OMG MENA Adds Dynamic Creative Specialist Adylic To Digital Offer

Omnicom Media Group (OMG) MENA has kicked off the regional operation of its dynamic creative specialist agency Adylic. Adylic specializes in data-driven, personalized creative advertising and dynamic creative optimization (DCO). The Dubai operation, its seventh in the world, will play headquarter for the Middle East and North Africa (MENA) region.

Raouf Ketani, who has led Omnicom Media Group’s data, analytics and technology consultancy Annalect in the region since 2016, will now head Adylic in the region. Mr Ketani brings two decades of experience in digital advertising, data and technology, at media companies before moving to the agency side.

Raouf Ketani, Adylic

“Personalized advertising at scale is marketing without compromise. This is an extremely powerful proposition for advertisers everywhere and we’re already seeing excellent levels of interest and demand for Adylic’s unique DCO solutions in the region. We’re already working with several clients across different sectors,” commented Mr Ketani in a press statement.

Adylic uses data science to extract differentiated creative insights from performance data to optimize campaigns on the fly. Generating ad variations to better suit each online user and screen, it claims to deliver “efficiency, precision and relevance, better business outcomes and a higher return on advertising investments”.

“Just like we adapt the creative messaging to its audiences, we tailor our service to our clients and their agencies. Depending on their preference or requirements, we provide managed services, which involves our creative strategists, designers, developers, data analysts and dynamic feed specialists, or the direct access to our platform. This is a compelling proposition that we’re very excited to bring to the Middle East and we’re thrilled to have Raouf take us forward in our newest market,” explained Alex Newman, President, Adylic.

Omnicom Media Group MENA’s Chief Operating Officer Elda Choucair explained that audience targeting, on its own, is not enough to personalize the online experience. “Marketers must also adapt their advertising creative to multiple target audiences to make it relevant and engaging. Personalized ads improve the online customer experience. With Adylic, marketers can deploy DCO to achieve large-scale creative personalization efficiently,” she said.