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Those Social Guys to handle F&B brand
/in Account win, Featured /by Suad AshimiDubai-based social media and content house, Those Social Guys has been appointed to represent Il Borro Tuscan Bistro in the UAE. Il Borro Tuscan Bistro is a modern interpretation of the Tuscan cuisine that offers authentic Italian food and a relaxing dining experience while exploring organic wines, olive oil and seasonal vegetables sourced directly from Il Borro estate in Tuscany. Those Social Guys will be responsible for proving creative content and social media management for the brand in the UAE.
“With its host of award wins and fantastic menu as well as team, Il Borro really is the top restaurant in Dubai,” says Samuel Turner, Managing Director, Those Social Guys. “It is our pleasure to work alongside the brand and create fantastic work that lives up to the same standards the brand lives by.”
Hospitality brand appoints Those Social Guys
/in Account win, Featured /by Suad AshimiDubai-based social media and content house, Those Social Guys has been appointed to represent InterContinental® Abu Dhabi in the UAE. InterContinental® Abu Dhabi offers a private beach, marina, shopping mall and corniche with an aim to provide an oasis of luxury for its guests. Those Social Guys will be responsible for the creative content and social media management for the brand in the UAE.
“We’re over the moon to be working alongside one of Abu Dhabi’s top-tier hotels,” says Jack Rogers, Community Director, Those Social Guys. “This latest addition to our ongoing work with the InterContinental Hotel Group serves as a fantastic step into the heart of the UAE’s hospitality scene. It’s hard to go wrong when the hotel boasts such gorgeous views and venues.”
Those Social Guys launches new network
/in Featured, New Launch /by Suad AshimiDubai-based social media and content house, Those Social Guys has launched new online platform, The Network. The Network aims to create and develop socially-focused and engaging content to be presented as well as distributed for brands across their target audience. The new platform will also provide data and insights to help understand brands and their social presence in order to reach their audience through a network of pages including, DXB Vines, My Dubai My City, Those Burger Guys and Those Food Guys.
“With times changing across the social, digital and publishing industries, we always aim to stay ahead of the curve,” says Samuel Turner, Managing Director, Those Social Guys. “Our new network is different from anything else in the region. Advertisers, influencers and content creators now have the ability to reach millions of people in their desired audiences and demographics. The previously near unreachable millennial and generation Z consumers are now just an enquiry away.”
Those Social Guys wins F&B Account
/in Account win, Featured /by Suad AshimiDubai-based social media and content house, Those Social Guys has been appointed to represent Riviera Beach Grill in the UAE. Inspired by Mediterranean traditions from the French Riviera and the Italian coastline, Riviera offers guests a beachfront dining experience with a sophisticated ambiance. Those Social Guys will be responsible for handling Riviera Beach Grill’s social operations and providing photography and videography services.
“With the picture perfect location as well as the menu of Riviera Beach Grill, we at Those Social Guys are proud and excited to get started with a partnership that will no doubt result in some fantastic work,” says Samuel Turner, Managing Director, Those Social Guys.
Dubai Beach Club appoints Those Social Guys
/in Account win, Featured /by Suad AshimiDubai-based social media and content house, Those Social Guys has been appointed to represent Azure Beach Club. Located in Rixos Premium JBR, Azure Beach Club offers a range of seaside and poolside facilities that allows guests to get away from the busy city life. Those Social Guys will be responsible for handling Azure Beach’s social operations and providing creative content including photography and videography services.
“We are incredibly excited to welcome the Azure Beach brand into our diverse and expanding portfolio,” says Samuel Turner, Managing Director, Those Social Guys. “With a focus on high quality content alongside such a stunning location, we are looking forward to an exciting partnership with Azure Beach.”
Those Social Guys to represent luxury resort brand
/in Account win, Featured /by Suad AshimiDubai-based social media and content house, Those Social Guys has been appointed to represent InterContinental Fujairah Resort in the UAE. Those Social Guys will be responsible for handling the brand’s social profile by providing creative content and social media community management as well as photography and videography services.
“It is a pleasure and a privilege to work alongside a brand such as the InterContinental,” says Samuel Turner, Managing Director, Those Social Guys. “At Those Social Guys, we put all of our expertise and love into building and creating the highest level of content, paired alongside tailor made social management packages and we are incredibly excited to welcome the InterContinental into our diverse and expanding portfolio.”
In The Hot Seat – Samuel Turner
/in Featured, In The Hot Seat /by Suad AshimiWe chat with Samuel Turner, Managing Director of Those Social Guys, who talks about his current role and offers his thoughts on content creation and the content marketing industry in the Middle East…
Name: Samuel Turner
Age: 25
Nationality: British
Current job title: Managing Director, Those Social Guys.
When did you first arrive in Dubai?
My family first arrived here around eight years ago and I was between here and the UK. However, since 2013 I’ve been fully based in Dubai.
Where did you work prior?
