Insights from Publicis Amir Zeitouni: Navigating UAE’s Communication Landscape

Amir M Zeitouni, the accomplished Business Director at Publicis Communications UAE. With a wealth of experience in the telecommunications industry, Amir brings a unique blend of strategic vision and creative ingenuity to his role. Spearheading innovative communication strategies, he is renowned for his adeptness in navigating challenges and consistently delivering exceptional results. In this exclusive interview, he offers invaluable insights into his journey, strategies, and the keys to his success in the ever-evolving realm of communications. 

Having worked across the advertising, creative, and telecommunications sectors, how has your professional experience been? What have been some of the challenges and lessons you have learned? 

In the fast-paced realm of telecommunications, the advertising industry is already fiercely competitive. My journey through advertising, creativity, and telecom has been both stimulating and rewarding. 

Navigating through the years, and balancing client demands with our creative vision has been quite the challenge. Personally, I thrive when I find the right balance between innovation and achieving concrete marketing objectives. However, it’s crucial never to underestimate the value of iteration. The ability to clearly communicate ideas and work through drafts and revisions is essential, as is the capability to articulate our creative vision convincingly to clients and stakeholders.

When delving deeper into telecom, keeping up with technical advancements and embracing the ever-changing landscape is paramount. Building strong partnerships within the industry and collaborating with other companies to achieve common goals are also vital. Notably, telecom giants are undergoing a significant transformation, transitioning from traditional service providers to comprehensive technology entities, often termed “Techcos.” 

 

How do you ensure Publicis Communications’ strategies align with the client’s vision and marketing objectives? What KPIs do you monitor and how do you make sure they are met? 

The Publicis Groupe model is designed to revolve around and fulfill all our clients’ needs. From the Power of One model, offering all solutions under one roof, to the consultancy approach, Publicis Groupe becomes your one-stop orchestra, where every instrument plays in perfect harmony to deliver your brand’s unique melody. 

Our powerful model acts as the conductor, ensuring that all elements – from creative spark to strategic savvy – come together seamlessly to create a masterpiece. We don’t just meet clients’ needs; we anticipate them, becoming an extension of their team, meticulously crafting every detail to bring the brand vision to life. 

In the month of Ramadan, viewer consumption patterns differ significantly from those of normal times, so how can brands leverage these differences to reach their audiences in the best way possible? 

Many regard Ramadan as the “Superbowl” of the Middle East, but I believe it’s much more than that. Ramadan is an incredibly exciting time – the consumer journey shifts entirely from the rest of the year. It’s a special period where we aim to forge emotional connections and establish long-term relationships with our audience. 

The alteration in viewer consumption habits during Ramadan presents a unique opportunity for businesses to engage with viewers. To make the most of these changes, brands should prioritize shorter, high-impact ads and strategically schedule their advertisements. 

 

Is it award-winning campaigns or understanding new emerging trends and technologies or something else that presents the biggest opportunities for the UAE’s advertising agencies? 

When it comes to advertising in the UAE, the sweet spot lies in staying abreast of emerging trends and technology while tackling the challenge of creating award-winning campaigns. Allow me to elaborate: 

Accolades spotlight efficiency and originality, two qualities vital for attracting customers. The advertising landscape is in a constant state of flux. Agencies can craft more creative and captivating campaigns by keeping pace with and leveraging new technology and trends, such as augmented reality, virtual reality, data-driven marketing, and the rising popularity of influencer marketing.  Agencies that can showcase their creative prowess through award-winning campaigns and stay ahead of the curve in terms of technology and trends will thrive. 

The UAE has recently passed a decree-law aimed at controlling media operations within its borders. How has this impacted the media landscape and how are media agencies complying with it? 

The UAE’s media law change presents media agencies with an intriguing new chapter. Clear standards and responsible content development are emphasized, offering a chance to prioritize quality over quantity and engage viewers with powerful messages. Media agencies are adaptable; thus, I believe they will succeed. Innovative content that complies with the new regulations may see an increase. This could foster a more positive and cohesive media environment, showcasing UAE culture and values.  Overall, this is a positive step towards a more mature and responsible UAE media climate. Creative minds should be excited to develop new methods to engage audiences within this evolving landscape. 

 

Do you have any advice for young professionals looking to get into advertising and media? 

My advice to young professionals will be limited to 5 points, and I’ll elaborate a little on each: 

1. Demonstrate Business Acumen: Advertising is a business, but innovation is key. Showcase how innovative ideas translate into measurable outcomes. Learn data analysis basics and showcase your skills in interpreting data for advertising strategy. Understanding marketing principles, such as customer journeys and market research, enhances your value.

2. Stand Out of the crowd: Specialize in areas like social media marketing or content production to build a strong portfolio. Highlight your business knowledge and outcomes achieved. 

3. Networking like a pro: Connect with industry experts and attend relevant conferences. Use LinkedIn to engage in industry debates and network with employers. Reach out via emails or messages to introduce yourself, express interest, and showcase talents.

4. Start Strong: Seek real-world experience, even through small opportunities. 

5. Embrace Persistence: Overcome challenges and show passion for the industry. Grit and a growth mindset are your secret weapons.