Arab Luxury World, the region’s largest conference on the business of luxury, took place on 1-2 June, 2016. OMD was present throughout the event with speakers participating in numerous panels and seminars. Here, we bring you all the insights and driving themes from this year’s edition.
Luxury across generations in the Arab world
What are Arab Millennials looking for when it comes to luxury and how do they differ from Generation X? This was the focus of a private break-out session hosted by OMD, featuring key insights from our research study on the subject. Maya Bou Ajram, OMD’s Senior Director-Planning on the LVMH portfolio, presented the findings and then introduced a panel discussion with marketing leads from Infiniti and Ahmed Seddiqi & Sons. “We wanted to understand key differences across generations – how they differ in terms of consumption, motivation, influence and media triggers – and ultimately learn how we can better influence desire for luxury,” said Ajram about the study. “Millennials do make more emotional purchases while Gen X is driven by a need to replenish or enhance their existing collection. Millennials are about aspiring to be who they are while Gen X are validating who they are.”
Effective data management
The conference featured a panel discussion on the effective use of CRM and omni-channel planning to develop smooth customer journeys. OMD’s Head of Analytics, Walid Hadid, was one of the speakers and he opened the discussion by describing the transformation of data across the decades, from slow-moving data collected in a notebook in the ’60s to the rapidly changing data we collect from digital platforms today. “Social engagement with content changes massively and rapidly. The role of us as marketers today is to decipher that data and link it together in order to allow brands, and particularly luxury brands, to compete more effectively in a crowded marketplace,” said Hadid.
Digital trends for luxury
This year’s digital strategy panel featured Stanislas Brunais, OMD’s Head of Performance Marketing, who explained how digital now acts as the first touch point in the purchase journey for luxury consumers. Francesca Ciaudano, Deputy General Manager Marketing & Public Relations at Infiniti Middle East, further emphasised that 96% of consumers start their search online, hence the importance of adopting a multi-channel approach in today’s environment. Jean-Pierre La Calvez, Head of Global Alliances, Partnerships and Customer Marketing at HP Inc. added to this, stating that technology impacts the whole value chain today, including product creation, supply chain management and consumer engagement. “Luxury brands have prided themselves on personal relationships and technology enables that personalization on digital,” audiences heard.
The rise of influencers in the region
Given the massive rise of influencers in this region, the conference featured a dedicated panel to discuss the value and ROI generated from this channel as well as best practices. OMD’s Senior Director, Maya Bou Ajram, was one of the panellists and shared key insights from regional campaigns she has executed for brands such as Sephora. “It’s not about the number of followers an influencer has but rather, it’s about marrying brand values with that of the influencer,” stated Ajram. “The influencer should reflect exactly who I am as a brand. Authenticity is key and brands should not force content on influencers; this is something we struggle with in luxury. Instead, we need to share our DNA and co-create content with them.”
Originally posted at http://uaeblog.omd-mena.com/omd-insights/omd-arab-luxury-world-2016/
OMD IS ONCE AGAIN THE MOST MEDALED MEDIA AGENCY IN CANNES
OMD has once again proved to be an indomitable force as we were hailed as the most awarded media agency network, earning a total of 63 lions across many different categories. Winning 3 grand prix, 9 gold, 16 silver and a staggering 35 bronze. OMD has again without doubt stolen a march on its competitors at one of the most prestigious creative events in the industry.
OMD’s accolades were awarded for work across a broad spectrum of client categories – including automotive, CPG, financial services, media, retail, sports goods and technology – by OMD agencies across the globe. On top of being the most awarded media agency in the Media category, OMD also topped the ranking in 7 further categories including Digital Craft, Creative Effectiveness, Cyber, Integrated, Film, Film Craft and Health & Wellness.
OMD WINS SPAN GLOBE AND CATEGORIES
- OMD SWEDEN – SLOW DOWN GPS, IF INSURANCE (6 TOTAL – 1 GOLD, 1 SILVER, 4 BRONZE)
- OMD SWEDEN – THE ORGANIC EFFECT, COOP (4 TOTAL – 1 GRAND PRIX, 1 GOLD, 1 SILVER, 1 BRONZE)
- MG OMD UK – TINY DANCER, JOHN LEWIS INSURANCE (3 TOTAL – 1 GOLD, 2 BRONZE)
- OMD SWEDEN – THE FISH, KLARNA (2 TOTAL – 2 BRONZE)
- OMD SWEDEN – THE CHEESE, KLARNA (1 TOTAL – 1 BRONZE)
- OMD SWEDEN – THE SWIM, KLARNA (2 TOTAL – 2 BRONZE)
- OMD UK – HUMANS, CHANNEL 4 (2 TOTAL – 2 SILVER)
- MG OMD UK – THE MAN ON THE MOON, JOHN LEWIS (2 TOTAL – 1 SILVER, 1 BRONZE)
