https://adgully.me/post/2515/maz-holding-nexa-forge-partnership-to-revolutionize-digital-marketing

Maz Holding, Nexa forge partnership to revolutionize digital marketing

Dubai: Maz Holding, a conglomerate based in KSA, and Nexa, a Dubai-based digital agency, have joined forces to establish Maz Nexa, a brand-new agency that aims to revolutionize the digital marketing landscape.Maz Nexa will offer a comprehensive range of services, including devising digital strategies for brands and assisting companies in integrating technology throughout their operations using tools like HubSpot, a CRM, Marketing, Sales, and Operations platform. The agency's service portfolio also encompasses search and performance marketing, social media marketing, content marketing, web design and development, as well as cutting-edge Web3 services such as NFTs and Blockchain technology.Through this partnership with Nexa, Maz Holding intends to expand its footprint in the digital marketing industry, leveraging the expertise and capabilities of both entities. Nexa has already played a crucial role in marketing Maz Holding's businesses and brands across various sectors, including manufacturing, energy, real estate, retail, IT, financial services, and healthcare.Eng. Abdulsalam Al-Mazro, Founder and Chairman of Maz Holding, expressed his satisfaction with Nexa's past performance, which led to the decision of entrusting them with the comprehensive management of all marketing activities within the Group. This transformative journey has elevated the client-agency relationship to a strategic partnership, aiming to deliver excellence and growth to all companies and public sector agencies in the Kingdom.Amit Vyas, CEO of Nexa, highlighted the significance of merging two industry leaders, stating that this collaboration would unlock new levels of success and transform digital marketing practices in the Middle East. With their combined experience, knowledge, and resources, the newly formed company is poised to provide innovative solutions that deliver measurable results for its clients.The establishment of Maz Nexa represents a significant step towards reshaping the digital marketing landscape in the Kingdom of Saudi Arabia and the Middle East, with a focus on driving excellence, growth, and tangible outcomes for businesses operating in the region.
https://adgully.me/post/2160/panasonic-influencer-affiliate-program-takes-off-successfully

Panasonic Influencer Affiliate Program takes off successfully

Dubai: Panasonic Marketing Middle East & Africa (PMMAF) has revealed the successful conclusion of the inaugural edition of the Panasonic Influencer Affiliate Program (PIAP), the company’s latest initiative in which Panasonic partners with social media influencers to promote increased engagement with its customers, while empowering more consumers to Create Today. Enrich Tomorrow.PIAP is an affiliate program open to social media influencers based across the Middle East. For Panasonic, the annual campaign is a way to extend its reach online and across social channels, both of which have been an increasingly integral part of the company’s growth strategy.Hiroyuki Shibutani - Managing Director, PMMAF, said: "As a global leader with rich legacy in consumer electronics advancements, Panasonic deeply understands what it means to truly partner with its customers. In fact, the brand acknowledges that these valued relationships inspired a number of Panasonic’s most popular and important products, and the partnership between the company and the consumer continues to be a well of innovation."With social media becoming a powerful force for change in Middle East, and recognizing the fact that today’s consumers are progressively leading digitally enhanced lives, Panasonic launched PIAP towards the end of last year to discover new partners – this time social media influencers and digital content creators - who use their passion in creating content to engage, educate and empower their community. "Social media has opened the door for direct communication with the consumers and we are always eager to engage with them, to help them know more about Panasonic and our products, as well as hear about their feedback so that we can continuously improve our offerings and meet their demands. The pilot edition of PIAP not only helped us achieve those goals but also opened up new opportunities for these amazing influencers we have in the region. Given the success of the program in advancing key business priorities, we are set to launch a more exciting PIAP 2023 edition very soon," Shibutani commented further.The competition is open to health, wellness, lifestyle, beauty, food/cooking, tech or fitness social media influencers with 10,000 and above followers on Instagram and/or TikTok at the time of participation. Following a rigorous evaluation process, the region’s 25 most engaging influencers are selected to join the PIAP. This elite team of shortlisted social media influencers is provided the latest Panasonic products to review in order for them to share their experience and create engaging posts which will help spread Panasonic’s core philosophy of helping people live their best through the brand’s innovations.From the 25 PIAP members, five influencers who earn the highest social media engagement rate on their posts are conferred the Panasonic Middle East & Africa ‘Influencer of the Year’ Award. In addition to the recognition of being in the ultimate top five influencers, the Influencer of the Year Awardees also earn a PIAP trip to Japan, for a once-in-a-lifetime experience, including an immersive walkthrough in key Panasonic facilities.Proclaimed as Influencer of the Year Awardees for PIAP 2022 were (in no particular order): Neda Elyas (Instagram - @nedamaliqbeauty) and Juwairia Ehtesham (Instagram - @love_life_passion4u) from Saudi Arabia; Rao Shreya Suresh (Instagram - @queenslifeindubai) from the UAE; Hoda Al Dahi (Instagram - @hoda.aldahii) from Kuwait; and, Afshan Jabeen (Instagram - @afshaan_foodblog) from Oman.The winners were treated to a six-day trip to Japan, including city tours covering Tokyo, Kyoto and Osaka. A unique exposure in key Panasonic facilities became the highlight of the trip. The immersion included visits to the Panasonic Center Tokyo, which featured Business Solution exhibit, eco exhibit and AkeruE creative museum; PETEC recycle factory, where influencers gained a deeper understanding about Panasonic’s home appliance recycling initiatives; the Osaka Panasonic Museum; Home appliance showroom; and the Hikone Beauty Factory.PIAP 2023 entries open from June 2023.
https://adgully.me/post/2092/visa-names-tarek-abdalla-as-chief-marketing-officer

Visa names Tarek Abdalla as Chief Marketing Officer

Dubai: Visa announced today the appointment of Tarek Abdalla as Senior Vice President and Chief Marketing Officer for Central and Eastern Europe, Middle East, and Africa (CEMEA). He started his position on May 2nd.Based in Dubai and reporting to Frank Cooper III, Visa’s global Chief Marketing Officer, Tarek will help Visa expand and grow its presence across the CEMEA region, driving demand for Visa’s products, services, and solutions, amplifying Visa’s purpose through campaigns and activations and delivering value through our global sponsorships.“Tarek joins at an exciting time when clients have never been more engaged and connected with Visa as a brand and an essential service provider that both enables and empowers their everyday lives and businesses,” said Andrew Torre, Regional President for CEMEA, Visa.Tarek brings Visa a wealth of industry experience gained over more than two decades, having worked previously as General Manager for the Middle East, Africa, and South Asia at TikTok, where he successfully led teams in nine regional offices, delivering user growth, profitability, and commercialization targets for the platform through a dynamic mix of content strategy, marketing, and partnerships.Prior to this, Tarek spent a decade with Google, rising to the role of Regional Marketing Director, leading marketing teams across emerging markets in Europe, Middle East, and Africa.“I’m excited to be joining Visa, the world leader in digital payments and one of the most trusted brands,” said Tarek. “I look forward bringing Visa’s purpose to life, uplifting everyone everywhere by being the best way to pay and be paid.”Tarek holds an MBA from Sheffield Business School, a postgraduate diploma from the International Advertising Association, and a bachelor’s degree with honors from the American University in Cairo. Married with two children, Tarek is an avid reader, keen traveler and a fan of motorsports.
https://adgully.me/post/2076/emirates-group-announces-2022-23-results

