the date of cookie deprecation. But in my view, the demise of third-party cookies will reshape the way targeting is done in the digital landscape.

Shift towards first-party data: With third-party cookies becoming obsolete, there will be a heightened focus on first-party data. Brands and advertisers will need to invest in building and leveraging their data to maintain effective targeting and personalization strategies. We have been emphasizing the importance of advertisers owning the data of visitors coming to our landing page. This first-party data will be invaluable when the cookies sunset.

Dominance of Walled Gardens: As third-party cookies decline, the dominance of walled gardens (platforms with closed ecosystems) might increase. This could potentially limit advertisers’ ability to gather cross-platform insights and data.

Rise of New Ad-Tech Solutions: The industry is likely to witness a surge in innovation as ad-tech companies develop alternative solutions for targeting, attribution, and measurement that don’t rely on third-party cookies.

Challenges in Attribution Modeling: Attribution Modeling Complexity: Attribution models heavily rely on third-party cookies to track user journeys and attribute conversions. The absence of these cookies may lead to challenges in accurately attributing conversions across various touchpoints in the customer journey.

What audience-targeting KPIs do you look to achieve across biddable platforms? What changes do you oversee in this field and how have you prepared to align with them?

Achieving effective audience targeting across biddable platforms involves setting and monitoring key performance indicators (KPIs) aligned with campaign objectives and business goals. Here are some common audience-targeting KPIs and considerations for overseeing changes in this field: 

1.Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), Cost Per Acquisition (CPA), CPM, and Engagement Rate Metrics. 

We analyze each audience’s performance based on the above and make conscious decisions to continue, amplify, or discontinue the targeting.

2.Changes in Audience Targeting and Preparation:

Privacy-Focused Changes: There’s an increasing emphasis on privacy regulations and restrictions on user tracking. Some platforms already don’t allow targeting iOS users.

Cookie Depreciation: The phasing out of third-party cookies impacts cross-site tracking, necessitating a focus on building and leveraging first-party data, exploring alternative identifiers, and adapting attribution models. Google Analytics 4 has introduced “Enhanced Conversion tracking,” which, though in initial phases, has the potential to be a game-changer.

Machine Learning and AI Advances: With the buzzword of AI, we’ll witness the growing use of machine learning algorithms for advanced audience targeting. Numerous partners work in the field of AI technologies, collaborating with Meta and Google platforms for further optimization.

Cross-Channel Integration: Recognizing each consumer as one, advertisers now need to develop integrated marketing strategies, align messaging across channels, and utilize platforms that support cross-channel targeting and measurement.

In the Indian media landscape, CTV is booming, and brands are utilizing Virtual Product Placement. How do you think brands could leverage these technologies together? What are some challenges or potentials?

The convergence of Connected TV (CTV) and Virtual Product Placement in the thriving Indian media landscape offers exciting opportunities for brands. Leveraging these technologies together can elevate the overall viewer experience, boost brand visibility, and drive engagement. CTV stands out as one of the fastest-growing mediums in India, with over 20 million households embracing CTV connections, reflecting a significant trend in cord-cutting.

Immersive Brand Integration: Brands can seamlessly integrate virtual products into CTV content, providing viewers with an immersive and non-intrusive experience. It’s crucial, however, to strike a balance, as it may sometimes come across as intrusive and non-authentic or gimmicky.

Audience Targeting and Personalization: Brands are increasingly adopting customized communication strategies, tailoring content to different CTV audiences based on geographical locations and linking it to the nearest store in that market. This approach proves effective in precisely targeting CTV audiences.

Interactive and Shoppable Experiences: A simple integration of a QR code allows brands to directly redirect users to the Direct-to-Consumer (D2C) website for convenient purchases.

Branded Content Integration: While content is hosted on a brand’s channel, certain partners virtually integrate the brand into the show at an economical cost. This subtle integration organically enhances the brand’s visibility. Additionally, collaborate with content creators to seamlessly integrate virtual products into their productions, leveraging their creativity and storytelling skills.

Smartphone usage has increased in India, thanks to affordable and accessible internet. How important is mobile advertising to reach target audiences today?

As per industry reports, India currently boasts the most affordable per GB data prices globally. The prevalence of low-cost smartphones and internet accessibility on feature phones has transformed the smartphone from a luxury to a basic necessity. In 2023, TV and Digital collectively constitute over 70% of the Advertising Expenditure (AdEx). Digital AdEx, surpassing TV, is anticipated to reach Rs 43,000 crore by the end of the year.

India stands out as one of the rare countries with a predominantly mobile-first population, a generation that entirely skipped the Desktop/Laptop phase and initially accessed the internet through mobile devices.

Targeting: Digital Marketing offers precise targeting, allowing brands to save marketing expenses by reaching only specific demographics rather than mass audiences.

Measurement: The extensive measurement capabilities of Digital Marketing have made it an integral part of every marketer’s media mix.

On a Pan India scale, YouTube’s reach is approximately 50% of the TV universe. Notably, in markets like Bihar, YouTube’s reach has surpassed that of TV.

What are some of the campaigns that have stood out for you and why? What were some of the takeaways from these campaigns and how were the different from any others?

• Content: The Fevicol 60 years celebration campaign marked a paradigm shift in how audiences consume content. We pioneered a new approach to market a 90-second film on various media platforms.
• Tech: In a category as challenging as Condoms, where major platforms like Star TV, YouTube, and Meta impose advertising restrictions, we changed the marketing strategy by creating NFTs and Metaverse for the brand called Kamasutra Condoms.
• Multimedia: For Raymond, we employed a combination of online and offline signals to leverage the surge in user queries, marking a first-ever achievement.

Would you like to give a word of advice to young professionals looking to venture into the advertising and media industry?

For young individuals aspiring to pursue a career in advertising and marketing, the first step is to understand what excites you every day. Identify what motivates you to go to the office and what you can envision doing for 30 years without getting bored.

Once the answer is clear, delve into understanding consumer behavior within the respective category. This aspect is crucial, and those who can decipher it are clear winners. All marketing strategies, be it creative, communication, or media, revolve around consumer insight.

The adage “consumer is the king” holds true in the realms of advertising and media as well.

VML’s Karim Sioufi: Transformative Insights in Marketing Excellence

Karim Sioufi, a seasoned Business Director at VML, brings a wealth of expertise garnered over an illustrious 15-year career across the global advertising and marketing landscape. He navigates seamlessly through diverse cultural terrains, establishing effective communication with stakeholders. His passion for collaboration, creativity, and excellence is the driving force behind innovative solutions tailored for clients in government, healthcare, FMCG, real estate, and entertainment. His remarkable journey, marked by the successful management of award-winning projects and the groundbreaking “The Subconscious Order” campaign for HungerStation, attests to his strategic acumen and unwavering commitment to authentic communication.  

