Head of Marketing, Patrick Fourniol

/0 Comments/in /by

Name: Patrick Fourniol
Age: 43
From: France & Germany
Current job title: Head of Marketing, Al-Futtaim Motors – Toyota

When did you arrive in the UAE?
I landed in Dubai a few months ago to take up my new role and my family joined me a few weeks later.

Where did you work prior?
I joined Al-Futtaim Motors from Renault Germany, where I was Marketing Director for Renault since 2011. Prior to that, I had served Renault’s head quarters as VP Marketing Communications Worldwide. Earlier, I led the communications activities of Volkswagen in France. I am no stranger to Toyota either, as I was fortunate enough to serve the brand for four years at Toyota Marketing Europe (TMME) as Regional Senior Manager Toyota Sales Operations.

What were your first impressions of the media industry in the Middle East and how have they changed?
Western audiences seem to have little knowledge of the Middle Eastern media scene, so awareness is low and perceptions are misleading – mine included. When I arrived in the UAE, it was refreshing to see that the width, breadth and level of sophistication of the local media scene is on par with those in more mature western markets. I have also come to realise that print media, especially daily newspapers, are very resilient despite the challenges presented by the advent of digital, and continue to maintain their circulation and subscription volumes. However, I believe that it’s only a matter of time before print media in this region starts reinventing itself to appeal to the information consumption habits of the new generations who have grown largely accustomed to social media and online platforms.

Tell us about your new role at Al-Futtaim Motors…
My focus is on marketing management across all activities: new car sales, aftersales, pre-owned, SME and retail. This involves brand management, communications, events, advertising and last but not least, digital.

Toyota is a brand and company I know quite well and love working for, and is certainly a leading brand in the automotive world. Al-Futtaim Motors has a clear and ambitious vision and I hope to be able to contribute to its success by introducing some fresh and strategic thinking in the way we devise, plan and implement our marketing activities. Contributing to the company’s further success is a very exciting and rewarding prospect for a passionate marketer like me.

What challenges do you face?
When you work for a brand and company that you love and respect, there is little in your professional environment that could be deemed as ‘challenging’. I prefer words like ‘stimulating’, ‘exciting’, or ‘inspiring’ whenever I am presented with something out of the daily routine – my comfort-zone so to speak. Rising up to these situations and working hard and strategically to overcome the odds is the key to unlocking the full potential of individuals, teams and agencies.

What’s the most rewarding part of your job?
Delighting customers, impacting the company’s bottom-line and helping people live up to their maximum potential. When I have done my best to deliver on any given project and when I see the same work ethic and results-driven approach in every member of my team, I know I have done a job for which I can be proud. Collegiality, trust, integrity and mutual respect between associates is also a rewarding aspect of my work at Al-Futtaim Motors.

What’s the most exciting thing to happen so far?
I have already been fortunate enough to participate in the creation and development of a number of marketing campaigns that have had a very positive impact on the business. I wouldn’t want to use any specific examples because every campaign, every project and every initiative which I undertake is of equal importance to me, and I am a great believer in the power of consistency – make sure to have a look at the upcoming campaigns.

What do you think of the quality of media publications in the region?
As a non-Arabic speaker, I can only judge the quality of the UAE’s English media which I find to be very good – I can only imagine the challenge of grasping the interests of such a blend of nationalities. The motoring press is in a particular good shape, with expert journalists who are outspoken and passionate about cars and know the auto industry inside out.

What sets you apart from other marketers?
My career has allowed me to combine my interest for cars, design and advanced technology with my passion for brand management. I have a proven track record in contributing to building significant business and brand equity for some of the world’s leading automotive companies. I am multilingual and used to working and living in multicultural environments, and I excel both in strategic thinking and attention to details. 

Work calls via landline, mobile or both?
Nothing matches face-to-face communication.

What’s your most overused saying?
Think and act G.O.S.P.A!

Set your Goal and Objective before you develop any Strategy, Plan and Action

Five things you can’t live without?
My family, my team, fun, ambition and French cheese.

