Jamie Sergeant

Excited to share my latest article featured in Campaign Middle East!

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Interesting to read in Campaign Middle East about the shifts in media consumption habits in the UAE, driven by Gen Z. Whilst live TV watching is down, on demand streaming is up - with YouTube continuing to take the lion's share of viewing, especially for Gen Z users. And when it comes to music, Gen Z are listening for more than 11 hours per week on music streaming platforms. Google podcast is also making gains in popularity, witnessing a small, albeit not insignificant 5% growth amongst the Gen Z users. Should the big players like Spotify and Apple Podcasts be worried? It will be interesting to see how these shifts continue now the competition is hotting up. https://lnkd.in/dpwQieuj

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How is the UAE aiming to double GDP growth by 2031? By focusing on the circular economy. Agencies and brands have a huge opportunity to change how we consume products and drive business success simultaneously. While we don't have all the answers, I'm fascinated by the new economic model and our role in it. Thank you, Campaign Middle East and Anup Oommen for the opportunity to share my opinion about this topic. #circulareconomy #creativity #sustainability #innovation #future

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On this #WorldMentalHealthDay, I am grateful to work at an agency (FP7 McCann) and network (MCN | Middle East Communications Network McCann Worldgroup) that create space for our mental wellness. Since everyone loves a good listicle, here are 7 quick tips for #advertising creatives that I personally find useful: 𝟭. 𝗧𝗵𝗲 𝗙𝗶𝗸𝗮 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵: Learned this from my husband—in Sweden, they take regular coffee breaks called fika, fueling up on coffee, cakes, and conversation. Take a break every so often, because your desk isn’t going anywhere, but you should. 𝟮. 𝗕𝗹𝗼𝗰𝗸 𝗬𝗼𝘂𝗿 𝗖𝗮𝗹𝗲𝗻𝗱𝗮𝗿: At FP7 McCann, we block an hour for lunch as personal time. You could also block a recurring 30-minute “Weekly Sync with Myself.” It's amazing what a “strategy session” (i.e., nap / staring at the wall) can do for your sanity. 𝟯. 𝗪𝗲𝗲𝗸𝗲𝗻𝗱 𝗣𝗶𝘁𝗰𝗵 𝗳𝗼𝗿 𝗬𝗼𝘂𝗿𝘀𝗲𝗹𝗳: It's time to pitch yourself some self-care. Create a mental health deck (you know you love decks!) with ideas of what you would love to do outside of work. Then, execute those ideas and make ‘you’ the client on weekends. 𝟰. 𝗧𝗵𝗲 𝟯-𝗠𝗶𝗻𝘂𝘁𝗲 𝗠𝗲𝗱𝗶𝘁𝗮𝘁𝗶𝗼𝗻 We all have those manic days full of back-to-back meetings. Try the Zen Technique - 3 minutes of complete silence before every call. Science has proven that it’s all we need to feel more centered. Bonus: your mates will wonder why you’re suddenly so calm and mysterious. 𝟱. 𝗪𝗼𝗿𝗸 𝗮𝘀 𝗮 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝘆, 𝗡𝗼𝘁 𝗮𝗻 𝗜𝘀𝗹𝗮𝗻𝗱: You’re not Batman. And even Batman doesn’t do it alone—he has Robin, Alfred, and about 10 love interests. Depending on colleagues isn’t a sign of weakness; it’s a sign of self-awareness and protecting your brain cells and body for when you really need it - and, of course, for when your colleagues really need you. 𝟲. 𝗨𝗻𝗳𝗼𝗹𝗹𝗼𝘄 ‘𝗧𝗵𝗲 𝗛𝘂𝘀𝘁𝗹𝗲’ Unfollow every “Grind 24/7” motivational post on LinkedIn. No, you don’t need to hustle harder. What you need is a nap, a bubble bath, and a break from the person who posted “I’ll sleep when I’m dead.” You can sleep tonight, actually. Operating at 100%, 80% of the time is much better than operating at 40%, 100% of the time. 𝟳. 𝗖𝗲𝗹𝗲𝗯𝗿𝗮𝘁𝗲 𝗦𝗺𝗮𝗹𝗹 𝗪𝗶𝗻𝘀 Made it through a tough meeting? Found the perfect gif that got 10 laugh reactions? Used a good pun while presenting that made you giggle? Celebrate it! Your mental health takes big strides with little victories. I give myself a hi-five in the bathroom mirror for these moments (sure, some people look confused, but some join in - and that’s your tribe, btw). Our best work rarely comes from putting ourselves last - it comes when we’re at our happiest and healthiest. Be an important client for yourself and love yourself first, so you can give your best self to this career we love and the clients we care about so much. So go ahead - do some fika and hi-five yourself, like the well-adjusted, perfectly sane genius you are! Roksar Ricarda Ghassan Tarek Tarek Ali