This exclusive interview unfolds as a captivating exploration of his extensive experience, offering profound insights into the ever-evolving landscape of advertising and marketing.  

How did your journey in the advertising and marketing industry lead you to become the Business Director at VML (formerly Wunderman Thompson)?  

My journey commenced in Paris before I ventured into the regional scene and transitioned to the agency side. This shift injected a fresh energy and dynamic into my career. The agency environment, with its emphasis on creativity, diverse projects, and a fast-paced atmosphere, kept me consistently engaged, motivated, and yes, a bit tired too.  

Seven years ago, my strategic decision to join VML (formerly Wunderman Thompson) was a pivotal move aligned with my career goals and aspirations. Opting to work with one of the best players in Riyadh and globally, I knew I was becoming part of a team committed to making a significant impact and fostering innovation.  

The diversity of experiences gained from working across various markets has added valuable perspective to my role. Adapting to different environments and markets has equipped me with a versatile skill set, expanding my portfolio, and nurturing a spirit of teamwork.  

Big Congratulations. With the agency securing numerous awards across various platforms, the recent accolades of ‘Agency of the Decade’ and ‘Network of the Decade’ at the Athar Festival stand out as a significant accomplishment. Could you shed light on the key factors that played a role in this success, and how does it showcase the dedication and contributions of your team?  

We were keen to participate in the inaugural edition of Athar. Actively contributing to three talks, we showcased our expertise and played a role in the exchange of ideas within the creative community. Our involvement in the festival not only underscores our commitment to the creative industry but also contributes to the growth and recognition of the creative Saudi community at large.  

Winning both Agency and Network of the Decade was truly amazing! It stands as a remarkable testament to the collaborative spirit and dedication of our team. Achieving success at Athar is indeed a significant milestone, crowning years of hard work, creativity, and the combined efforts of both local and international talents.  

We hope this success serves as a catalyst for even more opportunities and collaborations in the future. May our team continue to thrive in the dynamic and vibrant creative landscape.  

The Subconscious Order for HungerStation, winning Saudi’s first-ever Grand Prix at Cannes Lions in June 2023, is a remarkable achievement. Can you share insights into the creative process behind this amazing campaign and how it aligns with VML’s (formerly Wunderman Thompson) commitment to innovation?  

We began by searching for an insight or a human problem that we could address—a meaningful solution to an existing issue. This led us to the widespread problem of choice overload in online food delivery, something we all face daily.  

Delving deeper, we discovered that, on average, people spend about 132 hours a year perusing mind-numbing menus online before deciding what to eat, often resulting in the wrong choice. Further research led us to a study by Dr. Bruce Lipton, revealing that the conscious mind can only process 40 bits of information per second, while the subconscious mind processes information at a rate up to 500,000 times faster. This discovery sparked the idea of helping people better connect with their subconscious mind to find the answers they seek, leading to the launch of “The Subconscious Order”:  the very first food delivery placed by your subconscious mind. We collaborated with our tech team at VML (formerly Wunderman Thompson) Seattle and embarked on a journey to find the best and most effective approach to bring this idea to life.  We were delighted with a statement made by Nancy Crimi-Lamanna, the Creative Commerce Jury President at Cannes Lions, regarding the project:  

“In today’s world, brands have to apply meaningful value in order for people to offer use of their facial data, and ‘Subconscious Order’ did this beautifully. It’s a wonderful example of AI being applied to commerce and is a bold, brave way to change the user experience: turning transactional experiences into emotional ones.” 

Personalization has become a key focus in advertising. How do you utilize AI to tailor campaigns to individual consumer preferences, and what challenges and opportunities does this level of personalization present?  

Indeed, the potential of customizing customer needs with AI is immense, though the implementation is still evolving. As we increasingly gather and assess vast amounts of data, the objective is to refine and tailor offerings more precisely. While ideas are being presented, the challenge lies in technical execution and navigating customer concerns, especially those related to privacy breaches.  

A noteworthy example of a safe and innovative use of AI for customized needs is the “subconscious order.” In this context, the concept involves leveraging AI to understand and anticipate customer preferences at a subconscious level. Through analyzing various data points and behavioral patterns, AI can discern individual tastes and preferences, allowing for a personalized and tailored experience.  

However, customer resistance to sharing information remains a hurdle. The fear of manipulation or misuse of personal data is a legitimate concern. Striking the right balance between utilizing AI for customization and ensuring customer trust is crucial. Transparency in how data is collected, processed, and utilized, along with robust privacy measures, is key to overcoming this resistance.  

As technology continues to advance, there is an ongoing responsibility to address these concerns, ensuring that AI-driven customization is not only effective but also respectful of individual privacy and autonomy.  

The date of 2030 coincides with a key milestone in Vision 2030. How does this impact the agency’s strategies in promoting and capitalizing on the success of the Riyadh Expo 2023?  

It’s truly remarkable to witness the evolution and progress that Saudi Arabia, particularly Riyadh, has undergone on the world stage. The hosting of Expo 2030 stands as a testament to visionary efforts and a commitment to showcasing the best the country has to offer. Our agency’s early involvement, focusing on campaigns related to art, culture, entertainment, and tourism, has played a crucial role in setting the stage for this momentous event. Notably, the Saudi National Day campaign, “We Dream and Achieve,” perfectly encapsulates the spirit of Saudi Arabia’s journey toward Vision 2030 goals. This ethos is not just reflected in words but in tangible projects and initiatives in which we actively participate.  

The giga projects of Vision 2030 present unique opportunities. Being part of these transformative endeavors allows us to contribute to the positive changes and advancements occurring in Saudi Arabia.  The readiness to welcome the world is not only an opportunity for the country but also for our agency to connect, collaborate, and engage in international cooperation.  

As VML (formerly Wunderman Thompson) continues to play a pivotal role in these endeavors, it contributes not only to the success of Expo 2030 but also to the broader narrative of Saudi Arabia’s transformative journey on the world stage.  

Given your proficiency in branding, how do you balance maintaining a brand’s core identity with adapting to evolving market trends and consumer preferences?  

A brand is not a static entity; it thrives within a dynamic environment shaped by ever-changing factors like consumer behavior, market trends, cultural shifts, and technological advancements to name a few Authentic communication forms the bedrock of a brand’s connection with its audience. When a brand stays true to its essence, it establishes genuine connections, fostering trust—a vital foundation for enduring relationships. It’s a straightforward equation: consumers are naturally drawn to brands that mirror their values, making authentic communication paramount.  

Successful brands exhibit adaptability and responsiveness to evolving needs, positioning themselves for continued success. Being agile without compromising core values enables brands to remain relevant and resonate with shifting consumer preferences. However, alongside adaptability, maintaining consistency in identity and messaging is equally crucial. This consistency cultivates a robust brand image and recognition. Striking the delicate balance between adaptation and consistency is an art mastered by successful brands.  

