Dubai session explored cultural implications for global media campaigns
Dubai, UAE (27 February 2014) – JWT Dubai recently hosted an exciting seminar for New York University scholars studying global communication at the university’s Washington Square campus. Hailing from the United States, the students have studied across South America, Asia and Europe. In JWT’s session, crucial elements required for successful global campaigns to reach across boarders and resonate with relevant social nuance, were dissected through evidence-based presentations on The Arab Consumer by Omar El Gammal at JWT Dubai; the Media Landscape by Imad Abirizk at Mindshare; the Muslim Study by Murtaza Pacha at AMRB and the region’s Social Media by Brett Ford at JWT Dubai. The presentations revealed the various complexities of different consumer mindsets and attitudes in the Middle East. NYU’s group of 8 global media students were inspired by JWT’s lucid and practical ideas on branding and communication.
Commenting on the session, Radha Hegde, Associate Professor, Media, Culture and Communication at NYU said “Thank you for a very impressive presentation to the students from the department of Media, Culture and Communication at New York University. With an engaging account of highly imaginative JWT campaigns, you brought alive what it means to respond creatively to changing global environments. Thank you for a great conversation and a provocative discussion!” Since 1864 when JWT was established, the company has pioneered the science of market intelligence and consumer insight, publishing titles that capture results from quantitative and qualitative analysis. JWT also led the way with behavioural studies, forecasting and planning - pioneering developments that have earned JWT an enviable reputation for building lasting brand value and consumer relationships.
Tiffany Liu, one of the students attending the seminar remarked, “It was incredibly informative and I learned more about the Middle East in the two hours spent at JWT, than in my entire lifetime. It was very enlightening to hear true insight and see creative that worked in the Middle Eastern context. Before coming to JWT, I don't think many of us understood the nuances that existed between different Arab countries despite having similar themes running through each country. I think there has always been a mindset or stereotype that those coming from the same region are susceptible to the same content … and clearly, these stereotypes are quite wrong. It was edifying to see the MENA region from a marketer's perspective and understand how important it was to tell the right story, to the right public.”
Often referred to as the University of Advertising, JWT has always shared its knowledge and skills with young students and professionals everywhere it has an office in the world, helping to build leaders in advertising from every nation.
Vatche Keverian, CEO JWT MENA, spoke about the NYU initiative and noted “Education, in the broadest sense of the word, is one of the two CSR pillars for JWT in the region. We participate in programs for underprivileged children as well as pro bono education programs of giving back. We will continue to host MBA workshops and have recently started Integrated Marketing Communication at the American University in Dubai. It was a pleasure to talk to the NYU students with our WPP partners AMRB and Mindshare about key areas of effective communication and implications of globalization in the Middle East.”
JWT is the world’s best-known marketing communications brand that has been inventing pioneering ideas for the past 150 years. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know-how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea.
Contact: Philippa Clayre, Head of Corporate Communication, JWT MEA