In One Sentence…
How do you define effective marketing?
The most impressive campaigns are ones that have such a compelling impact on the market that they can reverse the trend and u-turn consumer behaviour.
What marketing trend(s) are you excited about right now?
I am a traditionalist and continue to value the need for multiple marketing touch points to create awareness and desire as one single medium cannot be the solution when human behaviour is so complex.
How does creativity drive effectiveness?
Exceptional creativity can nurture an emotional response for a deep-rooted customer pain point and influence people’s behaviour.
What’s your favorite effectiveness win from the last few months—personal or professional?
I witnessed many incredible campaigns throughout the MENA Effies 2022, the bravery shown by some brands was testament to the ambitious nature of the UAE, and for that I am immensely proud having lived here for over 17 years.
What do you hope marketing looks like in the next five years?
I was hopeful that the likes of a DMP and hypertargeting of consumers would be on the advertiser’s side, but it seems that it is getting harder and harder to target people via their digital body language despite efforts to mask exact identities, as the ‘opt out’ option has become all too easy for consumers to hide themselves away from us marketers!
Julian was a 2022 MENA Effie judge. Read more In One Sentence features.