In essence, a brand attuned to its environment, attentive to consumer needs, and committed to authentic communication is well-equipped to navigate the dynamic market landscape. By doing so, it not only adapts to current needs but also possesses the potential to shape and influence the evolving landscape for the better.  

Can you share an example of a project where your skills in marketing, creative strategy, communication, and branding all came together to deliver exceptional results?  

I take immense pride in showcasing a pivotal accomplishment in my career—the oversight of communications during the visit of the President of the United States to Riyadh. This momentous event unfolded within the context of a global summit, where I played an integral part of a small committee comprising five individuals. Together, we successfully managed the coordination and alignment of over 8 companies, each specializing in diverse fields such as PR, Creative, Digital, Media, and Production. Remarkably, this substantial task was accomplished just ten days prior to the President’s visit.  

The magnitude of this project, combined with the diversity of expertise involved, presented a unique set of challenges that demanded strategic thinking and effective communication. The successful execution of such a multifaceted endeavour not only enhanced the reputation of our team but also left an indelible mark on my professional journey.  

Spearheading a project of this scale, with international significance, has proven to be transformative for me. It has provided invaluable insights into my capabilities and potential that I might not have fully realized before.  

The lessons I learned and the skills I developed are undoubtedly valuable assets that continue to positively influence and shape my career. I am grateful for the opportunity to have played a key role in such a significant project.  

If there were an alternate reality where campaigns are immersive experiences, how would you design one to not just engage but transport the audience into a new dimension?  

In essence, the evolving landscape of communication is about fostering a symbiotic relationship—one that goes beyond the transactional exchange of goods or services. Brands that recognize and embrace this paradigm shift are not just providers but compassionate companions, actively participating in and contributing to the consumer’s pursuit of self-expression, fulfillment, and well-being.  

The rise of individualism in consumption reflects a desire for autonomy and a rejection of mass trends.  Brands that understand and respect this inclination are better positioned to build lasting relationships with their audience. The shift towards collaboration and inclusivity in communication reinforces the idea that brands and consumers are partners in a shared journey. 

A success factor for brands today is to speak less about ‘sales’ and more about ‘souls’. My recommendation for effective immersive experiences today would be centered around concepts related to customers’ mental health and simply the right to exist with all their differences.  

By prioritizing genuine connection, shared values, and understanding, brands can transcend the transactional nature of their interactions with consumers and become integral companions in their personal journeys.

Nazara Tech’s Nodwin Gaming Acquires Comic Con India for Rs 55 Cr

Insights Extraordinaire: PHD MENA’s Pedro Navigates the Programmatic Landscape

Pedro Gonçalves, Head of Digital at PHD MENA, is a seasoned Digital Marketing leader with over 16 years of global experience. Renowned for conquering challenges in Media, Technology, and Business, he boasts a successful track record in constructing multimillion-dollar operations. 

In this exclusive interview, he generously shares invaluable insights, navigating from the intricate realm of programmatic advertising to addressing the intricacies of cultural nuances in the Middle East. A true visionary in digital transformation, Pedro illuminates the challenges and opportunities within the ever-evolving landscape, providing a sneak peek into the future of data-driven marketing.

Reflecting on your digital marketing career journey, how has the experience shaped your decisions in choosing professional paths? Can you share a pivotal decision and its impact on your trajectory thus far?

I’ve always enjoyed exploring and gathering early knowledge on emerging topics and trends. Shifting my focus from Offline Media to Digital happened naturally when I started my career. Looking back today, I’m very thankful to my younger self for prioritizing curiosity over stability.

There were a couple of pivotal moments in my career, but if I were to pick one, it would be when I embraced the challenge of building IPG’s Programmatic & Ad Tech specialized unit from the ground up in my home country, Brazil. It was the perfect storm: an exponentially growing practice, an abnormally fast-developing market, and the first time I oversaw an entire operation and P&L. This sharpened my views and practices on how to combine technical excellence, client focus, and business profitability until today.

With your extensive experience in digital marketing, what do you believe are the key trends shaping the industry in the Middle East currently?

The Middle East is rapidly adopting global trends, including the widespread experimentation of AI across both private and government sectors. However, there is a particular interest in advancing eCommerce and Media Quality measurement in the region, with brands allocating more of their budgets towards Retail Media and investing in Ad Verification/Attention technologies.

Due to historical challenges in obtaining data for the Middle East, brands naturally have a higher appetite for anything that can provide metrics to support their marketing efforts and demonstrate efficiency.

Another concurrent trend is the increased diversification of suppliers, influenced by the language factor, making room for local players and startups with specialized solutions.

In the Middle East market, cultural nuances play a significant role. How do you navigate cultural nuances and tailor digital marketing strategies to resonate with diverse audiences?

From a marketer’s perspective, addressing multiple audiences in communication introduces various operational and cost considerations. My approach to this challenge involves establishing a primary focus on what unites our target audiences, rather than emphasizing the factors that set them apart. The next step is to map relevant pockets of opportunity that require specific and customized approaches.

This is where the importance of well-structured research becomes evident, as it remains the most effective way to uncover cultural norms and sensitivities that need to be integrated into the strategy. This includes language and dialect-specific messaging, as well as visuals that reflect population diversity and other segmentation techniques.

Can you share a memorable success story where your digital marketing strategies not only met but exceeded the expectations of stakeholders?

One of my all-time favorite projects is the work we undertook for the relaunch of the AXE brand for Unilever in 2015. At a time when Programmatic and Dynamic Advertising were still in their infancy, we managed to achieve massive personalization.

Featuring a modern Romeo & Juliet story, we meticulously crafted and distributed over 100,000+ long-form video ads, each tailored based on user audience behavior, engagement, and response data.

Through a process of radical collaboration among all parties, including the client, we developed a proprietary tech piece. This tech was fed with five master stories crafted by world-renowned directors, along with campaign performance data, enabling the continuous generation of unique long-form video ad variations served 100% programmatically. The outcome was a 1.7x higher retention rate and a 20% brand lift. The campaign garnered global recognition, industry coverage, and awards, prompting discussions with the client about replicating the model in future campaigns

In the context of Programmatic Media, how do you see the future of programmatic advertising evolving, and what challenges and opportunities do you anticipate?

The way I perceive it, the term “programmatic” will become redundant. When something evolves into the default standard, we refrain from labeling it as something unique and discussing it separately.

In its essence, programmatic signifies the use of automated technology to buy media. Examining our progression in understanding, its growth over the years, and forecasting into the future, it is poised to become the base and the majority of spending in our industry.

