ivml credentials

intermarkets VML

agency credentials

the world has

changed.

so have we…

the

―age of ENGAGEMENT‖

a new model

that has

transformed

how agencies

work today.

one that is built

to meet the

needs of

tomorrow‘s

clients and

brands.

our vision is based on a simple

principle

a new agency

that taps into

the needs of

today‘s

consumers and

the world they

live in.

but let‘s look back at how we got

to where we are now

when television

emerged, it

was the first

technology to

create mass

audience.

agencies created

a structure to tap

into this growing

market, setting

the foundations

of the goliaths in

the industry we

know today.

the structure of

agencies was

segregated into

many silos to

answer the

needs of the

industry at the

time.

but times have changed

today we are

faced with a

consumer that

actively

engages with

technology.

The digital age emerged

By bringing digital disciplines into the

traditional agency model we are able to

create big ideas that transcend media and

become engagement centric

communicating

collaborating

education

& entertainment

are the core

pillars of the new

agency model.

all devised to

engage the

consumer.

welcome to the

AGE OF ENGAGEMENT

intermarkets VML is part of a

GLOBALnetwork

in the region, we are part of

MENACOM57 offices | more than 1200 professionals

full 360

Integration

integrated creative agency

media planning & buying

public relations

brand activation & events

AMERICA

EUROPE

ASIA

DUBAI

ABU DHABI

BEIRUT

MANAMA

AMMAN

KUWAIT CITY

JEDDAH

RIYAD

CAIRO

NORTH AFRICA

methods & instruments

OUR APPROACH

Big ideas are always right and break with the norm.

Both dimensions are important, because every idea

can be defined by WHAT the idea expresses and its

strategic orientation, and HOW the idea expresses

what it wants to say, its form, its execution.

Every description of great ideas can be reduced to

these two dimensions;

Great ideas are relevant in WHAT they say

& unusual in HOW they say it.

We at intermarkets VML treat the idea as a creative

product. Even Ideas are the result of a production

process. That is why insights into qualitative and

supply chain processes can be transferred to the

creative process and its creative product.

An idea runs through many phases before it‘s

produced/published. In the next slides, we will share

with you HOW and WHAT projective techniques and tools

we use to help us achieve our objective of creating ideas.T

he

pro

ce

ss o

f su

pp

ly c

ha

in m

an

age

ment o

f id

ea

s

BAV™ (Brand asset valuator)

The BrandAsset Valuator (BAV) is a database of consumer

perception of brands created and managed by BrandAsset

Consulting, a division of Young & Rubicam Brands to provide

Information to enable firms to improve the marketing

decision-making process and to manage brands better.

BAV measures the value of a brand along four dimensions:

"Differentiation," "Relevance," "Esteem," and "Knowledge."

Differentiation and Relevance build up to "Brand Strength."

Esteem and Knowledge are used to calculate "Brand Stature."

BAV defines these terms as follows.

"Differentiation" quantifies the brand's point of difference.

"Relevance" how appropriate the brand is to you.

"Esteem" how well regarded the brand is.

"Knowledge" an intimate understanding of the brand.

"Brand Strength" describes the brand's growth potential.

"Brand Stature" describes the brand's current power.

4C‘s™ (cross cultural consumer characterization)

4Cs can be used to examine any human activity involving

choice and has been successfully applied to issues ranging

from politics to taste in movies, apart from its primary

function in brand positioning and targeting. The usefulness

of any and all types of marketing research can be enhanced

by the addition of 4Cs.

4Cs is designed to explore Priorities in Brand Choice as they

operate in an individual person. There are seven groups, each

based on a single priority.

SEER™

While many agencies and digital companies have access to tools

that monitor blog pulse or volume around particular topics, SEER™

goes well beyond that. SEER allows us to identify exact point(s) of

influence within an online dialogue or subject matter. But most

importantly, we‘ll be able to provide exactly which sites or voices

online are quantitatively most influential. Once we understand

that, the online marketing opportunities are dramatically more

pinpointed and impactful.

