Magna Global’s Hatem Fakih Reveals Strategies for Thriving in GCC’s Media Landscape
Hatem Fakih, the Business Director at Magna Global, brings a wealth of expertise to the dynamic world of media and advertising. His leadership navigates the complexities of the industry, ensuring growth, profitability, and a forward-thinking approach. In this exclusive interview, his insights delve into navigating GCC markets, leveraging technology, and fostering collaborative success.
Your tenure in the media and advertising industry has been long and varied. Could you share your reflections on how your journey has evolved along with your learnings and how these have been applied in your roles?
Throughout my extensive tenure in the media and advertising industry, I’ve navigated the dynamic GCC markets, rich in diversity and evolving consumer behaviors. An essential insight for me is the significance of understanding cultural intricacies shaping consumer preferences. The diverse demographics in the region demand a nuanced approach to media strategies.
I’ve learned to tailor campaigns to resonate with local values, ensuring genuine connections with the community. My journey highlights technology’s pivotal role in shaping the media landscape. The rapid adoption of digital platforms and the prevalence of social media emphasize staying abreast of technological trends. Leveraging data-driven insights and innovative digital marketing approaches is crucial for effective audience engagement.
In various roles, I’ve applied these learnings by fostering adaptability and innovation. Encouraging a forward-thinking mindset and openness to emerging technologies is vital for staying ahead in this ever-evolving market. Collaboration is a cornerstone of success in the Gulf market. Building strong relationships with local partners, influencers, and media vendors enhances campaign reach and deepens understanding of market dynamics. This collaborative approach navigates the intricacies of the GCC market, fostering long-term success.
As Magna Global’s Business Director, how do you ensure that all the strategies you create align with your clients’ visions and marketing goals? What KPIs do you monitor and how do you ensure that they are met?
As the Business Director at Magna Global for the Gulf market, aligning strategies with clients’ visions and marketing goals involves a multifaceted approach.
i. Client Collaboration: We regularly engage with clients to understand their business objectives, long-term visions, and specific marketing goals. This includes conducting comprehensive briefings and workshops to gather insights and align expectations.
ii. Market Research & Analysis: Our delivered strategies are customized and tailor-made to resonate with market dynamics and target audiences and stay on top of market trends and advertisers’ activities.
iii. Customized Strategies and Agile Strategies Adjustments: Our approach is based on customized strategies that seamlessly integrate with clients’ brand identities, resonating with the GCC market’s cultural nuances. We ensure these strategies address specific challenges and opportunities unique to the region. Additionally, we remain agile and ready to adjust based on evolving market dynamics.
iv. Continuous Learning: We stay updated on emerging trends, technologies, and best practices in marketing to continually refine and enhance our strategies for optimal results.
How do you navigate the intricacies of the media landscape and keep updated with the current market and consumer trends?
Navigating the media landscape and staying updated with the current market and consumer trends in the Gulf region demands a multilayered approach, including but not limited to research, media consumption habits, local partnerships, cultural adaptability, and data and analytics.
Publishers are divided on Google’s third-party deprecation and whether it is a strategic mistake or something to embrace. What is your take?
As a professional, I see this as a significant development towards greater privacy, a user-centric approach, and data protection. However, in our region, we face certain challenges. This will affect our ad targeting and was evident when Apple updated their IOS, restricting advertisers without consent. Nevertheless, I also perceive this as a call for innovation within our industry—whether through new technologies or inventive approaches to reaching our audiences.
As a consumer, I’m becoming increasingly conscious of privacy, and there’s a growing demand for transparent and privacy-friendly practices. Media agencies and advertisers that embrace privacy-enhancing technologies may be viewed more favorably by users.
Changing spending habits, omnichannel shopping, and much more are changing how modern consumers or “zero consumers” shop. How can companies attract them and gain an edge over their competitors?
The concept of “zero consumers” is relatively new definition for a diverse group characterized by omnichannel shopping habits, simultaneous frugal and extravagant spending, and a lack of brand loyalty. Health and sustainability concern this group, though it doesn’t always translate into a willingness to pay more. Ignoring their preferences risks rendering companies irrelevant.
Consumer companies face the challenge of understanding and meeting the needs of zero consumers while staying ahead of technological, talent, and competitive trends. There are some defined imperatives to gain an edge over this group including reimagining the omnichannel experience, overhauling consumer propositions, scaling up personalization, and reshaping societal impact. The success of these strategies hinges on proper execution and adaptation to the changing landscape marked by evolving technology, talent competition, and shifting consumer behavior.
In recent years, big brands all over the world have adopted CGI or FOOH advertising because of its cost-efficiency and low engagement levels. How do you think this trend will progress?
CGI technologies empower brands to craft visually stunning and attention-grabbing content without the logistical challenges and costs tied to traditional methods. As technology advances, the quality of CGI continually improves, potentially driving increased adoption as brands seek more realistic and immersive ways to showcase their products or services.
Additionally, brands may leverage CGI for highly personalized and targeted advertisements, providing a more engaging and relevant experience for audiences. Another avenue is integrating CGI with AR and VR to create interactive and immersive experiences, fostering more engagement with out-of-home (OOH) advertising. However, this integration poses the challenge of differentiating between real content and CGI content.
Brand-building isn’t enough in today’s consumer market. Consumers need unique brand experiences to keep coming back. What are the benefits of emotions being incorporated into marketing?
Presently in media, we’ve begun examining the attention metric, focusing on eliciting various emotions to create memorable and emotionally charged experiences. Associating positive emotions with a brand leaves a lasting impression, increasing the likelihood of consumer recall and future engagement, fostering brand loyalty. Consumers appreciate brands that showcase genuineness and a human side.
Addressing emotional needs can significantly enhance overall customer satisfaction. Brands attuned to and responsive to the emotional triggers of their customers are better positioned to craft products, services, and experiences aligning with customer expectations. This understanding plays a pivotal role in decision-making, influencing purchasing decisions and shaping consumer behaviors.
Emotional experiences possess a viral quality. When consumers have a positive emotional reaction to a brand, they’re inclined to share their experiences, contributing to word-of-mouth marketing and potentially creating viral content. This emotional connection amplifies the brand’s reach and impact.