While the possibilities available through programmatic methods are getting bigger, with the rapid assimilation of other digital environments like Connected TV and even non-digital environments, fraud remains a formidable challenge. The more adept we become at detecting it, the more fraud diversifies, especially in emerging formats. An often overlooked advantage is the establishment of a centralized repository for brand activity data. This organized information, readily available within programmatic platforms, replaces unreliable manual spreadsheets and presentations.

In the ever-expanding landscape of MarTech and AdTech, how do you evaluate and select the most relevant technologies for your digital marketing stack, and what criteria do you prioritize in making these decisions?

I focus not only on comprehending the value proposition of each new technology and how to seize the opportunities within it but also closely monitor how users are reacting to it. This involves assessing if it is skewing towards a specific audience group, checking for overlap and audience fragmentation, and, more importantly, ensuring brand safety and suitability in a way that applies to the new platform.

With an expanding array of options at our disposal, the complexity of how we plan, craft, and perfect connections with customers increases. To counter this, it is crucial to have a dedicated framework that enables brands to be nimble in exploring fast-paced trends and avoiding pitfalls amidst ongoing changes with each partner, all while maximizing the use of algorithmic learning.

It is also imperative to assess if new players can bring robust capabilities and diversified options in terms of formats and targeting, capable of driving results across distinct stages of the consumer journey. This enables us to swiftly categorize natural tendencies and well-established roles for each.

Looking ahead, what do you see as the next big frontier or challenge in the digital marketing landscape, and how do you plan to address it?

Privacy and data collection have become the most debated challenges recently, leading us to the next one: Addressability. Over the past years, marketers have heavily invested in collecting, cleaning, and categorizing data, enabling them to connect at will with specific audiences and customers. However, just one recent change implemented by Apple rendered a significant part of this asset unusable.

With the impending demise of third-party cookies, some organizations still believe they can continue using the same data practices, merely relying on a different type of technology. In my view, this is shortsighted and deviates from a real opportunity for the advertising industry: to offer new types of CRM solutions, grow revenues, and secure a stronger preferred partner position with brands.

Lastly, if your digital marketing approach were a puzzle, what pieces would represent the key elements, and how do they fit together to create a complete picture of success? What can be an answer to this?

To me, everything starts and ends with data. 

Sourcing analytical data, such as market and customer research, cultural factors, media consumption, and other relevant types of information, would be my essential piece in this puzzle. 

Next comes data analysis, making sense of the collected data, and transforming it into relevant and applicable insights for your context.

We then incorporate data-backed decisions, derived from the outputs of the data analysis, making your strategy distinctly yours and no one else’s. Following that is data-driven activation, where you bring strategies to life by translating all earlier steps into audiences, channels, signals, connections, journeys, and messages.

A data-led optimization ditches the guesswork, improves immediate results, and feeds the last piece: closed-loop data, using all the new info as a fresh, unique, ongoing, and growing analytical data source, thus empowering creativity.

Dailyhunt MENA and SRMG Join Hands for News Transformation

Dailyhunt MENA has recently established a strategic partnership with the esteemed Saudi Research and Media Group (SRMG). This collaboration signifies a significant expansion for Dailyhunt MENA within the MENA region, with the promise of elevating the Arabic media landscape to new heights. Through this alliance, there is a focused effort to enhance content offerings via Xpresso, a feature that delivers news in a story format, and Dailyhunt MENA, opening up lucrative business opportunities for the latter’s partners. This development stands as a noteworthy advancement in ongoing efforts to solidify a robust presence in the region.

As a technology-centric enterprise, Dailyhunt utilizes the power of artificial intelligence and machine learning to curate personalized feed suggestions for its users. The analysis of user engagement metrics, including click-through rates and time spent on content, enables Dailyhunt to continually refine its content curation strategies, ensuring they align seamlessly with user expectations. This commitment to leveraging advanced technologies highlights Dailyhunt’s dedication to delivering a tailored and engaging experience to its user base.

Read More: OMG MENA and The Neuron Partner to Transform pDOOH Advertising

Beyond Linguistic and Geographical Barriers

This collaboration positions Dailyhunt MENA as a key player in catering to its extensive user base, exceeding 350 million active monthly users across India and MENA, through the integration of SRMG’s publications. This will enhance user experience by providing them a platform for quick updates on local and global occurrences. Daily MENA will provide a comprehensive news ecosystem to a diverse user community.

The increasing mobile penetration in the MENA region presents a golden opportunity for innovative content delivery. Dailyhunt MENA is not only poised to promote SRMG’s Arabic content in the MENA region but is also set to expand its reach with content in English, Malayalam, and Urdu, specifically catering to the Indian subcontinent. The collaborative efforts with SRMG and the focus on linguistic diversity position Dailyhunt MENA as a frontrunner in delivering a seamless, localized, and enriched news consumption experience for users across the MENA region and beyond.

And what they said

As quoted by Campaign Middle East, Shekhar Iyer, Director and General Manager of Dailyhunt MENA, said:

“The amalgamation of SRMG’s content within Dailyhunt will enrich the MENA audience experience and align with their language needs, especially Arabic. This venture underscores Dailyhunt’s dedication to eradicating language barriers and delivering extensive news coverage to its multifaceted user community.

He further added

“It heralds an era where quality journalism surpasses geographical and linguistic confines, becoming universally accessible through the power of technology. This is a stride towards fostering a well-informed and interconnected global society, where content is not just passively consumed but actively experienced in novel and meaningful ways.

With AI and ML, we can revolutionize content curation by automating and optimizing various aspects of the process, resulting in a more tailored and engaging user experience.”

Read More: A Lookback At the 5 Best Christmas Ad Campaigns of 2023

Inside Rey Tiempo’s Gaming Odyssey: A Tale of Creativity and Strategy

Enter the dynamic world of creativity, advertising, and gaming with Rey Tiempo, a seasoned leader boasting two decades of experience across global networks. He has not only led teams to unparalleled success but has etched his name as the country’s preeminent Creative Director, consistently ranking among the region’s top creatives. His accolades, spanning renowned platforms like Cannes, One Show, Adfest, and more, underscore his mastery in crafting award-winning campaigns.

Recognized as the Experience and Innovations Lead for the work that gave the Philippines its historic first Cannes Lions in Gaming, Rey’s leadership roles transcend prestigious awards: as former President of the Creative Guild of the Philipines, where he spearheaded Creativefest Now, the all online creative event; as a jury member on esteemed panels in global award shows; and as recipient of the Alumni Achievement Award for his alma mater. Rey’s influence extends far beyond the confines of traditional advertising.

Beyond the corporate scene, Rey dons the hats of a musician, gamer, and columnist, innovating with his “Game On” column at Adobo Magazine. Join us for an engaging conversation as we delve into Rey’s journey, from award-winning campaigns to the ever-evolving intersection of gaming and marketing. Get ready for a peek into his treasure trove of rich experiences and expertise!

