How Grey MENA Transformed To Deal With A Tough Year

Nadim Khoury

It may not be a rollercoaster year for Grey Group MENA but the agency is cornering a fair share of headlines with new business wins and senior appointments. Admitting that it has been a challenging year for the industry per se, Nadim Khoury, Chief Operating Officer, Grey Group MENA asserts that that does not mean agencies will not survive. “We need to be conscious about all that is happening economically and politically but it has been good so far,” he says.

The Group won several accounts across its offices in the region in the year. “It has been a slow year but we picked up great pieces of work from even Lebanon that was otherwise flat this year. UAE and Doha have been most active comparatively. Saudi Arabia has been active but not as active as before,” observes Mr Khoury.

Even as MENA is fighting its own battles on local businesses, there is also the added challenge of global marketers cutting down on spends in the region. “The new businesses and organic growth has been in line with what we were expecting, but it was difficult to compensate the budget cuts from global spenders,” Mr Khoury informs.

Growth Drivers
For MENA, digital is growing and the group has ensured that it evolves its strategies and talent accordingly. Digital has evolved from website development social and engagement platforms and further to mobile and programmatic. “The expertise within digital is evolving, we as an agency are monitoring this and adapting,” Mr Khoury says.

Another key growth driver has been the focus on new business development. While Grey Group has worked on creating robust pipelines, the next six months will see further developments. Acknowledging that new business is the agency’s lifeline and remains a priority, Mr Khoury explains that areas of growth are evolving and new markets, new expertise, talent will all be important drivers in that context.

Creativity Calling
Last year, the Group appointed Mike Shackle as its Chief Creative Officer to lead the creative output of the agency. “Mike has got the big mandate when it comes to creativity. We have seen restructuring in all departments over the last few months and changes in several offices, changes in talent and leadership and he is working against a very tough plan. We really want to replicate the success that is happening in Europe and US,” Mr Khoury states.

For the remainder of the year, expansion and acquisitions is the Group’s core focus. Producing good creative and entering new markets in 2016 is also on the cards, along with acquisitions.

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