Emirates Group announces 2022-23 results

Dubai: The Emirates Group today released its 2022-23 Annual Report, reporting its most profitable year ever on the back of strong demand across its businesses. Emirates achieved new record profits, a complete turnaround from its loss position last year. Both Emirates and dnata saw significant revenue increases in 2022-23 as the Group expanded its air transport and travel-related operations following the removal of nearly all pandemic-related restrictions around the world. For the financial year ended 31 March 2023, the Emirates Group posted a record profit of AED 10.9 billion (US$ 3.0 billion) compared with an AED 3.8 billion (US$ 1.0 billion) loss for last year. The Group’s revenue was AED 119.8 billion (US$ 32.6 billion), an increase of 81% over last year’s results. The Group’s cash balance was AED 42.5 billion (US$ 11.6 billion), the highest ever reported, up 65% from last year mainly due to strong demand across its core business divisions and markets.  HH Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates airline and Group, said: “We’re proud of our 2022-23 performance which is not only a full recovery, but also a record result. This achievement would not have been possible without HH Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President and Prime Minister, and Ruler of Dubai, whose leadership has been critical to our success today and through the years. The architect of Dubai’s progressive economic policies, HH Sheikh Mohammed is also the engine behind the Emirates Group’s trajectory. Without his drive and support, Emirates will be half the size of what we are today.” He added: I’m proud of the Emirates Group’s performance for 2022-23, and our contribution to the restoration of air transport and tourism across the markets we serve, including Dubai’s astounding 97% year-on-year growth in international visitors for 2022. The Group is the biggest player in the UAE’s aviation sector, which supports over 770,000 jobs and generates an estimated contribution to GDP of over US$ 47 billion (AED 172.5 billion). With our growth plans, and in line with the Dubai Economic Agenda D33, we expect to significantly increase our contribution to the UAE’s GDP over the next decade through direct and indirect employment, supply chain spending, tourism spend, and trade and commerce benefits from the movement of cargo.” Commenting on the Group’s 2022-23 turnaround performance, Sheikh Ahmed said: “We had anticipated the strong return of travel, and as the last travel restrictions lifted and triggered a tide of demand, we were ready to expand our operations quickly and safely to serve our customers. Our ongoing investments in our brand, and in our products and services, helped drive customer preference and position us favourably in the market. As a result, we have delivered a record financial performance and cash balance for our financial year 2022-23. This reflects the strength of our proven business model, our careful forward planning, the hard work of all our employees, and our solid partnerships across the aviation and travel ecosystem.” To support expanded operations and to bolster the Group’s future capabilities, Emirates and dnata ramped up recruitment activity across the globe during the year. As a result, the Group’s total workforce increased by 20% to 102,379 employees, representing over 160 different nationalities. In 2022-23, the Group collectively invested AED 7.2 billion (US$ 2.0 billion) in new aircraft, facilities, equipment, companies, and the latest technologies to position the business for future growth. Our commitments include: a massive multi-billion dollar aircraft cabin retrofit programme; an order for 5 new 777 freighters; the building of a new pilot training centre; the opening of Bustanica, the world’s largest vertical farm in Dubai under a partnership with CropOne; new training aircraft for its cadets at Emirates Flight Training Academy; dnata’s acquisition of 30% shares to gain full ownership of its ground handling operations in Brazil; and the building of a new advanced cargo facility in Erbil, Iraq. The Emirates Group also continued to progress on its sustainability journey during the year. Notably, it signed up to the United Nations Global Compact, a voluntary initiative where Emirates and dnata will work towards making the UN Sustainable Development Goals (SDGs) and Principles part of their strategy, culture, and operations. The Group also signed the UAE Gender Balance Council’s pledge to increase female representation at mid-senior management positions to 30% across the country by 2025. Amongst its numerous environmental initiatives, a key highlight for Emirates was the successful conduct of a demonstration flight with 100% sustainable aviation fuel (SAF) in one engine of a Boeing 777. This first-in-region initiative contributes to collective industry data and efforts to enable a future of 100% SAF flying. dnata in 2022-23 pledged to invest US$ 100 million (AED 367 million) over 2 years, to improve environmental efficiency across its global business, supporting its goal to reduce its carbon footprint by 50% by 2030. During the year, the Group supported various community and humanitarian initiatives across its markets including relief efforts for the floods in Pakistan and the earthquake in Turkey and Syria. It also continued to participate in innovation incubators, and support programmes that build a pipeline of skilled aviation talent and develop future solutions for the industry. Sheikh Ahmed said: “In 2022-23, we’ve not only brought back most of our operations but also grew our footprint and capabilities by investing in people, product, and new technologies – demonstrating our agility and ability. We continue to lay strong foundations for future success and join hands with partners to grow our business and to collaborate on innovative solutions for travel and aviation. As our business expands, so does our ability to make a positive impact on the communities we serve. We are steadfast in our commitment to deliver value to our customers and stakeholders while minimising our environmental impact. “We go into 2023-24 with a strong positive outlook and expect the Group to remain profitable. We will work hard to hit our targets while keeping a close watch on inflation, high fuel prices, and political and economic uncertainty.” Emirates performanceEmirates’ total passenger and cargo capacity increased by 32% to 48.2 billion ATKMs in 2022-23, as the airline continued to reinstate passenger services across its network in line with the lifting of pandemic-related flight and travel restrictions. In addition to launching services to Tel Aviv, Emirates relaunched flights to six destinations and increased operations to 62 cities across its network throughout the year to serve strong customer demand. By 31 March 2023, the Emirates network comprised 150 destinations across six continents, including 9 cities served by its freighter fleet only. Emirates also deployed its flagship A380 aircraft to even more cities during the year, bringing its A380 network to 43 destinations as of 31 March 2023. Enabling its customers access even more destinations, Emirates signed agreements with new codeshare partners in 2022-23 most notably with United Airlines and Air Canada, expanding the airline’s connectivity in the Americas to over 200 new points, in addition to mutual frequent flyer programme benefits. Emirates also reinforced its strategic partnerships with Qantas and flydubai and added new interline and codeshare partners: Airlink, AEGEAN, ITA Airways, Air Tanzania, Bamboo Airways, Batik Air, Philippine Airlines, Royal Air Maroc and Sky Express. Emirates received two new 777 freighter aircraft during the financial year. It also phased out 4 older aircraft comprising of 2 A380, 1 Boeing 777-300ERs and 1 Freighter. Its total fleet count at the end of March was 260 units, with a youthful average fleet age of 9.1 years. Emirates’ order book stands at 200 aircraft, including 5 additional Boeing 777-300ER freighter orders announced during 2022-23. The airline’s long-standing strategy of operating modern and efficient aircraft remains unchanged, a commitment which underpins its Fly Better brand promise as a young fleet is better for the environment, better for operations, and better for customers. With significantly enhanced capacity deployment across most markets, Emirates’ total revenue for the financial year increased 81% to AED 107.4 billion (US$ 29.3 billion). Currency fluctuations in some of the airline’s major markets, notably the Euro, Pound Sterling, and devaluation of the Pakistani Rupee, significantly impacted the airline’s profitability negatively by AED 4.5 billion (US$ 1.2 billion). Total operating costs increased by 57% from last financial year. Cost of ownership (depreciation and amortisation) and fuel cost were the two biggest cost components for the airline in 2022-23, followed by employee cost. Fuel accounted for 36% of operating costs compared to 23% in 2021-22. The airline’s fuel bill increased by 143% to AED 33.7 billion (US$ 9.2 billion) compared to the previous year, due to a higher uplift of 49% in line with capacity expansion and a higher average fuel price which was up by 48%. With the removal of pandemic-related travel restrictions globally, the airline substantially improved its financial results and reported a record profit of AED 10.6 billion (US$ 2.9 billion) after last year’s AED 3.9 billion (US$ 1.1 billion) loss, and an exceptional profit margin of 9.9%, reflecting the best performance in the airline’s history. Emirates carried 43.6 million passengers (up 123%) in 2022-23, with seat capacity up by 78%. The airline reports a Passenger Seat Factor of 79.5%, compared with last year’s passenger seat factor of 58.6%; and a 7% increase in passenger yield to 37.5 fils (10.2 US cents) per Revenue Passenger Kilometre (RPKM), due to a change in cabin and route mix, fares and currency.  