Tell us something about your journey and how your career has evolved since its inception?

I started as a junior copywriter, fresh from dropping out of law school. (a whole other telenovela worth of stories there). Eager to start getting into creating commercials (I marvelled at the idea of people actually writing ads I see on TV, I’ve always thought the commercials just wrote themselves!) Having studied literature, I quickly realized it didn’t align with ad writing. I had to unlearn my four years (sorry, Mom and Dad!) and just went at it like a sponge, at first imitating my copywriting heroes around me. Over time, I improved, earning leadership roles in creative teams across major local and global networks.

I’ve observed the industry changing over the years, witnessing roles within agencies evolve. Today, a creative leader must not only grasp the big picture but also navigate and shape technological advancements, even predicting the future. Adapting quickly is crucial in this fast-paced landscape, making the most successful creative leaders those who evolve rapidly.

From a “traditional” leadership role, I now lead a team of experience-based creatives, who are tasked to create campaigns that string together and bring to life the entire brand and customer experience. So that includes what we now term the “classic” creatives (TV/ Film, Print, Radio), along with CRM, PR, Influencer, Ecommerce, Tech, and yes… Gaming!

Gaming has, in fact, become a primary focus of the team, as more and more brands have now started to embrace its creative and business opportunities. As one of only very few local creative leads who have been pushing for gaming and marketing work, I have launched my own column for Adobo Magazine, called “Game On” and it’s the first of its kind, tackling the intersects between gaming and marketing. I have been working with brands and my teams, connecting with game publishers and gaming companies, and sitting down with industry leads as well as fellow passionate gamers, to truly understand in-depth and celebrate the full eXperience that straddles the ever-blurring line between these disciplines – hence the term gamingXmarketing.

Game On is my very own column at Adobo Magazine, the first that tackles gamingXmarketing

How has the rise of mobile gaming impacted the overall gaming market?

When discussing mobile gaming and its current impact, it’s essential to explore the evolution of handhelds—devices enabling gaming on the go. Since the inception of video games, the urge to play anywhere and anytime has fueled both gamers and creators.

Growing up, I played on the Nintendo Famicom home console and the Nintendo handheld Game & Watch (there goes my age reveal!). I saw both as proper video game systems that satisfied my gaming itch. As technology advanced and video game systems pushed processing capabilities, handhelds also evolved into peak performers. Flash forward to the current Nintendo Switch system, which I believe is the pinnacle of current handheld gaming (yes, the Steam Deck and other handheld PCs are more powerful, but they owe their existence to the innovations of the Switch). Until a certain generation, handhelds offered solo gaming. The current ones support multiplayer but aren’t communication devices; primarily, they connect players in the gaming realm.

Our telecommunication devices have swiftly evolved, from rotary landlines to early cell phones (telecoms going mobile!), monochrome display phones, to today’s ultra-powerful smartphones. These devices’ processing power advances bring us to video games! Now, we have video games that are not only super advanced in capabilities but also in telecoms. That’s the beauty of mobile gaming—it’s on devices primarily designed for communication. These are handheld games on devices enabling social connections, a crucial ingredient that has made mobile gaming the powerhouse it is.

A powerhouse? Absolutely. With mobiles becoming more powerful, rivaling console counterparts (the new iPhone is notably marketed as THE only gaming console you’ll ever need!), advancing connectivity speeds, and big triple-A game developers backing mobile gaming, it’s poised to become even stronger with no stopping it. Gaming is the new social, fully supported by the new mobile devices. We are increasingly living in a society where gaming is inevitably intertwined with our mobile phone and telecom activities.

Bringing this back to the handheld conversation – we may well end up in a future where the handheld gaming market merges with the mobile gaming market! It’s exciting and looks very promising for gaming, making it a win-win situation for us – what a time to be a gamer!

The Switch, still the pinnacle of handheld innovation. But with the rise of mobile gaming, what does the future really hold for gaming on the go?

How do cultural factors and preferences influence advertising and monetization strategies for games in the Philippine market?

In the Philippines primarily, the one significant cultural factor is and always will be economics. Decision-making around gaming (and really, for everything else) revolves around the spending capacity of the market. While the console, PC, and physical and digital games-buying market have shown growth, particularly during and post-pandemic, the numbers suggest that the mobile gaming market will see more significant growth in terms of engagement, reach, time spent, and advertising/marketing strategies. This shift is driven by the business models adopted and expertly implemented by most mobile games, refined over the years. Free-to-play mobile games still have the biggest draw, among all ages, from casual and hyper-casual gamers. In-game activities, like unlocking extras and in-game purchases rake in the most time spent, and garner the most eyeballs (and thumbs!

Advertisers ultimately have to understand: that gaming environments are relatively closed-loop systems. Meaning, as gamers, everything we really need is fulfilled within these games—our escape, refuge, solace, and entertainment. Real-world brands take us out of the experience, and only the most well-thought-out, authentic brand campaigns will get the most welcome reception. It’s a platform built out of passion – and if we don’t see similar, authentic passion coming out of brands, then the risk of alienation is high.

Fortunately, gaming is more than just playing—it includes viewing gaming content, community engagement, and social connections, forming a substantial part of gamers’ behaviour. This landscape evolves as we speak, with advancing technologies, offering new venues for play and connection.

In your experience, what are some successful examples of brands effectively integrating their products or services into gaming environments? How can marketers strike the right balance between brand promotion and providing an enjoyable gaming experience?

Having been to Cannes Lions before, this time I delved into the action, covering the winners, juries, and game changers. This coincided with Cannes introducing a new Lion category I love – Entertainment in Gaming! Back in 2012, at my first Cannes Lions, I won a game console from a booth raffle (you can find the full story in one of my Game On articles), sparking my love for gaming in marketing. Fast forward twelve years, not only did Cannes Lions introduce a gaming category, but I also covered it and was part of the team that secured the country’s first-ever Lions in gaming!

Left, 2012. Right, 2023. Different console eras, same happy gamer.

As a new category, gaming, in the minds of Cannes Lions and the creative fields, has much room to grow and evolve. Brands have taken creative steps even before the official category existed. For instance, in 2019, Cannes Lions introduced the Social and Influencer category, and Wendy’s Fortnite work won the Grand Prix—a gaming case despite the absence of a dedicated category. This stands as an exemplary instance of branded gaming work, showcasing breakthrough creativity activated through a gaming-endemic brand experience.

As someone deeply immersed in gaming, music, and comic books, how have these personal passions shaped your creative approach to marketing? Can you provide instances of how you’ve integrated these interests into your professional work?

