TITLE: Chief Executive Officer, Omnicom Media Group – MENA
YEARS IN THE ROLE: 3 years
YEARS IN THE INDUSTRY: 25 years
YEARS IN THE MIDDLE EAST REGION: 25 years
OTHER ROLES: Vice Chair, ABG; Board Member, Endeavor; Founding Board Member, Unstereotype Alliance
POWER ESSAY: Beyond the buzz – rediscovering the core of media, by OMG’s Elda Choucair
Usually, people go back to basics when overwhelmed, stressed, or lost, and when they need to simplify things to achieve better results. This call is not about that. Although we can argue media practitioners are likely overwhelmed and stressed, this is not a message to solve for that. This is a call to review and remember the fundamental principles that make media strategy and planning essential to marketing success, and to bring back the craft and skill that create value for brands.
The future of media cannot be more exciting when this world intersects with commerce and CRM and continues to be powered by technology and data. As I watch the emergence of a new generation of media practitioners who are tech natives, digital-first and data-savvy, taking lead and responsibility, I realise how important it is to remind ourselves of the fundamentals and basics that make the job of media so paramount in the world of marketing … and sales. The role of technology is to support these fundamentals and not to replace them.
While buzzwords like ‘data-driven’ and ‘AI’ are prevalent in the industry, it’s essential to remember that the true value of media lies in its ability to connect brands with consumers in meaningful ways. By focusing on the fundamentals, media agencies can cut through the noise and deliver results.
“A call to tomorrow’s leaders: be curious, go back to the fundamentals, never compromise quality, be purposeful, and own your work.”
The fundamentals are many and include many aspects including strong relationships and trust whether with clients or media owners; a data driven approach and technological proficiency; strategic thinking, problem solving and more, but there are three specific areas that I feel are essential to the creation of good work. I call on every professional in this industry to nurture these fundamentals:
1. Rigour:
The amount of data that media professionals must work with has exponentially grown over the last decade. No matter the technologies and tools used to simplify and aggregate, there is still a huge amount of manual work to bring it all together and make meaningful conclusions that will impact future decisions. We need to supercharge thoroughness and attention to detail to a superhuman level.
2. Creativity:
In a world saturated with marketing messages, creativity is more important than ever. The 10 Gold Cannes Lions were awarded to work that found solutions using the same existing media channels, the point was how they enhanced the lives of customers and users and how media became a utility. Technology or AI took a back seat as tools serving a bigger purpose rather than the innovation itself. Without creativity the media profession is obsolete.
3. Deep understanding of client’s business:
Accountability and leadership are more important than ever. Real agency and client partnership is when we share accountability and choose to lead rather than ask for permission to do what’s right. One can only do that if they proactively and genuinely care to learn about what creates success and seek for ways to get there.
All three are behavioural choices; no training courses can do enough to make someone more rigorous, creative or caring to what matters for a brand. These are attitudinal behaviors that will make good media professionals great and maybe create the next generation of media leaders.
I love our industry because we never stop evolving, never stop learning, because there is always something new that we can test and experiment with.
The dynamism keeps the young blood flowing and the excitement pumping. As media agencies, we should continue to be promoters of the avant-garde, but should never forget what makes a great partner.
This is a call to all the passionate, ambitious executives who want to become tomorrow’s leaders: be curious, always go back to the fundamentals, never compromise quality, be purposeful and own your work.
CAREER HIGHLIGHT
Witnessing the growth of my company, team, clients, and family. No doubt growth is an outcome of ambition and drive, but more importantly, it is fuelled by a collective strength and resilience to endure the tough times, a sense of camaraderie that brings the team together to collaborate towards a single objective, and the pleasure that there is always more to strive for.
RAPID FIRE
Focus for the next 12 months?
Talent.
Buzzword we need to kill?
“AI” as a means to an end rather than the end itself.
Marketing needs to prioritise?
Creativity.
Marketing needs to change?
Focus on short-term sales performance and diminishing brand power.
Top lesson learnt in 2024?
The need to go back to basics in media and marketing.
What worries you the most?
I’ve learnt there is no point in worrying. We deal with it whatever comes our way.
Value/principle that matters the most?
Integrity.
Next travel destination?
London and Barcelona.
What is your pet peeve?
Short-sightedness.
Top tip?
Cultivate wisdom in your life.