If there is an ongoing or upcoming advertising/media trend that you would never want to bring back, what would it be and why?
Disruptive advertising formats and approaches are something that no one would like to see making a comeback. As media evolves, focusing more on entertainment, consumers are becoming selective in their content consumption. Disrupting this journey can lead to a negative perception of the brand or product being advertised.
Merkle Sokrati’s Kunal Kapoor: Charting Unseen Horizons in Digital Marketing
Kunal Kapoor, Vice President of Client Engagement and Delivery at Merkle Sokrati, a seasoned professional with 16+ years in Marketing, Sales, Business Development and Client Strategy, shares valuable insights in this exclusive interview.
He highlights the strategic alignment of campaign goals with business objectives and addresses ethical considerations in AI for digital marketing. His perspectives offer a comprehensive view of navigating the dynamic advertising landscape.
How has your extensive 15-year experience in the advertising industry shaped your illustrious professional journey? Could you share your background and noteworthy milestones that you encountered?
I earned my Masters in Business Management from BIT Mesra, Ranchi, in 2007, marking the commencement of my 16+ years of professional journey. In the first half of my career, I worked with prominent media houses and telecommunications giants such as HT Media, Jagran Group, and Tata Docomo. During this period, I learnt about B2C marketing, delving into the practical applications of the 4 Ps of marketing – Product, Price, Promotion, and Place. My expertise centered around new media, mobile marketing, and convergence marketing.
At the age of 28, I ventured into entrepreneurship, serving as the Chief Marketing Officer for a startup for nearly 5 years, specializing in mobile marketing. Following the downturn in the telecom industry in the mid-2010s, I successfully transitioned to core digital marketing. Over the past 3 years, I’ve been a vital part of Merkle Sokrati (dentsu India), leading the client engagement cluster for the large clients’ portfolio in my role as Vice President – Client Engagement.
You manage a wide range of clients from Consumer Durables to EdTech to Healthcare. How do you align your strategies to vary with regard to different sectors and at the same time fulfil client objectives and expectations?
Although the basic principles of media planning remain the same, the strategies for respective sectors differ based on various factors such as product pricing, target audience persona, purchase lifecycle, and business KPIs. Taking these factors into consideration, the media mix and strategy are formulated with a comprehensive funnel approach – employing different strategies for different stages of the funnel: top (awareness), middle (consideration), and bottom (conversion). It also necessitates a clear definition of short-term and long-term business goals by the brand custodians. Without such clarity, the goalposts may shift unpredictably, potentially disrupting campaign stability and impeding sustainable growth.
Everyone is rushing to adopt AI in their businesses. What according to you are some of the ethical implications of using AI in digital marketing? How do you think AI will help in customer engagements and the marketing industry overall?
The ethical implications of AI in digital marketing revolve around principles such as fairness, privacy, and accountability. To ensure adherence to these principles, brands and agencies must actively work towards implementing ethical frameworks and establishing monitoring mechanisms. It is crucial for them to take responsibility for the potential impact AI can have on society and customers.
Despite these concerns, AI brings forth numerous benefits. It aids digital marketers in enhancing campaign accuracy by providing data-driven insights that are challenging to extract manually. Additionally, it contributes to increased productivity by saving time spent on mundane tasks like trend analysis and campaign optimization. This time-saving aspect allows digital marketers to focus on innovation, experimentation, and ideation.
Moreover, AI plays a pivotal role in deepening customer engagement through activities such as personalization at scale, personalized re-marketing, cross-channel targeting, and data-driven decision-making based on behavioral trends and funnel-level analysis.
Adding on to the above question, with the rise of voice assistants like Alexa, Google Assistant etc., people are shifting towards voice search. Dentsu has been focusing on voice search assistant, or VSO strategies for geographical targeting. Can you tell us what are some of the strategies you use?
Voice search results differ from traditional search outcomes due to their conversational nature, focusing on answering specific questions rather than presenting a list of results. Consequently, Voice Search Optimization (VSO) requires a distinct approach compared to traditional SEO. At Dentsu, our VSO strategies concentrate on identifying relevant long-tail keywords for your business and seamlessly incorporating them into your website content. Key strategies include:
- Creating locally relevant content: Enhance your local voice search visibility by generating content tailored to local audiences.
- Claiming and optimizing business listings: Ensure your business information is accurate and up-to-date, maximizing visibility in local search results.
- Including natural language in content: Address common questions and concerns of local customers through the use of natural language in your content.
- Utilizing schema markup: Provide additional context about your website’s content to search engines, enhancing visibility in voice search results.
- Mobile optimization: Prioritize mobile optimization, considering that voice search is predominantly performed on mobile devices. This involves ensuring your website is mobile-friendly, optimizing website speed, and implementing responsive design.
Digital media is widespread in this time and age. How do you ensure maintaining the human touch while curating strategies? How important is it to have a human touch in the advertising realm?
Despite the rise of AI technology, the human touch remains indispensable in any brand’s digital cycle. The reason is machines excel at analyzing data and identifying patterns, but it’s the human touch that infuses creativity and emotions into digital campaigns and strategies. For instance, machines can adeptly track customer touchpoints based on call-to-action (CTA), but they can’t interpret how an audience is likely to react emotionally to an ad or a campaign.
Hence, the winning formula for any brand’s digital campaigns lies in emotion-driven content generation complemented by action based on data insights provided by AI technologies. We contribute flexibility and creativity to the digital world while interpreting changes in consumer behavior. In crafting campaigns for clients, we weave unique and original narratives designed to resonate with their target audience. By marrying data patterns with human input derived from consumer behavior, we ensure effective outreach to the right audience personas.
Can you share some examples of successful campaigns that you carried out at Dentsu? How did you implement key learnings in your future campaigns?
When a digital marketer engages in crafting a digital campaign, there are numerous factors and elements to monitor. These include, but are not limited to, audience targeting, marketing mix, creative assets, landing page design, user journey, and call to action. As campaigns unfold, they accumulate insights through data and platform algorithms. Our ongoing effort is to pinpoint the sweet spots—different combinations of the mentioned factors that prove effective for the brand in terms of scale and Customer Acquisition Cost (CAC). This iterative process allows us to build on successful elements, fostering sustainable growth for clients over months or years.
