TITLE: Chairman, BBDO Europe, Middle East and Africa
YEARS IN THE ROLE: 14 years. Chairman, BBDO Europe since 2023
YEARS IN THE INDUSTRY: 36 years
YEARS IN THE MIDDLE EAST REGION: 36 years
OTHER ROLES: Director Omnicom Europe Limited; Director, BBDO Worldwide; Non-Executive Chairman, OMG MENA; Chairman and CEO, Impact BBDO Group of Companies MENA: Porter Novelli, FleishmanHillard ME, Proximity, DDB UAE
POWER ESSAY: Data with a heart – building human connections in the MENA region’s marketing revolution, by Dani Richa
The MENA region, with its emphasis on human connection and shared values, offers the perfect environment to showcase how data and AI can deepen relationships between brands and consumers.
Here, in the heart of this culturally rich and diverse region, data is no longer just a tool for optimisation – it’s the means by which brands can cultivate genuine connections that resonate on a human level. In the MENA context, relationships are built on trust, empathy, and shared experiences, and it’s this essence that data helps brands to nurture.
Picture a future where brands and consumers aren’t merely exchanging information, but are involved in an evolving relationship. Data serves as the trusted ally that enables brands to act with empathy, anticipate needs, and offer the kind of thoughtful gestures that turn a transaction into a meaningful moment.
Leading MENA-born brands – airlines, hospitality groups, and more – have already mastered this, translating data into personalised experiences that feel as genuine as a friend’s well-timed message.
“Brands that listen deeply and act thoughtfully build customer loyalty and advocates those who feel emotionally invested in their success.”
Whether it’s a thoughtful gesture during Ramadan or a culturally nuanced offer that recognises the uniqueness of a particular audience, data is the new language of connection.
In a region where the collective is as important as the individual, brands that tap into data are able to go beyond personal interactions and foster communities. Brands that listen deeply and act thoughtfully build not only customer loyalty but also advocates who feel emotionally invested in their success. This sense of community, built on trust and shared experiences, is a powerful testament to the role data can play in enriching human relationships.
MENA’s distinctive cultural fabric positions it as the ideal testing ground for this data-driven marketing evolution. When wielded wisely, data has the power to elevate human connection, to help brands navigate cultural nuances with precision, and to nurture relationships that last. It’s not about outpacing competitors; it’s about using data to create bonds that transcend the transactional and endure in the hearts of consumers.
This human-first approach is the future of marketing in MENA. Brands that intertwine data with creativity are the ones telling the most compelling stories, celebrating shared values, and building legacies. The success of MENA brands in global markets proves that when data is used to serve human needs, the result is not only stronger brand equity but also lasting connections that fuel enduring success.
CAREER HIGHLIGHT
Dani has been honoured as the Dubai Lynx Advertising Person of the Year. Under his leadership, over the last three years, his agency has garnered an impressive 36 Agency and Network of the Year Awards, including Campaign’s Global Best Network in MEA three times and has held the title of Cannes Lions Regional Network for six years running, winning four Cannes Lions Grand Prix. He is leaving a mark on creativity with purpose driven campaigns, which positively impact our planet, freedom of speech and diversity.
RAPID FIRE
Focus for the next 12 months?
Harnessing the power of AI.
Buzzword we need to kill?
Game-changer.
Marketing needs to prioritise?
Big ideas.
Marketing needs to change?
Myopic short-term tactics.
Top lesson learnt in 2024?
Unlocking the true potential of AI.
What worries you the most?
Ignorance with arrogance.
Biggest blessing in your life?
Maya, Yasmina, Julian and Tamara.
Value/principle that matters the most?
Humility and perseverance.
Next travel destination?
AlUla.
What is your pet peeve?
Long voice messages.
Who do you look up to?
Firefighters.
Favourite restaurant in the Middle East?
Rohan at The Arts Club.
What are you reading?
Play Bigger
Favourite hobby?
Collecting fine-aged beverages.
Top tip?
Cherish relationships.