Emirates continued to invest in delivering ever better customer experiences. During the year, it launched its full Premium Economy experience to hugely positive customer feedback, brought into service the first 6 of its newly retrofitted A380s with completely refreshed cabin interiors, and opened ‘Emirates World’ - a modern concept retail store which will gradually be introduced to other key markets. It also announced a US$ 350 million investment in new generation inflight entertainment systems for its A350 fleet. With a continued focus on digital initiatives to provide customers with speedy and secure journeys, Emirates also signed a landmark biometric data agreement with the General Directorate of Residency and Foreigners Affairs in Dubai to fast-track travellers’ journey on arrival. Emirates SkyCargo delivered a solid performance, contributing 16% of the airline’s revenue despite a reduction in available capacity as aircraft that were temporarily converted into “mini freighters” during the pandemic returned to full passenger service. In 2022-23, Emirates’ cargo division reinforced its leadership in cool chain transport, building on the advanced expertise and infrastructure that made it the carrier of choice for the transport of temperature sensitive medicines during the pandemic, and other perishable items. Emirates SkyCargo maintained its edge in the global airfreight industry by focusing its customers, bringing innovative solutions to the market, and leveraging its fleet and network capabilities. During the year, the cargo division signed commercial MoUs with United Airlines and Air Canada to expand its network reach and capacity for customers; introduced a new digital channel, WebCargo, for customers to directly access and book its flights for their cargo shipments; and launched Emirates Delivers UK, expanding its e-commerce shipping solution to UAE customers. Emirates SkyCargo also deployed its expertise and capacity to transport relief goods to Pakistan, Turkey and Syria in partnership with Dubai’s International Humanitarian City. With steady air freight demand throughout the year, Emirates’ cargo division reported a solid revenue of AED 17.2 billion (US$ 4.7 billion). This was a 21% decline over last year’s exceptional performance caused by the pandemic. Freight yield per Freight Tonne Kilometre (FTKM) increased by 3% despite more cargo capacity returned to the global market, but generally remained at high levels compared to the pandemic marketplace due to steady and strong demand. Tonnage carried declined by 14% to reach 1.8 million tonnes, due to the reduction in available freighter capacity for the entire year with the reinstatement of more passenger services. At the end of 2022-23, Emirates’ SkyCargo’s total freighter fleet stood at 11 Boeing 777Fs. Emirates’ hotels portfolio revenue over last year increased by 12% to AED 675 million (US$ 184 million) reflecting the uptick in tourism traffic, particularly to Dubai.   Emirates has consistently demonstrated the ability and commitment to fulfil its contractual obligations. In addition to repaying aircraft related financing liabilities as they fall due, it successfully repaid AED 3.0 billion (US$ 817 million) more of the total AED 17.5 billion (US$ 4.8 billion) raised during the COVID-19 crisis. This assurance continues to strengthen the confidence of its financing partners in its business model and allowed Emirates to reprice AED 4.5 billion (US$ 1.2 billion) of debt during this financial year and further raise AED 1.2 billion to finance the acquisition of two new B777 freighter aircraft through an Islamic finance lease at highly effective margins. In the face of rising interest rates, Emirates adeptly managed its net exposure and effectively mitigated the impact of rate fluctuations on the bottom line. Additionally, the proactive currency risk management programme ensured ongoing financial stability and resilience by employing a range of hedging strategies including forward contracts and natural hedges.Emirates closed the financial year with an exceptional level of cash assets of AED 37.4 billion (US$ 10.2 billion), 79% higher compared to 31 March 2022.   dnata performanceRecovery from the pandemic was felt across almost all dnata businesses, and in 2022-23 dnata increased its profit by 201% to AED 331 million (US$ 90 million).With growing flight and travel activity across the world, dnata's total revenue increased by 74% to AED 14.9 billion (US$ 4.1 billion). dnata’s international businesses account for 72% of its revenue, an increase of 10%pts from the previous year. Through the year, dnata worked closely with its customers through the challenges of labour shortages and rising inflation in its major markets such as UK, US, Europe and Australia. Laying the foundations for future growth, dnata’s investments in 2022-23 amounted to AED 467 million (US$ 127 million). Significant investments during the year included: a new cargo centre in Amsterdam, the Netherlands; new modern cargo and ground service equipment facilities in Erbil, Iraq; the global roll-out of its advanced “OneCargo” system to digitise and automate business functions; the expansion of marhaba operations in Dubai and Zanzibar; and the re-opening of renovated catering facilities in Sydney with energy efficient installations and equipment upgrades.In 2022-23, dnata’s operating costs increased by 74% to AED 14.6 billion (US$ 4.0 billion), in line with expanded operations in its Airport Operations, Catering and Travel divisions and impacted by inflationary pressure across all markets mainly for labour and food supply.dnata’s cash balance improved by more than AED 200 million to AED 5.1 billion (US$ 1.4 billion). Net cash used in financing activities, primarily payments for loans and leases, amounted to AED 906 million (US$ 247 million), while the business utilised net cash of AED 528 million (US$ 144 million) in essential investing activities. The business saw a positive operating cash flow of AED 1.4 billion (US$ 381 million) in 2022-23, a reflection of the substantial improvements in revenue.Revenue from dnata’s Airport Operations, including ground and cargo handling increased to AED 7.2 billion (US$ 2.0 billion).The number of aircraft turns handled by dnata globally grew by 35% to 712,383, cargo handled declined by 8% to 2.7 million tonnes, reflecting the increased flight activity across markets as the last pandemic restrictions lifted and dnata’s customers reinstated services. During 2022-23, dnata launched its ground handling operations at the newly built terminal of Zanzibar Abeid Amani Karume International Airport, together with Emirates Leisure Retail (ELR) and MMI as master concessionaire for all food and beverage, duty free and commercial outlets at the terminal. It also expanded operations in Canada, partnering GTA Group to offer quality and safe cargo services in Calgary and Vancouver.dnata’s Catering & Retail business accounted for AED 4.8 billion (US$ 1.3 billion) of dnata’s revenue, up by 187%. The inflight catering business uplifted 111.4 million meals to airline customers, almost three times the number of meals from last year, as its airline customers across the world restored their flight operations.dnata’s Catering & Retail division substantially increased production to support airlines to restart their flight operations after the pandemic particularly in Australia, and its key markets of UK and the USA. It also worked extensively with its customers on flexing their menus to address supply chain issues and food inflation. In the UAE, Alpha Flight Services (Alpha), dnata’s subsidiary, signed a concession agreement under which it will provide flight catering services to over 10 airlines at Ras Al Khaimah International airport, operate three F&B outlets, as well as the airport lounge.Notable contract wins for the catering division in 2022-23 include: multi-year catering contracts with Australia’s newest airline, Bonza, and with Air India for its flights in London, Birmingham, and Milan; contracts with United Airlines and Edelweiss Air for their flights in Jordan; and with Lufthansa and Swiss International Air Lines in Singapore.Revenue from dnata’s Travel Services division grew by 227% to AED 2.3 billion (US$ 618 million). The reported total transaction value (TTV) of travel services sold increased by 203% to AED 7.0 billion (US$ 1.9 billion), a substantial growth from last year. This reflects last year’s abnormal situation where the business was recovering from COVID-19-related booking cancellations.In 2022-23, dnata Representation Services boosted its existing customer service support for Lufthansa in Europe and grew its relationship with American Airlines by providing a range of sales and marketing services to the carrier as its general sales agent in India. dnata became the preferred travel partner in the Middle East for American Express Global Business Travel, the world’s leading B2B travel platform; and enhanced its long-standing partnership with Club Med to bring tailor-made, all-inclusive holidays at exclusive rates closer to the GCC travellers.In the UAE, dnata expanded its retail footprint with the opening of a new travel store in Dubai Hills. Reflecting the increased visitor numbers and demand for Dubai experiences, Arabian Adventures expanded and enhanced its popular ‘Overnight Safari’ experience in the Dubai Desert Conservation Reserve and re-launched an enhanced edition of its signature Jeep Adventure Safari.dnata's leisure wholesale specialist, Yalago, expanded its global in-markets teams, and recorded a 92% year on year increase in hotel bookings in 2022. 
https://adgully.me/post/2061/mediamonks-appoints-youssef-hallal-as-head-of-data-and-analytics

