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.
Publicis Groupe ME Appoints Adel Baraja as CEO Of Publicis Communications KSA
Publicis Groupe Middle East has named Adel Baraja CEO of Publicis Communications KSA. With Baraja on board, the agency is further demonstrating its continued dedication to spurring growth in Saudi Arabia in addition to enhancing cooperation, developing new areas of expertise, and increasing its capacity to serve clients.
Adel Baraja, the new CEO of Publicis Communications KSA
In this capacity, he will oversee Publicis Communications’ Saudi operations, which are supervised by Saatchi & Saatchi and Leo Burnett. Within its framework, he will also be in charge of the integrated growth strategy. In addition, he will be in charge of the organization’s integrated growth strategy and fostering an innovative, creative, and growth-oriented culture.
Baraja’s contributions to the KSA region
His hiring will be crucial to advancing Saudi Arabia’s communications sector following Vision 2030. His background in important strategic industries like technology, telecom, automotive, sports, tourism, and entertainment will help businesses and governmental organizations launch their campaigns.
Baraja intends to collaborate with academic institutions to support Saudi youth seeking careers in digital marketing, media, and advertising, thereby cultivating future talent. He brings 22 years of international experience in branding and advertising. Following a decade working for advertising agencies in Germany, Spain, and Portugal, Baraja moved into the tech and export sectors, where he headed the Saudi Exports Authority’s recently formed “Promotion & Nation Branding” division. He increased the number of team members from 12 to 33 and the number of Saudi Made companies in the portfolio from 20 to over 2,000 during his tenure.
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Baraja’s term at Ministry of Investment
He was the Ministry of Investment’s Deputy Minister of Investment Promotion before joining Publicis Groupe Middle East. In this capacity, he oversaw the Invest Saudi team’s accomplishment of its mission, which was to market Saudi Arabia as an investment destination and draw in foreign investors. Alongside his professional career, Baraja pursued entrepreneurial endeavors. He co-founded Green Box, a solar-powered hydroponic farming initiative, and later founded Acrofit Academy, a sports academy to develop athletes who will compete at the Olympic level.
Here’s what they said
Bassel Kakish, CEO, Publicis Groupe Middle East & Turkey said,
“Adel’s appointment heralds an exciting new chapter for us in Saudi Arabia. With a proven track record of driving success across various industries, Adel’s leadership will be pivotal in shaping our strategies and expanding our footprint in the Saudi market. His expertise in navigating complex business landscapes and fostering strong client relationships will undoubtedly drive growth and effectiveness for both our company and our clients. We’re looking forward to seeing Adel’s dynamic approach in action and the tangible results it will bring for all stakeholders.”
Commenting on his appointment Adel Baraja remarked,
“I am honoured to join Publicis Groupe Middle East and look forward to collaborating with our talented team to deliver innovative solutions and exceptional results for our clients. Together, we will leverage our collective expertise and creativity to drive meaningful impact and contribute to the growth and success of our clients and the Kingdom”.
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Publicis Groupe ME Appoints Ahmed Younis as CCO for Publicis Communications KSA
Publicis Groupe Middle East has appointed Ahmed Younis, also known as Fizo in the industry, as its new CCO for Publicis Communications KSA, overseeing Leo Burnett and Saatchi & Saatchi. Known as one of the top ten creative leaders in the Middle East and North Africa, Younis will spearhead Groupe’s creative agenda in the Kingdom and cultivate a cooperative team that produces exceptional work for clients.
Ahmed Younis named chief creative officer for Publicis Communications KSA
Younis has a remarkable 25-year history in social media marketing, digital strategy, and creative leadership. His campaigns have had a major influence on the local advertising industry. He was Head of Creative Strategy at Meta MENA before joining Publicis Groupe ME, where he was instrumental in creating campaigns and strategies that advanced digital marketing in the area. He has firsthand experience managing multinational, cross-functional teams, and he made a substantial contribution to the creation of millions of dollars in revenue during big events like the World Cup and Ramadan.
Younis’ commendable background
Prior to joining Meta, Younis spent nearly ten years working for international clients like Coca-Cola, Orange, Nestle, McDonald’s, and the UN World Food Programme at FP7 McCann Cairo. He has received multiple awards from prestigious events such as LIA, D&AD, MENA Effies, Andy’s, and Cannes Lions.
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Here’s what they said
Bassel Kakish, CEO at Publicis Groupe ME&T, said,
Ahmed Younis, is one of the most celebrated creative leaders in this region and he has been instrumental in showcasing regional creative excellence globally. With Saudi Arabia fast emerging as a thriving creative hub, Ahmed taking the creative helm ensures we not only stay ahead of the curve but help define the creative narrative of the Kingdom. Under his leadership, we are well-positioned to deliver transformative work for our clients.
Ahmed Younis, Chief Creative Officer, Publicis Communications KSA, commented,
It’s exciting to join a team I’ve admired for so long. The Groupe’s work has always inspired me, and this feels like a homecoming as everyone is so welcoming. I’m looking forward to utilising my creative leadership and experience to build stronger connections and drive success with our partners.
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