My first job in Dubai was actually in 2013 with Arms & McGregor International Realty, a real estate company, where I worked in the marketing department. I followed this with time at ITP from 2014 – 2015 working across brands such as Esquire, Harper’s Bazaar and ShortList, and most recently with MO4 Network as Strategy and Social Manager.
What were your first impressions of the content marketing industry in the Middle East?
We’re so behind. Even looking at social media – there are a lot of companies who were operating in a different area and kind of said ‘oh look, social is the way to go let’s add that to our services.’ There was never the care, focus or expertise to be able to offer value to a client or customer with that service. For any agency to not have in-house content creators is a crime!
Has your opinion changed much?
Not massively – we’re still so far behind what is being done and produced in the US and the UK for example. Therein however, lies a big advantage for me and the team as we look to compete with those companies and produce work that’s ahead of the market there, let alone here.
Tell us about your current role…
I take care of the day-to-day running of an exciting content and social house in the Middle East. What that really means is I watch a lot of amazing, hard working and incredibly talented people do what they’re the best at every day and simply find new outlets for them to create for.
What challenges do you face?
Adding to the points before about content in the Middle East, it would be education and risk management. Education of new technologies and services that we want to offer before putting them into action, and the risk management versus rewards behind a client investing into something that no one else in the region has thought about.
What’s the most rewarding part of your job?
Constant creativity. The ability to work with great people and great clients on a whole host of projects is like having ten jobs in one day. Seeing the success and response to a crazy idea we’ve had, or the feedback of a live stream that we promised would work is always amazing. Having all the guys with me who are such experts in their field allows me to learn more in a day about colour correction, or after effects, or 360 photography than I would ever have if I had taken a course for example.
How would you rather be contacted at work?
Any and every way. Whatsapp is number one, but feel free to Skype, email, or even drop into the DMs!
Does the region’s cultural diversity pose as a limitation or advantage to content creation and marketing?
It is a limitation in the way that an individual piece of content will not reach the entire population. Different nationalities and demographics also all use different platforms in different ways. This is simply a challenge that we enjoy overcoming, creating specific content in different languages and making sure our targeted advertisements are hitting each and every demographic.
How has content marketing influenced consumer behaviour today compared to traditional marketing?
It allows a potential consumer to have an incredible amount of background knowledge of a product or service before making a purchase decision. Videos for example, can show off every facet of a new product, or help you get a real feel for a new restaurant or café. A brand that is honest and proper with their content on social media will always win.
What are the most common digital marketing mistakes companies make?
One of a few things would be – first, not exploring new opportunities. Social media and content moves so fast, that if you’re not running full pelt ahead, you’re dead. The second would be going 100% off what they know, or going 100% off the advice of an agency or consultant. The best work and results comes from offering real value to one another and working as part of the same team.
How do you stay updated with the latest trends on social media?
We’re lucky enough to have a distribution platform that reaches millions of people – 7.9 million in the last week for example. Access to such an audience allows us to keep a finger on the pulse of what’s really going on. Imagine having a focus group of eight million people available 24/7 – It’s a huge competitive advantage for us.
Describe yourself in five words…
My least favourite question ever!
What’s your most overused saying?
Trust me.
What’s the most exciting thing that has happened to you in your career?
This one will sound cliché, but it’s so true. The most exciting thing is the current day. We learn things at Those Social Guys every single day. These things come from experience and delving into new strategies and tech, and cannot be taught by traditional education. Try and tell me that an 18 year old studying marketing can learn more in class in one day than he could with us working on a Facebook live campaign, a video shoot and an Instagram story campaign in one day.
Five things you can’t live without?
My phone, my second phone, the team I work with, a creative outlet and Chips Oman.
If you weren’t in your current role, what would you be doing?
I watched the movie ‘Chef’ yesterday, so right now it would be a food truck or restaurant owner. Ask me again tomorrow though.
What is your favourite form of media?
Social Media, but of course I would say that!
What’s your most used social media platform?
Instagram, definitely. It’s my ‘five-minute platform’ – the one I will go to with five minutes to spare before a meeting, or to do a five-minute check on a new brand or product.
How do you see the role of content marketing changing in the Middle East in the coming years?
In less than five years we will be having this conversation over virtual reality (VR), and a little later after that through holographic images. Voice activated marketing is also exciting. We’ve already seen Burger King use Google’s Alexa device in a very clever way. This will continue, not only with voice, but also with artificial intelligence (AI) in general. AI will know more about us than we do ourselves. It will read our mood from our facial expressions and know that we’re in a rush as we’ve entered the kitchen later than in the previous week. The willingness to adapt to these changes, and produce specific content and strategies using their advantages will directly relate to a companies success in the coming years.
Katch wins watchmaker account
/in Account win, Featured /by Michelle J KuehnTAG Heuer has appointed Katch International to handle all of the Swiss Avant-Garde watchmaker’s PR activities in the region.
“Katch International is proud to be appointed as the TAG Heuer PR agency,” says Ben Kershaw, Client Services Director, Katch International. “TAG Heuer, part of the LVMH Group, has a unique and innovative heritage that Katch will be capitalising on to create campaigns with lasting impact.”