If you weren’t a marketer, what would you be?
An architect – I admire their ability to blend art, design and functionality for places where people live and get inspired.

 

Promoting the PR-journo relationship – tips from a journalist

/0 Comments/in /by

Establishing longstanding relationships with the varying branches of the media industry are a necessity that everyone is familiar – and at times – frustrated with. Fida Chaaban, Editor-in-Chief, Entrepreneur Middle East offers tips on how PR’s can be successful with this in the journalist arena…

I know that clients badger you relentlessly, and that you’re treading a minefield of harried journos, but investing time in long-term relationships with likeminded members of the press really is mutually beneficial

We know, that you know, that we know, that #UAEPR people get the short end of the stick. You’re navigating a minefield of unpredictable journos, over caffeinated-clients, and a boss who is asking for deliverables… like blanket coverage that your retainer clients often demand. As one of those aforementioned “unpredictable” journos who receives between 200 to 400 emails on a daily basis (the majority of which are press releases), here are a few things that will get me (and possibly other fickle journalists) to give your outreach efforts precedence:

1)  Do send me something that you aren’t sending everyone else. I can tell the difference between a pitch tailored for Entrepreneur ME, and a pitch that just replaced the names of the media outlet and editor. To properly tailor a pitch, you probably have to read the magazine and understand our “voice”. I know this is no mean feat, and that you can’t prioritise one outlet over another, but it may result in me collaborating with you on a really comprehensive feature with strong, solid coverage rather than just garnering your client a vague mention. If that’s worth it to you, then craft an angle that works for my publication. It will take you a lot more time and effort, so the cost/benefit analysis here is your call.

2) Don’t flood me with “reminders”. I know that you are tired of press not responding to your emails, pitches, and invitations. I can’t speak for all journalists of course, but I do read all of my emails, and it takes up a huge part of my day, every single day. I do flag interesting pitches (as discussed above) – it’s quite possible that I won’t get in touch for a month or even two, but if it’s a good angle I will eventually explore it in one way or another. I do mentally note which agencies and PR people are making an effort to establish a lasting relationship instead of mass spam one-offs. Sending me three follow-up emails two days after you’ve sent a press release suggests to me that you think I have no other work to do.  Please don’t flood me, I promise I’m paying attention (even if you don’t think I am).

3) Do communicate with me via social media. There are a few noteworthy UAE PR people who have interacted with Entrepreneur ME and our staff on Twitter, Facebook and Instagram. I’m a very detail-oriented person who notices when people make a genuine effort to share our material- especially when that material has nothing to do with their clients and pitches. I appreciate your efforts to join our online community and your efforts to facilitate my medium’s growth – it makes me feel that you value our work. It also indicates to me that you don’t just see our publication (that I work very hard to produce) as a mere vehicle to convey your client news. A good PR-Journo relationship starts with a good conversation, and social media is the best way to initiate a dialogue with me.

I know that clients badger you relentlessly, and that you’re treading a minefield of harried journos, but investing time in long-term relationships with likeminded members of the press really is mutually beneficial. PR people who I have worked with successfully in the past are the first people that I contacted when I launched Entrepreneur in Dubai. I made a sincere effort to find a way to support their clients, simply because these PR people have proven invaluable to me in the past in terms of good information, creative angles and fruitful introductions.

I hope that you haven’t received a snappish-sounding email from me, and if you have, the points I mentioned can help transition what was a bad start into a good mutually-rewarding collaboration. See you on the web!

 

Fida Chabban is Editor-in-Chief of Entrepreneur ME. Follow her on www.twitter.com/fida

Does size matter?

/0 Comments/in /by

Does the saying ‘the bigger, the better’ apply when it comes to PR agencies?

“NO” says Katie Harvey, Co-Founder, DPQ Communications

KatieHarveyIn a market where brand differentiation and reputation is key, why would you choose a PR agency where you are just a number?

 

‘The bigger, the better’ must be a phrase coined by a PR. We are known for leaning on the side of exaggeration rather than modesty as a whole. However, the same cannot be said for agency size, as more and more petite players give the big boys a run for their money.

