Mobile Marketing Association’s virtual event discusses digital advertising trends

Mobile Marketing Association’s virtual event discusses digital advertising trends
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Updated 24 November 2021

Mobile Marketing Association’s virtual event discusses digital advertising trends

Mobile Marketing Association’s virtual event discusses digital advertising trends
  • MMA Impact MENA covered everything from responding to changing consumer needs to data and measurement

DUBAI: The Mobile Marketing Association (MMA), an industry body focusing on mobile technology and marketing, held its virtual event MMA Impact MENA in November in partnership with AdColony, InMobi and TikTok.

The event brought together speakers from a range of organizations including Bayer and L’Oréal, agencies Starcom and ArabyAds and ad tech firms.

After an opening note from Greg Stuart, CEO of MMA, Vassilis Bakopoulos, senior vice-president and head of industry research at MMA Global, spoke about research findings on how chief marketing officers view consumer data readiness.

The session on “Using Data to Drive Marketing Excellence” was held by Elaine Rodrigo, chief insights and analytics officer at Reckitt. Rodrigo talked about deploying data and insights as the foundation of marketing and driving marketing excellence by choosing a few big business questions and creating value around them, in addition to engaging with the community.

The role of data and analytics was clear: every marketer needs them. But with new privacy initiatives coming into place it has become harder for marketers and agencies to navigate this space. In her session, Jessica Moini, sales director at InMobi, simplified the regulations around data privacy, particularly around Apple’s Identifier for Advertisers (IDFA).

Although the sessions were focused on technology and data, Moini reminded attendees of the value of emotional connection. “Most companies are doing a fantastic job at embracing technology, but we need to work harder to humanize the digital experience because emotional connection is what keeps customers coming back,” she said.

Oya Canbaş, general manager for the UK & Ireland Cluster at Bayer, discussed how brands can effectively respond to changing consumer trends through four steps: deliver evolving experiences, personalize messages at key trigger moments, create data-driven real-time connections and turn purpose into action.

The final session of the event, “Attention Economy,” brought together panelists Shaimaa Ismail, chief marketing officer at L’Oreal Egypt, Donnacha Kinsella, strategy insights and data lead for P&G at Starcom MENA, and Mike Follett, managing director, Lumen Research.

They discussed why attention is the holy grail of advertising. Every marketing campaign has a different objective — whether it’s reminding people of a brand’s existence or radically changing a brand’s image. And depending on the objective, marketers need to use different media channels and analyze different metrics to measure campaign success. However, one metric that remains constant, regardless of the channel used or campaign objective, is attention.

It is also a huge measurement challenge. Digital ad measurement today is focused on verifying if an ad is viewed, which is already challenging given the fragmentation of digital channels. Still, this metric alone isn’t enough to measure business or brand performance. The panelists agreed that the next step in digital measurement is attention which, although difficult, is critical to driving broader business outcomes.

From explaining privacy and data changes to sharing marketing strategies and research findings, the event shed light on the emerging trends and challenges of digital marketing, leaving attendees with some food for thought.


Rights watchdog condemns assault of Afghan journalist

Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
Updated 26 November 2021

Rights watchdog condemns assault of Afghan journalist

Afghan journalist Ahmad Baseer Ahmadi was recently attacked while walking to his home in Kabul. (CPJ/Social Media)
  • Ahmad Baseer Ahmadi, a presenter at privately owned broadcaster Ayna TV, was walking to his house when two unidentified men assaulted him
  • In October, unidentified gunmen injured journalists Abdul Khaliq Hussaini and Alireza Sharifi in separate attacks in Kabul

LONDON: The Committee to Protect Journalists has condemned the violent attack on Afghani journalist Ahmad Baseer Ahmadi, who was assaulted in Kabul while on his way home. 

Ahmadi, a presenter at the privately owned broadcaster Ayna TV, was walking to his house when two unidentified men assaulted him and attempted to shoot him. 

The men, whose faces were covered by black handkerchiefs, reportedly shouted, “Reporter! Stop,” demanded to see his identification card and asked him where he worked. 

“The Taliban has repeatedly failed to uphold its stated commitment to press freedom, as violent attacks against journalists continue and proper investigations or accountability are nowhere to be found,” said CPJ’s Asia program coordinator, Steven Butler.