At Sokrati, we collaborate with leading brands across diverse sectors such as E-Commerce, Retail, BFSI, Automobile, and Fashion. Notably, for a prominent EV brand, our SEO best practices and innovative strategies led to the ranking of 100+ branded keywords in the 1st position on Google SERP within three months of launch. For a BFSI client, a major bank, we achieved a remarkable 314% growth in new account opens month on month, coupled with a 76% reduction in CAC. This success was attributed to full-funnel optimization, audience expansion, leveraging high-intent users, and continuous product enhancement.
Another noteworthy campaign involved a leading matrimonial brand, where the primary goal was to boost brand awareness and consideration through Programmatic Media and Display Campaigns. Through rich media formats, we achieved a 4.5x increase in engagement while simultaneously reducing CPCs by 65%.
Google’s upcoming third-party cookies deprecation is set to drastically change the advertising landscape. What changes, good or bad, do you think it will bring to the programmatic and media landscape?
The absence of third-party cookies will make it challenging for advertisers to track and deliver targeted ads across the web. This could lead to less effective advertising and a potential decrease in the overall size of the digital advertising industry. Publishers will also face difficulties monetizing their websites as the ability to sell targeted advertising through cookies diminishes. In response, publishers will need to evolve and launch their own ad solutions.
Several cookie alternatives, such as Device Fingerprinting or Universal IDs, are on the horizon to help the industry adapt to this major change. Businesses relying on cookies for digital advertising will need to transition towards zero-party data to stay relevant in a post-cookie era. Zero-party data is information voluntarily shared by users with businesses, including preferences, interests, and contact information. It is more accurate, reliable, and privacy-friendly. With rich databases of first-party data, media companies and publishers will be well-positioned to succeed in a cookie-free world.
How do you determine the campaign’s effectiveness? What are the certain characteristics or key objectives that you look for?
Following the thumb rule, campaign goals align with the client’s business objectives. Campaign effectiveness is gauged by how well the strategy and results contribute to achieving the brand’s business goals. To measure campaign success, tracking interactions and conversions across digital channels is essential, attributing these conversions to the campaign.
Before diving into measurement, it’s crucial to define business objectives, establish campaign goals and targets, identify the target audience, and set Key Performance Indicators (KPIs). Common KPIs include Conversion Rate, Unique Visitors, Bounce Rate, and Page Views. The campaign’s outcomes are then tracked and measured using robust analytics tools like GA, AMC, HubSpot, etc.
In Conversation with Mindshare’s Amit Lall: Mastering Digital Dynamics
Amit Lall, Principal Partner at Mindshare, brings two decades of expertise in telecom, technology, and digital planning. He oversees digital strategies for diverse sectors, prioritizing consumer-centric solutions powered by data.
In this exclusive interview, his insights will unveil the evolving media landscape, technological adaptations, and future trends, offering readers a glimpse into transformative digital initiatives propelling clients to sustainable success.
As an accomplished expert with over two decades of experience in this industry, can you walk us through your background and your experience working as the Principal Partner / Digital Lead – Client Leadership at Mindshare?
Mobile and technology have been my lifelong passions. I embarked on my professional journey with the telecom industry, initially in sales and later transitioning into product management, eventually finding my way into the realm of digital planning. This path has been characterised by a multitude of highs and lows, each contributing to my growth. Presently, I serve as a Principal Partner at Mindshare, where I oversee digital for West 1 cluster. The continually evolving digital landscape, coupled with the increasing influence of cutting-edge technologies like AI and ML, ensures that my work remains both exhilarating and challenging.
A wide range of clients come under your wing, from Fintech to Telecom to Fashion. How do ensure that the strategies employed for these sectors resonate with the specific audiences? Are there different digital strategies for each of them and if so, how do they differ from each other?
In the ever-evolving realm of brand management, a one-size-fits-all solution is elusive. Crafting effective strategies relies on a meticulous understanding of the specific objectives tied to the media task at hand. Our approach is tailored to align with the unique goals each brand aspires to achieve. Throughout the formulation process, we prioritize understanding the brand’s position in the consumer funnel. Whether the brand is emerging, established, or grappling with low consumer consideration, recognizing the brand’s needs is vital. We require absolute clarity on these points before delving into the realm of solutioning.
Furthermore, comprehensive details on the brand, its category, and its competitive landscape are indispensable. The better we know your brand, the more refined our solutioning becomes. These insights play a pivotal role in shaping communication and deployment strategies. Our solutioning is focused on an an audience-first approach, supported by robust data, powerful insights, and compelling content. By addressing these critical questions and staying committed to an audience-centric approach, we ensure that our solutions are not just effective but also resonate with the core essence of the brand.
In the context of cutting-edge technologies such as Generative AI, Metaverse, and 5G, how have you prepared yourself to embrace them? How have they disrupted the advertising industry?
To be transparent, navigating the multitude of changes in the tech space, whether in Generative AI, the Metaverse, Blockchain, or Web 3.0, can indeed be challenging. However, working in the digital industry provides a unique advantage, offering exposure to numerous startups and tech enthusiasts. This exposure allows firsthand experiences with technologies and helps understand their true potential, which can be leveraged for user experience, engagement, and performance enhancement.
At Mindshare, we’ve always championed the ethos of leveraging technology and staying at the forefront for our clients. These cutting-edge technologies are seamlessly integrated into our tactical deployment strategies, contributing significantly to our client’s success by delighting their consumers. A testament to this commitment is our pioneering adoption of the Metaverse for clients in the auto and beverages categories. Additionally, we boast numerous success stories stemming from the strategic deployment of AI/ML tools, resulting in superior media outcomes that have played a pivotal role in driving growth for our clients.
Your 20 years of experience in this industry must have given you a unique perspective on the changes and evolution of this industry. Do you see any emerging trends? What preparations do you have in place to face them?