WHAT IS SEER? »A suite of software tools for mapping

and profiling Consumer Generated Media

»A marketing practice focused on insights

that help drive marcomm planning and strategy

SEER TOOLS SEER is made up of a series of tools

»Focused crawler

»Custom dictionaries and parsing

»Web-based control panel

»Three-dimensional visualization tool

HOW WE APPLY Build out an ecosystem around the category

»This is a network of sites that are related through linking so we are able to

understand who is producing content and who is referencing that content

»This is not a static process; we continue to refine by adding additional sites

based on references from the ecosystem as well as removing sites that have no role

Define taxonomies around the category

»This allows us to track content as it relates

to our category and is meant to be very specific

»We can more accurately define opinions and

sentiment as well as ―hot‖ topics of conversation as they occur

Monitor the ecosystem on an ongoing basis

»Track influence within the ecosystem based on linking behavior

»Track content overall and against specific marketing and communications efforts

Report back on the status of the ecosystem and the changes in conversation

»How influence changes depending on timing and content

»How consumers respond and discuss marketing efforts

»What consumers relate our products or services to

clients & brands

GLOBAL CLIENTS

CLIENTS IN THE REGION

CLIENTS IN BAHRAIN

case studies

Local case study (Brand re-launch)

Planning a transformation

Task

To help consolidate and unify the bank‘s efforts across the group

through the development and promotion of a single brand vision

and identity.

Situation

For 40 years BBK remained one of the pillars of Bahrain economy. The name

BBK became a house hold name with no clear brand vision and identity.

Objectives

Create & roll out a full fledge integrated communication plan.

Increase market share by driving the new position consistently across:

»Culture: engage staff with the new unified vision

»Product: harmonize products in all countries

Approach

Plan

Board approval

Establish taskforce

Conduct workshops

Plan detailed road-map

Engage employees

Create cross-unit plan

All plans signed off

Rollout engagement with

first tier group Rollout

internal comms

Prepare for launch

Develop concepts (retail,

brochures, ads, web)

Sign off with Taskforce

Assign leaders in units

Plan roadmap for launch

Launch

Launch ad campaigns

Introduce 1 key product

Introduce new identity

Replace signage

Print new brochures

Face-lift for websites

Facilitate feedback &

learning across unitsHarmonise products

Asses products at all units

Identify best practice

Specify new products

Identify roadmap

Transform

Begin long-term changes

Harmonise all products

Refurbish branch outlets

Extensive web changes

Delivery & systems change

Rollout engagement

workshops with second tier

Local case study (Brand re-enforcement)

Local case study (Product re- enforcement)

Local case study (launch of the hotel)

Preparing for the grand

opening

Task

To adapt all collateral material needed for

the launch of the Hotel, from complimentary

slips to door signs, as well as creating an

identity for each of the Resort‘s restaurant

from scratch from developing a logo to

menus. The name and logo of each

restaurant speaks for itself.

Restaurants logos

Local case study (launch of the hotel)

Restaurants,

beach club and

kids club logos

Restaurants

menus


Planning a

transformation

Task

With increasing competitive activity, a

consistent communication platform

was created for the company .

Situation

Strong solid credible company with

high potential for increased market

share.

Objectives

Increase market share by driving the

new position consistently across:

»Culture: engage staff with the new

unified vision

»Product: harmonize all segments

and products.

Local case study (product ads)

Local case study (generic ads)

Local case study (Brand campaign)

Local case study (generic ads)



Task

To position CrediMax as the preferred operator for credit cards services in

the Kingdom.

Situation

A full fledge integrated communication plan was created and executed for

CrediMax.

Objectives




Approach

Plan

Board approval

Establish taskforce

Conduct workshops


Engage employees



Rollout internal comms

Prepare for launch






Harmonise products




Identify roadmap

Local case study (Reward Scheme re-launch)

Local case study (campaign based)

Regional case study (Brand re-launch)


Task

To help consolidate and unify the bank‘s efforts across the group

through the development and promotion of a single brand vision

and identity.

Situation

Adherence to Shari‘a principles is a primary driver for customer

loyalty. But the category meaning is in need of refreshing after 30 years.

Islamic banks need to ride the wave of progress and re-shape a more

modern perception in the region.

Objectives




»Image: raise AlBaraka standing across all markets

Approach

Plan

Board approval

Establish taskforce

Conduct workshops


Engage employees



Rollout engagement with

first tier group

Rollout internal comms

Prepare for launch






Launch

Launch ad campaigns

Introduce 1 key product

Introduce new identity

Replace signage

Print new brochures

Face-lift for websites

Facilitate feedback &

learning across units

Harmonise products




Identify roadmap

Transform

Begin long-term changes

Harmonise all products

Refurbish branch outlets

Extensive web changes

Delivery & systems change

Rollout engagement workshops with

second tier

Regional case study (Brand re-launch)

Regional case study (Re-positioning)

Re-vitalizing a Power Brand

Context

Beer. The most common alcoholic beverage in the history of

beverages. At a time where the category was experiencing a

9% decrease from previous years, whereas other beverages

were witnessing a growth of around 5%. Although Almaza

was still a leader, sales started dropping at an unprecedented

rate for the first time.