Media.Monks appoints Youssef Hallal as Head of Data and Analytics

Dubai: Media.Monks, a global creative production company that collaborates with advertising and creative agencies to design digital advertising and marketing campaigns, has appointed Youssef Hallal as Head of Data and Analytics, MENA. This move aims to strengthen Media.Monks' data and analytics capabilities in the MENA region.Hallal comes to Media.Monks from Wunderman Thompson, where he served as Head of Analytics, establishing a data and analytics department. In his new role, Hallal will concentrate on building the entire data ecosystem, including data architecture, BI, data activation, collection, synchronisation, CDPs, and CRM.Commenting on his appointment, Hallal noted the significant need for advanced data capabilities in the region. Media.Monks is one of the few companies in the area that can provide extensive capabilities in combination with content, data, and digital media and technology services, delivering a complete service offering. He looks forward to collaborating with his new colleagues and clients to increase efficiency across organisations.Nelly Saad, Managing Director of Media.Monks Middle East, said: “We are thrilled to welcome Youssef as the new Head of Data and Analytics for MENA. His extensive experience and expertise in data analytics and digital transformation will help us continue to expand our data and analytics capabilities in the region, delivering cutting-edge solutions that leverage the power of data to drive business growth for our clients.”
https://adgully.me/post/2057/dubai-economy-and-tourisms-latest-campaign-for-indian-market

Dubai economy and tourism's latest campaign for Indian market

Summer fun is back, and Dubai is inviting Indian family travellers to experience an unforgettable getaway enriched by the best offerings of the city. Dubai’s Department of Economy and Tourism launched its latest summer campaign starring veteran actress Poonam Dhillon and celebrity couple Divyanka Tripathi and Vivek Dahiya. The campaign video captures the destination’s bountiful outdoor and indoor activities one must experience with their family to make their holiday one to remember and treasured for a lifetime! The film’s core narrative celebrates family bonding as it brings together 3 generations in a unique storyline, where Poonam Dhillon is reflective of a relatable and sporting maternal figure who transports them into the diverse world of Dubai. The conceptualized campaign film, ‘Do you believe it?’ showcases Poonam Dhillon and her grandkids excitedly unravelling their adventure-filled day exploring the sun-soaked modern metropolis. With striking, colourful visuals of a plethora of activities like time travelling to the future in a shuttle spaceship at Museum of the Future, adrenaline pumping activities including the Edgewalk experience at Sky Views, desert drive on vintage four-wheel drives followed by a hot air experience chasing the clouds and finally concluding the day with record-breaking speeds at the Storm Coaster.  Talking about the campaign, Bader Ali Habib, Head of South Asia, Dubai Department of Economy and Tourism said: “With growing demand for family-friendly experiences among Indian travellers, we aim to showcase Dubai’s broad spectrum of offerings for all travellers, no matter what time of the year. With the onboarding of outbound Indian travellers this summer, we aim to showcase unique offerings in the city, which will entice visitors from all age-groups making it an exciting destination for the summer break. We are thrilled to launch this campaign in India and are confident that Indian family travellers will see immense value, as they continue to curate their summer itineraries.” “It has been an honour to collaborate with Dubai Tourism for their summer campaign. During the shoot, me along with my co-stars, especially the children, thoroughly enjoyed our visit, be it the hot air balloon rides or the desert safari, they truly brought alive the child in me. This culturally rich and vibrant destination has curated unique experiences for Indian travellers making it the ultimate destination for a perfect family getaway,”  Commented actor, Poonam Dhillon. Crowned as the No.1 global destination in the Tripadvisor? Travellers’ Choice Awards 2023 for a second successive year, the city offers a wide range of world-class attractions that ensure a leisurely and safe experience for the full family time in the city. If you’re travelling on a budget, travellers can now enjoy an unforgettable family getaway for less, as Dubai Economy & Tourism announces their incredible ‘Kids Go Free’ deals across the destination’s top hotels, most eye-catching hot spots, and attractions.  
https://adgully.me/post/2047/laura-alina-dragu-on-her-journey-to-success-ventures-investment-strategies

