BUZZEFF launches video ad formats in MEA region

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BUZZEFF – in partnership with TEADS – has launched new video advertising formats in the MEA region. Offering solutions for digital communication, the new formats are designed to offer advertisers unprecedented opportunities for communicating with their target audience.

The Moroccan-based video advertising agency will offer three different services, which will provide solutions for the advertising market across the region – 

Buzzeff Media – A communication channel that allows exclusive distribution through media publishers in the MEA region, with precise geographic targeting and a format suitable for premium brands communication. Unlike Instream advertising, Buzzeff Media’s video advertising outstream will be broadcast outside of traditional video stream – it can be placed between paragraphs of an article, two images in a show, or in the flow of news on a smart phone.

Buzzeff Social – A service specific to a broadcast on blogs, as well as social networking and gaming websites.

Buzzeff Mobile – Targeting mobile users, this service can be distributed via a network of websites in a mobile version. The player display ads automatically adapts to the format of the terminal, whether a smartphone or tablet, offering a unique multimedia experience.

All tenders will benefit from online reporting tools offered by Buzzeff to allow measurement of ROI advertising campaigns.

Simply SensAsianal

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Ladies night has become a staple in the Dubai nightlife scene, with Team TMN always on the look out for the next hot venue in town. So when we discovered that a certain spa had jumped on the bandwagon, curiosity got the better of us…

What: Ladies Night @ SensAsia Urban Spa

Where: SensAsia Urban Spa, Souk Al Manzil, Dowtown, Dubai

When: Monday, 6pm – 10pm

The promise: “The Thai-meets-NYC day spa invites the city’s stylish females to come as a pair for great savings and a very special experience… we’ve got a feeling you’ll never moan about Monday again.”

Did it deliver? After a decidedly busy day at TMN Towers, we were eager to unwind with a ladies night – and with SensAsia’s novel approach to this Dubai tradition, our expectations were high. Upon discovering the spa tucked away in the heart of Souk Al Manzil, we felt our tension ebbing away as we swapped our shoes for slippers and sunk into chairs with a refreshing elderflower mocktail.

After a warm welcome by our therapists, we were led through to our private changing room, where we donned fluffy white dressing gowns and committed to the surprisingly comfortable (and optional) disposable underwear – no paper pants here! Aside from the luxurious Asian-inspired interiors, what stood out to Team TMN was the intoxicating aroma throughout the spa – a gorgeous blend of scents creating a tangibly calming effect that went beyond the actual massage – the entire ambience was relaxing.

Offering four of their renowned signature massages, the ‘menu’ for SensAsia’s ladies night caters with a well-rounded selection of treatments; with the choice of a stress-busting Thai Yoga Stretch massage, Bali Chic massage, a Pillow Talk massage (said to be ultra calming and includes hot cocoa) or a Knead-It massage.

Opting for the Bali Chic, we relaxed onto the heated massage table – a unique way of warming the muscles we hadn’t yet experienced – while our skilled therapist, Pin, started with a light peppermint foot rub. The Bali Chic offers a slight twist on the traditional Balinese massage; the 90-minute treatment literally flew by as we settled into a state of blissful tranquility with a much-needed Thai yoga-style stretch for tense muscles, followed by SensAsia’s renowned full body massage accompanied by oils that were heavenly on the skin – we were still feeling the moisturising effects days later! With minute attention to detail, even the background music was enjoyable – no stop and start CD changes – yet another aspect that helped to fully immerse us into the experience.

Feeling utterly rejuvenated, we were then led into the relaxation area (if relaxing any further would even be possible at this point) and snuggled onto the lounge beds with a heat pack round our shoulders, a blanket round our feet and a cup of fresh ginger tea, with a side of cucumber and carrot sticks to munch on. By the time we reluctantly set aside the blankets and headed back to the changing rooms, it was nearly 10pm – later than we had anticipated, it makes for quite a long evening if you’ve come straight from the office, but worth every moment.

The verdict: A perfect way to get over those Monday blues, the whole experience makes for a novel and relaxing evening; even at AED460 per treatment, with the second person going free it works out at a bargain price of AED230 for a 90-minute treatment. A perfect night out with the girls, the one downside is that the offer is only available at their Downtown venue, so you do need to book in advance to ensure a place at a convenient time – we’ve already booked in for next week!