The brand was struggling since it was also perceived as

old and not very appealing to the new generation simply

because they started migrating towards spirits (Vodka, Tequila,

etc…) owing to the fact that they were seen as more modern.

Challenges

From a sales perspective, the challenge was to grow the

category, and communication to induce interest in Beer and

set the foundations of a Beer culture. It was also key to change

consumer behavior towards the category by de-seasonalising

Beer consumption.

From a viewpoint of the category, the task was to re-position

the ‗Beer world‘ as convivial and friendly, and consequently

modernize the Almaza brand, re-build equity through the

existing assets of Heritage and Quality, and improve ideal price

perception by making it a brand worth paying extra money for.

Brand positioning – Enhancing joyful moments

Big Idea – Haida Jawna, Haida Nehna

Real mood, Real us

Regional case study (Re-positioning)

Results

The brand became the most ‗preferred alcoholic brand‘ and

accordingly have maintained leadership and grew exponentially

in sales and market share despite price increase and heavier

competition.

Regional creative showcase (Telecom)

Regional creative showcase (Real Estate)

Regional creative showcase (Various)

Global case study (Active listening)

Active Listening: Tools and teams to

enable global reputation management

and crisis control.

VML helped save a multimillion

Euro product launch.

Context

Adidas wanted to measure the effectiveness 2006 World Cup

campaign, ―Impossible Team.‖ Instead of just tracking campaign

spread, SEER™ found product issues.

Approach

SEER tracked football enthusiasts in five markets: UK, France,

Germany, Italy and Spain. While evaluating football influencers,

VML detected product issues with the recently released Predator

Absolute football boot. Because of the SEER monitoring, the

Adidas product development team was able to counter negatives

by emphasizing care tips (i.e., pre-treat your boot). VML helped

Adidas maximize the reach of this message, based on ecosystem

dynamics and influencers.

Outcome

Because of the quick, targeted response, online murmurs regarding

product issues quickly dissipated.

Global case study (mi Adidas online store)

Situation

mi adidas is a division of adidas.com responsible for customized

althletic shoes and wear. They had a system that allowed adidas

retailers to customize shoes in every aspect from design to

technical preferences such as type of soles and materials. The

existing system could not be leveraged for future needs, which

included offering more products and to market direct to consumers

online. The existing system experienced performance issues, lack

of ecommerce integration and difficulty in on-boarding new

products.

Solution

Build a multichannel ordering system with ecommerce capability

that integrates directly to adidas back-office fulfillment system.

»» VML defined ecommerce requirements for easy integration with

existing backend systems and worked with ecommerce vendor

to architect a solution

»» VML worked with current vendor to review and rearchitect

existing system for optimization

»» Data review and migration strategy improved data quality and

further supported performance improvements

»» Multichannel ordering included interface to consumers and

businesses

»» Retailer version of mi adidas also benefited with better

performance

»» Product configurator allowed diversified rules for varing styles

of products

»» Fulfillment system routed orders to appropriate factories and

calculated delivery date based on factory capacity

»» Content management was built into the product configurator

to support multilingual and separate marketing messages from

internal product data

Global case study (Bing global launch)

Situation

VML created a global launch campaign for Bing, the new

search experience by Microsoft. This massive effort reached

every part of the world — with the exception of the United

States. The first hurdle was to change customer perceptions by

getting people to think twice about how effective their current

search experience really is. The next challenge was to convey

that Bing is truly a new experience that makes searching better.

To complicate things just a bit more, all global markets wouldn‘t

be getting the same product feature set, meaning that some

markets weren‘t going to see much difference up front.

Solution

We met these challenges by developing a simple, yet striking,

visual vocabulary that was a quick read and would work equally

well in all markets. Our messaging was designed to evolve

with the product, and we also developed alternate messaging

options that markets could pick up, as appropriate. The 50+

assets that we developed ran the gamut — a mnemonic

representing the brand to launch peelbacks, banners, internal

marketing, mobile ads, on-net inventory and much more.

Global case study (XBOX live mainstage)

Situation

Xbox LIVE needed to maintain and develop its relationship with

both connected and non-connected Xbox 360 users, pushing

each audience to realize the value of having a Gold Membership,

and ultimately driving more transactions.