“The Taliban should reverse this trend by thoroughly investigating the attack on Ahmad Baseer Ahmadi, and holding the perpetrators accountable.”

Ahmadi’s assailants reportedly demanded he unlock his phone and open his WhatsApp and Facebook accounts. When Ahmadi refused, the men beat him with pistols and proceeded to shoot at him when he asked for help. 

The shots missed Ahmadi, but the men continued kicking him while he was on the ground, breaking his jaw. 

Since the Taliban takeover of Afghanistan last August, the CPJ has voiced concerns about the safety of Afghan journalists, reporters and media workers. 

In October, unidentified gunmen injured journalists Abdul Khaliq Hussaini and Alireza Sharifi in separate attacks in Kabul, and Taliban members beat and detained Zahidullah Husainkhil.


Award winners revealed at prestigious Middle East PR industry gongs ceremony

Award winners revealed at prestigious Middle East PR industry gongs ceremony
Updated 26 November 2021

Award winners revealed at prestigious Middle East PR industry gongs ceremony

Award winners revealed at prestigious Middle East PR industry gongs ceremony
  • 88 entries shortlisted in 56 categories for 2021 Middle East Public Relations Association awards

DUBAI: This year’s winners of a prestigious Middle Eastern public relations awards scheme were revealed at a recent presentation ceremony in the UAE.

More than 88 entries were shortlisted across 56 categories in the 2021 edition of the Middle East Public Relations Association awards.

The communications industry has been seriously impacted by the coronavirus disease (COVID-19) pandemic with many companies and organizations cutting their advertising and marketing budgets.

And the latest MEPRA awards took into account the damage caused to the sector by the global health crisis through categories such as best creative approach and best internal communications response during COVID-19, and best social impact campaign in response to the virus outbreak.

The classes saw gold trophies awarded to APCO Worldwide for its campaign “Adapting UOWD’s Education Model in the Age of the Pandemic,” Mastercard MEA for its “Priceless Together” project, and Action Global Communications for “ADEK Back to School,” respectively.

During the awards ceremony held in Dubai on Wednesday, Red Havas bagged gold for best campaign in the Middle East with Adidas’ “Beyond the Surface,” and Hill+Knowlton Strategies took silver and bronze for its PUBG Mobile “Game on Henedy,” and Facebook Inc. “#MonthofGood” campaigns, respectively.

To mark MEPRA’s 20th anniversary this year, the awards featured a new category of people’s choice for the best Middle East campaign over the last two decades, won by Weber Shandwick MENAT and Environment Agency Abu Dhabi for the “Vote Bu Tinah!” campaign.

Special gongs on the night included the chairman’s lifetime achievement award that went to Jack Pearce of Matrix Public Relations, the small in-house team of the year accolade handed to Mastercard MENA, and the large in-house team of the year prize given to the UAE government’s media office.

Agency titles were awarded to Gambit Communications for best home-grown operation as well as small agency of the year, with Acorn Strategy being crowned large agency of the year.


New Zealand PM says Facebook, others must do more against online hate

Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
Updated 26 November 2021

New Zealand PM says Facebook, others must do more against online hate

Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019. (File/AFP)
  • New Zealand PM said tech giants and world leaders needed to do “much more” to stamp out violent extremism and radicalization online

LONDON: Tech giants like Meta’s Facebook and world leaders needed to do “much more” to stamp out violent extremism and radicalization online, New Zealand Prime Minister Jacinda Ardern said on Friday.
Ardern and French President Emmanuel Macron launched a global initiative to end online hate in 2019 after a white supremacist killed 51 people at two mosques in the New Zealand city of Christchurch while live-streaming his rampage on Facebook.
This Christchurch Call initiative has been supported by more than 50 countries, international organizations and tech firms, including Facebook, Google, Twitter and Microsoft.
Ardern said on Friday the initiative had been successful in its first aim of establishing a crisis protocol, including a 24/7 network between platforms to quickly remove content, in response to events like those in Christchurch.
“We have had real world stress-testing of those systems and they have worked very effectively,” Ardern said in an interview for the upcoming Reuters Next conference.
“I am confident that we are operating more effectively than we have before,” she added. “The next challenge though, is to go further again.”
Asked what tech companies should be doing, Ardern replied: “much more.”
Ardern said the next step was to focus on prevention, looking at how people are finding or coming across hateful or terror-motivating content online and perhaps becoming radicalized.
“That’s where we are really interested in the ongoing work around algorithms and the role that we can all play to ensure that online platforms don’t become a place of radicalization,” she said.
A Christchurch Call conference earlier this year was attended by the United States and Britain.


