TITLE: Regional Managing Director and Client Lead at GroupM MENA
YEARS IN THE ROLE: 3 months
YEARS IN THE INDUSTRY: 17 years
YEARS IN THE MIDDLE EAST REGION: 17 years
BOARD MEMBERSHIPS: WPP Stella
POWER ESSAY: IT’S NOT ALWAYS ‘OUT WITH THE OLD, IN WITH THE NEW’
We are living in an extraordinary time of rapid evolution and progress. Artificial intelligence is now a dominant force and a major topic of discussion. With loyalty waning, consumers have gained significant influence, raising expectations and demanding transparency from brands. So, how can brands not only thrive but stand out in this noisy environment?
Luxury brands offer a unique perspective because they sell more than just products – they sell dreams. They don’t merely offer handbags or perfumes; they present an entire lifestyle steeped in legacy and essence. This is epitomised by brands like Jacquemus and Loewe, which craft stories that deeply resonate with consumers and emphasise exclusivity and sophistication.
What’s striking about these luxury brands is their ability to remain true to their core identity while adapting to fast-changing times. Jacquemus, for instance, doesn’t just sell fashion; it sells a vision of bold, innovative design. Known for its avant-garde approach, Jacquemus has successfully maintained its reputation for pushing boundaries while embracing the digital age. Its storytelling revolves around challenging fashion norms and adopting a new, edgy aesthetic, resonating with a younger, trend-conscious audience without losing its haute couture essence.
Loewe illustrates how a luxury brand can reinvent itself while staying true to its high-fashion roots. Originally renowned for its traditional craftsmanship, Loewe has managed to blend this heritage with contemporary trends. The brand’s engagement with vibrant TikTok trends and collaborations with modern artists showcases its adaptability and youthful spirit. Loewe’s ability to merge haute couture with playful, cutting-edge trends highlights its commitment to both tradition and innovation, connecting with a diverse, global audience.
More luxury brands are innovating while staying true to their ‘savoir-faire’, or unique expertise and identity. Brands like Gucci, Dior, and Louis Vuitton have embraced innovation by becoming pioneers in integrating the metaverse into their overall strategies. For example, Gucci launched a virtual garden on Roblox, allowing users to explore and purchase digital products, while Dior created unique experiences in the metaverse to engage with younger audiences. Louis Vuitton also joined the digital world by hosting a virtual fashion show in the online game League of Legends, where players could experience their latest collection in an immersive environment.
In addition to their innovative initiatives, brands are evolving by collaborating with celebrities who resonate with younger audiences. A recent example is Dior’s campaign featuring Rihanna as the new face of J’adore, which connects with a demographic that idolises her. Similarly, Tiffany & Co. has made regional distinctions by choosing singer Nancy Ajram to resonate with local audiences, further enhancing their appeal in the market.
The lesson from these luxury brands is clear: it’s not just about keeping pace with technology or chasing fleeting trends. Enduring success comes from maintaining a strong sense of identity and purpose. In a fast-paced world, it’s easy to get swept up in trends and lose sight of what makes a brand unique. Luxury brands navigate this landscape with a long-term vision, building narratives that enhance their offerings rather than diluting their identities for short-term gain.
Creating compelling and enduring narratives can transform the ordinary into the extraordinary. By adopting the luxury brand approach of selling stories rather than just products, brands can forge deeper connections with customers and unlock authentic, sustainable growth.
In times of rapid transformation, humans continue to dream, yearn, and aspire—perhaps more than ever. Authentic connections and meaningful narratives ignite our passions and drive us to reach for something greater. Amidst the noise, we turn to legacy brands that tell their stories with heart and soul.
Brands that master this art will not only thrive but also make a lasting impact on all of us.
CAREER HIGHLIGHT:
Spearheading a groundbreaking media transformation for LVMH in the MENA region. Through a comprehensive digital overhaul and the successful launch of more than 20 e-commerce platforms, we were able to significantly enhance the region’s visibility and competitiveness on the global stage. This transformation not only elevated MENA to be on par with other key markets but also set a new standard for balancing brand prestige with performance-driven results. A critical aspect of this achievement was the deep, strategic alignment I fostered with our clients.
Rapid fire
Focus for the next 12 months?
Foster transformation while building trust and strong leadership with both teams and clients.
Buzzword we need to kill?
‘Going viral’.
Marketing needs to prioritise?
Consumer centricity and drive omnichannel experiences.
Marketing needs to change?
Break silos and encourage collaboration to create cohesive strategies that reflect all aspects of the brand.
Top lesson learnt in 2024?
Never be afraid of change; embrace it as an opportunity for growth and always know your value.
What worries you the most?
The thought of ceasing to dream.
Value/principle that matters the most?
Resilience and perseverance.
Next travel destination?
Tokyo, Japan.
What is your pet peeve?
When people use excuses to obscure the truth instead of being transparent and straightforward.
Who do you look up to?
I look up to my mom; she taught me to always believe that no matter how difficult the situation may seem, tomorrow will bring a better day.
Favourite restaurant in the Middle East?
Kami Sushi in Gemmayze, Lebanon.
What are you reading?
Atomic Habits.
Favourite hobby?
Skiing with my kids and husband, as well as exploring authentic restaurants.
Top tip?
Always focus on solutions not problems, and never compare yourself to others; simply concentrate on your own journey.
