Matthieu Busnel

Have a drink, don’t say it.

Throughout the world, France is known for its luxury industry, Zinedine Zidane and its culinary art. Who says wine, says France and vice versa. If you are French, you must have a good knowledge into wine. It is likely that your blood type is A + Bordeaux or B – Burgundy.
What better way to reach French people as talking to them where they are most vulnerable: in the stomach?

We might want  to strike a chord and show to the french customers that we understand one of the deepest part of their culture. Meals to no end, animated discussions until the end of the night, Gerard Depardieu false airs of Cyrano de Bergerac’s tirades.

However, in France, the Communication on alcohol is very strictly regulated. Any representation of an alcohol should be particularly neutral. A bottle can not be associated with a festive, a happy moment. No bottle of wine on a table with smiling friends who share a drink. No bottle of beer to a drunken night out. Impossible, in France, to achieve « Wazzz Up Budweiser campaign ».
Similarly, modes of diffusion campaigns are very strictly controlled: inability to communicate on television, to communicate on the radio on Wednesday as well as from 17 hours; children with no school at that time could hear the radio spots.
The rules are clear and particularly strict. Advertisers must regularly remove their campaigns or pay fines. This means being particularly vigilant and being accompanied by winemakers advertising.

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Moe Jawhar

When in doubt add a pet – as long as it’s a culturally accepted!

We don’t need to draw upon representative surveys to confirm that pets have become serious business for marketers – thus more and more brand managers take notice.

Even if you don’t own a cat or dog – you are surrounded by pets every day: on TV, on Social Media, in magazines… By creating brand campaigns not only for pet-related products but also for automotive, apparel as well as food and beverages brands, pets are everywhere. Remember Ikea’s cat viral? Or Subaru’s ‘Dog Tested’ TV commercials? They made our four-legged friends the hero of their communication, thus made a stronger connection with their potential customers. It’s a genius move – who wouldn’t love a furry friend?

But this is really the crux of the matter: Besides the fact that some people tend to like dogs more than cats or vice versa, there are countries where displaying a dog in advertising is completely out of question and would not have the desired effect as described.

Even though pet dogs are generally accepted or – depending on the specific country – rather tolerated in many countries in the Middle East, especially in cosmopolitan cities like Dubai, displaying them in advertising is considered a big Faux Pas. Dogs are considered ritually unclean in the religion of Islam. So even if you see families with dogs on the street – never even think of showing a dog in a campaign. You would be considered ignorant and offensive. If you were a client would you hire an agency that doesn’t seem to understand your culture and is too ignorant to make a proper research before working on a campaign? Probably – not.

That is why it’s so important for us to work in teams of advertising professionals who come from the respective cultural background or have at least lived long enough in the region to know what’s a ‘Go’ and what’s a ‘No-Go’! It’s also much more fun and keeps our job interesting, right?

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Andreas Wochenalt

What’s in a Name?

When I meet freshly arrived foreign expats from my social and professional circle, the focal point of our discussion usually centres around how in a country like India, which is highly diverse – ethnically, culturally and geographically, you don’t have to tread very far before you find differences in language, dialects, opinions, outlooks etc. And sooner or later, those on the path of familiarization with India are often drilled with information about its diversity: 22 scheduled languages, home to close to 400 living languages, 29 states carved out on linguistic and other grounds, a country host to every major religion, more than 30 lip-smacking cuisines and so on. The list is literally endless.

You can now imagine the kind of challenges Indian advertisers must face within their own country when rolling out an all-encompassing national campaign. Now imagine how a foreign marketer might fare in this market without having any grassroots knowledge and local expertise?

Recently I saw an advertiser make a glaring communication faux pas. I can only assume that they did not consult an Indian agency or hire consultants who could have given them sharp local insights. They made the most elementary of mistakes in their online advertising and website, while quoting testimonials to strengthen their brand image. Their blunder lay in the fact that they combined Hindu first names with Muslim last names. What a mess! These fictional names do not exist. And these testimonial banner ads stood out like a sore thumb on various websites. Bloopers like these do nothing for your credibility. Especially when you are positioning your product via testimonials.

