Campaign’s Media Faces to Watch 2021 —Noor Taffish, Senior Media Planner, UM
Age: 28
Nominated by Dominic Honess, Business Director, UM
Noor is a superstar across the Reckitt team and the wider agency. She has spearheaded the client’s use of audience first planning after helping to create data-led high-value audiences. With a background in data analytics, she brings a real understanding to the team that makes a major difference when creating strategies and implementing the activity. She is continually commended for her high-quality work by the client and has made a real impact on a number of new business pitches. Noor is a rising star across UM in MENA and the industry.
Bio
With an extensive background in market research, I focus on combining factual analysis with creative thinking to develop optimal brand strategies and campaign executions. Using these skills, I have effectively worked on data-centric projects and took ownership of various high-value audience projects and pitches across RB brands and beyond. Among the successful award-winning campaigns I have assisted in, was executing the in-game campaign for a Dettol launch that allowed us to better engage with the audience. Through my audience targeting, we have helped Dettol become one of the top brands for consumer awareness in the region.
Guiding principles
The main principles that have guided me both personally and professionally are passion and curiosity. I also focus on remaining ethical and true to who I am and what I do while balancing between innovation, creativity and simplicity.
How has Covid changed your job?
It’s a no-brainer that Covid changed the world. I have become like a chameleon, finding ways to adapt to the new circumstances. Working on Dettol, I had to be more receptive in a fast-paced environment to accommodate the evolved consumers needs and reassure them with effective healthy-habit campaigns.
Side hustle
My side hustle revolves around one of my greatest passions, food. Hence, I created a food blog where I enjoy sharing content and writing about easy to make recipes. As an extension to my blogging, I also share my passion on different social media platforms such as Instagram and Pinterest.