I strongly believe that the creativity in your work depends on your passions. Keep fueling your bottomless cup of passion, and your work will never run out of ideas. I live by the mantra of “playing while working,” incorporating play into everything I do and striving to have fun at work. For me, “play” means video games, gaming culture, music, books, and comics. My scripts, stories, and jokes are influenced by comic book tropes, superhero and villain archetypes, and fantasy worlds created by my favorite authors.

Find both Mistula and Pork & Bean on Spotify, Apple music, Deezer, and other music streaming sites and apps!

I love working on radio and audio—it’s my way of giving voices to the wild characters in my head! Besides releasing original music online through my bands (Find Mistula and Pork&Bean on Spotify and other music streaming sites!), I’ve dabbled in playing around with audio. One such project involved using Dolby Atmos audio tech to team up with the amazing Japanese voice artist Ami Yamasaki, showcasing the plastic pollution problem in a unique cinema activation.

Working with the National Economic and Development Authority, we were able to use numbers gathered from the country’s GDP, and then turned the data into an actual song!

I have been a huge gamer since forever, and true to my mantra of “playing while working”, have now went full-on gamingXmarketing creative, championing the creative marketing opportunities in gaming. My team was able to work with Facebook Gaming to promote education in the game streaming platform, in this fun and inspiring work:

This latest work feels both like a culmination, as well as the start of something really magical in the gamingXmarketing world. I feel proud to have worked with a team with authentic gamers’ sensibilities, but prouder still, knowing that this strong gaming work came from Asia, and the Philippines, where gaming culture is one of the strongest in the world. 

In a few days, I’ll be covering one of Asia’s largest gaming conventions for an upcoming column. I’ll be previewing upcoming games, connecting with fellow enthusiasts, meeting gaming clients, and exploring the latest in gaming tech and culture—a perfect blend of “playing while working.” Wouldn’t have it any other way!

As Head of Experience and Innovation at Digitas, what role do you see data and analytics playing in the gaming marketing landscape? How can marketers leverage data-driven insights to better understand their target audience and optimize their campaigns?

Not just in gaming, but data and analytics play huge, pivotal roles in today’s advertising and marketing landscape. Data is everywhere, and everything is information. If you know where to look and more importantly HOW to look at data, then you literally have the world in the palm of your hands. Because more than having the data (and currently, there are lots of studies out there on gaming and the gaming audience) the challenge really for marketers is to interpret the information, to come up with the most authentic insights. And that’s where the experience and intellect of an instinctively sharp marketer come into play. But not just any marketer – in the gaming world and to the gaming audience, authenticity is crucial. It will take a marketer who is also a gamer to understand the context, a gamer who is deeply steeped in the communities and the lore of the games, and the behind-the-scenes gossip (yes, that counts as info too!) and the relationship between developers, and publishers and players, to be able to know how to really connect all the dots. Find these people, mine these people – chances are, they’re already embedded in your teams! 

As the recipient of the Philippines’ first-ever Cannes Lions in the Entertainment Lions in Gaming category, can you share the key elements that made your campaign successful? What do you believe sets it apart from other entries?

Crafting impactful gamingXmarketing requires careful planning and integration of agencies through Publicis Groupe Philippines’ “Power of One.” The collaboration of Digitas, MSL, Leo Burnett, Prodigious, and gaming communities exemplifies thought leadership. Contrary to a creative gaming myth, “Unbranded Menu” disproves the need for big budgets and cutting-edge tech, emphasizing a strong, gaming-endemic idea.

The first real breakthrough came realizing McDonald’s was just reclaiming what was inherently theirs in the gaming world. For gamers, it’s common to find game developers parodying McDonald’s in various genres, making it instantly recognizable. No need for costly partnerships with game publishers—McDonald’s “unbranded” branding was already woven into these game worlds. Our task was simply to REMIND gamers of this hiding-in-plain-sight fact!

McDonald’s food has been hiding in plain sight in the games you’re playing!

The second breakthrough was taking the idea to social, and engaging gaming communities. Partnering with communities’ spokespersons and “celebrities”,(and they can be micro and hyper-targeted Twitch and Discord groups),we were able to engage their already dedicated followers of gamers. We sparked a “hunt” for McDo food-alikes in their games and turned it into a mini-game, keeping gamers in their gaming world. Gamers just needed to screengrab and share the food-alikes on their social feeds.

The final breakthrough involved the creative process. Despite “traditional” advertising and marketing instincts urging us to add more elements, we resisted and kept the campaign organic. We questioned the simplicity, thinking, “It can’t be this simple, right?” But it was, and it should be. Award show juries consistently praise the work for its simplicity. So, yes, keep everything simple!

In your perspective as a gamer, what stands out as the critical factor for marketers aiming to engage the gaming community? How can brands establish genuine connections with gamers, fostering enduring relationships grounded in mutual trust and aligned values?

Participation, participation, participation. Just go and play: there’s an endless list of titles, genres, styles, levels of difficulties, aesthetics, and moods of games out there, you will definitely find something you’ll like, I guarantee it. If you don’t know where to start… then maybe a gaming shaman can help. Email me at gameonshaman@gmail.com! 

Explore the comprehensive and insightful details of Rey Tiempo’s interview in our exclusive blog-“Navigating the Creative Cosmos with Rey Tiempo: A Deep Dive into Gaming, Marketing, and Beyond”  to know more about the secrets behind the Philippines’ first-ever Cannes Lions in Gaming and the success stories from Cannes.

Navigating the Creative Cosmos with Rey Tiempo: A Deep Dive into Gaming, Marketing, and Beyond

Embark on an enriching voyage through the multifaceted career of Rey Tiempo, the Head of Creatives and Experience at Digitas Philippines. In this comprehensive blog, he unveils the secrets behind the Philippines’ first-ever Cannes Lions in Gaming. Get ready for an immersive experience as he provides valuable insights on engaging the gaming community and simplifying the creative process. Welcome to the creative cosmos of Rey Tiempo!

Rey delves into the profound impact of mobile gaming on the broader gaming market. Tracing the evolution of handheld devices, he explores the fusion of gaming and communication gadgets. According to him, the rise of mobile gaming is rewriting the rules, potentially leading to a merger of the handheld and mobile gaming markets.

Cultural Factors and Advertising Strategies: Decoding the Philippine Market

In the Philippines primarily, the one significant cultural factor is and always will be “economics”. Decision-making around gaming (and really, for everything else) revolves around the spending capacity of the market. As technology advances, the gaming industry has witnessed a substantial surge in both numbers and expenditures, particularly during and after the pandemic. While the console, PC, and along with them the physical and digital games-buying market have seen increasing numbers (and are the biggest spenders, generally) especially within and coming out of the pandemic, the numbers indicate that growth in terms of engagement, reach, time spent and advertising/ marketing strategies will see much more significance in the mobile gaming market. This stems from the business models most mobile games have adapted and are expertly implementing, and fine-tuning through the years. 

