In the dynamic landscape of Middle Eastern digital marketing, few stories are as compelling as that of SOCIALEYEZ.
At the helm of this creative powerhouse is Tarek Esper, whose journey mirrors the agency’s remarkable evolution into the region’s leading creative strategy force.
What drives SOCIALEYEZ’s approach to digital engagement?
With over 12 years of experience in digital marketing, SOCIALEYEZ has evolved from a startup to an influential player in the industry. As Managing Director, the focus goes far beyond the numbers and surface-level metrics that many associate with digital engagement. Leading SOCIALEYEZ is about orchestrating a revolution in how brands truly connect with their audiences, moving beyond traditional notions of engagement.
Many people think that digital success is about maximising clicks, likes or shares. While these metrics hold value, they only scratch the surface of what’s possible. True digital engagement is about creating meaningful, enduring connections that resonate with people on a deeper level. It’s about building a brand identity that audiences not only recognise but feel a part of – something they actively want to support and advocate for.
At SOCIALEYEZ, there’s a deep understanding of audiences’ values, behaviours and aspirations. The focus is on crafting experiences that foster trust and loyalty, experiences that turn passive viewers into active brand ambassadors. Every campaign is approached with a mindset geared toward authenticity, weaving a brand’s unique story into the digital fabric in a way that resonates on a personal level.
How has SOCIALEYEZ evolved over its 15-year journey in the UAE?
Our journey in the UAE has been one of ongoing growth and adaptation, mirroring the rapid digital transformation of the region. What began as a focus on social media has evolved into a holistic approach, where we are now recognised as creative strategists, partnering with some of the most influential brands across diverse sectors. We have expanded our expertise beyond traditional digital channels to encompass a broader array of services that drive meaningful engagement, from strategic branding to immersive content creation. Our headquarters in Dubai are supported by a strong and strategic team in Lebanon & Egypt.
In 2024, our expansion in Abu Dhabi and Saudi Arabia represents a pivotal step in this journey. Recognising the unique opportunities and dynamic business landscape, we see this move as a natural progression in our commitment to fully support the UAE market and stepping into Saudi Arabia with strong footing. Through this expansion, we’re excited to bring our strategic insights, creativity and innovative solutions to brands across the UAE & Saudi Arabia, helping them reach their audiences in deeper, more impactful ways.
What’s the story behind SOCIALEYEZ’s ‘Create No Matter What’ philosophy?
SOCIALEYEZ recently underwent a sleek rebranding, bringing to the forefront a philosophy that has always been at the heart of our company. Create No Matter What isn’t new to us – it’s been our driving force for the past 15 years. We were a smaller team, and we worked together to ensure everything was covered, whether it meant long hours or having just one content creator on the ground. We kept pushing forward, defying the odds and creating, creating, creating. Today, we’re fortunate to have a fully-fledged creative team, each member highly specialised in what they do. But even with a larger team, creating is never “easy.” Working with a hundred people is vastly different than with five, bringing both new advantages and unique challenges.
Though this philosophy has guided us from the beginning, what’s new is our decision to voice it boldly, to help our partners and clients understand the real key behind our consistent innovation, results and success. This approach is grounded in three pivotal principles: being Real in our creativity and connections, driven by Love for impactful work and maintaining the Drive to push boundaries. These aren’t just words on a wall – they’re the principles that have shaped every campaign, every strategy and every client relationship we’ve built.
How is SOCIALEYEZ driving sustainable communication?
Our recent Gold Sponsorship at WETEX underscored an essential dimension of SOCIALEYEZ’s evolution – our deep commitment to sustainability and ESG principles. This commitment was brought to life through our team where we touched on the topic “Leading with ESG – Strategic Communications for Government and Energy Sectors.” The presentation highlighted our mission to empower organisations to make meaningful connections around their sustainability efforts.
We truly believe that sustainable communication is more important now than ever. If companies aren’t telling their stories in a way that resonates, the impact of their initiatives can’t reach its full potential. That’s where we step in: we craft the narrative, finding the most compelling angle to convey what truly matters. This is where our blend of creativity and strategic thinking shines – helping organisations bring their sustainable commitments to life in ways that engage, inspire and drive action
What drove the expansion to Saudi Arabia?
The conversation naturally turns to our latest milestone – the launch of SOCIALEYEZ in Saudi Arabia. This isn’t just about expanding geographically; it’s about bringing our unique approach to creative strategy into one of the world’s most dynamic and fast-evolving markets. Our entry into KSA is an exciting step forward, one that allows us to tap into the incredible energy and opportunities that define Saudi Arabia right now.
Our participation at the ATHAR Festival was a fitting start to our journey here. Being part of such a prominent gathering allowed us to showcase not only our creative expertise but also our commitment to understanding and engaging with the local market on a meaningful level. This launch is more than a new chapter for SOCIALEYEZ; it’s a commitment to grow alongside KSA, bringing the best of our creativity and insights to help shape impactful stories across this vibrant landscape.
What’s next for SOCIALEYEZ?
Looking ahead, our vision for SOCIALEYEZ is both ambitious and clear. Our goal is to become the region’s go-to creative strategist, helping brands not only navigate but thrive in the ever-evolving digital landscape, all while staying true to our philosophy of Create No Matter What. I see us as a partner brands can rely on to break boundaries and set new standards in digital engagement across the Middle East.
It’s clear to me that SOCIALEYEZ’s journey is still in its early chapters. With a solid foundation in the UAE, a bold expansion into Saudi Arabia, and a relentless commitment to creative excellence, we’re well-positioned to drive the future of digital engagement in this region.
Every challenge we encounter is a fresh opportunity to create something meaningful, no matter how difficult the journey might be. That’s the essence of SOCIALEYEZ – defying limits and pushing the boundaries of creativity to craft strategies that don’t just connect with audiences but inspire them and drive impact.
