Dubai: YAAP, a new-age specialized content and influencer marketing company, has launched ‘The State of Influencer Marketing in UAE 2023’ report, in conjunction with the leading media and news outlet Khaleej Times. The comprehensive report, a first-of-its-kind deep dive into Middle East’s burgeoning influencer marketing domain, was launched at Khaleej Times’ marketing conclave, TRIBE - The CMO Connect, held on 27th April.Launching the report, Sadia Akhter, Partner at YAAP, said the ‘The State of Influencer Marketing in UAE 2023’ holds a mirror to the status quo of the domain in the region. “Influencer marketing has gained significant ground in the Middle East, particularly the UAE, necessitating marketers cut across sectoral lines to explore its viability for their businesses. At this juncture marked by heightened interest, lingering hesitancies, and a lack of clarity on potential ROI, our detailed report will be of great consequence, providing much-needed answers and little-known statistics,” Akhter opined. The report estimated the Middle East’s Influencer Marketing domain to reach a valuation of $1.3 billion by 2023 while underlining the supporting trends, technologies, and tailwinds. YAAP’s research methodology included attaining sector-wide perspectives of CMOs, marketing heads, and digital marketers from leading brands in the region. A few findings reinforced the UAE’s competitive edge globally in influencer marketing and the absorption of supporting technologies. A resounding 76.9% of marketers said that influencer marketing is a top priority for their brand after social media, revealing the growing traction of “influencing” within the branding and advertising industries. While overall influencer marketing budgets have grown considerably in 2023, about 76.5% of marketers have channelled the investments from TV, print, and outdoor to influencers, in a telling revelation about the domain’s prospects.  Interestingly, a whopping 79.3% of respondents felt mid-tier influencers are most important to deliver their brand message, with a majority also underscoring the prominence of socially conscious influencers. The technological imperative found emphasis as 71.8% of marketers expressed they measure the engagement of their influencer marketing campaigns. Broadly, the research hinted at the increasing role of AI in influencer marketing in 2023, with virtual or CGI influencers primed for an uptake. “Today, influencer marketing is like Facebook was in 2008 — at its nascency compared to its full potential, with early movers gaining a competitive edge and others experiencing a fear of missing out (FOMO). For the marketing industry, it is a tangential moment with influencers beginning to chart a new course. ‘The State of Influencer Marketing in UAE 2023’ report is a reliable guide for those aspiring to venture in that direction with greater clarity and actionable insights,” expressed Arshad Zaheer, Senior Partner at YAAP. YAAP was recently in the news following its strategic partnership with leading US-based influencer marketing agency Tagger Media. That development was preceded by the acquisition of Crayons Communications, a reputable advertising agency in the Middle East, and an impressive top-line growth of 97% and a 5X jump in profitability for FY21-22. YAAP’s portfolio includes esteemed clients such as Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix.

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. 

Dubai: YAAP, a new-age specialized content and influencer marketing company, today announced that His Excellency Dr Ahmed Abdul Rahman AlBanna has joined its advisory board. Former UAE Ambassador to India, Dr AlBanna, will have hands-on involvement in YAAP’s key strategic initiatives aimed at growth and expansion in the GCC region. The addition of a seasoned diplomat of Dr AlBanna’s calibre to the advisory board reflects YAAP's ambitious growth vision. “We are elated to induct His Excellency Dr Ahmed Abdul Rahman AlBanna to the advisory board of YAAP. This development coincides with a juncture marked by strategic expansion, sustainable scaling, key appointments, and continued product/service excellence at the company, in the context of the GCC region. Dr AlBanna’s wisdom will go a long way in empowering us to realize our aspirations, as well as stay rooted in shared values and business ethos,” expressed Atul Hegde, Founder of YAAP. Dr AlBanna is well-known for his contributions to the public sector, where he led key teams and departments in organizations and apex bodies such as the Dubai Chamber of Commerce & Industry, Dubai Quality Group, and Dubai Rent Committee. His Excellency subsequently became a member of multiple, reputable professional associations, including a stint as an advisor for the Dubai Expo. His exemplary work in the UAE Ministry of Foreign Affairs, particularly as the Ambassador and Plenipotentiary to India, continues to define his reputation in the region.His Excellency’s intersectional experience, owing to his ambassadorship and other diplomatic roles, also complements YAAP’s operational purview which includes India and the GCC region. In a career spanning over four decades, Dr AlBanna has left a lasting legacy on multiple organizations and initiatives by negotiating and striking landmark deals, helming successful strategies, and orchestrating pathbreaking agreements. His business acumen will benefit YAAP tremendously as it explores more investments in the region and expands its footprint beyond Dubai. “YAAP is well-equipped technologically and strategically, capable of capitalizing on the many emerging opportunities in the region. Its blueprint for growth and expansion in the Middle East is promising, characterized by value creation, technology adoption, customer-centricity, and an alignment with the governmental vision of all-around socioeconomic prosperity — factors that deeply resonate with me and my business philosophy,” commented H.E. Dr Ahmed Abdul Rahman AlBanna. YAAP recently onboarded Nandita Saggu and Sadia Akhter as Partners and joined hands with leading US-based influencer marketing agency Tagger Media. The high-profile additions and partnerships were preceded by the acquisition of Crayons Communications, a reputable advertising agency in the Middle East, and an impressive top-line growth of 97% and a 5X jump in profitability for FY21-22. YAAP’s portfolio includes esteemed clients such as Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix.