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Sir Martin Sorrell's insights, shared in this podcast, offer a forward-thinking and relevant perspective for both marketers and young professionals. His emphasis on agility, control, and first-party data highlights the evolving landscape of marketing, where rapid adaptation and ownership of data are crucial for success. His take on agility is particularly resonant—it’s easy to discuss but harder to implement, especially given the volatility in today's world. He also stresses the importance of taking back control at a time when technology is overtaking traditional methods, which aligns with the ongoing shift toward digital dominance. His reflection on personal mentors and the values he's adopted throughout his career provides young professionals with a roadmap for leadership and growth. Additionally, his involvement in the Athar Festival of Creativity signals that Saudi Arabia is becoming a key player in the global creative industry, this message feels empowering for the region’s emerging talent. Sir Martin's advice is a balanced blend of strategy and personal philosophy, perfect for those in the creative field and young marketers looking to make their mark. Athar Festival #MarketingStrategy #DigitalTransformation #AgilityInBusiness #CreativeIndustry #Leadership #SaudiCreatives #Mentorship #AtharFestival #TechAndCreativity https://lnkd.in/dGAugtFt

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A brilliant talk by Mark Kirkham and Mauro Porcini of PepsiCo at Cannes Lions International Festival of Creativity on 'The Human Side of Growth'. My key take-out? Human-centricity means we must widen the lens to see the whole human and then sharpen the lens to get granular. Both spoke passionately about how PepsiCo has embraced seeing people as humans - not just consumers. As we say at Brand Genetics, 'You're a consumer of a brand for a fleeting moment, but you're human 100% of your life'. Too many businesses zoom in on the so-called 'moment of truth' - purchase and consumption. However, true insight lies in understanding the human journey leading to that choice and the underlying goals. By uncovering human motivations and the human jobs-to-be-done, we can discover richer, deeper opportunities. Mark and Mauro both spoke to how how being truly human centric could unlock growth by helping brands become more creative, more innovative and more experiential. They made a compelling case. Mark and Mauro showed that being truly human-centric can unlock growth by making businesses more creative, more innovative and more experiential. They made a compelling case for the power of people in love with people. #HumanCentricity #CannesLions #BrandGenetics #Creativity #Innovation #Marketing

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What happens when brand managers act penny-wise and pound-foolish? They mess up big time and become a target for trolls. Let the doctors handle the healing, and the RIGHT agency handle the thinking when it comes to communication. #advertising #strategy #Creativity #antaratoday

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In a recent article featured in Campaign Middle East's OOH Guide, our CEO, James Bicknell, highlights the importance of revolutionising Out-of-Home (OOH) advertising with streamlined regulations. Click the link in the comments to read insights on how a unified framework can help brands launch effective campaigns, attract investment, and drive innovation in the OOH sector. #OOHAdvertising #OutOfHome #DOOHAdvertising

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In an industry where innovation is currency, it's not just about following trends but setting them—and women are at the forefront of this evolution. True leadership in advertising demands more than lip service to diversity and inclusion; it requires a commitment to authentic, transformative change." Thank you to Campaign Middle East for shedding light on critical topics like DE&I washing—reminding us that diversity, equity, and inclusion are more than just buzzwords and it's time they must drive real, meaningful change. It's a privilege to share this space with other industry experts who are not just part of the conversation but leading it. To all the incredible women transforming advertising while proving that there is no ceiling too high when passion meets purpose. Together, we are not just part of the conversation; we are defining it. Aakriti Goel Abeer Alessa Elda Choucair Asiya Ali Dania Salha Quaglio Darine Elkaissi Deena Saadeh Hanan Tabsh Joyce Abboud Hallak Karen Kamel Maya Tayara Lara Arbid Noor Shihab Prerna Mehra Read full article here: https://lnkd.in/ge3YGGMf #WomenInAdvertising #DEI #Leadership #Innovation #Media #Marketing #CampaignME #ThoughtLeadership #BreakingBarriers #Empowerment #MENA