As an advertising professional I can only give one piece of advise to those planning to enter a diverse and vibrant market like India – never make the mistake of creating your communication strategy without the support of a strong local team which brings deep cultural insights to the table. There are no shortcuts in ‘brand building’ and worst, you don’t get second chances!

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Rami Hmadeh

Industry Trends 2014 from Serviceplan Middle East

In 2013,  we saw the development of cloud-sourced data into digital campaigns, the integration of Facebook into interconnected #realtime status messages, and most importantly the introduction of the mini video.

2014 should not only see further evolutions on these trends, but more consumer-shaped campaigns, guilt free spending, and more data-oriented creativity on the part of digital and integrated marketers.

Agencies will continue to push for more Integrated Communications and Branded Content; but this time around, will aim for a higher ratio of integrated campaigns led primarily by social media, supported merely by offline and traditional media.  They will continue to equip and beef up their internal Branded Content teams to deliver ambitious projects – all in view of a single pursuit: to position the Middle East as a viable hub and resource for digitally-led, international awards-worthy marketing programs.

Trend 1: The Dawn of the Crowd-Sourced Brand

Consumers no longer want to be spoken to about the latest trend, they want to be the latest the trend! They no longer want witty social banter or even their needs to be approached through original messaging, they want to be the original message.

This is a trend that has lightly taken on speed within North America and European markets, and is now becoming an accepted movement in the Middle East. If brands don’t help social consumers build their dream, they face the risk of losing out audiences to more open and embracing competition. This means the relevancy of the blogger may go down and the average consumer up. Consumers will no longer wait for trendsetters to show them the way, they will willingly take a step further and search out brands that will allow them a platform to create and showcase individual experiences.

Two factors contribute largely to the growing importance of crowd sourcing the region. The higher than world-average internet penetration rate promising more technology connectivity among the region’s population, and predominantly young population called the Arab Digital Generation.
1.    Internet Penetration
•    Although the Middle East and North Africa account for only 3.9% if global internet users, its penetration rate sits at 40.2%, higher than the world average of 34.3% and the rest of the world at 34.1%.
•    This only means more people are connected through technology and hence work, operate, and enjoy life in models which are more technologically connected, leading to more telecommuting
2.    Predominantly young population
•    “The region has many favourable attributes on which to build on, including a young and dynamic population called the Millenials or the Arab Digital Generation, where more than 50% of the population is below the age of 25. The Millenials are now driving digital consumption and engagement via multiple digital tools including social networking platforms, mobile applications, online videos, etc.) 2013 Arab Media Outlook

Trend 2: LinkedIn, A Silent Power No More

Khaleej Times said it best: “LinkedIn, the world’s largest professional online networking site, has been a silent achiever with a steady rise in numbers over the years. It now has 200 million members, of which 5 million are from the MENA region and one million from the UAE. With the UAE being home to professionals from across the world, a platform like LinkedIn provides them with access to new connections, business opportunities, and potential to build their professional brand in a fast growing market.”
But LinkedIn, though growing exponentially in the Middle East, is no longer limited to the career-oriented individuals. Brands in the region these days stand to benefit from this rising performer, thanks to new equities like Company Pages and Sponsored Updates, to professional groups hungry and craving for industry-led content and engagement. Clearly, LinkedIn is emerging to become a potent tool for brands looking to expand, if not streamline, their social presence from merely entertaining a growing number of (maybe not so loyal Facebook) fans, (after all) to engaging and truly activating an actual following of potential leads.

•    Of the 40,234,014 Internet Users in the MENA region, around 4,716,515 are registered LinkedIn Users as of May 2013. This accounts for around 11.7% of total Internet Users in MENA, and has proven to be a dramatic increase from a mere 4,294,484 users in June of 2012.

