From top left, clockwise, Ali Rez, Chief Creative Officer, Impact BBDO; Khaled AlShehhi, Executive Director of the Marketing and Communications Sector at the UAE Government Media Office; Muriel Lechaczynski, Chief Growth Officer, TBWARAAD; Ghada El-Kari, Chief Strategy Officer at W Group Holding; Akhilesh Bagri, Chief Creative Officer, Serviceplan Group Middle East; Alok Gadkar, CEO and CCO, Tuesday Communications; Shahbaz Tiavar, Global Deputy Head of Procurement for Luxury and Lifestyles Brands, Accor; Anup Kondakundi, Global Head – Marketing Strategy and Brand Transformation, Ajmal Perfumes.Product, price, place and promotion: the industry wakes up to the four Ps of marketing every morning. Yet, the three Ps keeping industry leaders up at night are: Procurement, pitching and pricing.
Campaign Middle East opens Pandora’s Box on these themes and, unsurprisingly, the woes of the marketing world pour out.
Senior leaders speak plainly: It’s cost-cutting versus value generation in procurement
From this seemingly small box of misery emerges conversations around: deficient or overweighted briefs; lack of transparency; dearth of feedback; shifting goalposts; unclear evaluation criteria; price-based decisions; confidentiality concerns; intellectual property infringements … all of which
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Tags:AccorAdvertisingAjmal PerfumesAkhilesh BagriAli RezAlok GadkarAnup KondakundiBrandbudgetclear objectivescommunicationscompetitive advantagecost cuttingcreativedigitalevaluation metricsfeedbackGhada El-KariImpact BBDOinnovationmarketingmediaMiddle EastMuriel LechaczynskiPerformancepitchingplacePRpriceprice per unitpricingProcurementproductpromotionresourcesServiceplan Group Middle EastShahbaz Tiavarstandardising briefsstrategic valueStrategytalentTBWA\Raadtimetimelinestotal cost of ownershipTuesday Communicationsvaluevalue generationW Group Holding