UAE: YAAP, a new-age specialized content and influencer marketing company, today announced the appointment of Nandita Saggu as Partner to help drive the company's growth and expansion in the Middle East. She is known for leading high-performing teams and striking high-value deals in the region. YAAP had recently made another high-profile appointment by onboarding Sadia Akhter as a Partner. Nandita Saggu has over 18 years of experience across sectors and domains, including healthcare, retail, hospitality, FinTech, e-learning, SaaS tech, AI, custom web and mobile development, and performance and social media marketing. Before joining YAAP, she was the Chief Growth Officer at DViO, leading the digital agency’s Middle East operations. Nandita has a demonstrated track record of building startups’ client bases from scratch and driving exponential revenue growth — stints with Facelift GmbH, Blue Logic Digital, and mid- and large-size firms such as Dun & Bradstreet and Future Group exemplify it. "We are excited for Nandita to join our growing team and help accelerate our growth in the Middle East," said Arshad Zaheer, Senior Partner at YAAP. "With her wealth of experience in digital technology and her proven track record in driving business growth, we are confident that she will be an invaluable asset to our team as we look to expand our reach in the Middle East."Digital technology is Nandita’s forte, nurtured throughout the evolutionary phase of digitalization in the last couple of decades. With YAAP, Nandita intends to identify and leverage technologies, such as Web 3.0 and AI, to tap into emerging opportunities, enhance customer engagement, and scale the business sustainably. In the short term, her priority is to execute high-value deals, drive profitable digital strategies, and build customer relationships on a foundation of trust and value creation."I am looking forward to adding impetus to YAAP's expansion across the region and enabling more businesses to scale their digital marketing efforts tangibly and effectively," said Nandita Saggu. “Through disciplined financial planning, pertinent technology adoption, and effective stakeholder management, I aspire to propel YAAP to new heights in the region and beyond.”High-profile additions to the board are accompanied by impressive all-around growth at YAAP. It posted a top-line growth of 97% and a 5X jump in profitability for FY21-22 before acquiring Crayons Communications, a reputable advertising agency in the Middle East. Most recently, it partnered with leading US-based influencer marketing tool, Tagger Media, a self-serve platform, facilitating the latter's entry into the Middle East and India. YAAP’s portfolio includes esteemed clients such as Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix. 

YAAP, a Dubai-based specialized influencer marketing company, today announced an exclusive partnership with data-driven social intelligence platform Tagger Media. The landmark partnership marks the US-based company’s official entry into the Middle East. Tagger’s platform combined with YAAP’s market expertise is set to usher in a new era of excellence in data-driven influencer marketing. Tagger’s foray into the Middle Eastern influencer marketing ecosystem further expands its global presence which spans six continents and 17 global offices. YAAP, with its extensive operational experience and a large network of clients in the Middle East, complements Tagger’s best-in-class technologies and platform, creating an outstanding synergy that brands and individual entities in the Middle East have longed for. “Global innovation meets local excellence in the partnership between Tagger Media and YAAP. The data-driven approach embodied by Tagger’s one-stop platform and the market knowledge of YAAP are poised to revolutionize influencer marketing in the Middle East. This market possesses a sizeable appetite for social intelligence and insight-led influencer marketing, and we will soon be catering to this demand,” said Atul Hegde, Founder of YAAP. An award-winning entrepreneur with over 25 years of experience working with global brands, Atul is the driving force behind YAAP’s success. The company has posted an impressive top-line growth of 97% and a 5X jump in profitability in FY21-22. Its client portfolio includes Bayut, Visit Dubai, Apparel Group, Fitbit, Kaya Skin Clinic, RuPay, American Express, Disney, Amazon, and Square Enix, among other leading brands in the Middle East & India.Tagger Media, for its part, boasts a client roster that includes Omnicom, Bose, Tinder, HBO Max, and Pepsico. Over the years, Tagger has emerged as the market leader in end-to-end influencer marketing services by leveraging real-time data and helping clients build campaigns for maximized ROI and impact. Its easy-to-use platform provides access to data points of over 15 billion high-quality social posts and over 278,000 brands worldwide. “Tagger Media was built on the promise of data. Over the years, we have augmented the platform with customization, workflow integration, linguistic, multi-currency payments and CRM capabilities. Today, our database is unparalleled in the influencer marketing ecosystem, giving our clients the edge in an ever-competitive market. I believe we have timed our entry into the Middle East well, taking into account the exemplary digitalization and burgeoning influencer culture in this growth market,” said Dave Dickman, CEO of Tagger Media. In a YouGov survey, 94% of in-house marketers in the UAE said they believe that social media influencer marketing plays a major role in the success of their brands. However, brands often find it challenging to reconcile the influencer marketing budget with the expected ROI due to a lack of insights, and challenges in accurate forecasting and business intelligence visualization. Tagger’s integrated platform, which offers a full suite of services while ensuring the highest-level security standards and utmost compliance with GDPR, CCPA and the like, has thus found takers across global markets. Incidentally, it is the creation of full-suite services that recently led YAAP to fully acquire Crayons Communications, a reputable advertising agency in the Middle East. Following the acquisition, YAAP also launched a first-of-its-kind Metaverse Grant, offering up to a million dirhams for UAE-based companies to fast-track their metaverse and Web 3.0 adoption. The exclusive partnership with an organization of Tagger Media’s calibre is yet another testament to YAAP’s purpose-driven growth strategy. 

