Katie Purcer Golding

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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I want to share this article on the evolving Saudi consumer landscape and the new agency model emerging in the Kingdom. At Dentsu, we are utilizing data and integrated solutions to drive sustainable growth and innovation. Check out the full article ! #DentsuKSA #Innovation #Growth #MarketingInsights

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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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Valuable insights from Dentsu's Saadeddine Nahas & MiQ's Johny Saad on the evolving role of YouTube in digital advertising! Whether it's leveraging data for targeted reach, ensuring brand safety with partners like Pixability, or integrating emerging channels like CTV, it's clear that video advertising is all about adaptability and innovation.

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"By layering on context through advanced data and targeting capabilities, brands can build confidence that their ads are being served in an appropriate, contextually relevant environment, allowing them to reach highly engaged audiences where they are without compromising their values." #Teads #AdTech #DigitalPublishing #Engagement #ContextualAdvertising #ConsumerConnection #Cookieless #Crossscreen

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The most interesting takeaway from the IPG-Omnicom merger isn’t scale or market share – a lot is already being written about that – it's about people. Holding companies were always the 'safe' bet for talent. Big meant stability.  Big meant career security.  Big meant growth. But, today's reality is… bigger no longer = safe Mergers like this aren't just business moves – they impact people's careers, ambitions, creative (and non-creative) lives. Consolidations come with pressures... shareholders, bureaucracy and the constant need to prove scale. But here's the twist… stability and innovation don't come from size anymore – they come from agility and craft. Independents – often seen as the underdogs – are embracing that shift first-hand. We stay focused, creative… and ironically more stable for our teams. Small doesn't mean risky anymore. It means impactful. The real question that struck me from this merger wasn't 'Who's the biggest?', but ‘Who's the boldest?’

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I’m loving the latest Campaign by Qatar Airways, the way they blended a classic rom-com narrative with cutting-edge AI technology is clever, it allows viewers to step into the story themselves. The innovation comes from allowing users to upload their photos and customize the experience, including options like skin tone for their personalized character. The campaign is part of Qatar Airways’ ongoing push to stay ahead of tech trends, following efforts like their virtual travel platform, QVerse. Privacy is a priority, with user images and videos deleted after 24 hours. This approach boosts engagement and strengthens the brand's image as a leader in travel innovation, using technology to create personal and immersive connections. #QatarAirways #TravelTech #AIInnovation #PersonalizedExperience #AviationInnovation #Ai

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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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According to a recent report, half of marketers believe AI will reduce their reliance on agencies—an eye-opening statistic that highlights the urgency for PR professionals to adapt. #Advertising guru Sir Martin Sorrell said recently in a #CNBC interview https://lnkd.in/dbQW87VX, that ad agencies in the era of #AI "will see improvements in productivity but less employment". Here's my take on how AI is transforming the #PR industry today and what needs to happen for #PRagencies and #freelancers to maintain our relevance in the #marketing mix and preserve our #employability.

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PR measurement is much more than vanity metrics. It’s a strategic way of tracking brand health, sentiment and reputation - all these things are vital to a company’s performance and affect the bottom line. This Thursday we shall be discussing measurement in detail including a best practice case study. PR and comms friends if you would like to attend this complimentary event please secure your spot and RSVP to [email protected] #dubaipr #uaepr #prmeasurement #carma #brazenmena #pr

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A New Chapter for the Media Industry in the Middle East! The news of IPG's acquisition by Omnicom marks a transformative moment in the global advertising landscape—and its impact will undoubtedly resonate across the UAE and GCC. Together, these two titans are expected to manage an impressive 30-40% of total advertising budgets in the region, solidifying their status as a major force in the market. The big question now is whether this makes them the largest media company in the GCC and UAE. While this move certainly positions them among the most dominant players, the competition remains strong, and it’s exciting to see how the rankings might evolve. On a personal note, I can’t help but feel proud of my time with Omnicom. Working within such a pioneering network not only shaped my perspective on excellence in media but also fueled my passion for driving impactful, results-oriented campaigns. As I continue leading Y5Media forward, I see this as a tremendous opportunity for innovation and growth in the region. Industry shifts of this scale push us all to think bigger, collaborate smarter, and adapt faster. Here’s to the exciting possibilities ahead! I’d also like to take a moment to acknowledge Elda Choucair, the inspiring CEO of Omnicom MENA, whose visionary leadership has left a lasting impact on the region's media industry and on me personally. Her mentorship truly shaped my journey. #MediaLeadership #OmnicomIPG #MiddleEastAdvertising #ProudAlumni #digitalmedia #digital #programmatic #media #advertising #uae #dubai #dubaimediacity