Trend 3: “D” is for Data

Brands are becoming less heavily reliant on social data to reach consumers more effectively.  They are becoming more comfortable with going into the field and relying on in person insight. For the Middle East this is a trend to watch.
Brands and their agency partners are still becoming comfortable with the idea of social consumer data. With more social users hiding who they are  online, in hopes of having more privacy, a marketer’s instinct will trump data.
In fact, brand’s such as Nestle have set up innovation outposts to help deepen relationships with consumers online and in social media. Instead of just relying on consumer data, the brand is setting up strategic partnerships with social platforms and relevant tech companies. This will gain more in the now experience about consumers and not just data oriented findings.
It’s important that brands find the balance of data and recommendations that are personalized in order to gain trust and provide a great experience – regardless.

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Sébastien Beysson

Preview from Plan.Net France

 

 

 

More interactive television campaigns

The second screen:
Use shows that consumers when they are in front of a TV program regularly have a second screen nearby (smartphone or tablet).  It therefore appears logical to exploit this practice to offer new experiences with particular call to action offered on television campaigns, even enrichment campaigns on second screens. Related to this aspect, we must also consider the arrival of the connected TV as a mass.

Connected TV:
The price of these TVs has declined since their introduction on the market and becomes accessible. Connected, the TV also becomes transmitter, moreover, can ultimately think that these TVs will also interface consultations internet sites , applications, thanks to a connection with smartphones or tablets ( the remote control is a actually blocking element in the navigation) .  It will then be possible to provide advertisements flows leaning back on the profiles of the people in question and thus better target campaigns. It is also conceivable that these TVs can detect the presence of devices and thus see who the people present in the household (family, friends, etc…) and so finely tuned to the proposed campaigns. Similarly, it will be possible to make even more interactive ads with eg call to action , but also enhancements in connection with the dual screen technology . http://screenpulse.tv/

A world of Data

Predictive web that anticipates the needs:
Through analysis of previous visits, and overall operation of a finer personal data (including via the Big Data), Webs portals can implement solutions anticipating the envy users with adaptations of content (texts and products) depending on the user’s profile but also on the season and the hours: for example, a very cold day, we will highlight a recipe site, revenue related to the temperature, same thing in the clothing sector. In the same manner, the contents are viewed from a different time in the other, it is possible to highlight certain features depending on the time of day.

Big Data analysis:
In 2014, work on big data will continue to be refined with a share of algorithmic models more relevant to extract faster and more finely behavioral tendencies. Indeed, if recent years, work has been conducted on semi structured data, it will arrive in 2014/2015 to better structure and thus of much finer opportunity for exploitation include:
– To identify weak signals when to emergence of behavior
– The societal and behavioral trends.
– And to isolate customer profiles which are not identify

My Data:
And if everyone became owner of his personal data? Currently, it is so far mainly collected through websites, mobile applications etc., which, in consideration of services provided to users, use the data from these users to sell their advertisements.
With the context of:
–    distrust of data privacy (users do not see the prints they leave, they do not mastered them and the recent NSA’s scandal)
–    an additional source of income in a context of “economic crisis” will inevitably be seen as a good thing
–    the willingness of advertisers to better target their campaigns
It seems appropriate to suggest that personal data can be managed and sold by the end users themselves with brands.
In addition, by becoming the owner of the data, the sellers could, for the purpose of maximizing their profits, bring other non-traceable now , but also more comprehensive data and fines which will have some better target advertising campaigns .
We can envisage the creation of market place or that brands offer themselves these platforms market in exchange for money or benefit products for example.
https://www.yesprofile.com/
https://www.personal.com/

New technology drives new campaign opportunities

Connected objects
Connected objects: These items will be increasingly present and can be used as effective media for brands, either as a transmitter of information or as receivers. We can already see things like connected glasses or watches, but eventually many everyday objects can be. Example of connected luggage developed by Airbus which could for example be used to Lufthansa to provide VIP service or create interactions with their users.