Laura Alina Dragu on her journey to success, ventures, investment strategies

Laura Alina Dragu is a versatile and accomplished entrepreneur hailing from Romania. With a diverse range of expertise spanning precious metal trading, real estate, technology, and various other fields, Laura has carved a successful path for herself in the business world.Her exceptional trading skills and record-breaking sales volumes earned her recognition at the regional level. Drawing from her background as an Expert United Marines Services member and a Green Energy Solutions provider in Italy, Laura brought a unique perspective to her trading ventures.Beyond her prowess in trading, the 35-year-old Laura has displayed her entrepreneurial acumen as a sole proprietor and partner in several companies. She co-founded Healthy Habits, an online marketplace application dedicated to promoting fitness and healthy living. She also owned Lauren Domino, a beauty salon and spa, and served as the owner of "Chi Cerca Trova Magazine," a prominent advertising agency.Laura's achievements extend far beyond the business realm. She has shattered gender stereotypes by excelling in various fields traditionally dominated by men. As an accomplished motorsports events organiser, she has demonstrated her organisational skills and passion for the automotive industry. Additionally, Laura is an equestrian skilled in show jumping and dressage, showcasing her talent and discipline in the world of horses.Her diverse talents also encompass the world of modelling, having been trained at the renowned John Casablancas School & Agency and was crowned Miss Italy for Foreigners Beauty Competition in 2011. Moreover, Laura is a trained Mixed Martial Artist, specialising in Brazilian JiuJitsu and Muay Thai, exemplifying her dedication to physical fitness and martial arts.In this interaction, Laura Alina Dragu speaks with Nehal Shukla, Senior Correspondent, Adgully, about her journey as an entrepreneur, how she balances her business and much more. Excerpts:Can you tell us about your journey from co-founding a beauty salon & spa to becoming a successful real estate and precious metal investor? How do you manage to balance your various business ventures and roles effectively?My journey started off in the way that most girls dream of; it’s even more beautiful now as I am grateful for how far I have come. It wasn’t an easy one; I faced a lot of challenges as a young entrepreneur who never settled for less.I always wanted to be a person of value in society, and by opening my beauty salon, I automatically felt like I was on the right path. I was able to make people happy by working on their appearance, but what made this mission special was that I also cared about their mood. Seeing women come to my salon with problems or tension, and then watching them leave feeling more beautiful both inside and out, made me feel successful.While visiting the UAE for a seminar, I received an offer to work in Dubai. It was an exciting opportunity that I decided to take, and once I arrived in Dubai, I quickly settled in and embraced this new chapter of my life.With time passing, I became more exposed to other opportunities that life had to offer and this opportunity came right before the covid pandemic. At the time I realised that there is great potential in precious metals and real estate. I started my investment in real estate and precious metals. As soon as I understood how it worked, I started training myself in this field and that’s how I became a real estate and precious metal investor.What motivated you to start Healthy Habits Company, and how did you grow it into a successful business?Healthy Habits represents my lifestyle.From the very beginning, I have always aimed to live the lifestyle that I've dreamed of, whether it be as a model, businesswoman, advisor, or mother. Whenever I look at myself in the mirror, my goal is to like what I see.In order to sustain that very smile on a daily basis, since the beginning I understood that I need to invest in myself and give time in order to consistently inculcate a lifestyle that is not only healthy, but also a reflection of my true self onto others.We all know that this lifestyle isn’t easy to sustain consistently for the majority of people out there.Creating Healthy Habits was born out of a desire to make it easy for people to maintain a healthy lifestyle within their daily routine without facing restrictions or stereotypes that they may have formed in their minds. In particular, we aim to solve the stereotype of a healthy lifestyle being difficult to maintain for the majority of people.As an investor, what do you look for in a potential investment opportunity?When it comes to investing, the major risk is the possibility of losing money. Risk is not the same as uncertainty. An investment that’s certain to lose money will usually carry less risk than one where you’re unsure about how much you’ll lose or whether or not you’ll even lose anything.Here are six important facts to consider before you decide to invest your money:- Assess the level of risk in a particular investment- Evaluate the potential return from the investment- Compare the merits of the investment to other investment opportunities- Analyse the duration required to reap an investment’s benefits- Determine whether you have the expertise needed to manage an investment- When investing, it is important to ensure that your investments are not too risky for your needs, but also not so conservative that they won't yield a sufficient return.To conclude, investing is a skill that requires time, practice, and knowledge. There’s no magic formula for success; you must learn from experience. If you follow these steps, you’ll be on the right track toward making sound investment decisions!How do you stay up-to-date with the latest trends and developments in the real estate and precious metal markets?I came to understand that generational wealth can really be built by either real estate or through the precious metal industry, which are both safe investments that grow and appreciate in value. Romania is amongst the top countries in Europe today for investors to invest. Also, at the same time, I learned that you do not want to have all eggs in one basket and that's how I came to my second best bet which is the precious metals industry (specifically gold).Today, we all know that governments and banks across the world at large have these two investments to essentially run and save their economies. You have the real estate industry, which also has the same intrinsic value as the gold and precious metals industry. Although the world may view them as basic, these investments are perfect examples of worthwhile long-term investments. I can attest to this from my personal experience over the last decade. My net worth today is mainly attributed to my investments in precious metals and real estate over the years. I believe that these investments will continue to appreciate in value in the foreseeable future, and I place my bets on them accordingly.Can you tell us about a particularly challenging situation you faced in your career and how you overcame it?When we’re children, we believe we can do anything. Yet somewhere on the journey to adulthood, self-doubt creeps in and we begin to question our abilities.As a child, I remember wanting to be an artist. I would spend hours painting, drawing, exploring my talents and being as creative as possible. It was a huge dream of mine and I wanted to create styles and designs that people would love and cherish.However, as I got older, my peers began telling me things like:You can’t make money as an artist.You need a career.Art is just a hobby, you need a proper job.The problem with all of us is sharing our unconscious stereotypical biassed opinions in a way that we want or were taught as a child. We hear consistent rhetoric and then we retain the same in our minds., limiting our beliefs as adults!This is how self-doubt is formed and we begin to build our own limiting beliefs.How many times have you told yourself you cannot do something?How many times have you believed you weren’t qualified enough?How many times have you passed up the opportunity of a lifetime because you thought weren’t good enough?This is self-doubt holding you back from chasing your goals and pursuing your dreams.When was the last time we looked in the mirror and asked ourselves why do we always blame others?Introspection is key to recognizing which emotions or situations may cause us to react in a certain way, which can ultimately lead us far away from our desired outcomes. It is imperative to reflect on these patterns in order to build the best versions of our imagined future selves.At the age of 35, thanks to the lessons I have learnt, I am grateful to the ones that wronged me, as without them I would not have a reason to find my present, which might not please everyone! But sure keeps me happy!Cause I know that I am the absolute best and I know I am doing everything I can to make me, my best evolved self!As a successful woman entrepreneur, how do you view the current state of women's entrepreneurship and gender diversity in the business world?Women are demanding more from work, and they’re leaving their companies in unprecedented numbers to get it. Women leaders are switching jobs at the highest rates we’ve ever seen—and at higher rates than men in leadership.That could have serious implications for companies. Women are already significantly underrepresented in leadership roles. For years, fewer women have risen through the ranks because of the “broken rung” at the first step up to management. Now, companies are struggling to hold onto the relatively few women leaders they have. And all of these dynamics are even more pronounced for women of colour.The reasons women leaders are stepping away from their companies are telling. Women leaders are just as ambitious as men, but at many companies, they face headwinds that signal it will be harder to advance. They’re more likely to experience belittling microaggressions, such as having their judgement questioned or being mistaken for someone more junior. Employers are increasingly prioritizing employee well-being and fostering inclusion, but this critical work is spreading them thin and often goes unrewarded. Additionally, women leaders are placing increasing importance on working for companies that prioritize flexibility, employee well-being, diversity, equity, and inclusion (DEI).If companies don’t take action, they risk losing not only their current women leaders but also the next generation of women leaders. Young women are even more ambitious and place a higher premium on working in an equitable, supportive, and inclusive workplace. They’re watching senior women leave for better opportunities, and they’re prepared to do the same.
https://adgully.me/post/1941/brill-collectives-model-connects-freelance-consultants-traditional-agencies

