UM MENAT’s James Dutton on Advertising Trends and Strategies

James Dutton, Chief Product Officer at UM MENAT, brings over 20 years of global sales and marketing leadership to the table. With a strong background in driving customer success and revenue growth, James is a seasoned expert in digital, media, and CRM, as well as SaaS startups. In this exclusive interview, James shares his insights on the evolving advertising landscape, the power of gaming in reaching consumers, and the future of AI in marketing. Join us as we delve into James’s expertise and vision for UM MENAT and the industry at large. 

Congratulations on your appointment as the Chief Product Officer for UM MENAT! How has your journey in the advertising industry been so far? What are your future plans with UM MENAT? 

First of all, thank you for inviting me to this interview and for the congratulations. I’ve been fortunate to have the opportunity to work across various regions worldwide throughout my career journey. It began in the UK, followed by stints in Singapore covering APAC, the US, a return to Singapore, and presently in Dubai, where I have been overseeing the MENAT region for UM for the past four years. 

Over the past 25 years, I’ve witnessed significant evolution within the industry, which has required continuous learning, adaptation, and knowledge sharing with our teams across the region. Each day presents new challenges, creating an environment where I view myself less as an industry dinosaur and more as someone constantly learning and innovating to address our clients’ ever-evolving growth challenges, now and in the future. 

Looking ahead to the coming weeks, months, and years, our industry is moving at an ever-increasing pace, demanding swift adaptation in our structures, working methods, and

tools to reflect these changes. As part of the global leadership team within UM, I am fortunate to collaborate with a diverse group of experts, each of whom brings unique experiences and insights to solve our clients’ most pressing issues. We find ourselves navigating a transition from the digital era to an era of intelligence, where innovation and strategic foresight are paramount. 

The previous year has been the year of AI. What new innovations do you foresee concerning AI in marketing and advertising in 2024, especially in the MENAT region? 

References to AI are nearly inescapable today. However, it is essential to acknowledge that the AI space has been around for over 70 years, with pioneers like Alan Turing laying its foundation in the 1950s. Many of the software solutions and analytics models we use today are rooted in the principles that form the building blocks of modern AI, including machine learning. 

The speed of AI industry development is impressive, and while new technologies are appealing, it’s crucial to consider the human element in AI solutions. Globally, we’re cautious in experimenting with various APIs and technologies while ensuring the integrity of consumer and brand privacy. Internally, we’ve been working on AI technologies for the past five years, but we recognize that this is just the beginning. It’s essential to avoid rushing to a finished product when advancements are continually evolving. 

During a recent interview, you mentioned that the MENAT region will be the epicentre of gaming. How can brands leverage the power of gaming to reach consumers? 

Thank you for raising this point. Gaming enjoys universal popularity across all demographics, and we’re witnessing a particularly unique trend in the MENAT region, fueled by significant investments in gaming infrastructure in countries like KSA and UAE. Compared to global averages, consumers in MENAT exhibit a higher inclination towards gaming, and for brands seeking to connect with a broad audience base, gaming represents the most effective avenue for fostering audience engagement within the largest entertainment category.

UM MENAT recently released a brand growth initiative called uplay which aims to reshape the game landscape for ad agencies and elevate the brand strategies through gaming. Can you shed light on this initiative and how it will be advantageous for the gaming boom in the MENA region? 

As we explored gaming with our clients, it became apparent that many brands hesitated to enter the gaming space due to a lack of category knowledge and the perceived complexity of gaming strategies. 

After months of global and regional analysis and discussions with clients, we developed a go-to-market planning framework consisting of three modules: reasons to play, brand gaming blueprint, and a bespoke activation wheel. These components, when combined, create a unique gaming DNA for brands. Through workshops and brand audits, we’re able to swiftly navigate the complexities of gaming, enabling brands to confidently enter the gaming universe with a tailored solution. 

We’re proud to say that uplay is not a department, product, or team, but rather an integral part of our media toolkit, seamlessly integrated into our operations.

In terms of purchasing habits, GEN Z customers are shifting away from traditional brick-and-mortar stores and shifting to social media and e-commerce. What are your thoughts on this and how could it impact the overall consumer buying experience? 

While there is a shift to online purchasing, and different regions are moving at varied speeds, it’s not a new phenomenon. Having been involved in eCommerce solutions since the late 1990s in the UK, I’ve witnessed this evolution firsthand. Across various industries, we encounter varying levels of eCommerce focus. For instance, CPG brands often require a more channel-less approach, given that traditional retail still dominates in terms of volume. 

To address challenges such as payments, internet access, and infrastructure, we’re actively engaged in conversational commerce initiatives with clients. Leveraging messaging apps and AI-powered chatbots, we facilitate brands’ engagement with new customers. Moreover, our scope extends to regions like Africa, where eCommerce complexities demand innovative solutions. 

UM MENAT has recently announced its partnership with Google’s International Growth Agency Programme, providing the agency with tools and resources to facilitate growth. Can you elaborate more on how this will help the agency grow globally? 

The region’s ambitions are exemplified by leading airlines like Emirates, powerhouse tourism boards in Egypt, KSA, and Dubai, and even the ambitious Giga projects in KSA. Additionally, regional financial entities engaging in global markets underscore the region’s determination to establish a strong global presence 

At UM, we’re fortunate to partner with numerous global MENAT brands, leveraging our extensive experience in executing global media campaigns through our teams in KSA, UAE, Qatar, and Egypt. When the opportunity arose to enhance our collaboration with Google through its international growth program, we seized it eagerly. This initiative provides our teams with access to Google’s strategy and planning tools, typically reserved for Google category experts. This collaboration also accelerates our capacity to operate effectively in global markets while leveraging our local presence in the region.