Fusion5 was awarded the Independent Media Agency of the Year 2024 title at Campaign Middle East’s Agency of the Year Middle East Awards.
The judges chose an agency whose philosophy is deeply rooted in data-driven solutions and commitment to exceptional return on investment (ROI) for its clients. With a remarkable 19 per cent revenue increase and a 29 per cent team size expansion, the agency successfully secured several major accounts during the review period.
Elie Haber and Johnny Khazzoum, Managing Partners at Fusion5, share their reflections after the agency’s award win.
How does this award reflect the culmination of your efforts in 2024?
Winning the Independent Media Agency of the Year award is a testament to our relentless drive for excellence in 2024.
This recognition reflects the dedication of our team to delivering innovative, data and result-driven strategies for our clients, pushing creative boundaries, and staying ahead in a competitive industry.
It highlights the success of our collaborative culture, our commitment to nurturing talent, and our ability to adapt and thrive in an ever-evolving media landscape. This accolade is not just an achievement but a reflection of Fusion5’s enduring mission to lead and inspire in the media industry.
As you soak in the win, what top learnings from 2024 will you take into the year ahead?
2024 has been a transformative year for Fusion5, and as we celebrate this win, key learnings stand out.
First, innovation thrives on collaboration; our greatest successes came from leveraging diverse perspectives across our client management and specialist teams.
Second, our ethos of agility has proven to be essential in a rapidly evolving industry; adapting quickly to trends and technology enabled us to stay ahead of the game.
Third, results speak louder than promises; focusing on measurable impact earned us the trust of clients and recognition from peers. Lastly, investing in people pays dividends; nurturing talent and fostering a growth mindset created a powerhouse team. These insights will guide us to achieve even greater milestones in 2025.
How has the balance between purpose and profits contributed to your successes over the past 12 months?
Words alone cannot reflect the importance of balance in our whole existence, and not just in our commercial success.
Purpose is what drives everything we do at Fusion5, be it in delivering campaigns that create meaningful connections, supporting client goals with integrity, or investing in the development of our people.
Meanwhile, profits are a byproduct of this purposeful work. It is through this equilibrium that we build deeper trust with clients and partners, fuel innovation, inspire our team, and consistently exceed expectations in a competitive market.
What do you think the industry needs to change or fix on priority in the months ahead?
There is no question that the industry needs to continue prioritising the adoption of tech and AI solutions. However, it is crucial to layer in a level of responsibility on how this is done to allow the industry to enhance efficiency without compromising quality or creativity. Maintaining balance is just as crucial here. Technology and AI should augment creativity, and not replace it. The industry also needs to prioritise the upskilling of talents to harness these AI integration tools effectively while safeguarding the originality and authenticity that drive meaningful audience engagement.
In your opinion, what do consumers really want, and how can agencies help brands meet this need?
We prioritised data-driven insights to deeply understand audiences of all types, and through our extensive exposure to these insights, we can confidently state that today’s consumer seeks authenticity, value and relevance above all in their interactions with brands. Personalising experiences with their values becomes key, while simultaneously respecting their privacy. Ultimately, maintaining this authenticity and merging in an element of storytelling to foster emotional resonance will be the cornerstone of building meaningful consumer connections.
What are the key facets to securing client wins and sustaining client retention?
While one should ensure facets like delivering measurable results, consistent communication, fuelling innovation and ensuring exceptional client servicing, it is important to understand that securing client wins and sustaining client retention are achieved at the core by having a deep understanding of client goals and challenges and having a true passion for addressing these hand-in-hand with your client. Only through this are we able to align strategies with our clients’ unique visions, and then drive towards business success.
What are your agency’s New Year’s resolutions for 2025?
With our 10-year anniversary in full swing, our resolution remains to foster excellence and cultural integrity and set the cornerstone for the next 10 years by investing in our team and deepening our client partnerships. Our key resolution for 2025 focuses on continuing our horizontal expansion into dynamic sectors like gaming and esports, while strategically growing our network of partnerships and exclusive inventory. We are laying the groundwork for our next major technological leap through vertical expansion in acquisition and retention solutions. This will unlock new potential in customer experience, conversion rate optimisation, personalisation, and re-engagement strategies, driving transformative outcomes.