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Blade Runner moment 2.0 Using prDOOH data Saatchi & Saatchi Qatar (Al Mana Media) pivoted and invested their CPM budget into the commuter hours. The campaign ran on social, the perfect way to target the device that you can have the conversation through. But, DOOH is a one to many medium, that promotes validity. Without DOOH, consumers are wary of online brands. With ELAN Group there is a trust, a knowledge that any brand on our assets has been passed for public consumption. That is how you launch a new product. Get the one to one killer medium of online/social, but make sure you place the brand/platform in the public domain. Garner trust and your results will increase. #Khadoom #Data #prDOOH #Social #Digitalomnichannel #Trust #OnetoOne #OnetoMany

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🚀 Breaking New Ground in Arabic Content: The Power of Contextual Ads and Audience Attention! 🚀 Seedtag Proud to share the results of our latest partnership with Omnicom Media Group (MENA) Christos Solomi and Lumen Research, proving that contextual advertising is a game-changer for driving audience attention in the MENA region and that the research identified statistically significant differences related to attention on Seedtag advertising formats, leading us to develop a measurement model specific to our clients in the MENA region . 📊✨ So to my clients, yes – now we can report back on attention for Arabic content based on the module that Lumen Built for us. Special thanks to the clients of OMG: JLR, Eucerin and Yaqoot by Zain for participating in the study. George Achkouty Saleh Ghazal Mohamad Majed Rasha Rteil Read more about how we’re reshaping the future of digital advertising with the first Arabic Attention Completed Study below 👇 #ContextualAds #AttentionEconomy #InnovationInAdvertising #MENA #DigitalMarketing #Collaboration

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What does success mean to you? ✨ Exceeding financial goals? Industry recognition? Being a force for positive change? Flexibility and freedom? I recently put my thoughts on ‘success’ to paper for Campaign Middle East, to address certain gender imbalances within our industry and how I came to discover my own definition of success. Read it here: https://lnkd.in/dzfSkjdH #JWI #creativeagency #womeninadvertising #success #campaignme

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From November 11 to 22, 2024, COP29 unfolds in Baku, Azerbaijan — a critical juncture in our global response to climate change. Amidst the clamour of world events, will the climate agenda breakthrough or be drowned out by fleeting distractions? A familiar ritual unfolds yearly: businesses and governments flood the airwaves with pledges and “green” messages. Some are sincere, others mere illusions crafted for the spotlight. The world is watching, and the discerning eye can see through what is merely for show. In the latest edition of Campaign Middle East, I write of this looming “Green Trap” — a caution against hollow promises and a call for integrity in climate communications. To make a difference, businesses must align with the UN’s SDGs, champion local net-zero goals, and embrace a transparent journey with their communities. A big thank you to Anup Oommen for publishing this piece. You can read the digital edition of the magazine here: https://lnkd.in/dSJzSn76. My piece appears on page 21. While with the magazine, don’t miss the chance to delve into more insightful contributions from industry peers across the region. This issue is packed with quality content on sustainability communications and beyond.

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Great to be at #cogx2024 yesterday - especially loved the session on developing a new skills ecosystem and how universities and enterprise can start to think about solving bigger challenges with interdisciplinary skills, rather than obsessing about computer science quals. Inspired by the comment that in an Ai centred world, ‘soft skills’ become POWER skills.

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As an industry rooted in communication, we must hold ourselves to higher standards. If this is not too much to ask, let us commit to simple gestures of acknowledgment, turning even a polite decline into an opportunity for connection and mutual respect. By doing so, we set an example that echoes beyond the professional sphere, inspiring a more collaborative and considerate culture across industries. https://lnkd.in/d-K7Hzvz

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Navigating the unpredictable terrain of digital advertising requires precision and caution. Advertisers must balance reaching their audience at scale while protecting their brand from harmful environments. Learn more about how contextual targeting can make a difference!👇 Seedtag #contextualtargeting #brandsafety #brandsuitability #privacyfirst

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the never ending debate of #global VS #local. I owe my discipline and structure to multinationals, but almost 2 years into the independant agencies ecosystem, I can now see more clearly why nimbleness is much needed on the #communication & #planning table, especially in a market like #saudi. Shoutout to Razmik Kalaidjian for taking the stage and putting Boopin on the regional map.

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