Brill Collective's model connects freelance consultants, traditional agencies

Dubai: Designed to bridge the gap between freelance consultants and traditionally structured agencies within the marketing and communication industries, its unconventional model offers flexibility and scalability to both its clients and consultants.Established by former Head of PR at M&C Saatchi UAE, Amy Brill, The Brill Collective responds to each client request by curating a bespoke team of consultants based on their experience and specialities. From planners to publicists, content creators to copywriters, and everything in between, its army of consultants have been carefully vetted to combine best-in-class knowledge, reach and influence.As a full-service business, The Brill Collective manages clients end-to-end, from interpretation of briefs to delivery of exceptional output. In a similar way to traditionally structured agencies, it takes full responsibility for the work and provides the ease of working with a single entity, offering the best of both worlds.For freelancers within the marketing and communication industries, The Brill Collective provides exposure to a greater number of work opportunities, as well as a network for collaboration, without the bureaucracy they may be familiar with. There is no obligation on the consultants’ part, who each remain in total control of their time, earnings, and choice of projects.     Founder, Amy Brill, said, “This model takes everything I’ve loved and learnt from the agency world and matches it with the increasing number of incredibly talented consultants choosing to freelance. It is a new, agile way of servicing clients that’s balanced with valuing consultants as entrepreneurial business owners and recognising how the working world has, and will continue to, change.”The Brill Collective launches with over 40 consultants and foundation clients including Georgetown University, Dulsco Group and Cove Beach.Image by Stefan Schweihofer from Pixabay
https://adgully.me/post/1932/muhammad-ali-appointed-as-executive-creative-director-at-leo-burnett-dubai

Muhammad Ali Appointed as Executive Creative Director at Leo Burnett Dubai

Dubai: Leo Burnett Dubai has named Muhammad Ali as its new Executive Creative Director. With over 15 years of experience in the industry, Ali has previously held positions as Executive Creative Director at Keko Dubai and Senior Creative Director at Momentum Worldwide. In his new role, Ali will be responsible for overseeing the creative output and growth of Leo Burnett Dubai's portfolio, including some of the agency's largest accounts.According to Kalpesh Patankar, Chief Creative Officer of Leo Burnett, Ali's appointment is a crucial one for the agency, given his impressive track record of creating successful campaigns in the region. Ali has worked on campaigns for Al Hilal Bank, Subway, Porsche, and Yas Island, among others, and has received numerous industry accolades throughout his career.Publicis Communications UAE CEO Nathalie Gevresse said Ali's deep empathy for human behavior and ability to translate it into powerful stories make him one of the industry's best talents. Ali expressed his excitement about joining the team at Leo Burnett, saying that he looks forward to building on the agency's successful work.This appointment highlights the agency's commitment to elevating its creative output and furthering its growth in the industry. Ali's vast experience and impressive portfolio make him a valuable addition to the Leo Burnett team. Muhammad Ali Appointed as Executive Creative Director at Leo Burnett Dubai
https://adgully.me/post/1890/netizency-bags-visa-social-media-account

Netizency bags Visa social media account

Dubai: Netizency, a social media and digital marketing agency with offices in Dubai, Doha, and Beirut, has bagged the middle east social business for Visa. following a multi-agency pitch that took place in late 2022.The deal was sealed on April 1st, 2023.Netizency's mandate includes handling social media strategy for Visa’s markets across Central and Eastern Europe, Middle East and Africa (CEMEA) region. The agency will also undertake community management, analytics, content creation, etc. for the GCC region.Netizency helps B2B and B2C brands achieve their digital marketing objectives through setting strategies, creating content, managing social media presence, buying ads, generating leads, listing businesses on online directories, and analyzing all the data.Netizency Managing Partner Michael Maksoudian said: “When we launched Netizency in 2013, we were open to working with anyone who came knocking. At that time, the thought of snagging a client like Visa felt about as probable as getting a suntan on the moon. But fast forward to a decade, and we’ve rocketed our way to success, with Visa standing tall as a key player in our stellar client portfolio. With more than 10 top global brands under our belt, it’s clear that our team of 50 superstars across 3 offices has truly reached for the stars.”
https://adgully.me/post/1889/publicis-groupe-appoints-tony-wazen-as-ceo-of-publicis-media

