PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
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    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

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    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

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  • Mladi lideri

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    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Interview

Yousef Tuqan Tuqan: MENA region is a rich tapestry comprised of individual countries, cities and people, each with their own beliefs

We talked with the Global Design & Innovation Principal Director at Accenture Interactive, who is coming to the Days of Communication to talk about the rapidly growing markets in the Arab world, and digital connections in the Middle East

20/03/2019
in Interview
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

In the series of interviews which we prepared ahead of the Days of Communication festival, which will be held from March 28 to March 30 this year in Rovinj, we talked with one more lecturer from the extremely rich roster this year.

A visionary for digital marketing and one of the best lecturers at the Cannes Lions International Festival, Yousef Tuqan Tuqan, has been inspiring new generations of Arab tech entrepreneurs for years.

Yousef Tuqan Tuqan is the Global Design & Innovation Principal Director at Accenture Interactive – a consulting company that operates in 120 countries and 40 industries and is one of the strongest companies in providing digital, technology and operational services to top companies such as Nestlé, Microsoft, American Express, Visa and many other major clients.

At the festival he will hold a lecture titled “The New Tribes”, which will talk about the emerging Arab market and digital connectivity in the Middle East and the ways in which young Arabs – one of the most dominant YouTube groups (with 510 million views a day!), with big penetration of social networks and the increasingly strong representation of women – function in times of political turmoil.

We discussed these topics with this fascinating man who is on the forefront of dictating new digital trends of the future.

Media Marketing: Social networks, and digital channels in general, are experiencing great growth. How big is the role of mobile in this growth?

Yousef Tuqan Tuqan: The role of mobile cannot be underestimated in the growth of digital and social media consumption in the Middle East & North Africa (MENA) region. For many of the Arab Digital Generation, the smartphone represents a new level of freedom, privacy and empowerment. If we consider a key market like Saudi Arabia, this is evident in not only the extremely high levels of smartphone penetration (54%) but in the meteoric rise of mobile-first social platforms like Snapchat and Instagram.

Media Marketing: Privacy issues and fake news are the most pressing questions when it comes to digital channels (especially social networks) across the globe. How are these issues reflected in the everyday life of a marketer?

Yousef Tuqan Tuqan: Privacy and fake news are an especially sensitive topic in the MENA region, given the cultural sensitivities around personal privacy and the fact that most governments have very strict laws around libel and free speech. MENA audiences are very wary of most news sources and according to the 2019 Arab Youth Survey, for the first time, more young Arabs say they get their news on social media (63 per cent) rather than via television (51 per cent). This marks a major shift since 2015 when only 25 per cent cited social media as a source for news, compared to 60 per cent saying they were getting their news on TV.

Media Marketing: There are numerous stereotypes and prejudices when it comes to these markets, and it seems that no one has a clear picture. As someone who knows the market through and through, how would you describe it and what are its main traits?

Yousef Tuqan Tuqan: My first statement would be to say that the MENA region is a rich tapestry comprised of individual countries, cities and people, each with their own beliefs. There is no “one size fits all” picture of the modern Arab citizen. However, I do believe that the Arab Digital Generation are united by three key behaviors: Connected by the highest levels of digital and social media usage in the world, Lost in a turbulent region of shifting borders, conflicts and alliances, and Confused by how they can reconcile their traditional values with a new generation raised on YouTube and Facebook.

Media Marketing: Many believe that markets of the Middle East are highly conservative, and you are known as an advocate of brave and creative communication. How brave and creative is communication in these markets, especially in digital channels?

Yousef Tuqan Tuqan: To be honest, the majority of communication in these markets is generally safe, predictable and designed to cater to the widest possible audience. Given this landscape, the potential for brave brands to make an impact and be noticed has never been greater.

Media Marketing: What would be the best way for brands to communicate with the youth and what traits in communication can help them in that?

Yousef Tuqan Tuqan: My first advice would be to be sincere – Arab youth know when brands are being inauthentic. My second advice is that Arab youth love brands, they just don’t love bad advertising. Use communication as way to add to their lives – be funny, be entertaining, be useful.

Media Marketing: Is there a global brand that you would single out as an example of doing a good job in communicating with the markets?

Yousef Tuqan Tuqan: I’ve always been an admirer of McDonald’s social media strategy in the MENA region. Despite being an American global brand, regionally they have developed an authentic voice, speak to different cities and countries with localized teams, and have developed a trust and respect with their audience that is the envy of most big brands.

Tags: Days of Communication
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