I love being part of a press release factory – said nobody ever. In a market where brand differentiation and reputation is key, why would you choose a PR agency where you are just a number? I am referring to team members and clients alike.

From experience, rarely does the generic approach work – dear Sir/Madam does not evoke the same reaction as a handwritten invitation with your name on it. The same goes for PR agencies. The idea that you are client number 68 does not instill the same confidence as having a personal relationship with your PR team.

A smaller agency allows for a real personal connection between the team and with the clients. Time is our finite resource (albeit PRs magically cram 48 hours of work into 24) and as such we are just as selective with taking on clients, as clients are at appointing agencies. Our boutique nature allows us to work with brands and companies we are passionate about – not just ones that will hit the department’s quarterly targets.

Significantly, face-time – not on your phone – but actual face-time, is something money can’t buy. In many a pitch we are asked by potential clients ‘will we ever see you again?’ and the answer is a resounding ‘yes!’ You are guaranteed that the person who is selling you the dream of market domination will also be the person you work with, not another three account executives that you’ve yet to meet and will probably only know via email.

Do not misunderstand; I have respect for large operations. Global powerhouse agencies help give our industry recognition and respect. It’s just that if I were choosing an employer or a PR partner, I would opt for an environment where everybody knows my name (cue Cheers soundtrack), my voice is heard and my success as an individual or as an account will impact the business. That way I know we are all on board.

When it boils down to it, PR is all about relationships. A smaller agency is generally more flexible, nimble, quick to respond and has the ability to nurture a relationship more effectively than their larger counterparts. And remember, it’s not the big that eats the small – but the fast that eats the slow.

 

“YES” says Bashar AlKadhi, COO, ASDA’A Burson-Marsteller

BasharAlKadhiSmaller agencies are often constricted by their size while we are able to draw on our network offices across the region and beyond, giving uniformity in messaging and a seamless execution of strategy

Bigger doesn’t always mean better, but when it comes to PR agencies I am a firm believer that this is the case. Larger agencies are able to offer clients a number of distinct advantages, from geographic reach to consistent messaging and sector specialisation, as well as to provide budding talent the opportunity to learn, develop and progress, which benefits the industry as a whole.

One of the first things clients ask an agency of any size is about is their ability to disseminate information to a wide audience. Smaller agencies are often constricted by their size, while we at ASDA’A Burson-Marsteller for instance, are able to draw on our network offices across the region and beyond, giving uniformity in messaging and a seamless execution of strategy. Crucially, local offices are able to add nuances and offer on-the-ground expertise whilst maintaining consistent messaging.

There may well be a (misguided) perception that large agencies are not able to stay close to their clients – a crucial facet in our industry – due to size. This is one of the reasons for setting up our specialist practices, and we are the first PR agency in the region to do so. These practices create a ‘small agency’ mindset and level of commitment to clients, while also offering the benefits of a large agency in terms of scale, reach and expertise. It has certainly proved a winning combination for our clients and us.

Also, as an increasing number of clients look for a more integrated approach to their communications in the digital age, large agencies are the ones able to provide it because of their capacity to invest, either in-house or by working together with sister agencies. As well as ‘traditional’ PR services, large agencies like ASDA’A Burson-Marsteller are able to offer clients a 360-degree approach to communications programmes, including evidence-based research from our sister agency PSB Middle East and design and digital services through Proof Integrated Communications. We also have great working relationships with all of the MENACOM Group agencies, including Y&R, MEC and Wunderman.

As I said, it is not only clients that benefit from an agency’s large network. Employees are also able to grow and further their careers with long term job opportunities and access to worldwide training tools. Our colleagues in the region have come from Burson-Marsteller offices from as far as Montreal and Milan. Given the region’s large expat population, there is also the opportunity to secure a role within the Burson-Marsteller network for those who wish to return to their home countries or just those seeking a new, international challenge.

Just like the Burj Khalifa, big can be beautiful.