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This is the story of how a smart media strategy helped kick-start WKD’s road to national distribution, which saw it later become the biggest selling PPS (premium packaged spirit) in the UK. 🥇 Around 1997, I ran a team of smart media planners at JaaMedia. We had a brilliantly entrepreneurial client, Beverage Brands, who we loved, but they spent peanuts on media – typically trade media and a bit of local radio. Their key alcoholic drink at the time was Woody’s, but it was their other, secondary brand WKD that we thought had the most potential. It had a simple, unpretentious design and was a great antidote to the new PPS launches from the big spirits brands (Smirnoff Ice, Bacardi Breezer, V2 etc…) that were slick and trying a bit too hard to be cool. But the big eye-opener was that something was going on with sales in the North West📈. Primarily this was because the sales team in that region were smashing it, but we also suspected that culturally WKD was more suited to the region. So, pushing on a door that was already starting to open, we devised a media strategy that aligned with a big sales drive in that region. We persuaded the client to pool all of their media budgets and to dig down the back of the sofa to afford an ‘ambush’ media and sales-drive strategy. This entailed overnight ‘dominating’ the centre of satellite ‘party’ towns outside the major cities (Liverpool and Manchester) in the North West, that had a great pub and club scene, with as many 48-sheets as possible. 48-sheets which were unfashionable at the time, but were spot on for what we were trying to achieve. Our target audience were the trade (bar owners and workers) as well as the super social, who were always out and about🕺 💃. To them, they saw this as a big ‘national’ launch of a new drinks brand, rather than a local campaign in 10 or so towns. This was all aligned with a sales blitz from the sales team and work from the sales promo agency (a smart agency in Birmingham, who unfortunately I’ve forgotten their name). From there the client had a success story, which could be taken to pub chains such as Yates, to gain wider distribution. This success bred success, until they gained strong distribution nationally and could advertise on TV with their famous ‘Have you got a WKD side?’ campaign. All of this whilst the competition were fighting it out in London and the South East, all adopting cooler more premium positionings, using media that was more than twice the price ! It’s one of the pieces of work that I’m most proud of in my career, partly because of the success path it set the brand on, but also because of the detail that we took with such a small media budget – interrogating the data, aligning with the sales team and sales promo agency, appearing ‘big’ if only for two weeks, being completely contrarian to the competition and using media and regions where the budget went far further. Anyone else have a similar ‘low budget’ story? #ChallengerBrands

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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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Digital is often referred to as the Wild West of advertising, filled with both harmful and high-quality inventory for ad placements. In this untamed landscape, advertisers strive to reach their audience at scale while avoiding environments that could be damaging to their brand. Sherry Mansour, Managing Director MENA at Seedtag, joins Campaign Middle East to discuss how contextual AI can help advertisers reach their target audience while ensuring brand safety and suitability in the digital landscape. Read the full article here: 🔗 https://lnkd.in/ebCtQfT4 #ContextualAI #BrandSafety #BrandSuitability #ContextualAdvertising

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Personalization in audio advertising is essential! In part 3 of IAB MENA’s Audio Advertising MENAVoices series, AudioStack's AI Audio MENA Lead, Adam Clifford, shares how brands can scale, localize, and optimize audio for deeper listener connections. 👇 Read more below #AudioAdvertising #Personalization #AudioStack #IAB #MENA

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

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IMPACT BBDO's Jad Rabahi opens up about taking client-agency relationships beyond the transactional to one centred around purpose-driven collaboration. "Alongside trust, a shared purpose is fundamental. When clients and agencies align on broader goals beyond a single campaign, they achieve something more enduring. A purpose-driven approach ensures that every decision reflects the brand’s mission and values, creating cohesive and resonant work," Rabahi said. To read his thoughts on the matter, click on the link below. #AgencyClient #Relationships #Partnerships #Trust #Transparency #Purpose

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Explore how advertisers can thrive in a privacy-first era by adopting interest-based targeting and contextual AI to effectively connect with the right audience—without compromising privacy,". Dive into our latest insights! Seedtag #3rdpartycookies #deprecationofcookies #contextualAI #advertising #thoughtleadership #digitaladvertising

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The ‘Burgundy Carpet Premiere’ Experience with Angélique ;)🎥 Qatar Airways' ‘Burgundy Carpet Premiere’ experience is part of a broader AI-driven brand campaign designed to elevate audience participation. In this campaign, users can upload their photos and see themselves starring in a cinematic travel narrative. It’s a next-level experience that combines personalized digital content with storytelling. Key Highlights of the Experience: 🔹 AI-Powered Personalisation: Users can superimpose their faces onto the lead characters of the ad, making them the stars. 🔷 Seamless Integration: The AI tech behind the campaign ensures a smooth transition of user images into the film, preserving quality and user immersion. 🔹 Social Sharing Potential: The user-generated videos are primed for sharing across social platforms, designed to go viral, and further amplify the brand’s reach. How It Works The process to participate in Qatar Airways' ‘AI Adventure’ campaign is straightforward. Users simply upload a photo to a microsite, and AI technology inserts them into the narrative. This system has been designed to reject celebrity images and ensure privacy by deleting user images after 24 hours. This privacy-conscious approach, combined with ease of use, is key to user satisfaction. Qatar Airways has gone the extra mile to ensure the technology feels seamless while maintaining security. Benefits of AI-Powered Personalisation: 🔹 Emotional Connection: Users relate more closely to brands when they see themselves in the narrative. 🔹 Memorable Experiences: Personalization leaves a lasting impression and enhances brand recall. 🔹 Increased Engagement: AI-powered campaigns invite users to actively participate, increasing time spent interacting with the brand. Qatar Airways’ campaign is more than just a clever gimmick. It showcases how AI can be used to transform passive viewers into active participants, driving higher engagement and fostering long-term loyalty. For marketers looking to future-proof their strategies, integrating AI into campaigns can offer a significant competitive edge. Dive into their groundbreaking campaign and see how personalised storytelling is changing the future of marketing with me in it ;) Want to star in Qatar Airways latest film? Be the main character in your own hashtag #QatarAirwaysAdventure 🎥 #AIMarketing #PersonalisedAds #QatarAirways