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Digital Essays 2017: Client 2.0: success in a tech-fused world – by Waseem Afzal, executive director, integrated solutions, OMD UAE

Digital Essays 2017: Client 2.0: success in a tech-fused world – by Waseem Afzal, executive director, integrated solutions, OMD UAE

The industry is going through an intense period of change. Clients’ business models are threatened by a bevy of new and unexpected competitors, advertising agencies are being challenged by consultancies and media owners are confronted by the dominance of Facebook and Google. What’s at the heart of all of this? Digital technology. Why? Because it’s […]

Digital Essays 2017: Why big data needs big AI – by Charli Ursell, senior director of digital planning, PHD

Digital Essays 2017: Why big data needs big AI – by Charli Ursell, senior director of digital planning, PHD

We’re experiencing a period of rapid transformation right now, with technology becoming increasingly (and almost invisibly) a part of us. This merge not only closes the gap between humans and machines, but it also generates vast amounts of data with every action we take. With up to five tech layers on every media plan, marketers […]

Digital Essays 2017: Digital talent transformation in the era of mass technology and information

Digital Essays 2017: Digital talent transformation in the era of mass technology and information

By Javier Bravo, group director of digital, Spark Foundry Machine learning, AI, hashgraph, blockchain, predicitive analytics and many other terms and technologies are frequently popping up in our day-to-day conversations with clients and partners. Early this year, Sundar Pichai announced during the Google I/O 2017 keynote that the company’s various machine learning and artificial intelligence […]

Digital Essays 2017: Putting AI into context: beyond the buzzword – by TJ Lightwala, regional head of performance & future adaptive specialist team, Mindshare MENA

Digital Essays 2017: Putting AI into context: beyond the buzzword – by TJ Lightwala, regional head of performance & future adaptive specialist team, Mindshare MENA

Artificial intelligence (AI) is powering up the ad industry’s transformation into a more algorithmically driven ad-tech-dependent environment, as our reliance on automatable tasks that require a high degree of accuracy is growing. Surprisingly, digital marketing is one of the first areas to recognise the impact of artificial intelligence. How so? It’s a prediction model that […]

Digital Essays 2017: Covering the basics to increase sales on ecommerce websites – by Julio Rodriguez, head of commerce and performance, MEC MENA

Digital Essays 2017: Covering the basics to increase sales on ecommerce websites – by Julio Rodriguez, head of commerce and performance, MEC MENA

With the acquisition of Souq by Amazon and the launch of Noon, everyone is talking about ecommerce. Brick-and-mortar players want to tap into it and even big FMCGs are embracing direct-to-consumer (DTC) channels. But with this rapid transformation comes big conversations. Big words are thrown in the air – first party data here, DMPs there, […]

Digital Essays 2017: Building brand purpose – by Shyam Sunder, senior marketing and ecommerce head, and lead member of the group marketing committee, Landmark Group

Digital Essays 2017: Building brand purpose – by Shyam Sunder, senior marketing and ecommerce head, and lead member of the group marketing committee, Landmark Group

In an always-on digital marketing world, having strong brand purpose becomes essential to the process of engaging customers and changing their behaviour. From brand proposition to brand positioning to brand purpose, we have witnessed a transformation in how brands communicate with their customers over the years. Great brands such as Nike, Dove and Samsung have […]

Digital Essays 2017: Artificial intelligence is set to transform digital advertising

Digital Essays 2017: Artificial intelligence is set to transform digital advertising

By Seema Shenoy, digital director, Magna Intelligent technology is changing the face of digital advertising, and artificial intelligence (AI) is leading the way. While plenty of information regarding intelligent technology exists, very few programs are actually able to build insights. AI bridges this gap with continuous automated learning. AI is an algorithm that reviews huge […]

Digital Essays 2017: Finding the money for publishers – by Michel Malkoun, chief operating officer, DMS

Digital Essays 2017: Finding the money for publishers – by Michel Malkoun, chief operating officer, DMS

The question is not about whether or not to publish on platforms, but how to do so in a profitable, sustainable way that allows publishers to retain overall control of their strategies. The objective of the publishers is to educate, inform, inspire, challenge and entertain. Readers’ relationships with publishers have radically changed over the years. […]

Digital Essays 2017: Top challenges for digital transformation – by Imad Sarrouf, commercial and technology director, DMS

Digital Essays 2017: Top challenges for digital transformation – by Imad Sarrouf, commercial and technology director, DMS

With every new opportunity for companies to evolve, there come significant challenges. How businesses address them will determine their growth and progress. Digital transformation is a game-changer. Like every market disruption, digital requires companies to shift perspectives and invest in modern skills and talent. Businesses and their change drivers still face monumental challenges to successfully […]

Digital Essays 2017: Tech agencies and companies: menaces, vigilantes or heroes? – by Elie Bassil, chief strategy officer, Mirum  MEA

Digital Essays 2017: Tech agencies and companies: menaces, vigilantes or heroes? – by Elie Bassil, chief strategy officer, Mirum MEA

Dr Octopus, clad in Spider-Man’s suit, established his own justice brand by using spider-bots that snooped on the people of New York with the aim of reducing crime. The Green Goblin, his main nemesis, ends up hacking the bots to take control of the city and allow his followers to bypass detection. Tech agencies are […]