Promoseven conducts regional strategic planning & brand building workshop

Fortune Promoseven’s strategic planners and key management staff from across the region recently met in Dubai for a two day workshop on Insight and Demand Creation.

The program was initiated by the group’s Growth team and was led by Damian O’Malley, Chief Strategic Officer for McCann WorldGroup, EMEA.

During the two day workshop, O’Malley shared several major win strategies that have helped McCann win major advertising business in Europe. He guided attendees through McCann’s revised and re-energized ‘Demand Chain’ proprietary module. Planners from KSA, Morocco and UAE (Abu Dhabi & Dubai) who attended the workshop are expected to implement this module in local markets across the region.

After attending the workshop, Fadi Salameh, Network President & CEO said, ‘Today, Advertising Communications is about insights and knowledge. Our ideas come from insights, from genuinely and passionately understanding the brand, the consumer and everything that happens in between.’

‘Promoseven’s recent mega award winning streak at Dubai Lynx has been recognized and attributed to clever insight strategies, in-depth understanding of the Middle Eastern consumer and brands but, above all the connections between them. This workshop is one of the several Strategic Planning driven think tank sessions that the agency has planned for the year,’ added Salameh.

During the workshop, the agency’s planning department focused on the mechanics, new methodologies and the importance of gathering, harvesting and learning from a wide range of market research. The group discussed the value of insights from products, demographics, habits, consumer and purchase behaviors and how they can be used for idea generation on a day-to- day basis.

‘This workshop is part of McCann WorldGroup’s global initiative to integrate with our local teams and introduce them to our international best practices. We have successfully used our proprietary tool – the ‘Demand Chain’ – in global markets and are confident that it will enhance the output of our planners in the Middle East,’ concluded Damian O’Malley, Chief Strategic Officer for McCann WorldGroup, EMEA.