Consult and Coach for a Cause Starter Program

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We catch up with Medea Nocentini, Founder and CEO of Consult and Coach for a Cause, to discuss the recent C3 Starter Program event geared specifically towards budding entrepreneurs and integrating CSR initiatives…

Tell us a bit about the C3 Starter Program…
The C3 Starter Program is a full-day training program that introduces potential social entrepreneurs and volunteers to social enterprise concepts, as well as to the C3 philosophy. Participants benefit from workshops and networking sessions to clarify all the steps necessary to set up a social enterprise in early stages of development. For business professionals who are looking to hone their skills, the Starter Program provides them with basic consulting and coaching skills and offers a framework to support emerging entrepreneurs in an effective manner.

Where did the concept for the program originate?
We noticed that entrepreneurs in the region have a lot of great ideas and the good will needed to start an enterprise, but struggle when it comes to taking the business off the ground. For social entrepreneurs, it is even harder because they have to balance business performance and their social mission in order to get their message across in the right way. Moreover, many entrepreneurs cannot afford business coaching and consulting or professional financial and legal advice, especially in the early stages. So, C3 has invited experts from multiple professional areas to train entrepreneurs that are willing to embed a social or environmental mission into their business model.

Why do you feel it’s important for entrepreneurs and startups to be aware of ‘giving back’ to the community?
There’s a reason why companies invest more and more in Corporate Social Responsibility (CSR). Nowadays, consumers expect enterprises to go beyond their core business and become contributors to their communities. Consumers are more informed and demanding, and with the social media tools they can ‘make or break’ a company performance in no time. So it’s important that from the beginning, entrepreneurs implement sustainability principles in their companies, typical of social enterprises, since it guarantees engagement with the target audience and empowers the consumer, giving credibility to the company in return. Moreover, there are strategies to align social and environmental missions with financial performance that have the potential to decrease costs such as marketing, production and employee retention.

What kind of social changes are you hoping to promote and encourage with this event?
At C3 we don’t select entrepreneurs depending on their area of social impact or suggest any specific mission. Nonetheless, we enjoy supporting those enterprises that have the potential to produce systemic change in our country and in the MENA region. Empowering businesses that promote solutions that help the environment, improve education and health, support the elderly or the underprivileged, promote local traditions or arts and culture, is a privilege for the C3 community of volunteers.

Would budding media entrepreneurs benefit from attending this event?
Any entrepreneur will benefit from the C3 Starter’s workshops because we focus on best practices and potential challenges that any entrepreneur can face in the startup phase. We also provide frameworks that will reinforce entrepreneurs’ confidence and self-awareness, as well as coaching tools that have proven to be very effective in the early stage of an enterprise. Of course we include dos and don’ts that are typical of businesses with a social / environmental mission, which we believe will help the long-term sustainability and reliance of any business.

What are your views on the idea that Dubai’s market has become saturated with entrepreneurs and startups?
I believe we are still far from the end! Small and medium enterprises contribute to about 30% of the UAE’s GDP – which is a very high number – but compared with Germany’s level of over 50% we still have a long way to go. Regionally, one of the main goals in terms of development is the creation of 75 million jobs by 2020 for a rising population of youth who face high unemployment rates. Given that very specific challenge, entrepreneurship in the Middle East plays an even more vital role and Expo 2020 in Dubai will be a great opportunity for the entrepreneurial community.

How does the C3 Starter Program help budding entrepreneurs avoid the many pitfalls that startups face in the region?
It introduces the participants to the dos and don’ts when launching an enterprise, offers the best practices to help develop and succeed and presents strategic business models. Participants get help to understand what their biggest assets are and to set up goals for their business. Besides that, being a part of Starter Program guarantees the access to the Accelerator Program – the next step of the C3 training process.

How can people secure a place at the Program?
Workshops are for a limited number of social entrepreneurs and volunteers so as to ensure training quality. To secure a place you need to subscribe through the link EVENTBRITE.

 

 

 

 

Should you use CSR initiatives for increased press coverage?

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We ask, is it appropriate to use your CSR initiatives for increased press coverage?

“YES” says Sasan Saeidi, Managing Director, FP7/DXB

SasanSaediIf the goal is to constantly do good first and do it genuine, then talking about what good you have done is only sharing positive vibes

We are living in a world of cause marketing. We are constantly surrounded by news that highlights one simple fact; there are people, there are places and there are societies that have it much worse than what we live through everyday. It’s a fact of life.

