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.