Over the past two decades, we’ve witnessed a remarkable transformation in the media landscape. What was once at the periphery of media choices is now inching towards dominating it. The sheer scale and technological advancements in the digital realm have not only propelled its growth but also led to a significant reshaping of budget allocations. Digital media is not only growing but also taking money away traditionally allocated to TV through connected TV, OOH through DOOH, and radio through streaming music apps.
With continuous push and support from the government, digital penetration is at an all-time high. This has translated into massive adoption of smartphones, complemented by cheap data plans to drive usage and high-speed connections across 4G and 5G networks for a superior experience. As these factors converge, we foresee our future trends being dominated by big query data, driven by the prowess of Generative AI and ML.
AI and ML are not only about automation and predictive analysis but also about multiple messaging or personalization at scale. The adoption of Connected TV (CTV) is poised to outpace growth projections at an accelerated pace. Furthermore, we anticipate that full-funnel deployment will become the new norm, as advertisers seek comprehensive strategies covering every stage of the consumer journey. Lastly, I believe retail media will continue its dominance, reflecting the evolving dynamics of consumer behavior and preferences.
Consumer viewership habits have also evolved over the period of time. What metrics and goals do you look to accomplish for CTV vs Mobile advertising? Can you throw some light on the CTV advertising landscape in India?
India’s CTV ecosystem is experiencing unprecedented growth, reaching 33 million households in July 2023, a substantial increase from the 11-12 million recorded in January 2022. Projections from the GroupM Finecast report suggest a trajectory toward 50-60 million households by the end of 2025. This surge is primarily fueled by the preferences of new-age consumers who prioritize on-demand content over scheduled programming, resulting in a significant shift from traditional viewership. The convenience of accessing content anytime, anywhere has prompted a surge in viewers cutting the cord and embracing CTV. For advertisers, the appeal lies in the larger screen and premium ad environment, translating to a more impactful reach, with key metrics centered around impressions, viewability, and overall reach.
Digital marketing is a rapidly evolving landscape in which, Programmatic digital out-of-home (pDOOH) seems to be the new trailblazer marketing strategy everyone wants to undertake. What are your thoughts on this?
Digital OOH has changed the role of the OOH medium. From just being a ‘reminder’ medium, DOOH has also made it a medium to enhance imagery. The OOH industry has historically grappled with challenges related to transparency and measurement. However, with the emergence of pDOOH, both of these concerns are being addressed. Unlike the static-only medium, pDOOH provides a plethora of options, allowing you to play with formats such as video, staticads, and GIFs, enabling sharper targeting, and in some cases, even retargeting your consumers. These possibilities make this medium more effective.
Have you ever run a marketing campaign that presented an unexpected challenge or outcome? How did you implement the lessons learned?
All campaigns are unique and designed with business objectives in mind. Based on the objectives, our solution isalways consumer-centric, powered by data. To drive engagement, we use dynamic creatives at scale, keeping the consumer’s journey in mind.
Any words of advice you would like to share with the young professionals about navigating through the ever-evolving marketing landscape?
My advice to young professionals is to stay curious and keep upskilling to adapt and stay relevant in the ever-changing media landscape.
Exploring Ad Landscape Shifts: In conversation with Deepika Bansal from Dentsu X
The accomplished AVP Investment at Dentsu X, Deepika Bansal, discusses her professional background in the transitioning field of digital marketing. With more than 15 years of experience, she leads us on an exciting journey through the world of advertising.
In this exclusive interview, she discusses embracing changes, emerging technologies, and adaptability from her point of view.
With a career journey spanning different brand categories over the last 15 years, can you tell us more about your trajectory and your experience as the AVP Investment at Dentsu X?
Fortunately, I’ve gained extensive experience across diverse brand categories like FMCG, BFSI, Retail, and e-commerce. Auto, in particular, has been a thrilling space that provided me the chance to work with Dentsu. My journey with Dentsu commenced in 2017, initially focusing on a prestigious Auto client and gradually expanding to handle multiple other key accounts. The experience with Dentsu has been a blend of challenges and enrichment, contributing to both professional and personal growth. Currently, I lead the offline buying vertical for Dentsu X. Embracing change, I’ve diversified into digital, integrated, and influencer marketing campaigns. The team’s dedication is underscored by accolades, with a recent ‘Gold’ at ACEF for the #drivenbysafety campaign, recognized for the most admired social message and best use of Celebrity. Reflecting on these achievements, they not only affirm our work but also inspire us to continue pushing boundaries.
Has your experience in the other fields influenced your strategy-making decisions in your current role?
In my current role, my experience in other fields has proven invaluable in shaping my decision-making strategy. I draw on lessons learned from past experiences to make more informed and well-rounded decisions. This broader perspective enables me to consider different approaches and adapt to various situations effectively.
How do you make sure that the investments you make for media planning are sustainable and help in achieving marketing objectives?
I always believe that media investments are not just about spending money but about achieving specific outcomes that support the overall marketing objective. Data is the key to success. I always make sure that investments are planned based on data and analytics, considering the campaign objectives—awareness, consideration, lead generation—and allocating budgets accordingly. We always focus on cost-effective solutions for clients and ensure ethical practices in advertising.
What are your thoughts on the rise of digital media? Do you think it diminishes or undermines the value that traditional media brings?
The rise of digital media has certainly transformed the media landscape, providing great accessibility, immediacy, and interactivity, but it also raises concerns over credibility. Traditional media still holds value in terms of rigorous journalism, making it one of the most credible sources. Lately, traditional media has been very innovative, keeping up with trends and technologies. The usage of QR codes and AI are recent examples that brands have incorporated through traditional media as well. So, I would say it is not about diminishing the other but rather complementing each other in an evolving media ecosystem.
What is the most memorable campaign you have carried out and what strategies did you deploy to ascertain that it was successful?
We have executed several good and successful campaigns over the years, and one notable example is “Maruti Suzuki’s #driven by safety.” The key objective was to educate and remind consumers of road safety rules that are conveniently forgotten while driving, while also highlighting Maruti’s safety features in cars. We took an interesting but thought-provoking route, leveraging high-frequency exposure along with the use of celebrities to viralize the message. Additionally, we ran testimonials to build credibility. The results were amazing, and we garnered approximately 46 million reach through radio and social media.