Free-to-play mobile games emerge as the champions, drawing players of all ages into the fold, from casual strollers in the gaming realm to hyper-casual enthusiasts. In-game activities, like unlocking extras and in-game purchases rake in the most time spent, and garner the most eyeballs (and thumbs!) 

Advertisers must understand: that gaming environments form are relatively closed-loop systems for players. Within these games, gamers find their escape, refuge, solace, and entertainment. Real-world brands risk disrupting this immersive experience, and only the most well-thought-out, authentic brand campaigns will get the most welcome reception. The platform is built out of passion- and without a display of similar, authentic enthusiasm from brands, the risk of alienation remains high.

Success Stories in Gaming Integration: Cannes Lions Highlights

Rey shares insights from his experience at the Cannes Lions Festival of Creativity, with a particular focus on gaming integration. In a serendipitous turn of events, our avid gamer found himself at this year’s Cannes Lions Festival of Creativity, not just as a spectator but as a member of the press. Having been a Cannes regular, this experience was uniquely different—immersed in the heart of creativity, covering works, winners, juries, and the personalities shaping the industry.

Adding to the excitement was the debut of a new Lion category, close to his heart – Entertainment in Gaming! Rewind to 2012, Rey shares an amusing history with Cannes Lions and gaming: In his initial visit to Cannes, he won a brand-new game console from a booth raffle. This seemingly delightful incident played a pivotal role in steering him toward exploring the intersection of gaming and marketing.

Twelve years later, Cannes Lions not only embraced gaming with a dedicated category but also witnessed Rey covering the event and celebrating as part of the team winning the country’s first-ever Lions in gaming. From raffle winnings to standing on the iconic Cannes Lions stage and observing a stellar lineup of winners, it’s a journey that has come full circle. Being an inaugural category meant that gaming, at least in the minds of Cannes Lions and in the creative advertising and marketing fields, has much room to grow and evolve.

This year, as the Gaming Lions took center stage, various brands have begun making significant strides in activating creatively impressive and fresh work within the gaming space.

Oreo’s twist on doing promos in gaming:

One of the biggest instances of true integration between the entertainment worlds emerges through the collaboration of FIFA 23 and Ted Lasso. Previous experiences with mods in sports games were often the result of exceptionally adept programmers working in unofficial capacities. However, this particular collaboration is as official as it gets with the melding of two highly popular entertainment franchises at the peak of their success (pun very much intended). Beyond its official status, it stands as a triumph of metafiction, showcasing an impressive play on “realism” and “reality.”

Data and Analytics in Gaming Marketing: A Pivotal Role

Rey underlines the pivotal role of data and analytics in today’s advertising landscape, particularly within gaming marketing. The ubiquity of data is acknowledged, asserting that everything is information. Understanding where to look and, more importantly, how to interpret data allows one to have the world literally in the palm of their hand. Beyond the sheer abundance of data, the real challenge for marketers, Rey contends, lies in authentically interpreting the information and deriving the most genuine insights. In the gaming world, authenticity becomes paramount, demanding marketers to connect with the gaming audience in a truly genuine manner.

Philippines’ First-Ever Cannes Lions in Gaming: The Anatomy of Success

Work as monumental to the GamingxMarketing world like this can only be the result of careful planning and the expertise of not just one individual, not just one group, not even just one agency, but the integration of agencies – and they did it through Publicis Groupe Philippines’ “Power of One” philosophy. Through the combined disciplines of Digitas, MSL, Leo Burnett, Prodigious and equally important, their own gaming communities (as one of the jury members said, an idea like this can only come from a group with a combined 1,000++ hours of playtime!)

Curiously enough, the idea started out as something very, very different (it was a complicated promo, involving complicated tech and it involved talking to the biggest publishers and developers!) Through the expertise of more and more people involved, they were able to steer it towards a more budget-friendly approach (as with everything in the Philippines, economics!) and more importantly, a clever way around challenges. 

The success of the Philippines’ first-ever Cannes Lions in the Entertainment Lions in Gaming category unfolds with “Unbranded Menu” by McDonald’s standing out as a groundbreaking campaign. This initiative challenges prevailing notions about the imperative need for substantial budgets and cutting-edge technology in gaming campaigns. All it required was one strong, insightful, gaming-endemic idea.

The first breakthrough dawned upon them when the realization struck that McDonald’s was essentially reclaiming what had always been rightfully theirs! For avid gamers, this concept resonates instantly –whenever game developers need to feature fast food or burger joints that mimic those found in real life (a common occurrence in open-world games and various other genres), they instinctively parody McDonald’s food and branding, because it’s THAT recognizable and iconic. For gamers traversing virtual landscapes, encountering McDonald’s-like food is an inevitable occurrence, albeit presented in a parodied yet unmistakable manner. So there was no need for elaborate (and expensive!) partnerships with game publishers – McDonald’s “unbranded” branding was already deeply embedded in these game worlds! It was really up to them to REMIND gamers about this simple, hiding-in-plain-sight fact!

This paved the way for the second breakthrough – extending the concept to social media and engaging gaming communities. By collaborating with community spokespersons and “celebrities”, (not necessarily the biggest, but even diving into micro and hyper-targeted Twitch and Discord groups), the team successfully connected with the dedicated followers of gamers. The strategy involved mobilizing them for a “hunt” of McDo food-alikes within the games their communities were already immersed in, transforming the activity into a mini-game of sorts. Crucially, the approach respected gamers’ experience, ensuring they weren’t pulled away from their games, (this is most important, for brands; marketing efforts shouldn’t force gamers out of the game experience.) The task was simple – gamers just needed to screengrab the food-alikes they found and post them on their social feeds (again, behavior they were already engaged in!)

In the final breakthrough, involved more of the creative process. The team navigated the creative process, wrestling with the influence of “traditional” advertising and marketing backgrounds. Some members felt the instinct to layer more elements into the campaign, following the teachings of classic marketing. Along the journey, the team had to reinforce the commitment to maintaining organic simplicity and resist the temptation to overcomplicate a fundamentally straightforward idea. Doubt lingered with questions like, “Is this really it? It can’t be this simple, right?” becoming a recurring refrain. However, simplicity prevailed and rightly so.

And this has been validated time and time again by the jury of the biggest award shows praising the work – “We love the simplicity!” It was that key factor that has helped the work win the hearts of award show juries. So yes, keep everything simple!

In the vibrant interplay of creativity, gaming, and marketing, Rey Tiempo’s insights light our path. Embracing simplicity and authenticity fueled the triumph of the Philippines’ first Cannes Lions in Gaming. As we navigate this cosmic journey, let’s cherish the elegance of simplicity and the power of authentic connections. In the vast expanse of innovation, they remain our guiding stars.