The arrival of 4G
2014 see the arrival of 4G allowing to provide a much larger bandwidth on the wireless network. This advanced technology will deliver content richer functionality, even on the move. Can consider including richer media campaigns, with the advent of movies such media campaigns, whereas now we were relatively limited.
We can put this advanced technology with 4K video that too, thanks to a better image quality and support including 3D, enrich video content available to consumers and improve their experiences.

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Godfrey Madwadri

The Creative Exchange #4

Dear readers,

Today this is the last post I, Godfrey Madwadri, am writing for you before I will return to my home country South Sudan next week.

For the “final” of my internship I – quite fittingly – watched and joined the celebrations of the Champions League final on Saturday of last week. (Only the FC Bayern!!) Therefore today I want to write about football and fans in Germany and in my home country.

Generally one can say that almost everyone in South Sudan loves football. Many children play football as soon as they can walk. The most famous clubs are: Rainbow FC, Atlabara FC and Muniki FC. The best players: James Moga and Richard Justin.
Because South Sudan is such a young country, the national team and the support of young talent are still in an early development phase: The national team has only played four matches (the best with a result of 1:0 vs. Ethiopia) and is on place 200 of the FIFA rankings. The promotion of young talent is also not very developed yet, due to the overall economic situation. (Especially compared to Germany.)

But when it comes to celebrating I think we are in the lead: Every national match is a huge party. We dance, we sing, make music, slaughter a bull and drink beer.
Nobody is able to afford a real jersey of his favourite player, so we draw one for ourselves. Or we change our nickname to that of the player. Godfrey Muga Madwadri.
Since I’ve arrived in Germany I’ve become a huge fan of FC Bayern. I watched almost every match, went to the stadium and joined the champions’ party and the Champions League party on Marienplatz. My new nickname is therefore Godfrey Mario Madwadri. (I am a fan of Mario Gomez!)

Next week it is already time for me to fly back home to South Sudan. I wish I could stay longer – I’ve had the best time of my life here! I will do everything to be able to come back. And I wish my readers all the best!!

So long

Your
Godfrey

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Godfrey Madwadri

The Creative Exchange #3

Hello my dear readers, Godfrey here. The creative intern from South Sudan.

Today I am writing about the differences. Working in South Sudan is not easy. Although the people there officially live in peace, there are regions that suffer under continuous revolts and armed attacks. In many regions people are therefore traumatised and don’t trust any strangers. Not even South Sudanese people from other regions. And that’s why they prefer hiring members of their clan from their region. Which makes finding employment in South Sudan very difficult.

The number of small businesses, for example amongst private people, is increasing enormously at the moment. But unfortunately this is very uncertain in many respects. You have to be lucky enough to be having to pay the correct amount of tax. And also, having to pay it only once. That makes business very unpredictable. In addition many politicians or state employees lack sufficient qualification and training for their job, but remain in office due to their ethnicity or because they belong to a certain clan.

Getting a job is more like a coincidence. Plus, the quality and the focus of training are very much dependent on the people who work there. Advertising is still in its infancy in our country, but companies take it very seriously. They have realised that they sell less or nothing without advertising. In addition advertising is very important for the image – because we still have very young brands, and even brands that are well-known abroad must build their reputation first.

The strongest drivers of advertising are telecommunications companies such as Viva Cell, Zain and MTN. Banks advertise a lot as well – for example KCB Equity Bank and Charter Bank. Other large advertisers are logistics, humanitarian, health and educational companies.
The most commonly used media are newspapers, TV ads, posters and radio. In their advertising the companies focus on communicating to customers where, when and how they can get the product. Usually with information on prices/costs.

Compared to Germany our advertising is more direct. Internet does not play a big role yet either because it is predominantly available in the cities only. And even there power outages are the daily norm. That’s why I find it so fascinating that everyone in Germany can be online anytime and anywhere. Whether at the computer in the office or on the mobile in the park. That is great, but also dangerous. Because it is very tempting to spend too much time on the internet. For example on facebook.

That’s it for this week, best wishes and Servus!
Godfrey

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Godfrey Madwadri

The Creative Exchange #2

Servus!

