Cheil expands with new experiential department

The announcement follows a demand for integrated campaigns that feature face-to-face engagement with customers. This dovetails an increase of touch points that are opening in malls and outdoor venues across the UAE, which can host entertaining concepts that connect consumers on a personal level with the brand.

Leading the discipline as Experiential Marketing Director will be Hassan Tirmzi, formerly Director of Events at Armani Hotel. Tirmzi will work in close collaboration with the planning department, integrating experiential into client campaigns as a supporting component at any stage of a client's brand development. It will also ensure the convergence with digital amplifies any live experience Cheil creates.

Azmi Yafi, COO of Cheil MENA discusses the future plans for the discipline: "We have recruited a team to support Hassan and together they will draw a line through any skepticism that experiential can't target the masses - by creating big ideas that move people into action. So in the beginning education will be a priority, reappraising the role of experiential marketing especially now we can evaluate and track the ROI of ideas beyond sample numbers and footfall."

Hassan Tirmzi added: "As an agency with South Korean roots, Cheil is working incredibly hard to define itself as an agency that is changing attitudes towards marketing. Through its 'Tuhon' philosophy it has an efficient way of working with clients that allows innovation, technology, and most importantly creative thinking to break through. Opening an experiential department is testament to its commitment to the Middle East and its commitment to integration."

Also joining Tirmzi is Sunyoung Park as Experiential Marketing Manager, moving from the Cheil network in Jordan and Aisha Khan as Experiential Marketing Executive. Together the team will begin working immediately on Samsung and offer its solutions to other existing clients including DEWA, DED, Hankook and Orion.

As part of an agency that has full production facilities for retail interiors, digital signage and manufacturing, the experiential department will be well supported to manage end-to-end solutions.