Publicis Groupe appoints Tony Wazen as CEO of Publicis Media

Dubai: Publicis Groupe, a leading global advertising and communications company, has announced the appointment of Tony Wazen as CEO of Publicis Media, effective 1 May 2023. In this newly created role, Tony will lead the media agencies of the Groupe in the Middle East, focusing on innovative approaches to drive growth and ensure client success for the long term.Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey said, "Tony is a true visionary and leader in the media industry, and we are thrilled to have him take on this new role. His extensive experience in strategic thinking and in-depth brand communication will be a valuable asset to our clients, and his focus on innovation and growth will help us stay ahead of future challenges and opportunities."Under his guidance, Tony will be instrumental in propelling Publicis Groupe’s ongoing transformation journey forward. This includes prioritising talent development and driving the continued growth and evolution of its media business and future-proofing its products and services to ensure that they remain competitive and relevant in today’s evolving landscape. “Harnessing the power of Publicis Media to drive personalisation at scale, create value and deliver winning solutions to clients will be the raison d'être,” commented Tony Wazen, CEO of Publicis Media ME. "We are driven by a common purpose, shared behaviours, and a relentless focus on our client’s business to drive growth in a platform-powered world. Through our scaled capabilities across strategic investments, insights, analytics, data, technology, commerce, performance marketing and content, we are dedicated to being the trusted transformative partner, guiding clients on their business transformation journey.”Tony's leadership and strategic thinking have been well demonstrated throughout his over 15+ years of experience with Publicis Groupe, which began when he joined Optimedia in 2008. He grew to lead the agency until 2019 to join Digitas where he played a pivotal role in its rapid growth, making it a key pillar agency for the Groupe in the region. Bringing two decades of expertise in marketing and communication planning, Tony has led successful transformations and effective developments for numerous global, regional, and local clients.With Tony at the helm, Publicis Media is poised for continued growth and success across the Middle East. His focus on driving innovation and achieving client success will ensure that the Groupe retains its leadership position within the industry.
https://adgully.me/post/1887/wyndham-hotels-resorts-promotes-panos-loupasis

Wyndham Hotels & Resorts promotes Panos Loupasis

Dubai: Wyndham Hotels & Resorts, the world's largest hotel franchising company with approximately 9,100 hotels spanning more than 95 countries, has announced the promotion of Panos Loupasis to the role of Market Managing Director for Türkiye, the Middle East and Africa. In his newly expanded role, Panos Loupasis will be at the helm of driving brand operations, business development, as well as owner relations and commercial leadership across the region.As an integral part of Wyndham’s leadership and development team for more than ten years, Panos Loupasis has played a key role in driving the Company’s expansion across the Middle East, Eurasia and Africa region. In the Middle East and Africa region alone, Wyndham has reached approximately 70 properties. In his expanded role, Panos Loupasis will also be responsible for Türkiye, a key growth market for Wyndham with a portfolio of approximately 100 hotels across more than 40 cities, supported by Murat Özel, Wyndham’s newly appointed Country Director of Türkiye.Dimitris Manikis, President, Europe, Middle East, Eurasia and Africa, Wyndham Hotels & Resorts, said: “Since joining Wyndham in 2011, Panos has played an invaluable role in our successful growth in the region, helping to elevate our presence to new heights through new signings and brand entries. His exceptional leadership skills, strategic vision, and deep understanding of the industry make Panos the ideal person to lead our strategy for the region, and we are confident that, together with his talented team, he will continue to deliver exceptional results.”Panos Loupasis, Market Managing Director Türkiye, Middle East and Africa at Wyndham Hotels & Resorts, said: “As destinations that provide a truly unique travel and hospitality experience, Türkiye, the Middle East and Africa markets offer incredible potential for growth with ambitious goals over the coming years. I am excited to step into this new role and continue to expand and promote Wyndham as the preferred brand and partner in these exciting markets.”
https://adgully.me/post/1888/proven-arabia-names-leandra-meintjes-as-its-chief-marketing-officer

PROVEN Arabia names Leandra Meintjes as its Chief Marketing Officer

Dubai: PROVEN Arabia, announced that Leandra Meintjes has been promoted to Chief Marketing Officer (CMO), taking on a broader scope of responsibilities for its group of companies and brands. Leandra has been a part of the PROVEN Arabia success story for nearly three years and has contributed immeasurably to the marketing department, culminating with the recent launch of a dedicated marketing agency: PROVEN 360. In her new role, she is tasked with acquiring additional clients and uplifting PROVEN 360 by strengthening its reputation in the market.As CMO, Leandra leads a creative global team spread across seven countries that offers distinctive and powerful marketing solutions to PROVEN Arabia’s internal companies, as well as external clients. Since she first joined PROVEN Arabia, the marketing department’s headcount has grown, and it has also taken on significant additional responsibilities. Initially comprising four team members who were responsible for three internal brands, the department now boasts of a global team of 16, who oversee the marketing requirements of 15 brands.Launched in late 2022, PROVEN 360 strives to remain region sensitive whilst yet offering localised content and ideas that are ‘out-of-the-box’ to clients. Benefiting from its global talent base, which is spread across seven countries, PROVEN 360 offers clients localised content with an international flair. Its mission is to become an extension of its clients’ internal marketing teams, with the goal of empowering them to focus on the business of expanding in the region.Speaking on her promotion, Omer Salem, CEO of PROVEN, said, “Leandra's exceptional leadership in spearheading our vision for a wider marketing platform with a client service offering has been nothing short of phenomenal. Her ability to bring the team together with her positive energy and focus on the mission, along with her exceptional stakeholder management skills, made her the ideal candidate for the position. With Leandra at the helm as our new CMO, I am confident that Proven 360 will continue to grow and thrive in the years ahead.”Initially, Leandra joined PROVEN Arabia as Marketing Manager and was responsible for promoting the company’s brands including PROVEN, PROVEN Consult, and more recently PROVEN Solution."PROVEN Solution expanded its offering, with the first of its products being robotics solutions and VR. Now the portfolio boasts a chatbot, intelligent document-processing platform, and AI-driven solutions with more in the making. Being resilient, Leandra took it in her stride and worked on all our brands with a strategic approach they needed for a successful GTM marketing plan. Her customer-centric approach paved the way for exponential growth of our companies, and supporting our internal teams for driving long-term success,” Zaid Mashari, CEO PROVEN Arabia Group of Companies.In her earlier years as a marketing specialist, Leandra worked for an NGO, following which she then joined a hospital that would mark the start of a 15-year career in the healthcare sector. She also has a wealth of experience in the luxury fashion and technology sectors.“The outbreak of the pandemic taught me to adapt and break out of my comfort zone, and I’m grateful that PROVEN Arabia gave me the chance to begin a new journey at that point. Nearly three years on, I’m immensely grateful to the leadership team for the opportunity to expand my sphere of marketing influence as CMO. I look forward to delivering positive results for the group as a whole and to playing a decisive role in the start-up phase of PROVEN 360, with the aim of driving growth and profitability through effective marketing and brand positioning,” stated Leandra Meintjes, CMO, PROVEN Arabia.PROVEN 360 delivers specially curated content fashioned by subject matter experts who were handpicked from relevant sectors. It empowers its diverse team, who are fluent in over eight languages and situated over seven countries, with the best tools to generate the best results for clients.The team is organised and nurtured to develop fully integrated marketing strategies, and can expertly touch on critical elements to suit specific marketing needs, while freeing up time for its clients to focus on their customers. It offers a raft of services including: strategic consulting, content and copywriting, branding and design, event management and digital marketing.
https://adgully.me/post/1885/web-30-influencer-marketing-our-core-competencies-yaap-senior-partner-arshad