Hello to everyone who is reading my blog. My name is Godfrey, the creative intern from South Sudan. As promised in my last blog entry I will now tell you more about my work at Serviceplan Campaign in Munich.

It was quite a big change for me to switch from my one-man-company to an agency as big as Serviceplan that employs more than 900 people here in Munich – and many more worldwide. Even the apartment I live in is bigger than my creative workshop at home.

And that is great because I have so much space for my paintings. So far I’ve made several 60 x 60 cm paintings – and I was able to sell one of them to the very nice mother of a colleague last weekend. I am hoping to sell even more so that I can invest more money in my little business at home.

In the meantime I have also learnt a lot about working in Germany and for Serviceplan. First: The Germans are very diligent. They work long hours, are constantly on the phone and always on the go.

Although my colleagues are very busy I have a small team that looks after me very well. The creatives Elias, Lorenz and Franz, the account men Felix and Tobias and the Creative Director Oliver.

They always try to involve me in ongoing projects –I already attended a photo production for the engine oil AVIA, for example.

Then I did some illustrations for HiPP for a new drink. The colleagues were very excited by my work. Unfortunately the client cancelled the concept and we are currently working on a new idea. That is also a bit different from how things work at home. Here in Germany we constantly develop many more ideas, refine them and improve them. A bit like with a car.

Because I can draw so well and am a qualified graphic designer I have developed proposals for a new BMW Motorrad CARE logo. I tried to apply my own style and one proposal made it into the presentation. Wish me luck!

Then we also took part in a pitch. But that is still a secret, so I am not allowed to tell you who the client is. Wish us luck here also!

In addition, my colleagues support me with my own projects. I am working on my company logo „ProLine Artist“ and an online portfolio. And mainly they help me with my ideas for a big plan: I want to build my business and show other young people in South Sudan how to earn a living with art and creativity. This is really important to me, so others also have a chance.

South Sudan is still „under development“. We very often have power outages and a very slow internet connection. Society has a very conservative attitude, especially towards professions like graphic designers or artists in general. My parents wanted me to become a doctor or a lawyer. Until I started being successful and was able to earn a living with my work.

That’s why I am so excited that I can improve now and can pass on my knowledge to other young talents.

That’s it for today. I look forward to hearing from you, and next time I will tell you all about my trip to the „Directors Lounge“ in Düsseldorf.

Best wishes
Godfrey

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Godfrey Madwadri

The Creative Exchange #1

,

Servus!

My name is Godfrey Madwadri and I’m 26 years old. I’m an artist and graphic designer from the town of Nimule in South Sudan, where I work in my own small scale design and advertising company.

Currently, I’m at Serviceplan Campaign advertising agency in Munich for a 3 month internship to learn about advertising and ways to improve my business.

Everything started a year ago with Mrs. Anne-Felicitas Görtz who came to my country to talk to me about my business and to publish an article about it in the German magazine „Brand Eins“. From this article Mr. Oliver Palmer from Serviceplan found out about me and invited me to come to Germany for an internship at Serviceplan.

I arrived one month ago and so far, it has been a very interesting experience. It was not easy in the beginning, especially the cold weather, meeting a lot of people and learning about this new culture, but now with time and the help and hospitality from the Serviceplan people, I’m truly feeling at home. Workwise, I have worked on different clients already, designing logos and thinking about creative ideas and also worked on my own artworks. In my free time I went around Munich (Starkbierfest!), as you can see in the pictures, and watched the FC Bayern football matches. Easy to say, I am already a big fan and hope they will succeed in the Champions League!

This is just to introduce myself. In the following weeks, I will continue to write more about myself, my experiences here and also tell you about my homecountry of South Sudan (one of the youngest countries in the world which was founded on 9 July 2011).

I’m interested in your questions!

