FeaturedPeopleSpecial Feature

Marketing Game Changers 2023: Passant El Ghannam, Marketing Director Middle East & Africa, Heinz

Marketing Game Changers is back, to recognise and celebrate those brand-building marketing leaders who have made a huge impact this year.

This exclusive list features the men and women who we feel have shaped our industry this year, and includes a wide array of brands, campaigns and their achievements.

The prestigious top 10 includes four women, three Saudi based brands, an abundance of creativity, plus a strong focus on sustainability.

What is your objective in your current role?

GROW Heinz brand Love in MEA
GROW MEA Business Profitably
GROW white space in categories and geographies
GROW Team capabilities and achievements
GROW personally into a better version of myself

What is your guiding principle?

If there is a will there is always more than one way! Have faith, there is always a bright side, keep trying and find the way on the way!

How do you make agency relationships work?

Safe, trusting partnership.

I’m part of their team with the courage to enable their creativity to become a reality.

They are part of my team with the expertise to unlock business wins.

We both have the safety and humility to share/admit when we are wrong, or when things are just not working.

Who inspires you professionally?

Everyone I meet and work with. First my team, my leaders, my peers and my mentors.

I always manage to find something that I admire and try to learn from the people I interact with, even if we fundamentally have a different leadership style. There must be something that makes them special. I try to learn that!

What is the biggest challenge in marketing at the moment?

I see two things; one is keeping up with the rapid constant change; consumer, media, data and tech. The second is building meaningful connections with consumers especially Gen Alpha with increasing exposure, clutter and diminishing attention span. New generations connect to purposes, other humans and the stories behind them, not to brands.

What is the next big opportunity?

The balancing act in unleashing the potential of AI in creativity, not just to customise content for different tribes with tailored authentic messages, but also to create unimaginable experiences. Especially those that weave reality into the virtual world, breaking the walls created by digital and bringing back human interaction.

What can we expect to see from you and your brand in the next year?

Foster the power of data and insights to grow the business profitably, delighting our consumers with irresistible innovations while continuing to push the boundaries with bold comms.

Growing the irrational love so it becomes normal even if our consumers walk around carrying our little sachet in their designer bags as #ItHasToBeHeinz in MEA.

What was your last binge-watch?

Firefly Lane and The Constants (Friends & Suits)