Today, society at large is not an even place, and brands and people need to ensure they are contributing and creating some good out there.

In a world where philanthropy needs more authors and all consumers wear a hat as social activists; authentic CSR stories deserve to be told. And told well. But lets not forget that the word authentic is underlined.

Yes it’s important for business; and yes its crucial for the internal culture and employer brand itself; but if the goal is to constantly do good first and do it genuine, then talking about what good you have done is only sharing positive vibes and increasing the success factor of that cause.

A widely quoted definition by the World Business Council states; that corporate social responsibility is the continuing commitment by business to behave ethically and contribute to economic development, while improving the quality of life of the workforce and their families as well as of the local community and society at large.

I do believe that this commitment needs to be transparent. It needs to be focused on ‘a’ issue. The commitment must be strategic, and at least a solution which is innovative.

More importantly, I believe great CSR campaigns are ones that create a movement and allow people to carry it forward and make it their own. Great CSR initiatives are carried forward. Always. And the more publicised, the better.

So in conclusion; if CSR initiatives are done correctly and with the right intent, then their stories should be told and it’s okay to talk about it; as ultimately the cause has benefited; and ‘good’ has been done.

And if the company or brand that has done it wants to tell its story; then so be it. But, a good and real cause should be at the heart of it all. This is non- negotiable.

“NO” says Yiannis Vafaes, Managing Director, GolinHarris MENA

YiannisConnection or appeal does not get created with a short-term approach to CSR, when activities are implemented only for the benefit of a few news articles

Businesses cannot be successful when the society around them fails. CSR can never be considered as charity, but should be considered as a vital aspect of a company’s business strategy. The overall sentiment of the society is critical for the growth of any business and over the years more and more companies have aligned with this approach.

A series of industry studies have established that people feel more connected and stay loyal to brands that are in some way contributing to the society’s welfare, helping preserve natural resources, empowering people by sharing knowledge or even helping conserve wildlife. This emotional connect is a priceless asset that brands cannot ignore.

However, this connection or appeal does not get created with a short-term approach to CSR, when activities are implemented for the benefit of a few news articles or with the frankly selfish aim of increasing brand awareness – for the simple fact that it is entirely transparent to the consumer. People expect companies to talk to them about their products. But that does not inspire them, and will ultimately fail to benefit the brand. True inspiration and engagement will stem from a change, big or small that people will see a brand making to things that matter to them every day.

Adopting a CSR approach that is not focused on getting media visibility has many other benefits and employee engagement tops that list. Corporations invest precious financial and executive resources to recruit and retain the right talent. Companies that offer regular opportunities for employees to work towards a cause have seen an increased level of employee satisfaction and great productivity.

In a consumer’s mind, loyalty is to the values of the company, not to the company. If there are no values, there is no loyalty.

 

Make my logo bigger!

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Steve Cornish, Managing Partner at Ruleof3, sheds light on the trials and tribulations of clients who fixate on the size of their brand logo and offers tips on why it’s necessary to be strategic…

White space is our friend. Just because you’re paying for a page in a magazine, it doesn’t mean you should use every single square millimetre

If I had a dirham for every time a client asked us to ‘make my logo bigger’…

Unfortunately, it is a well known comment in the design industry – it seems no matter what size a client’s logo is, they will always want it BIGGER. Of course they want their brand to stand out, be memorable, and a bigger logo will achieve this right? No.

When we disagree, we are not trying to be difficult. By all means, we’ll make your logo bigger, but the design needs to be effective and achieve the objectives set by the brief. Even small changes can often bring up other problems that will need to be solved within a design to make it work, so it really isn’t as simple as just making the logo BIGGER. Here are a few points to consider before asking ‘THAT question’ and becoming another one of ‘those’ clients:

1. Visual balance
A designer is always on the quest for balance, originality and that ‘cool factor’. Often, designs have been poured over with the size of different elements tested in many ways. Humans are naturally drawn to symmetry and balance, so making an element on the page larger or smaller may throw this out, resulting in the design being less pleasing on the eye and your message less effective.

2. Design hierarchy
Why is the term ‘hierarchy’ in a design so important? Essentially, our eyes move around a design and settle on the elements that are given visual prominence. If too many elements – such as a really large logo – are too big, the viewer may dwell on the wrong information or become overloaded and ignore the communication piece completely. We generally have a very short period of time to communicate our message so directing the eyes to maximise the message is one of the best ways to communicate this.