Solution

In order to encapsulate the idea of high-definition Entertainment,

creative highlighted the premium content available on the Xbox

LIVE Marketplace, the great sound and next-generation graphics

and the integration of modern technology. Bringing this to life

was mission-critical to making connected and non-connected

customers see that Xbox LIVE Gold wasn‘t just an add-on — it

was an integral part of the Xbox 360 experience.

Team VML created an engaging micro site, multiple banners and

various online placements to help establish a clear ID for Xbox

LIVE and provide a fresh, contemporary design.

The campaign also featured several rich media banners, which

showed an avatar changing the dimensions of the actual banner,

swapping out the Xbox LIVE messaging, and expanding the size

and adding flashing lights to the call to action.

Results

This program has recently launched and results are not yet

available. However, the clients are using a ―sizzle reel‖ as internal

Merchandising. URL: www.xbox.com/bestoflive/gold

www.xbox.com/bestoflive/connectnow

Global case study (BK.com website redesign)

Situation

Burger King (BK), the nation‘s number-two fast-food restaurant

chain, has more than 11,100 restaurants in 65 countries

worldwide. More than 90 percent of the restaurants are owned

and operated by independent franchisees. BK sought to

increase brand integration and alignment by developing a new

site that brings the ‖Have It Your Way‖ brand voice to life online.

Strategy

Create brand excitement by developing an innovative

flash-based site that appeals to the ‗cool‘ and the ‗corporate.‘

Tactics

VML created a website utilizing technology, interaction and

forward thinking to set it apart from the typical flat corporate site.

Features include:

»» The Whopper Sandwich wrapper transforms into a vehicle

that moves visitors from section to section on the site

»» View popular Burger King commercials at the BK Cinema

and download them to an iPod or email them to a friend

»» The interactive Table Guest makes sure you never dine alone

again with captivating, choose-your-own-adventure style

conversation

»» Look up nutritional information or locate the nearest BK

restaurant on a mobile phone with the new Mobile BK.com

Results

BK.com has raised the bar for corporate websites, receiving

―Site of the Day‖ from Adobe and home page feature on

adforum.com in the weeks following launch.

Looking forward to

ENGAGE with your Brand

The team

Intermarkets

REGIONAL SUPPORT

Rabih

Sr. AM

Rami El KhalilMD

Pradeep Menon

Business Unit Director

Dayanad

Thottapavil

Group Head Buyer

mediaedge cia

REGIONAL SUPPORT

Intermarkets

REGIONAL SUPPORT

Alan Firmin

Creative Director

Fadhel Jumaa

Sr. AD

Associate Creative

Director

Arabic Copy Sandeep Ahlawat

Art Director

CLIENT SERVICING MEDIA CREATIVE DEPARTMENT

Saher Mokaddem

CS Director

VisualizerRemith Kalari

Finalizer

Mohamed Yousif

Media Planner

Bassam Rishani

Production manager

Bashar Daas

Sr. AD

Emile Atallah

Head of Strategic

Planning

Geraldine

Sr. AM

rami el khalilmanaging director

With an experience of over 20 years, Rami has created a

niche for himself within the Advertising Industry. He has

worked in multi-national agencies with international and

regional brands, handling a diverse portfolio of clients

from Banking, FMCG, Real Estate and telecom industries.

As an integral part of Intermarkets network, Rami was

entrusted with the challenge of starting operations in

Bahrain and in less than a year he had built the

company’s portfolio to comprise of an A Class clientele.

Rami has been the person responsible for the growth of

Intermarkets Bahrain from a one man show to a team of

35 professionals who are the best in their field of work.

Even after the prosperous increase in business and

growth of the agency, Rami till date is still very hands on

in managing some of the key clients for the network.

saher mokaddemclient servicing director

Saher has been a part of Intermarkets

Bahrain right from the beginning. He has

been a great influence on every aspect of

the Agency. With his confidence and drive

to be the best in the industry, he puts his

remarkable inter-personal and project

management skills to use, which have

assisted him in creating a dynamic and

innovative client servicing department with

a culture of exceeding expectations.

Saher has a strong backing of professional

training workshops that support his

credentials of work experience. His

experience spans various industries like

banking, finance, telecom, automobiles

within the region and internationally

starting from Washington DC.

rabih haliksenior account manager

Rabih joined Intermarkets Bahrain team in 2010 as a

senior account manager.

His experience covers different industries from retail to

banking to real estate to FMCG and more.

