TITLE: CEO of GroupM MENA
YEARS IN THE ROLE: 1 year
YEARS IN THE INDUSTRY: 20 years
YEARS IN THE MIDDLE EAST REGION: 23 years
OTHER ROLES / BOARD MEMBERSHIPS: IAB, IAA, ABG
POWER ESSAY: CLIENT SATISFACTION EATS AI FOR BREAKFAST
When I read articles about our industry today or even review last year’s 2023 Power List MENA topics, it feels as though AI, technology, digitalisation, and data dominate our discussions.
These topics are not merely buzzwords; they represent critical trends shaping our daily operations. However, despite the excitement around technological advancements, everyone would do well to remember the essence of our industry’s purpose: client relationships and client satisfaction.
It’s not uncommon in our industry to hear clients express frustration about limited interactions with their agencies beyond their direct teams. While investing in tech stacks is crucial for maintaining competitiveness and operational efficiency, the heart of our success lies in nurturing strong, enduring relationships with our clients and delivering them results.
Improving chemistry with clients, rapport building exercises and information sharing activities should be on-going, not just booked in during pitches and challenging times of the year. This everyday commitment is fundamental to our role as media experts and advertising consultants.
AI, technology, and data analytics undoubtedly play pivotal roles in modern marketing strategies. They empower us to tackle daily challenges with precision and insight, but they are not enough by themselves. However, their value is enhanced when complemented by robust client relationships. Despite their undeniable importance, many marketers find themselves involuntarily prioritising infrastructure improvements over interpersonal connections with clients.
Innovation, technology and analytics are essential, but they are not enough by themselves. The danger lies in assuming that technological prowess alone guarantees client satisfaction. The reality is more nuanced.
While efficiency gains from technology are undeniable and allow us to automate at a rapid rate, true client loyalty and satisfaction stems from investing in great talent, nurturing client servicing skills, prioritising personalised interactions and providing an empathetic understanding of their needs. It’s about being present where our clients are, actively listening to their concerns, and responding with tailored solutions that demonstrate our commitment to their success and growth.
In our pursuit of operational excellence and technological innovation, we must not overlook the human element; the personal touch that strengthens bonds and fosters trust. This human touch is what sets exceptional agencies apart from merely functional ones. It requires creating environments where clients feel heard, valued, and understood beyond the metrics and analytics.
If our technological advancements do not align with client relationships and having the right team to collaborate closely with clients, we risk failure. Talent makeup should complement the client’s brand with diversity and inclusion, also playing a large role in offering our client’s businesses fresh perspectives and out of the box solutions.
Perhaps we should blend these tech advancements with different future-proofing methods, customer engagement strategies, and new frameworks for client experiences. Our focus should be on enhancing client retention, fostering robust partnerships, and building loyalty. And ultimately, innovation can only occur from human thinking and creativity from our own lived experiences.
Building lasting client relationships is a journey that demands time, effort, and genuine empathy. It involves aligning our internal processes and team dynamics to ensure every client interaction reflects our commitment to their satisfaction. This commitment extends beyond project deliverables; it encompasses proactive communication, transparent collaboration, and anticipating their evolving needs.
There’s no one-size-fits-all formula for successfully balancing technology focus with client partnerships. Both matters are crucial, but client relationships are uniquely individual. As we navigate the complexities of our industry’s evolution, let’s remember that our clients are at the core of everything we do.
They are not just recipients of our services but partners in our journey towards mutual success. By placing a renewed emphasis on client relationships and satisfaction, we not only enhance our competitive edge but also uphold the values defining our industry’s integrity and longevity.
While AI and technology propel us forward, it’s our commitment to exceptional client experiences that truly distinguishes us as leaders in our field. We should strive to cultivate meaningful connections, foster collaboration, and exceed expectations, ensuring that every client interaction reflects our dedication to their satisfaction and success.
Career highlight
Moving to WPP/GroupM, the world’s largest media holding group, and making a significant impact in our industry in a short time, especially in attracting top talent, has been my proudest moment this year.
Rapid fire
Focus for the next 12 months?
Transformation.
Buzzword we need to kill?
Techie.
Marketing needs to prioritise?
Customer experience.
Marketing needs to change?
Shift from product-centric to customer-centric.
Top lesson learnt in 2024?
Patience.
What worries you the most?
Time.
Biggest blessing in your life?
Reading people and situations.
Value/principle that matters the most?
Humility and honesty.
Next travel destination?
For work: Egypt. For leisure: Florence.
What is your pet peeve?
Sleeping! I feel like I’m not making the most of my time while sleeping.
Who do you look up to?
My grandma. She was a very wise woman.
Favourite restaurant in the Middle East?
Hunter & Barrel.
What are you reading?
I love history and politics. I just finished ‘A Line in the Sand’ for the second time and now I am into ‘1917: Lenin, Wilson, and the Birth of the New World Disorder’.
Favourite hobby?
Cycling.
Top tip?
Businesses succeed or fail based on their team. Surround yourself with smart people who truly care about the business, not just those looking for a job.