3. The logo is NOT the message
It is rarely the objective of a brief to make the logo the message. Even in brand building projects, the logo is part of an overall look and feel. The logo should support the visual language of the brand, remembering that it is not the only element of your visual brand that communicates with your audience. The imagery, tone-of-voice, colours and typography all come together to create the visual familiarity that should be generated by your brand. These elements need to be consistent and clear, shouting ‘this is who we are’ to create brand familiarity in a way that’s far more effective than a bigger logo.

4. White space
Repeat after me – white space is our friend. Just because you’re paying for a page in a magazine, it doesn’t mean you should use every single square millimetre. White space is important in enhancing your message. White space is the equivalent of a deep breath – it clears the page, allows the viewer to relax and ultimately be more open to your message. White space especially around your logo will give it more visual prominence, rather than just making it bigger.

We are constantly bombarded with over 5,000 images and messages per day, so how is making your logo bigger going to cut through all of this noise? While it may seem like a simple request to ‘make my logo bigger’, it is something that needs to be far more carefully considered to ensure the balance of the design. At the end of the day, a communication piece needs to enter into the memory of the viewer and persuade them to act.

 

Managing Director MEA, Lucy Miller

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Name: Lucy Miller
Age: 41
From: London, UK
Current job title: Managing Director MEA, Event Marketing Solutions (EMS)

When did you arrive in the UAE?
I first arrived here in November 2007, which as you can imagine wasn’t the best timing!

Where did you work prior?
I started my career in experiential marketing and then moved into integrated. After working with gyro in London and New York, I set up the local branch office here in Dubai in partnership with my sister Fiona and was Managing Director for six years.

What were your first impressions of the media industry in the Middle East?  
I lived in Oman in the early 90s and vividly remember driving to Dubai and seeing the billboards as we entered the UAE, it felt so vibrant and exciting, a place full of potential. When I came back to the Middle East to live in Dubai in 2007, I was very impressed by the breadth and the friendliness of the industry but I was a little underwhelmed by the creativity in some of the campaigns in the market around that time.

Have these impressions changed much?
Yes! The industry has developed at such a pace. I’ve seen some incredible ideas come out of our region, both in the media and at the shows and it gives me a real sense of pride to be part of it.  

Tell us about your new role as Managing Director MEA…
I am the Managing Director of EMS EMEA, which means I’m responsible for the Middle East and Africa arm of the business. EMS is all about creating live experiences that engage powerfully and move minds – nothing creates a brand presence like one of our roadshow truck experiences. My role is to work with agencies and clients and listen, understand and interpret their requirements in order to customise an exhibition trailer that fits their campaign needs exactly, be it hospitality, retail, training, product demonstrations or internal communications.

What challenges do you face?
I think the biggest challenge I’ve faced working in marketing in the Middle East is understanding the audience. When you live in a region with a population this diverse it is always a challenge to develop campaigns that resonate with people from so many countries and backgrounds. It’s a challenge I absolutely love, as learning about different cultures fascinates me, keeps life interesting and is one of the reasons I moved to Dubai.

What’s the most rewarding part of your job?
I love the creative aspect of my job. I get a real sense of satisfaction when I help to create a customer experience with a compelling idea at the heart of it.

What’s the most exciting thing to happen so far?
I’m meeting with lots of agencies and potential clients at the moment and it’s exciting when people see the experiences we’ve created around the world and start to consider the potential for their brand.

What do you think of the quality of media publications in the region?
From a professional perspective I think the regional business and media industry publications are very strong. However from a personal perspective there aren’t many regional titles that appeal to me, as a working mother, and I prefer international publications when it comes to news and magazines.

What sets you apart from other marketing professionals?
I made the switch from experiential to integrated early on in my career, and having moved back to experiential I’m able to use a different approach to cracking a brief which results in a stronger campaign overall. Like many marketers I have a creative heart and a strategic brain and it’s great when I get them working in harmony. I travelled a lot when growing up and have lived on five continents. I spent a lot of time throughout my childhood meeting people from different cultures and I like to think this has made me good at relating to others. It’s a useful skill when I’m focusing on understanding an audience in order to develop a campaign that resonates.

Work calls via landline, mobile or both?
At the moment mainly Skype, lots of my team are in the UK and it’s lovely to see their faces as I get to know them all.