YAAP, a Dubai-based specialized influencer marketing company, today announced the appointment of seasoned media professional Sadia Akhter as a Partner. In a career spanning over 19 years across key verticals such as digital media, programmatic and influencer marketing, and advertising, Akhter has helmed successful campaigns for reputable brands, fostered and led multiple teams, and delivered measurable results. “Sadia Akhter joins us at a watershed moment characterized by growing partnerships with local and global agencies, expansion pan-GCC, and a foray into emerging avenues such as Web 3.0. Her stellar track record and wealth of experience accrued through an evolutionary period in digital media complement YAAP’s ambition of becoming synonymous with influencer marketing in the region,” commented Arshad Zaheer, Senior Partner, YAAP. Before joining YAAP, Sadia Akhter was leading Sociallyz, a data-driven influencer marketing company she co-founded. She was instrumental in driving the company’s influencer-marketing efforts for household names such as Microsoft and Pizza Hut. Her cross-cultural experience was shaped by stints across the UK and MENA, where she worked for organizations such as Monster, Vibrant Media, Ikoo, Addictive Mobility, and FreakOut Pte. Ltd.Commenting on her new role, Sadia Akhter said: “YAAP’s roadmap in the region and beyond aligns with my professional aspirations, especially in terms of my vision for influencer marketing and its prospects. My focus in the short term is to build an effective and agile influencer vertical through effective technology adoption, talent recruitment, and client onboarding. Over the long haul, I intend to support influencers become better subject-matter experts while positioning YAAP as a market leader.”YAAP’s pursuit of excellence saw it acquire Crayons Communications, a reputable advertising agency in the Middle East, last year after it posted an impressive top-line growth of 97% and a 5X jump in profitability for FY21-22. Its client portfolio includes Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix, among other leading brands in the Middle East and beyond. Sadia Akhter will work closely with Senior Partner Arshad Zaheer and Founder Atul Hegde as the company continues to enhance its full-suite services and blaze a new trail in data-driven influencer marketing in the region. 

YAAP, a specialized content and influencer marketing company with operations in the UAE, India and Singapore, has fully acquired Crayons Communications, a well-known advertising agency with offices in Dubai, Riyadh and Manama. The 100% acquisition will see Crayons Communications merge with YAAP. YAAP has been on a stellar growth trajectory in recent months, having expanded its market footprint and offerings. YAAP’s impressive client portfolio includes Coca-Cola, Visit Dubai, Lufthansa, RuPay, American Express, Disney, Amazon, and Square Enix, among other leading brands. “YAAP has been actively looking to expand its presence in the UAE in particular and the GCC region as a whole. The Crayons Communications acquisition comes at the right time and gives us a great platform to bring our award-winning services in Influencer Marketing & Performance Media to this part of the world. Crayons has a good foundation of established clients that will help us quickly ramp up our service offerings here. We want to be a dominant player in IM, Web 3.0 (with a focus on building for the Metaverse), and media services. Going forward, as the markets correct globally, it presents us a great opportunity for more such acquisitions in this region,” said Atul Hegde, Founder of YAAP.For its part, Crayons Communications boasts over 14 years of market presence in the Middle East, over 250 successful projects, and about 150 clients to date. From homegrown giants such as the Apparel Group and Kaya to MNCs such as Fitbit, Crayons Communications’ portfolio characterizes a rare balance of global-local clients and expertise developed by virtue of longevity. Commenting on how the deal transpired, Kunal Lalani, Founder & Chairman of Crayons Communications Group, said, “While we have been working together on projects before , this acquisition seals our relationship formally with YAAP in this part of the world. I’m confident with YAAP coming in , it will create more opportunities for our people in terms of their own career growth and all our clients will benefit from a wide array of new services that will get launched here . I wish the entire team all the very best on the start of this exciting new phase.”Following an impressive top-line growth of 97% and a 5X jump in profitability in FY21-22, YAAP has been actively scouting strategic acquisitions in the digital content and media landscape across GCC. Crayons Communications adds key markets to YAAP’s existing footprint across three countries and seven cities. YAAP is currently developing solutions suites pertaining to Web 3.0 and the Metaverse.“I’m super excited to be part of the YAAP group now . With an added network of 7 cities and 100+ digital experts at YAAP , it opens up a whole new world of offerings for us in this region. We are known for always punching above our weight in the past with mega projects like the Chris Hemsworth film for Bayut , the Dubai super sixes property or The Bayut: your home , your choice awards , now our ambitions and goals will be much larger ! ” added Arshad Zaheer, CEO of Crayons Communications.