Dubai: It is a case of ‘horses for courses’ planning. Starting this month, the regional operations of Leo Burnett/Publicis Group is deploying the services of its digital and social media agency Holler to come up with the concepts and execute campaigns for the new-age platforms. It was in 2011 that the UK headquartered Holler — which will now have a full-fledged team in Dubai — was brought into the Leo Burnett/Publicis fold.
“All media consumption is changing and digital, social and mobile platforms are getting priority,” said Raja Trad, CEO of Leo Burnett/Publicis Group MENA. “With so many consumer spending quality time in the social space, an agency would be failing its clients by failing to connect with those users. An agency has to be right there where the people are, and in many way ways need to have the tools to be ahead of the times.
“That’s what we are doing by bringing in Holler now.”
Not that Leo Burnett Mena was not active within digital. It has handled some of the campaigns for Samsung as well as McDonald’s. Last year, the network worked on digital strategies for more than 40 per cent of its client base in the region. (It was in 2001 that it made its first foray into online possibilities through setting up LB Digital and in 2012 acquired the digital agency Flip Media.
Now, by bringing in Holler, Trad believes the agency will be raising the game to a new pitch. The initial sounding out is taking place with potential clients, both existing ones associated with the parent group as well as new ones.
“These days, 90 per cent of clients believe in the integrated approach ... they cannot — and don’t — look at communications as something that can be done piecemeal any longer,” said Trad. “Even if the screen sizes are smaller with digital or mobile, that cannot mean a brand or an agency can abandon the principles of a great communications theme.
“Look, a big creative idea will have no problem in travelling anywhere.”
Apart from the actual content, Holler’s portfolio of services extends to offering research and insights, celebrity or talent management, and even pitch in with crisis counselling or countermeasures. According to Ema Linaker, Regional Director at Holler, “Our precise role would be as a facilitator between a platform, a brand and an idea. Holler does have strong relationships with the likes of Facebook or LinkedIn and can actively help in delivering creative solutions that can be monetised by them. What we offer is complementary and in no way competitive with the digital or social media platform owners.”
Yousef Tuqan, Chief Innovation Officer at Leo Burnett/Publicis Group MENA, too does not believe that digital agencies need to be wary about potential threats to their business from digital and social media entities going direct to clients. “There have been the odd cases, yes, but an agency and the creativity that it brings is still needed in the whole process,” said Tuqan. “Agencies are the ones taking care of a brand’s interests day and night. “Holler brings a wealth of digital knowledge and cutting-edge tools that are key to any brand’s survival in today’s complex social media age.”