Web 3.0, influencer marketing our core competencies: YAAP Senior Partner Arshad

YAAP is a new-age, specialized content and influencer marketing company with a presence across the middle east, India and Singapore. The agency has worked with the likes of Visit Dubai, Sadia, Disney Games, Dell, Apple, Lufthansa, Amex and many more. Recently, YAAP partnered with US-based Tagger Media as part of its expansion into the middle east and India markets. In this interview with Adgully Associate Editor BF Firos, Arshad Zaheer, Senior Partner, YAAP, talks about how the company brings together technology, data, and content to deliver high-quality creative solutions. He explains how the 3D philosophy of design, discovery, and distribution is woven into the company's organisational fabric, and how the company identifies social, economic, and technological trends to create an ecosystem aimed at growth and expansion. He also talks about how YAAP's partnership with Tagger Media is impacting the company's growth and expansion, and how YAAP measures the success of its campaigns. He discusses how YAAP is adapting to changes in the content and influencer marketing industry in the middle east. He reveals that YAAP is gearing up for the launch of a specialized market report on the UAE’s burgeoning influencer marketing ecosystem.Arshad, a luminary of advertising in the GCC region, is the brain behind Crayons Communications, which introduced digital marketing in the UAE, KSA and Bahrain. Following the company’s merger, he assumed the position of a Senior Partner at YAAP, the parent company. In a 25-year-long career at advertising agencies such as Euro RSCG, Young & Rubicam and Intermarkets Inc., he has left his mark on leading brands like Nissan, FitBit, TOMS, Estée Lauder, and Philips while gathering accolades from MENA Digital, Retail ME, and SPA, among others, for pathbreaking campaigns. Arshad is credited for the launch of a large, first-ever chopper-towed flying banner in the GCC region and the maiden corporate cricket league in the UAEExcerpts from the interview:Can you tell us more about how YAAP brings together technology, data, and content to deliver high-quality creative solutions?The 3D philosophy of design, discovery, and distribution is woven into our organisational fabric. This ecosystem strategy involves identifying social, economic, and technological trends that define a contemporary customer. We have also adopted design-research methods such as market studies, surveys, and experiments to shape an ecosystem aimed at growth and expansion. Concurrently, we are course-correcting our value propositions in line with the trajectory of marketing and Web 3.0 technologies. That has enabled us to create a sound interplay between technology, data, and content and offer high-quality solutions. What sets YAAP apart from other content and influencer marketing companies in the industry?Many companies have jumped into the influencer-marketing bandwagon in recent years, creating healthy competition in the industry. So, service/product differentiation is key to success in this industry. YAAP did not merely follow the trend; we built a robust technological foundation and an ecosystem of partners beforehand. For example, YAAP tapped into Web 3.0 platforms such as the metaverse, enabling multiple brands to set up shop. We invested years and plenty of resources into making Web 3.0 and influencer marketing our core competencies. So, when the time was right, it came down to just integrating both. How has YAAP's partnership with Tagger Media impacted the company's growth and expansion?It is too soon to delve into the maximum scope of our partnership with Tagger Media. In the short term, however, the partnership will lead to synergistic value creation due to the combination of YAAP’s local market expertise and Tagger’s best-in-class influencer-marketing platform. Our clients will witness the epitome of data-driven influencer marketing, characterized by nuanced social intelligence and insight-led processes. Such possibilities will certainly translate to the company’s growth and expansion in the long term. What have been some of YAAP's most successful campaigns, and what do you think made them successful?Some of the most notable campaigns by YAAP are by our India team, particularly for the National Payments Corporation of India (NPCI), an umbrella organisation for all retail payment systems in the country. This campaign was consequential because of its sheer scale and holistic nature — we had a comprehensive mandate, enabling us to fire on all cylinders: Digital media buying, content creation, and, most importantly, influencer marketing. It put our end-to-end competency to the test, prompting us to engage the who’s who of India’s influencer marketing ecosystem.The marketing element aside, the NPCI project enabled us to create a social impact by disseminating educational content on financial literacy and products to the masses. So, it was a profound experience. Similarly, the TOMS NFT project in Dubai — which, too, was geared toward social impact, with proceeds going to a reputable charity — was a resounding success. From conceptualization to development to execution on OpenSea, the TOMS NFT project brought out the best in us.How does YAAP measure the success of its campaigns, and what metrics do you prioritize?“Measurability” is central to our campaigns. So, we have effective KPIs in place. While measuring conventional, engagement-related indicators such as likes, reactions, shares, and comments, we also go deep into nuanced impression data. Our idea of conversion is not limited to sales; it includes referral sources, user engagement with CTAs, total page views, time spent on posts, etc. In essence, we aren’t disregarding any KPIs. Additionally, the integration with leading data-driven platforms such as Tagger Media has complemented our “measurability” importance. How do you see the content and influencer marketing industry in the middle east region evolving in the coming years, and how is YAAP adapting to these changes?More than half the population (about 55%) in MENA is under the age of 30, a demographic dividend that spells economic opportunities. This population sub-set carries high digital dexterity and a liking for Web 3.0 and other disruptive technologies. So, the logical conclusion is that influencer marketing will gain more traction in the region in the coming years. Taking stock of such opportunities and eventualities, we are adopting cutting-edge technologies, striking ecosystem partnerships, and gaining strategic exposure to certain domains and verticals. How does YAAP ensure that it is providing value to its clients, and what steps do you take to maintain strong client relationships? How does YAAP balance the use of technology and data with creativity and storytelling in its campaigns?Value creation doesn’t follow a specific rule. YAAP is in the business of providing customized services that constitute a client’s “perceived value”. That is to say, the value we offer is unique to each client. Accordingly, each client relationship involves bespoke management. At the same time, all relationships are built on a foundation of trust and transparency.  Contrary to popular belief, the increased adoption of technology and data does not undermine creativity and storytelling. Meaningful adoption, rooted in sound ethics and ethos, will make the art of storytelling all the more powerful and impactful. So, instead of treating technology adoption and creativity as opposites, we are concentrating on combining the two for higher efficiencies. Can you share any exciting projects or initiatives that YAAP has in the works for the future?We have several initiatives in the pipeline across our operational markets. They are inherently interesting due to the amalgam of influencer marketing and Web 3.0 projects where we are enabling brands to make a foray into the metaverse and mobilizing influencers to boost them. Concurrently, we are gearing up for the launch of a specialized market report on the UAE’s burgeoning influencer marketing ecosystem. The report, shaped by insights from leading CMOs, surveys, and empirical evidence, will be informative, clear the obscurity surrounding influencer marketing, and pave the way for further value creation.How does YAAP approach diversity and inclusivity in its work and team culture?YAAP has embraced diversity and inclusion from the start. We believe change starts at the top and trickles down. So, the board characterizes a balance in gender and ethnicity. The recent appointment of Sadia Akhter and Nandita Saggu as Partners is a testament to that effect.