FULLSTOP is a local agency, how would you explain the move after 14 years working for a multinational?
When it comes to ad agencies, I don’t quite believe there’s a difference between ‘local’ and ‘global’ anymore. There’s either a good agency or a not-so-good one. While multinationals have the strength of networking and experience, I believe that local agencies are the future, especially in a rapidly growing market like KSA where relevancy is key.
FULLSTOP has more than 18-years of history in the market, and while it is not defined by being a local agency, it is an agency that really understands and connects consumers in the region.
A good agency brings together a solid team of hungry local talent, following proper processes and given access to constant training to achieve and even redefine excellence without the layers that many multinationals add on. Being a good local agency, with the ability to make an impact internationally has been the key to FULLSTOPs success. Also, being part of a non-conventional entity like Webedia Arabia Group with their support on providing metadata and content sets us apart at what we do.
As for the shift, some may find it irregular, but I guess big shifts are at the core of our business, just like how the whole industry at one point saw it’s wise to shift from a classic traditional way of doing business to a digitally-led model.
The Executive Creative Director role is relatively new to FULLSTOP, how do you see that?
FULLSTOP is an agency with great potential and a greater mindset, and today with more opportunities opening up for “homegrown” players, and a very promising vision, the ECD is just someone who can put all this into an action plan and turn it into results. I believe the role of ECD at FULLSTOP will make a bigger impact than ever.
FULLSTOP is known for being more of an experience agency, is it expanding its remit to become more of an integrated ad agency?
The association between FULLSTOP and the group’s UTURN and Made in Saudi Films is the reason it’s perceived as an experience agency only. That’s not accurate, as its integrated portfolio is quite notable, with a major clientele and a Gold Lion under its belt. But yes, we are in fact putting more focus on showcasing our capability across fully integrated creative services that are digital at heart.
What are FULLSTOP’s challenges and creative plans?
With the constant invitations and business opportunities opening up for FULLSTOP, and with a very promising expansion in the works, I think our biggest challenge to date is to keep our creative minds performing well under pressure. Meanwhile and in the short term, I’m working on strengthening the team and expanding our creative force across the Riyadh, Cairo, and Jeddah offices. Once we do that, then it would be time to make some noise, the way this market deserves. On the longer run, our main goal is to expand across other regional markets and bring our philosophy to a global stage.
How will your previous experience at JWT help you? And where will you need to learn and adapt?
WT is a great school and a creative factory, where the learning pace has always been quite high, and where you get to learn precisely and quickly. Also, you get to work on high profile clients with big challenges. This left me with no other option but to learn and learn quickly at that. I believe that experiencing that day-in and day-out for the past 14 years, helped a great deal in shaping my creative identity and paved the way that led me to FULLSTOP today, where I intended to put that amazing experience into use the best way possible.
How will your success be measured?
Winning.
