Starcom MediaVest Group (SMG) MENA spearheads a new era in media creativity

The suite enables staff to conduct communication workshops as one part of their role as communication architects to identify consumer contexts which are relevant to the brand, motivating to the consumer and unique from the competition. 'Notion' is not only facilitation but the organization and preparation of data and insights prior to a workshop, and also the skills to help bring the ideas generated to life.

"We believe that by empowering the many through training in 'Notion', rather than relying on a few in the form of a 'creative media department', we can generate ideas which resonate with brand values and communication arms, helping to drive the bottom line. This is especially crucial given that we are faced with a highly demanding and young Arab population constantly on the look out for the latest in a fast-paced and tech-oriented lifestyle.

'Such a sophisticated environment makes it key that we develop the creative skills of our communication planners to create breakthrough ideas to communicate with our partner clients' consumers, in the proper context," said Tarek Daouk, Starcom, Managing Director, UAE.

Duncan James, who lead the development, implementation and launch of 'Notion' for SMG UK and now EMEA added, "We aim to raise the creative bar through investing in our people, showing them how best to collaborate with other disciplines and giving them grounded techniques and inputs to workshops which are too often 'hit or miss' across the industry, not only in MENA but equally across EMEA."

James' primary function is to train 'Notion Champions' in this suite which was developed in conjunction with the EMEA management team based in London. He went on to say "creativity has too long been shrouded in mystery, like anything else it has a theoretical underpinning and my role has been to understand and apply this to communication planning creativity from a touch point angle for SMG. We are being totally transparent and look to blow away the cobwebs of myth surrounding the creation of ideas."

"At SMG inclusive creativity is encouraged through our 'Champions'. The belief is that this will result, as has happened in the UK and Europe, in a highly motivated and skilled group of peers creating and implementing communications ideas from quantified insights, generated by the planners and research teams.

'This becomes an inherent process in approaching any recommendation whose outcome, when complemented with the proper marketing mix, leads to a communication model that adds value to and helps grow our clients' businesses." added Philip Jabbour, SMG Group Director - marketing and business development.

Matt Blackborn, chief executive officer, PGM MENA, said that generating innovative ideas and breaking through the clutter has never been as difficult, or important. Similarly neither has been investing in resources and growing organically, "by creating proprietary training tools and techniques across all levels, we encourage growth from within. It's critical we empower our people to remain ahead of market trends, enabling them to continuously add more value to our clients' business."

In the UK and Europe over 50 'Notion' workshops have been completed for clients as diverse as P&G, Cadburys, Twentieth Century Fox and Kraft.