How do you think the expansion of metaverse, AI, 5G technology, and other technological growth in India would revolutionize the advertising landscape?
It is revolutionizing the advertising landscape in many ways. AI can analyze user data and behavior, which is helpful in personalized advertising experiences and also helps advertisers gain deeper insights into customer preferences, enabling more targeted campaigns. 5G enables low-latency interactions and real-time engagement between brands and users in the metaverse, enhancing effectiveness. All of these factors are providing an interactive advertising experience and potentially increasing conversions.
Can you tell us about the research methodologies Dentsu X undertakes to ensure that the media plans align with the marketing campaigns? Which of them is the most effective?
It’s always a point of pride to highlight that Dentsu boasts a range of tools dedicated to understanding consumption habits and audience passion points, and intricately profiling audiences in a manner that is both robust and future-proof. This capability empowers us to plan with precision, adopting a truly targeted and strategic approach. Notable tools include:
CCS: Capturing demographics, psychographics, brand behavior, and touchpoints.
CCS Planner: Leveraging media optimization tools based on business KPIs, integrating the consumer decision journey within the category, and assessing the influence of media touchpoints.
Dentsu Marketing Cloud: Generating real-time insights into consumer behavior in the digital realm.
Dentsu Intelligent Dashboard: An automated intelligent dashboard that comprehensively tracks both our own and competitive activities across various mediums.
Scenario Planner: Facilitating media optimization based on business KPIs, supported by extensive Marketing Mix modeling.
Each tool holds its unique importance and relevance, contributing to our ability to tailor strategies effectively based on specific marketing objectives.
What advice would you give to the upcoming young professionals who are seeking to enter the advertising field?
Always be ready to learn, experiment, and adapt yourself to the changing environment. Keep up with industry trends, emerging technologies, and changing consumer behavior. Last but not least, strengthen your professional network.
Ameer Ismail’s Decades-Long PR Odyssey: Navigating a Dynamic Landscape
In the whirlwind world of PR, Ameer Ismail, President, Lintas Live, MullenLowe Lintas Group is the maestro orchestrating a symphony of success. Leading Lintas Live with visionary finesse, he’s transformed the game, turning campaigns into global resonances. Clients like Etihad and Starbucks are a testament to his strategic brilliance. Awards adorn his journey—CMO Asia, Reputation Today’s magazine’s list of top 10 PR leaders. Beyond boardrooms, he mentors and shapes the industry’s future. In the dynamic dance of communications, he’s not just rewriting the playbook; he’s setting the stage ablaze.
It was a pleasure to talk to him. Straight-forward, candid, and fair evaluations of the industry and business and great insights into the world of PR.
Your career trajectory within the group is quite dynamic. What principles have guided your career decisions and how has your leadership style evolved from Chief Growth Officer to President?
Firstly, a warm welcome to Lintas. I’m delighted to meet you. It’s been 27 years in the company and I’m not sure if it’s considered dynamic in this age of quick changes, but it’s certainly rare. Commitment, professionalism, and embracing core values—staying true to my profession and dedicated to the world of brands. These principles have been my anchor, keeping me in good stead throughout the journey.
I started as Associate Vice President when I joined the company in 1996, making me the youngest AVP in the company’s history. So, I’ve always held a senior role since day one, and there have been multiple other roles along the way. It’s been quite a trajectory!
Absolutely! What’s been the driving force behind your enduring commitment to this company over the years?
Lintas is an esteemed institution and continues to be one of the leading advertising and communications businesses. The roots of Lintas trace back over 75 years when it started as an advertising division of Unilever. The decision to diversify our offering stemmed from having a blue-chip client base primarily in advertising. Our management team led by former MD (and my boss at that time) Prem Mehta, envisioned offering clients newer and diversified services like PR. This strategic shift aimed to evolve the group’s offering and empower clients to build integrated campaigns. The PR brand (LINOpinion) came into the picture slightly before my time, around 1994. Back then, the PR landscape was small, both in terms of size and industry presence. Fast forward to today, and the scale of PR has grown tremendously, not just globally but also become significant in India.
You’ve pointed out PR has become quite huge now—could you share more, especially considering its substantial growth over the years?
To share perspective on this, globally, the largest PR agency generates over a billion dollars in revenue which is impressive, to say the least.
There are five major holding companies globally: Omnicom, Dentsu, WPP, Publicis, and IPG—we belong to IPG. These giants have multiple PR and advertising brands in markets all over the globe. The largest PR firm in IPG Weber Shandwick alone is also close to a billion dollars in revenue, surpassing some large global advertising networks. In essence, PR constitutes nearly 10 to 15% of the total advertising revenue globally. And it’s growing faster than advertising.
In your opinion, how has PR evolved over the years?
As things grow and evolve, they gain more significance in both business and visibility. Today, PR commands more respect than when I first started. I got into the business at an early stage as saw a chance for success and career growth then, and I still believe in the potential of PR. Now the game is specialist focus in PR with healthcare and pharma and technology focussed PR agencies that still have so much potential to grow.
Unlike advertising, PR campaigns don’t require large budgets and can create significant impact and there is the possibility of doing multi-market work or work for global brands while being based in India. For example, we manage clients in the Middle East, representing brands like Five Hospitality and Etihad Airways in the UAE. My vision for Lintas Live is to grow this space and create impactful global PR campaigns. We’ve taken many steps in this area and a few years ago we won a large global business – the Lagos Free Zone, in Nigeria. These are just a few examples of global brands and work.
How do you see the distinction between PR for Indian brands and that for international brands?
Our creative capability, execution skills, and teams are best in class. We excel in producing global work from India, backed by world-class talent, and are known for generating brilliant ideas that are effective for our clients. I have also had the privilege of working with Golin, a top-ten global PR agency, and was a part of the global management team where I experienced the best of global standards in PR. The challenge in India is in the difference between intuition and insight. In evolved markets clients rely on data and research that gives you clear and sharp insights, while in India as clients are hesitant to invest in research and data driven insights. New-age PR campaigns even utilize behavioural science and AI and its predictive capabilities. It’s a constantly evolving and exciting landscape.