Read our exclusive interview: Inside Rey Tiempo’s Gaming Odyssey: A Tale of Creativity and Strategy

Mindshare’s Tarek Speaks: Illuminating Media Innovations Amid Saudi Arabia’s Evolution

Tarek Sharafeddine, the Director of Client Leadership at Mindshare, brings 15 years of dynamic experience in the media industry, he possesses invaluable insights. His impact spans various sectors, from Telecom to FMCG, where he employs a strategic approach focused on continuous learning, strategic partnerships, and creating customized media solutions for the distinct challenges of each industry.

In an exclusive and candid interview, he delves into the ever-evolving Saudi media landscape. His strategic expertise extends to comprehensive campaigns, fostering key relationships, and embracing the latest innovations.

In your 16 years in the industry, how have you witnessed the Saudi Arabian media landscape evolve, and what specific challenges and opportunities has this evolution presented?

The media and advertising landscape has undergone a transformative shift, largely influenced by the rapid adoption of digital technologies. Traditional media outlets, such as television and print, have faced challenges as online platforms gained traction. Social media platforms like Twitter, Instagram, and Snapchat have become integral to communication and advertising strategies. Additionally, Saudi Arabia has witnessed increased investment in local content creation and a focus on cultural relevance in advertising campaigns. The lifting of the ban on cinemas in 2018 has also contributed to a more diverse entertainment landscape, impacting how advertisers reach and engage with consumers.

Reflecting on your career, can you share an instance where your strategic relationship-building skills were instrumental in not just project success, but in fostering long-term partnerships?

I vividly remember receiving a call from a new client inquiring about a straightforward cost estimate for a small InMall campaign. While it could have been perceived as a routine request, we went the extra mile by securing a meeting with them. During the meeting, we thoroughly discussed the array of services we could offer to contribute to the growth of their business. Subsequently, we presented a comprehensive strategy complete with committed KPIs and additional value. Our aim was to ensure that this campaign not only became a prominent topic but also a success. Fortunately, our efforts paid off, leading to the successful negotiation of a three-year contract with a respectable budget.

In working with Telecom, Governmental, Banking, Automotive, and FMCG, how do you customize media solutions for each industry?

Customizing media solutions for each industry involves a comprehensive approach to align strategies with the unique characteristics and challenges of the target sector. This begins with an in-depth analysis of industry trends, competitive landscapes, and regulatory environments. Audience personas are then developed, detailing demographics, preferences, and media consumption habits specific to
the industry. Content is crafted to be industry-relevant, incorporating sector-specific terminology and examples that resonate with the target audience.

Careful consideration is given to the selection of media platforms, tailoring distribution strategies to where the industry’s audience is most active. The tone and style of messaging are adapted to match the industry’s cultural norms, whether formal and professional or casual and conversational. Solutions are positioned as addressing industry-specific challenges, with integration into relevant events or
conferences to enhance visibility.

Collaboration with industry influencers and thought leaders is sought to boost credibility. Data analytics inform decisions, ensuring strategies remain effective and aligned with evolving industry dynamics and regulatory compliance. Continuous feedback collection and iteration based on insights gained contribute to the ongoing optimization of media solutions for sustained impact within each unique industry landscape.

Given the dynamic nature of the media industry, how do you ensure you stay informed about the latest trends and innovations? Can you share an instance were staying updated led to a strategic advantage for a client?

In addition to the pivotal role of connections and relationships in our business, active participation in conferences, events, and professional networks, coupled with subscriptions to key marketing trend sources, provides a significant advantage. This approach ensures early access to new products and beta versions, enabling clients to be pioneers in testing them. I’ve witnessed numerous instances where introducing clients to “first-time use products” resulted in remarkable outcomes, achieving nearly three times the anticipated key performance indicators (KPIs). This underscores the strategic importance of staying informed and leveraging innovations to consistently deliver exceptional value to
clients.

Can you highlight a particularly successful media campaign and outline the key strategies that made it successful?

We initiated a comprehensive full-funnel campaign, placing primary emphasis on achieving lower-funnel outcomes during the Ramadan period. Our approach to the brief involved meticulous identification of objectives and key performance indicators (KPIs), followed by a thorough analysis of the target audiences. This enabled us to tailor our media strategy for optimal reach and resonance.

Employing a multichannel strategy, we carefully selected a mix of traditional, digital, and influencer channels. This encompassed the utilization of multiple regional TV channels and a diversified set of integrated solutions, including sponsorships, special on-screen executions, and a compelling call-to-action for launching the offer. The call-to-action design incorporated multiple creatives,
specifically targeting different packages with varying commercial lengths.

To ensure effectiveness, we employed special solutions for tracking and optimizing the performance of each TV channel, sponsored program, and spot. Notably, we successfully measured the return of on-screen executions within a selected series on an active channel for the first time. Direct conversions in the lower funnel were measured, affirming the efficacy and efficiency of our new channel mix. This achievement translated into a 12.3% increase in website visits and a 12.7% surge in app downloads in the lower funnel. Additionally, our efforts contributed to an impressive 86% increase in awareness and a 29% boost in consideration in the upper funnel.

The strategic use of TV as a performance tool played a pivotal role in driving tangible results and high-quality traffic to the client’s website.

Given the rise of interactive and immersive technologies, how do you envision incorporating virtual experiences or augmented reality into future media campaigns to enhance client engagement?

Expanding on the incorporation of virtual experiences and augmented reality (AR) into future media campaigns, the potential applications are vast. For instance, virtual events and trade shows can provide immersive brand interactions, allowing attendees to explore virtual booths, attend product demonstrations, and engage in real-time conversations with representatives.

In retail, augmented reality can revolutionize the shopping experience by enabling customers to virtually try on clothing, accessories, or even visualize furniture in their own living spaces. Furthermore, incorporating gamification elements within virtual and augmented experiences can transform campaigns into interactive challenges or quests. This not only captures users’ attention but also encourages repeat engagement and social sharing.

The future of media campaigns lies in creating participatory brand experiences through virtual and augmented realities, aligning with evolving consumer expectations for more engaging and interactive content.

Looking ahead, how are you strategically positioning yourself and your team to adapt to the future trends and opportunities in the evolving media industry in Saudi Arabia?

To strategically position ourselves for the evolving media landscape in Saudi Arabia, continuous learning and skill development are paramount. We prioritize staying updated on industry trends, fostering a data-driven mindset, and embracing digital transformation, including emerging technologies like virtual experiences.

Actively participating in industry events and networks allows us to understand local preferences and cultural nuances, while encouraging collaboration within cross-functional teams. This holistic approach positions us to leverage future trends, capitalize on emerging opportunities, and navigate the dynamic media industry landscape effectively.