MENA Effie Awards announces 2021 winners

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
Updated 25 November 2021

MENA Effie Awards announces 2021 winners

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards. (Supplied)
  • The 13th edition of the awards program celebrates marketing effectiveness

DUBAI: The MENA Effie Awards, the regional edition of the globally renowned marketing industry honours, announced its 2021 winners at an awards ceremony in Dubai on Nov. 24.

After a brief hiatus in 2020 due to the pandemic, the awards made a comeback this year, recording a 40 percent increase in entries from 2019.

This year’s grand prix went to FP7 McCann Dubai for the “The Bread Exam” campaign for the Lebanese Breast Cancer Foundation. The Most Effective Advertising Agency Office of the Year title was awarded to FP7 McCann Dubai, while Omnicom Group’s PHD Dubai was named Most Effective Media Agency Office of the Year.

This year’s Most Effective Agency Network title was awarded to FP7 McCann, which bagged the highest number of awards by far across its network of agencies, including McCann Health and Momentum.

“Firstly, it was so good to see the industry come together for the first time since the pandemic started. Secondly, this being the pandemic Effies, every piece of work deserved double the applause as it was made amidst terrific stresses and restrictions,” Tahaab Rais, president of SLC and regional head of strategy and truth central at FP7 McCann MENAT, told Arab News.

He added that the record number of awards at this year’s event, as well as securing Most Effective Advertising Agency and Network of the Year for the 8th consecutive year, is “a testament to how if we, collectively and consistently, outthink, outwork and outcare as brands, agencies, and people, you do end up coming out on top all things being equal.”

Luca Allam, CEO of PHD MENA, said: “Delivering marketing effectiveness for our clients is PHD’s priority. For the last few years, PHD has held a proud track record at the Effies. We are courageous enough to make leaps, we are not afraid to creatively push the boundaries, and this award validates this effort. We are thrilled to be consistently delivering growth for our clients through great and innovative work.”

Other winners on the night included Wunderman Thompson, which bagged 13 awards, TBWA\RAAD shone after picking up 11 trophies, and Havas Middle East and the BBDO network both won five awards each.

The full list of winners can be viewed here.


Tunisia court frees TV host held over comments on president

Tunisia court frees TV host held over comments on president
Updated 25 November 2021

Tunisia court frees TV host held over comments on president

Tunisia court frees TV host held over comments on president
  • Zitouna TV presenter Amer Ayad had been arrested in October along with MP Abdellatif al-Alaoui, who appeared on his show
  • Both criticised the president's Sept. 29 appointment of Najla Bouden as Tunisia's first female prime minister

TUNIS: A Tunisian military court on Thursday ordered the release of a television journalist arrested last month after strongly criticizing President Kais Saied, his lawyer said.
Zitouna TV presenter Amer Ayad had been arrested in October along with MP Abdellatif Al-Alaoui, who appeared on his show.
The pair were held on charges of “plotting against state security,” Ayad’s lawyer Samir Ben Omar said at the time.
In the show, they both criticized the president’s Sept. 29 appointment of Najla Bouden as Tunisia’s first female prime minister.
Ayad was released on parole Thursday, Ben Omar said.
His trial continues, however, and the next hearing has been scheduled for Jan. 20, the lawyer added.
Alaoui, a MP for the Al-Karama party, had been released a few days after his arrest.
Al-Karama is an ally of the Ennahdha movement which had the largest number of seats in the parliament that Saied suspended in July.
On July 25, citing an “imminent threat,” Saied also sacked the government and put himself in charge of the prosecution.
On Sept. 22, he suspended parts of the constitution and installed rule by decree.
Alaoui had branded Saied’s measures a “coup” in the show hosted by Ayad.
Zitouna TV is considered close to Ennahdha and its ally Al-Karama.