Is the growth of PR in brands now comparable to marketing and advertising, with similar budget allocations, or does it still vary?
No, it’s not similar budgets for PR, but it is improving as clients see more value. We focus on a certain value of business that allows us to deploy the best resources and refuse business below a certain level.
AI is gaining prominence. How do you envision AI technology transforming the field of PR and brand communications in the near future?
I expect AI to transform our business significantly and it starts with the incredible ability to research back data and then the capabilities to generate content so fast. However, I don’t believe that it can replace human intervention like creative ideation and can never replace depth of insight and ideas ingrained in our years of experience. Considering the prevalence of CGI ads, some clients opt for quick, budget-friendly solutions, but AI can never replace the human touch so even if one uses AI generated content, we make sure it is aligned to the brand DNA by oversight from our creative team.
Can you share some examples of innovative PR campaigns or strategies that you have been involved in and their impact?
As an extension of its marquee campaign, H for Handwashing, Lifebuoy used the power of play this year and co-created ‘H for Handwashing Games’ with Imagimake to encourage children to adopt good hygiene practice. To help Lifebuoy take its social mission to the masses, we strategically leveraged owned, earned, and paid media to deliver the right message to the right audience. We drove thought leadership with HUL leadership, initiated regional media outreach, tapped into the social media platforms of media giants like The Times of India, Hindustan Times and Mad Over Marketing, and leveraged owned channels.
With this, we were successful in educating parents and caregivers across India about the importance of healthy hand hygiene and made them aware about how kids can learn about these essential hygiene habits through play. We also used different types of content including visual images, articles, and reels to further cater to the consumer’s content consumption preferences.
The campaign received significant traction among the traditional and new-age media platforms with media articles garnering a potential reach of over 150 million and reels garnering over 1.8 million views in less than a week.
Managing a global portfolio of clients requires a nuanced understanding of different markets. How do you tailor PR strategies to suit diverse cultural and regional contexts, especially in the case of international clients?
Traveling was the first thing I did when I was young, I took every opportunity to do this. I’m a big believer in exploring cultures as a best form of learning, and I push my team to do the same. Recently, a team member got the chance to visit Melbourne, courtesy of our long-standing client, Visit Victoria. Another colleague went on a media FAM to Singapore visit with one of our clients based there. These experiences give you a whole new outlook on life and culture, which is vital for understanding a global audience. You can’t get this knowledge solely from YouTube or Instagram reels.
Being recognized as one of the leading personalities in the PR industry comes with expectations. How do you stay ahead of the curve in terms of industry knowledge and innovation, and how do you encourage a culture of continuous learning within your team?
I recognize my strengths and long experience that have bought recognition, but I stay humble about my position in life. Incredibly proud of my achievements and am still enjoying my journey. I don’t measure success by others’ yardstick, there is always someone who seems to appear better, more successful. I believe you should be happy, positive, and committed to your own path in life.
Continuous learning is crucial—I listen/learn from colleagues every day and am involved with industry leaders, agency heads and some associations to further the development of the industry. Currently, I am involved with PRCAI to improve the win rate of Indian PR agencies in Cannes. There are learning sessions that aim to upgrade thinking for Cannes-worthy campaigns. I also encourage continuous learning with all teams and our HR team helps with an active learning program that provides training across all levels of the company.
Lastly, for those entering the PR field, what unique piece of advice or encouragement do you have to offer as they embark on their professional journey?
At this age and stage, my advice is simple: stick to your profession. Even if you need a change, stay in the same stream, and connect the dots. Many people get bored easily. I’ve spent 27 years in the same agency, despite offers and numerous opportunities to explore other paths. Even today when I can afford to do nothing, I choose to get up every morning, feel motivated, and come to work because I love what I do. So, my advice is stick with it, and stay committed. Over time, you will achieve success and professional growth.
Roman Olivarez: From Films to Ads, A Creative Journey with MullenLowe TREYNA
Meet Roman Carlo Olivarez, the award-winning Executive Creative Director at MullenLowe TREYNA, Philippines. Formerly rooted in TV and Film production, Roman’s diverse creative journey spans roles as a cinematographer, director, producer, writer, and even a child star. His extensive accolades include Cannes Lions, Spikes Asia, WARC, and more. Beyond advertising, Roman has made his mark in film festivals like Cinemalaya Philippine Independent and Cinema One Originals.
In this exclusive and candid interview, delve into the insights and creative brilliance of this multifaceted industry trailblazer.
Can you tell us about your journey from TV and film production to advertising? What inspired you to make this transition?
Six years into my TV and film production career, I completed my first full-length film with support from Cinema One Originals. A colleague from a freelance project then approached me with an interesting proposition to join an advertising agency. Intrigued by the prospect of creating iconic TV commercials, I decided to seize the opportunity. Thankfully, I’m still in the game, passionately crafting ads and relishing the experience.
Could you share some insights into the award-winning campaigns you’ve worked on and would you highlight your favorite campaign? What were the key factors that contributed to their success?
An award-winning campaign always serves a purpose, whether it’s to evoke emotions, encourage action and participation, or advocate for what is right.
My recent favorite campaign is our collaboration with the Quezon City government on the Right to Care card (RTC). As we are aware, the Philippines is among the last countries globally that does not recognize same-sex unions. This lack of recognition means that long-time partners are denied the right to make medical decisions and provide care for each other. In response, we devised a solution to bridge this legal gap—the RTC card. This pocket-sized special power of attorney serves as proof for LGBTQIA+ couples to be acknowledged as the next-of-kin of the patient in hospitals. The response has been overwhelming, with hundreds of couples now equipped with RTC cards. Other cities are joining forces to bring this initiative to their communities. What stands out to me in the success of this campaign is our ability to find a creative solution, ultimately transforming lives for the better.
Here is one of the news pickups we got for the campaign.
Can you share your thoughts on the current advertising landscape in the Philippines and any trends or opportunities you see for the industry in the near future that you also incorporate in your work?
