Maan Bou Dargham, CEO of Quill and Alex GU Managing Director at Geely Auto Middle East went into details with Campaign about the strategies and future plans that are going to take place after the two companies joined forces.
What are Quill’s plans for regional campaigns for Geely Auto Middle East?
Maan: At Quill, we aim to innovate and unveil new perspectives for our clients, transcending mere client servicing.
Our commitment is to support Geely in transforming from an international car brand into a household name, resonating with every culture and customer requirement.
Our collaboration extends to both the Geely Auto Regional Offices and the global team, ensuring a blend of global vision and regional expertise.
An integral part of our strategy involves the creation and adaptation of diverse assets, ranging from traditional media to digital platforms. These assets, once created, will be strategically disseminated across the regional markets to maximise their impact.
Alex: At Geely Auto, our ambitious expansion into new markets across the Middle East relies heavily on our strategic partners.
Quill, in particular, brings invaluable insights, innovative strategies, and actionable suggestions to the table.
Their deep comprehension of the diverse Middle Eastern markets will elevate the brand’s presence, connecting with consumers in meaningful and memorable ways.
How will Quill manage high-quality social media content to enhance Geely’s digital footprint?
Maan: We take pride in our proprietary IQ model, which is the cornerstone of our ability to create content that not only engages and informs but also inspires.
Standing for insight, imagination and integration, this strategic framework is the driving force behind our campaigns, both verbal and visual.
Our shared vision is not just to embark on an ambitious journey, but to redefine the paradigm of creative communication in Arabic-speaking communities by harnessing cutting-edge technologies and cultural insights.
How does Quill plan to create engaging customer experiences and enhance Geely Auto’s brand presence across all channels, as mentioned in the article?
Maan: To enhance Geely Auto’s brand across all channels, we are employing a multi-faceted approach that prioritises engagement and resonance with the target audience.
We leverage data analytics to understand customer preferences and behaviours, informing the creation of personalised content for each Geely Auto customer.
Additionally, we use interactive technology for dynamic online experiences, including virtual showrooms and augmented reality features.
In physical spaces like dealerships, we integrate digital touchpoints to enhance the in-person experience, offering informative and entertaining content to guide customers through the world of Geely Auto and create memorable brand loyalty.
By creating shareable content and utilising social listening, we aim to build a community around Geely Auto, turning customers into brand ambassadors.
How will Quill leverage its global expansion, to ensure an integrated communication approach for Geely Auto Middle East?
Maan: Our approach is to synergise the unique strengths and expertise across our diverse departments and geographical locations for a cohesive narrative.
By harnessing our wide-ranging expertise, we ensure Geely Auto’s messaging resonates locally while maintaining a consistent global brand voice. With Quill’s headquarters in Dubai, the team in Abu Dhabi, Al Riyadh, Lebanon, and France bring deep local insights for crafting messages directly to the community.
Cross-departmental collaboration is core to our operations, employing a holistic strategy where specialists work together to create effective and cohesive campaigns.
Alex: The diverse geographical spread of Quill offices, as one of the partners provide a wealth of regional insights, enabling a deeper understanding of how the Geely brand is perceived across different markets.
This, in turn, will inform their strategy on what resonates best with audiences in each locale.
What specific criteria or qualities led to Quill being selected as the strategic and creative agency for Geely Auto Middle East?
Alex: Key criteria for any partner include an innovative approach to brand storytelling, a deep understanding of the regional market, and a proven track record of integrating cultural nuances into global brand strategies.
Quill’s proposal demonstrated a clear vision for elevating the Geely Auto brand authentically in the Middle East and aligned with Geely’s global identity.
Maan: Our presentation included distinctive creative examples that clearly set us apart, showcasing the depth of our team’s expertise.
Additionally, our initiative in addressing sales enhancement and crisis management — going beyond the expected scope — resonated strongly with the committee, exemplifying our dedication to providing value-added services and a profound understanding of Geely Auto Middle East’s unique landscape.
