Connect with us

Communicate Online | Regional Edition | Advertising, marketing, public relations and media in the Arab world and beyond

Part 1: Meet Some of MENA Effies’ Judges

Media

Part 1: Meet Some of MENA Effies’ Judges

The MENA Effies are around the corner, and as you prepare to know which are the most effective marketing campaigns in the region, we will publish some of the words from the judges.

Judge 1: Karsten Jankowski is the General Manager, Marketing and Public Relations of INFINITI Middle East

When you are judging the campaigns, what exactly are you looking for now that it is a broader spectrum and how do you measure? 

The advertisement world is getting over the last years more and more cluttered and fragmented. Various new channels and ad formats are available and each requires a specific consideration. To be most efficient brands are requested to orchestrate the cacophony into a harmonic melody and they need to be very channel and customer journey specific in their messaging. Efficient advertisement also needs to cater an unheard-of creative idea to get attention. And of course efficiency means to ,plan optimize and report campaigns against a clear set KPIs.

Lately, we have seen a lot of purpose driven advertisement. Why do you think this is evolving? Is it a trend that’s going to fade out?

There is this interesting advertisement trend to step out of the pure brand and product messaging and get into statements and an own culture & sociality opinion. This proofed in a couple of great campaigns to be very successful but there were also some brands which miserably failed. A core consideration is the brand authority and the credibility on the purpose. This is not only contributing to a social discourse but also and engaging way to attract audiences. I’m very curious to observe the further development of this strategy.

What’s your definition of a brave campaign?

Advertisement always has an aim for the company, whether it is building the brand, creating awareness and consideration or pushing sales and offers. And in the world of business we need to be most efficient in the use of resources. But we also need to be ahead of the competition and we need to be daring and challenge conventions and be open for new idea and thinking out of the box.

How crucial is originality and ensuring best practices to a campaign?

Creativity in advertisement always has a function and a business aim, which is a main differentiator from liberal arts. The common sense between both is the desire and appetite to be convincing in providing original messages. Without the eagerness to be original neither arts nor advertisement are conceivable. This is the common ground for both.

 

Judge 2: Abdulwahed Juma is the Executive Vice President Brand & Communications 

When you are judging the campaigns, what exactly are you looking for now that it is a broader spectrum and how do you measure?

When judging campaigns, I think it’s crucial to find executions that find harmony between delivering impact and influence as well as creative flair and strategic intent. In today’s digitalised spectrum, it’s often hard to find space to add a different strategy that will break through the clutter and noise of a market’s numerous channels. At a granular level it is easier now than before to measure campaign metrics and how these can be optimized toward success in the digital space. But I think for integrated campaigns, brands that remain at the centre of a story and own the idea they’re trying to convey are still effective in today’s era.

Lately, we have seen a lot of purpose driven advertisement. Why do you think this is evolving? Is it a trend that’s going to fade out? 

Younger audiences are appearing to be strongly receptive to purpose-driven ads. This coincides with the changing social changes, which are challenging brands to revaluate their intentions in alignment with audience expectations. As brands begin to operate in more purpose-driven manners, I think this trend will stick for some yet because companies of today are becoming platforms for driving home narratives on different causes in society, despite this traditionally being the domain of governments and NGOs.

What’s your definition of a brave campaign? 

Brave campaigns are those that embrace a bolder voice for leadership and a willingness to take a leap of faith towards closer brand alignment with social causes. The dividends of implementing these kinds of campaigns is that they enable the understanding of different perspectives and the ability to drive conversation forward. 

 How crucial is originality and ensuring best practices to a campaign?

While some industry professionals might deem originality as being overrated, I think we can’t undermine the value of intersecting creativity and originality. Originality is the ultimate differentiator in adding life to campaigns that speak to consumers in new ways. While this approach has the ability to create resonance with audiences, it also enables a campaign to remain in line with best practices in order to remain responsible and produce engaging ideas that avoid being a variation on a theme.

 

Judge 3: Amer Yaghi is the Regional Marketing Communication Manager, Al Futtaim

When you are judging the campaigns, what exactly are you looking for now that it is a broader spectrum and how do you measure? 

Starting from the simple view point of the audience, I will assess how unexpected a campaign was, and how it inspired me to do a specific desired action. The strength of the message communicated in an integrated way throughout different mediums is extremely important. 

Lately, we have seen a lot of purpose driven advertisement. Why do you think this is evolving? Is it a trend that’s going to fade out?

People love brands that share the same values and passions as they do. The two vital things are continuity and genuineness: if this kind of advertising is not followed up by results and continuous work towards a genuine issue then it will backfire. 

What’s your definition of a brave campaign?

It’s a campaign that is creative in a way that’s different to the norms of the usual. But still true to the identity and personality of the brand. 

How crucial is originality and ensuring best practices to a campaign?

Super important to make sure the message is delivered correctly and scaled to as many people as possible.   

 

Click to comment

Leave a comment

More in Media

To Top
close
Download

To download a part of or the entire whitepaper, please fill in the below form, and a representative will be in touch with you.


X