The rise of Generative AI is a noteworthy trend, and its potential as a substantial opportunity depends on how the industry embraces it. The remarkable possibilities of using data intelligently and creatively are evident in the initial executions. I’m eager to see how generative AI will redefine our constantly evolving industry.
With the rapid evolution of technology, including AI and virtual reality, how do you envision the role of creativity in advertising changing in the coming years?
Virtual reality and AI should be viewed as promising tools that we can utilize to enhance our creativity. Recall the shift from film to digital photography or the transition from literal presentation boards to desktop computers. These innovations propelled creativity forward by simplifying the industry’s focus on the power of the idea and introducing new avenues for delivering ideas in innovative ways.
Given your background in TV and film, do you see any unique storytelling techniques or approaches from those industries that you’ve successfully applied to your advertising work?
Storytelling forms the basis of effective communication. My prior experience played a crucial role in my shift to branded storytelling. Discovering that golden insight that makes you exclaim, “wow, that’s surprisingly true!” is key because exceptional stories always evoke that “aha” moment while maintaining a quietly relatable essence.
What is the most unconventional or out-of-the-box idea you’ve ever pitched to a client, and how did they react? Did it ultimately become a successful campaign?
One of the unconventional approaches we took was using the ghosts of Filipino national heroes to inspire voter registration. When this idea was shared during our brainstorming session, I immediately knew it was the one. (*laughs*)
It stemmed from the insight that registering to vote is actually easy, something one should do for the country. However, despite the simplicity, people still don’t. So, we employed a guilt-tripping approach through our late heroes—the ones who sacrificed their lives for the freedom of the entire nation. The results of the campaign were astounding, even surpassing the KPI for newly registered voters, totaling 5.9 million.
Finally, what is the most exciting or innovative project you’re currently working on at MullenLowe Treyna, and what can we expect from you and your team in the near future?
Exciting developments are underway, and as usual, much of it is under wraps. Haha! So, people can anticipate more projects from us featuring inherently creative solutions. We approach client business challenges with the mindset of “positive dissatisfaction,” which serves as our guiding principle. Here’s hoping it makes a positive impact on the world or simply adds a bit more fun, one campaign at a time.
Saffola’s Impactful 40 under 40: Inspiring Health Choices
In today’s world where we juggle many roles – like being professionals, parents, spouses, or caregivers – it is paramount to take care of our health. But in the rush to chase our dreams, we sideline our health completely. This oversight has given rise to a concerning surge in lifestyle-related ailments such as high cholesterol, hypertension, and diabetes, even among India’s younger population. The early onset of such health challenges, which is 60 ki bimaariyan 40 mein, if left unchecked for a long time, will have a drastic socio-economic impact in the near future.
Over the years, Saffola, a well-known household name, has been committed to promoting a healthy lifestyle. This commitment to encourage young India to eat right and live healthily is exemplified by the Saffola 40 under 40 campaign in partnership with The Times of India. The 8-week-long Saffola 40 under 40 movement featured a dynamic group of young achievers and influencers under 40 from varied professional backgrounds, who actively participated in the comprehensive campaign aimed at promoting a healthier lifestyle. Their health journey began by taking their Saffola Lifestyle Score to assess the impact of their current lifestyle, enlightening the audience about pressing health issues and encouraging them to take #RozKaHealthyStep to improve their lifestyle.
Each week the audience was introduced to a new health challenge. The young achievers encouraged their audience to take this challenge along with them – from controlling portion sizes and reducing sugar intake to getting enough protein and using cooking oil wisely. Additionally, throughout the campaign, Saffola also shared easy and nutritious food ideas to help maintain a heart-healthy lifestyle.
For instance, one of the weekly challenges revolved around the theme of incorporating low-fat protein sources into one’s diet. Young achievers shared many dietary options including Saffola Soya Chunks for those following a vegetarian diet. This multifaceted approach not only engaged the audience but also educated them on the benefits of making informed dietary choices.
The Saffola 40 Under 40 campaign unequivocally demonstrates the brand’s steadfast commitment to promoting healthier living through our daily choices. The campaign aims to highlight how small and consistent changes can greatly improve our overall health and well-being.
The 360-degree campaign was highly successful and amplified across TV, Print, OOH and Digital platforms to bring widespread awareness. Over the course of 8 weeks, the movement helped 25,000+ Indians choose a healthier lifestyle. What truly enhances the campaign’s appeal is, the brand’s annual tradition of pushing the boundaries of innovation during World Heart Day, ensuring that it continues to captivate and inspire its audience year after year.
This World Heart Day, Saffola partnered with Kareena Kapoor Khan to inspire millions more to join this health movement. She serves as a living example of someone who has achieved immense success in her career while also advocating for and maintaining a healthy lifestyle. The brand’s video featuring Kareena has her share a powerful message with India about prioritizing their health.
In her inimitable style, Kareena emphasizes how neglecting one’s health could lead to missing out on key opportunities to enjoy moments of joy that shape life. For instance, not being present to receive an award, missing out on your child’s school performance or being unable to accompany your parents on their special anniversary trip, all leading you to depend on others to stand in for you during life’s important occasions, all because your health is not supporting you. She goes on to emphasize that in the face of ’60 Ki Bimaariyaan 40 mein’, referring to the rising trend of lifestyle diseases among young Indians, people are missing out on special moments of happiness.
What distinguishes this campaign is its skilful association with 40 young achievers and influencers, all of whom are very successful in their respective professions, along with the final association with a prominent figure, followed by millions for added momentum, relatable messaging, a comprehensive and step-wise approach to eating right and healthier living and strategic partnerships for multi-touch points. Overall, all the efforts are aimed at building a sustainable habit change that can benefit consumers’ lives and help them avoid 60 ki bimaaryian 40 mein.
Moving Walls Teams Up with Place Exchange for Global DOOH Inventory
Moving Walls, the foremost provider of enterprise software for Out-of-Home (OOH) media, has revealed a strategic partnership with Place Exchange, a prominent supply-side platform (SSP) specializing in programmatic OOH media. This collaboration will grant Moving Walls OOH software users seamless access to Place Exchange’s extensive network of digital Out-of-Home (DOOH) inventory.
