OMD has had a good start to 2016. Its first quarter boasts of a significant business win, Nissan and Infiniti, partnering with sister-agency TBWA\Raad to handle both brands. This follows winning ADCB earlier in the year, and securing third spot in UAE’s Great Place to Work ranking, which its holding company Omnicom Media Group and its agencies have retained for three years consecutively. Nadim Samara, Managing Director, UAE & LG for OMD, places a particular significance on the recognition focused on talent. He says, “We are firing on all cylinders on a variety of parameters. However, to grow both organically and through new business, we need to focus on developing the talent and passion of our people, since this is what ultimately delivers great work and drives business results. Achieving the Great Place to Work accolade cements our commitment in this area and inspires us to continue aiming higher –– for our people, our clients and our partners.”
For OMD Worldwide, the Middle East is definitely growing in significance, with Dubai not only acting as a hub for global brands such as McDonald’s and PepsiCo, to name a few, but also with regional brands who are becoming international players such as the Jumeirah Group.
The Good Structure
OMD, along with the rest of the Omnicom Media Group MENA, revamped its structure earlier in the year to provide a more integrated offering to its clients. “The exercise was designed to put clients first, ensuring they get the best of what we have to offer across the group,” comments Mr Samara. He credits the Jumeirah search and performance win to the new structure. The benefit of having all specialist disciplines under one roof is in the synergies created by the removal of silos. “Even internally, we see the benefit as this provides our people an even more rounded experience. It helps everybody grow as they see the bigger picture and learn from each other. Our retention rate is above 92 percent and most of our people have stayed with us for more than eight years. This means that our talent has grown from within and is being groomed into holistic leadership roles,” he says.
From Basement To Marketer’s Table
OMD’s focus on equipping its people with the right arsenal can also be seen in the agency’s ‘operating system’ Vision. According to Mr Samara, who took part in its conception and development five years ago in New York, Vision was paramount in the Nissan win but, admittedly, it is not a silver bullet. Marketers partner with people, not technology, he admits. “Vision is pragmatic, rounded and intuitive. It also marks a significant departure from the type of work we used to do, when media was a backend function located in the basement of full service agencies. Today, we are a full-fledged marketing performance company. Vision is not only a philosophy enabling a mindset shift from media planning and buying to ‘I want to sell more cans, cars or SKUs’, but also helps in detailing how that can be achieved,” he explains.
OMD has firmly staked its future on insights and their value to brands in a way that will lead to even more sophisticated and effective investment decisions. This changed mindset infused with technology requires new skillsets. OMD has been evolving its staff DNA consistently for some time to address this. From hiring asset managers to art directors, OMD has concentrated on becoming the first option for aspiring marketing and advertising talent. “We provide people with a purpose and empower them to make a difference to our clients’ performance,” comments Mr Samara, adding, “we have a very healthy ethos of coaching and make sure people benefit from the synergies we’ve created.”
The agency has an institutionalized Academy curriculum for learning and development, but more importantly ploughs back four percent of profits into developing its people, which is a high number in comparison to the industry average.
Game On
The expectation of a tough year is not going to change OMD’s talent focus. Samara points out that the phrase ‘budget cut’ is a recurring occurrence. He says, “Whether it comes from local dynamics or from global macroeconomic pressure points, budget cuts are a constant focus. The key is how to manage them. Two years ago, marketers wanted more mileage. It is still the case today. The game is still about more ROI (return on investment). We have to be agile and have the right talent in the building to stay on the front foot.”
He asserts that on the profitability side, OMD is healthier than before. “It’s an issue for everyone but we take a proactive view. We have the right mind-set to grow, creating new services and opportunities for our clients,” Samara states.
Three Questions To Nadim Samara On OMD UAE’s Road Ahead
#1. What are some of the targets you have set aside for yourself in 2016?
There are many KPIs that we will go after. On the business side, I want to make sure we remain healthy and keep growing. The main KPI for me is setting up the company for the future. That goes beyond new business wins, talent development, beyond the marketing and the awards. It is the ability to focus and bring change in the bigger picture. Effectiveness is a key goal for our clients and the Effies is an important marker for us. For the second year in a row, we are the highest ranking OMD office worldwide in our internal PWC-managed ranking. OMD UAE had a high number of ‘champions’, ahead of several established markets. CSR is another area that is important to us.
#2. How do you see OMD’s contribution to the industry?
There is much that the company does in terms of the work and in setting trends but we are proud of the talent we develop inthe industry. Our talent ethos comes from Elie (Khouri, CEO, Omnicom Media Group MENA). We constantly innovate and invest heavily in our people. As they progress and build their career, we see it as the building of a strong OMD alumnus.
#3. What do you want OMD UAE to stand for?
We want our people to come in with purpose. They see their impact on the business, understand what their role is and growin the process. This is a direction not led by billing or profits but by mindset. Our clients come to us not because of the logo on the door, but because of the people who bring that vision to life. I say this over and over again, but it is something I am totally convinced about ––– we are a global company with a local office. We are not a local company with a global name. In most agency networks, creative or media, when you go to a given office, the packaging will be fantastic but the DNA is not of that company. Our DNA is 100% OMD and our approach is 100% focused.