Godfrey

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Rami Hmadeh

On the road #5: Dubai (2)

In my constant travels to Europe, especially those involving work, I am often met by a unanimous question, or expression, or exclamation of wonder, delight and curiosity. “Wow, you are from Dubai?” Often said with excitement, it has always been my kind of warm welcome from new acquaintances, no fail! Time and again, it signals the perfect segue to regaling newfound friends with truths and anecdotes – truths like “No, Dubai is not the entire Middle East,” and anecdotes like, “In Dubai, a warm and proper greeting between two Arab men who have not seen each other for quite a time is to rub against each other’s noses, more than to shake each other’s hands.” Always often, these truths and anecdotes wind up as long and engaging conversations where I end up more enriched about other nations’ cultures, probably even more than what I was able to share about living in Dubai and thriving in the mythical land of plenty called the Middle East.

So what do I want to share with you about Dubai, and the Middle East? Well, maybe I should start with everybody’s favorite fact – or trivia, if you may call it. Dubai is but one of the 7 Emirates of the United Arab Emirates, which joins the Kingdom of Saudi Arabia, Kuwait, Oman, Bahrain and Qatar as one of the 6 member states of the Gulf Cooperation Council (GCC), which is only a fraction of the entire Middle Eastern region which also includes the Levant countries of Syria, Lebanon, Yemen, and Jordan. So yes, the Middle East is huge, and much like Dubai, it is a region of ironies.

Ours is a region that is so people-centric we are known to be a relationship-driven culture.  What I love the most are the flowery words and commendations we exchange as greetings to start our business meetings. I have to admit I find it really amusing to watch the looks of surprise and disbelief from our foreign guests, especially when these greetings are uttered in English and not in our mother tongue, Arabic. I must say, we are not a poetic people, for nothing.
It’s quite normal, as an example, to be asked by an Arab business partner – after meeting them for the first time even – if you’re married, have children…so much as asked about the names and ages of the children… and the list goes on and on. It’s quite unusual for non-Arabs to ask “personal” questions when meeting for business. One of the business colleagues from our group in Munich came over for a visit, had a meeting with the colleagues in our Dubai office and within the first hours, “personal” questions were flying around….she came to me and was quite surprised that people are so “open”…she gushed to me: “Rami, they told me the names of their children, which grade at school they are….they even showed me their pictures!!!”

So when you ever find yourself in a business meeting with some Arabic businessmen, I’d say do not hesitate to offer compliments to your host, nor be embarrassed to be the recipient of such favorable commendations. Dispense of your pleasantries quite generously and accept greetings of tidings and cheers in the spirit they are given. Such is the Arab culture, rich and intricate as the finely carved minarets you see in its world-famous architectures.

But then again, I digress –because I really wanted to talk about how communications in the Middle East is also highly relationship-driven. It is a subject so fascinating and engaging – especially for an advertising man like me who gets really excited working with clients who fully understand this one, deep-seated insight about my region – the truth and the fact that the “collective” and not the  “individualistic” mentality is what makes the Middle East flourish from among the rest of the world.

Apply this to business and the same principle holds. I say build your relationships not only with the decision-makers. Take time to get to know the highly interesting and diverse people surrounding them. Develop true rapport even with those who provide wise and genuine advise to them.
Appeal to the emotional, rather than the rational well-being of the Arab youth’s parents and you satisfy an Arab Digital Generation who has turned increasingly online in the way they express themselves, voice their social and political beliefs, and share their sentiments to the rest of the curious on-looking world.

So the next time you hear Dubai calling, forget the city of splendor and bring to mind instead a region of diversity that is easily understood for its sheer simplicity. Respond to its call with a sense of wonder and adventure in your heart, ready to explore the beauty of its seven sands and the inspiring traditions of its fascinating people.  And oh, when you’re in your metro ride from the biggest mall in the world to the Dubai Media City to meet with a potential advertising agency, feign your surprise when you happen to be seated next to a man in his impeccable suit, fiddling with a Blackberry and an iPhone at the same time. Because now you know, in Dubai, as in the rest of the Middle East, staying connected to both your social and business circles is just an iPhone and a Blackberry away.

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