Moving Wall’s OOH software
Moving Walls’ OOH planning and purchasing software on the buy-side is widely adopted by brands and partners across key regional marketing hubs such as Singapore, Japan, India, Latin America, and the Middle East. A significant portion of these brands belongs to sectors like enterprise software, travel, tourism, and fintech, and they are actively extending their reach into emerging markets, including the Americas and Europe.
DOOH- an emerging medium
For these brands seeking an effective blend of awareness and performance marketing campaigns, Digital Out-of-Home (DOOH) emerges as the optimal medium. This preference is attributed to its remarkable attributes, including heightened visibility, dynamic and timely content delivery, precision-targeted messaging, and its capacity for data-driven measurement. DOOH enables these brands to engage consumers across multiple touchpoints throughout their daily journeys with unparalleled efficacy.
Place Exchange provides programmatic access to a vast DOOH display network through global OOH media partners, covering various venues and formats. This inventory is now seamlessly integrated into Moving Walls’ buying platform, simplifying campaign planning and measurement for users.
Read More: Vistar Media Enhances DOOH Advertising with Retail Inventory Package
And that’s what they said
Srikanth Ramachandran, Founder and Group CEO of Moving Walls said,
This type of partnership goes a long way to removing the friction of executing truly global DOOH campaigns.Many of our buy side partners are used to running multi-market advertising campaigns and DOOH remains the most impactful way of driving reach in a new market. With Place Exchange, our partners can now extend these campaigns into some of the most advanced DOOH markets.
Ari Buchalter, CEO of Place Exchange said,
We’re thrilled to introduce Place Exchange’s premium inventory to Moving Walls users and give our supply partners the opportunity to engage with more international advertisers. DOOH is a unique medium with sophisticated audience targeting and performance measurement capabilities on par with other digital channels, and we are excited to unlock these capabilities in new markets for global activations.
Read More: Quotient Enhances DOOH Targeting with Brand Safety Capability
Adverty Launches First Programmatic VAST Video in In-Play Ads
Adverty, a pioneering in-game advertising provider known for its programmatic In-Play ad format and multiple patents, is revolutionizing the in-game brand experience. They have introduced a groundbreaking industry first: Programmatic VAST Video for In-Play. Leveraging their history of innovation and skill in delivering non-disruptive ads in gaming, Adverty is setting new standards in the industry. This cutting-edge product is now accessible to game publishers and advertisers.
This innovation, based on the IAB’s Video Ad Serving Template (VAST), is set to transform the way brands engage with gamers. It enables genuine global video advertising within the gaming environment, marking another milestone in Adverty’s industry leadership. The introduction of programmatic VAST video for In-Play establishes Adverty as an industry leader in in-game advertising. It enables brands to connect with gamers in distinctive ways and helps game publishers optimize their revenue, especially in a challenging environment where game engine fees are rising and user acquisition is becoming more difficult and costly due to tracking limitations caused by device privacy changes.
Growth in programmatic video spend
Adverty’s In-Play advertising, invented in 2016 and patented in the US, seamlessly integrates brand messages into the gaming experience. With programmatic video now available via Adverty’s platform, advertisers can engage global audiences in real time with unprecedented ease and effectiveness.
Emarketer forecasts only in the US, programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase. Most US programmatic video ad spend will go to mobile in 2023 and beyond, representing 63.5% of the category’s total spend.
And that’s what the company said
Jonas Söderqvist, CEO at Adverty said,
“We are thrilled to unveil programmatic VAST video for In-Play, marking another significant milestone for Adverty and the advertising industry as a whole. his launch underscores our commitment to innovation and our dedication to providing advertisers with the most effective, immersive, and brand safe solution to engage with the massive global gaming audience.”
He further added,
“Adding programmatic video to our In-Play ad units will be a complete game changer for the industry, and for Adverty, and will enable a new, significant revenue opportunity for us.”
Interesting Read:Charting the Programmatic Frontier with Shashidhar Sharma, GroupM Nexus
Amazon Prime Video to Introduce Limited Ads in 2024
Starting next year, Amazon will start incorporating a limited number of advertisements into the content available on its Prime Video streaming service, including movies and television shows. Amazon Prime customers in the UK, as well as in the US, Germany, and Canada, will encounter ads unless they choose to pay for an additional “ad-free” subscription option.
Why is it significant: Rival streaming platforms like Disney+, Netflix and NBCUniversal’s Peacock have introduced ad-supported tiers to boost revenue and attract more subscribers. Amazon, facing layoffs in its advertising division, is now prioritizing investments in original content like shows, concerts, and live sports, aiming to capitalize on premium advertising opportunities.
Amazon said, “To continue investing in compelling content and keep increasing that investment over a long period of time, starting in 2024, Prime Video shows and movies will include limited advertisements in the UK.”
Read More: Finally Coming! Netflix Reveals Ad Plan Price- Know Everything Here
Details: The company stated that they aim to have meaningfully fewer ads than linear TV and other streaming TV providers. Later in 2024, the ads will be introduced in France, Italy, Spain, Mexico, and Australia, following the introduction in the previously mentioned markets.
-The company said there would be no changes in 2024 to the current price of Prime membership.
-It will roll out the “ad-free” subscription tier for an extra $2.99 (£2.44) per month for Prime subscribers in the United States.
-Amazon will include fewer ads on Prime Video than traditional TV and streaming services, but the exact frequency remains unspecified.
-The company will notify Prime members through email several weeks before introducing ads on Prime Video, along with instructions on how to opt out of them.
-Pricing information for Amazon’s ad-free subscription tier in other countries will be disclosed later.
More opportunities: In April, Amazon expressed confidence in the advertising sector’s potential. The company is not only exploring additional advertising avenues on Prime Video but is also actively developing tools for digital marketers to incorporate AI-generated images and videos into their ad campaigns. While this advancement has the potential to enhance product listings and sales, a specific timeline for its implementation has not been confirmed. Furthermore, ad tiers can prove more profitable as they have the potential to increase revenue per subscriber.
Read More: Disney+ Hotstar Amp Brand Outreach With CTV Targeting