After enrolling in the Design management programme

in Leeds University –UK, Rabih decided to shift his

career from an Art director to the client servicing

department.

geraldine coullenotsenior account manager

Geraldine is a Brand & Communications

specialist with 6 years of experience

working with leading mobile operator in

Europe, Africa & Middle-East.

Enthusiastic & passionate team player

with strong communications skills that

thrive in multi-cultural environments,

she has experience managing requests

from 22 operations across Middle East

& Africa for all brand and advertising

matters to ensure respect of guidelines

and consistency = brand governance.

alan firmincreative director

An award winning Creative Director Alan began his career in the heart of London with Grey Worldwide as a junior copywriter. Although from London Alan’s career was destined to be overseas as he was placed early in his career in Grey Paris and Grey Amsterdam for 6 month a time. Alan became the youngest creative director in the entire global network at 26, a record that still stands in Grey worldwide today.

In the early nineties Alan moved to the Middle East to handle the global accounts for Grey Worldwide and traveled extensively across the region working and living in many countries. Alan moved to FCB in 2001 to oversee creative in Kuwait and Dubai offices but was often used around the global network on major projects such as Kraft, Dow Chemicals and SC Johnson.

Alan has worked on many major global brands including Volkswagen, IKEA and Nokia as well as some of the most prestigious regional brands in Dubai Holding and Dubai Shopping Festival.

A former semi professional footballer and Kick boxer Alan enjoys most sports including Golf and Tennis. He is a published writer and poet and has exhibitions for his art. Alan is happily married and has two beautiful children.

Awards:SUMMIT International Creative Awards 2008 – Silver x 3

KREAA (Kuwait Advertising Awards) 2006 – Gold x 3 & Bronze x 1

IAA Advertising Awards 1999 – Golden Flame x 2

IAA Advertising Awards 1998– Golden Flame x 3

IAA Advertising Awards 1997– Golden Flame x 1 & Bronze Flame x 1

IAA Advertising Awards 1996 – Golden Flame x 3

New York Festival – Silver x 1

ramzy haddad creative director • A graduate of ALBA, Lebanon's top communication and fine-arts

university, with more than 13 years experience. Ramzy began his

career in Beirut where he soon joined Intermarkets, there he

handled a variety of major accounts in Lebanon, Syria, Jordan and

Kuwait. He was appointed Associate Creative Director at

Team/Young & Rubicam Amman, Jordan in June 2001, leading

the Creative department to an award-winning success, to become

through two consecutive years the most awarded agency in

Jordan and across the Levant (winner of more than 85 regional

and international awards). He was soon promoted to Creative

Director where he helped setting up the creative teams for 2

other MENACOM group agencies: Intermarkets and Wunderman

Amman.

• In 2006, Ramzy moved to the United Arab Emirates to join

Wunderman Dubai, setting the ATL creative department, and

handling most of its regional portfolio, before he was appointed

Executive Creative Director of Y&R Abu Dhabi (2007), where he

handled both UAE and Qatar offices until late 2009.

• Now he spearheads the network's regional creative, as Regional

Executive Creative Director, based in Dubai and covering the

MENA region.

emile atallahhead of strategic planning

Luring himself into the advertising world, He first started

with Y&R where he had the chance to work and challenge

himself on a multitude of brands from Airlines, & Fashion to

Financial institutions & Real Estate and was nominated as

one of the new faces to watch in the Middle East.

After spending four fruitful years, He then completed his

MBA while he was working with Saatchi & Saatchi Beirut for

two years. Emile had the chance to work on Socio-political

and Public Awareness communication. He also expanded

his portfolio in the Oil & Gas, Hospitality and Media

throughout the region. During his time at Saatchi, Emile was

fortunate enough to explore an avenue of communication

new to him. Namely, brand creation/corporate identity.

Emile joined Lowe Mena in 2007 to work on a portfolio of

Brands such as Nokia, Johnson & Johnson and various other

categories.

Emile finally found his calling when he accepted his latest

challenge…to be the Regional Head of Planning at

Intermarkets …

bassam rishaniproduction manager

Work Experience:

Intermarkets Bahrain – Production Manager

Oxygen Media & Advertising, Bahrain –

Production Manager

Reda Pritning Press, Saudi Arabia –Production

Manager

Al Hokair Group, Saudi Arabia – Production

Manager

Skills

Excellent knowledge of the overall working of

printing & production houses across the region.

Proficient in quality control and timeliness of

delivery of production activities.

Excellent Supplier relation management and

negotiation skills

Profound experience in the usage of computer

design software like Adobe etc…

Thank you!