- MG OMD UK – MONTY’S CHRISTMAS, JOHN LEWIS (1 TOTAL – 1 GRAND PRIX)
- OMD UAE – DATE NIGHT, HENKEL (1 TOTAL – 1 SILVER)
- OMD UAE – SUNDAY STROLL, HENKEL (1 TOTAL – 1 SILVER)
- OMD UAE – BARKING PUPPY, HENKEL (1 TOTAL – 1 SILVER)
- OMD UAE – I CAN TEACH YOU TOO, DUBAI CARES (1 TOTAL – 1 BRONZE)
- OMD ITALY – DACIA FAMILY PROJECT, RENAULT ITALIA (1 TOTAL – 1 BRONZE)
- OMD GERMANY – KEYS OF HOPE, DEUTSCHER CARITASVERBAND / CARITAS INTERNATIONAL (1 TOTAL – 1 BRONZE)
- OMD ITALY – BUSINESS BOOSTER, RENAULT ITALIA (1 TOTAL – 1 BRONZE)
- OMD UK – HUNTED, CHANNEL 4 (1 TOTAL – 1 BRONZE)
- MG OMD UK – A GROUND-BREAKING CAMPAIGN TO COMBAT LONELINESS, JOHN LEWIS (1 TOTAL – 1 BRONZE)
- OMD UAE – CHAMPIONS HIJACK, GO SPORT (1 TOTAL – 1 BRONZE)
- OMD USA – THE SUPER BOWL DUNK, GATORADE (5 TOTAL – 1 GOLD, 1 SILVER, 3 BRONZE)
- OMD USA – GE PODCAST THEATRE PRESENTS THE MESSAGE, GE (3 TOTAL – 2 GOLD, 1 BRONZE)
- OMD USA – IN-A-SNAP, LOWE’S (3 TOTAL – 1 SILVER, 2 BRONZE)
- OMD USA – NYT VR, THE NEW YORK TIMES, NYT VR, T BRAND STUDIO, GOOGLE, GE, MINI (1 TOTAL – 1 GRAND PRIX)
- OMD USA – THE LADY GAGA + INTEL PERFORMANCE, INTEL (1 TOTAL – 1 GOLD)
- OMD USA – COLOR BARS, APPLE (1 TOTAL – 1 SILVER)
- OMD USA – INTEL WINTER X GAMES 2016, INTEL (1 TOTAL – 1 BRONZE)
- OMD USA – RAINBOWS, DORITOS (1 TOTAL – 1 BRONZE)
- OMD USA – PEPSI + EMPIRE PARTNERSHIP, PEPSICO (1 TOTAL – 1 BRONZE)
- OMD USA – HISTORY OF SOUND, APPLE (1 TOTAL – 1 BRONZE)
- OMD NEW ZEALAND – UNFORGOTTEN SOLDIERS, SKY TELEVISION NEW ZEALAND (7 TOTAL – 3 SILVER, 4 BRONZE)
- OMD NEW ZEALAND – HELLO, NZ TRANSPORT AGENCY (1 TOTAL – 1 GOLD)
- OMD COSTA RICA – #LEYDEMIERDA (#SHITLAW), TERRITORIO DE ZAGUATES (2 TOTAL – 1 SILVER, 1 BRONZE)
- OMD DOMINICAN REPUBLIC – END THE SILENCE, LA SIRENA (2 TOTAL – 1 GOLD, 1 SILVER)
Mainardo de Nardis, Global CEO, OMD Worldwide said, “We are thrilled and proud to have been awarded and recognised once again for our commitment to stronger, smarter and better work for our clients. Creativity remains at the core of everything we do at OMD and as the landscape changes in our industry we have the agility and the talent to lead and equally make our clients leaders in their categories as well. We wish to thank all of our incredible clients that make this possible – and our people, without whom none of this would be possible”
In a country that is evolving rapidly, change is the only constant. The ‘plates’ of the UAE’s consumer landscape are continuously shifting, with new waves of expatriates arriving each day and technology continuing to transform our lives. As a result, the consumer’s psyche, attitude and behaviours are evolving, making business a challenging task. To document and explore this evolution, OMD UAE launched the ‘Future of the UAE’ in December 2015. 2000 face-to-face interviews were conducted to better understand how the UAE population live today and how they expect to live tomorrow. The survey delved into Emiratis and expatriates’ views on happiness, lifestyles, technology, the environment, values, national identity, financial priorities, health, work-life balance, entrepreneurship and purchasing decision influencers.
Balancing between tradition and modernity, the UAE is forging a path towards the future, one that includes the key notion of happiness, national identity, entrepreneurship and sustainability. These are some of the notions OMD UAE explored and found that, despite the occasional bumps in the road, residents are overwhelmingly optimistic – approximately 90% of UAE residents are optimistic about the future and believe their lives will significantly improve in the next two years. Fadi Maktabi, OMD UAE’s Head of Strategy, highlights that the economic downturn of the past few years has done little to dent the ambitions and aspirations of UAE residents. Whilst some do struggle financially, particularly in terms of debt, more than two-thirds of respondents still anticipate they will spend either as much as, or more, than today in the coming years.
One concern that was raised at ‘The Future of the UAE’ launch event was the risk of reverse brain-drain, where expatriates would leave the UAE to either go to another country or back home. While the debate about the dilution of faith, language and cultural values does exist, since the UAE has the largest proportion of foreign-born residents in the world (88%). Seven in ten Emiratis believe that the influx of foreigners has proved beneficial both to the country and themselves. Considering the recent downgrade, forecasted growth for 2016 still stands above 3% and unless things change dramatically they shouldn’t worry. Additionally, over two-thirds of respondents believe people will continue coming to, and finding work, in the UAE over the next five years.
Overall, this particular type of research provides a marker for the changes that have been witnessed and a guide for those to come, looking at both the societal and marketing implications they carry. ‘The Future of the UAE’ is an ongoing conversation and to find out more, visit the OMD UAE blog or follow @OMDMENA on Twitter for updates.