What’s your most overused saying?
‘What do we want them to feel, think, know and do?’

Five things you can’t live without?
My family, friends, my dragonfly earrings, a notebook and a cup of tea.

If you weren’t in marketing and events, what would you be doing?
Someone who makes things – I love painting, sewing and crafts and have always got a few creative projects on the go.

Anya Kotova wins Young Communicator of the Year

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Anya Kotova, Senior Account Director at Ketchum and based in Doha, has been awarded Young Communicator of the Year at the PR Week Awards 2014. Open to PR professionals in consultancies and in-house teams under the age of 30, the Young Communicator of the Year award honours outstanding achievement in handling PR campaigns, showing creativity, relevance to brief and results. The judges of the category also look for evidence of the nominees’ ability and willingness to extend their range of PR skills. Originally from Belarus, Anya joined Ketchum in 2007 and has previously worked with Ketchum New York and on clients which have included the Russian Federation, Gazprom, Troika Dialog, VTB Capital and FedEx.

“It’s an amazing feeling to be recognised by your peers for having your dream job,” says Anya. “The win is definitely a global team effort and I could not have done it without the support of a team that comes from the US, Canada, UK and the UAE.”

Jason MacKenzie, Managing Director of Liquid and one of the judges at PR Week Awards says, “Anya is a champion of the school of thought that PR is a force for good in society – and makes the case compellignly. She’s razor-sharp, talented and highly personable.”

 

CNN named #1 international news brand

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The latest IPSOS Affluent Global survey has confirmed CNN International as the leading international news brand, reaching an unrivalled four out of 10 upscale consumers and decision-makers across the Middle East, Europe, Africa, Asia and Latin America.

CNN’s reach of affluent international audience is larger than all news competitors in every metric across TV and digital platforms. According to the IPSOS Affluent Global survey, every month CNN is currently reaching 40% of the international upscale population via TV and digital platforms – well ahead of BBC (29%), CNBC (14%), Bloomberg (11%) and Al Jazeera (11%).

On TV, CNN is the most watched international news channel for monthly (34%), weekly (19%) and daily (5%) reach. This is significantly ahead of the reach of other news channels’ TV reach – BBC (23% monthly, 13% weekly, 4% daily), Sky (21%, 13%, 5%), CNBC (10%, 5%, 1%), Al Jazeera (9%, 5%, 2%) and Bloomberg (8%, 4%, 1%).

CNN International is also excelling digitally, ranking in the number one position ahead of all news and entertainment brands with a 14% monthly reach. This compares to National Geographic (11%), BBC (11%), Discovery (9%), Bloomberg (5%), CNBC (5%) and Al Jazeera (3%). The IPSOS Affluent Global findings confirm CNN registering a global digital audience of 99 million unique visitors in comScore’s August data – over 25 million ahead of BBC (73 million).

“What is commonly referred to as the ‘CNN effect’ is our ability to deliver non-partisan, objective reporting from all corners of the world quicker and in more detail than anyone else,” says Rani R. Raad, Chief Commercial Officer, CNN International. “It’s this effect that connects with our consumers on TV, mobile, digital and social platforms, making CNN the worldwide news leader it is today.”

Abeer Salman joins Strategies International

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Abeer Salman has joined Strategies International as PR Manager. With a wide range of experience across PR and marketing roles – in-house as well as agency – Abeer was most recently handling the PR department of COS – a clothing brand under the H&M division – for Kuwait and Dubai markets. In her new position, she will manage the PR accounts for Clarins Group Middle East, Charriol and Al Fahim Italia – which includes fragrances from Versace, Moschino and John Richmond.

“I am delighted to be a part of this great team and am excited to see what the future brings at Strategies International,” says Abeer. “I am also looking forward to the challenges ahead and being able to develop and grow with the team.

TCApr appoints a new Account Manager

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Ellis Nicholls has joined the TCApr team as Account Manager. Ellis joins from London where she previously worked across fashion brands as Account Executive for IPR, and in her new position will represent five-star luxury hotels based in Monaco, the Maldives, Seychelles and Mauritius, as well as with the El Corte Ingles department store, with a primary focus on English media.

“After working solely on fashion brands within the UK market for three years, I am excited to not only work within a different field, but to experience a new market,” says Ellis. “It’s great to join a new team which boasts so many different working backgrounds and experiences – I’m definitely going to learn a lot!”