The fu­ture stars of me­dia,

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Two is­sues ago Cam­paign profi led 22 of the most promis­ing and tal­ented in­di­vid­u­als aged 30 or un­der in the ad­ver­tis­ing in­dus­try. Now it’s the turn of 22 young pro­fes­sion­als work­ing in the re­gion’s me­dia agen­cies. Busy min­ing data, plan­ning and for­mu­lat­ing strat­egy, all have a unique an­gle on what me­dia means to­day

SAN­DRA ESSA 28 DIG­I­TAL PLAN­NING MAN­AGER PHD

When PHD is Cam­paign’s me­dia agency of the year, it’s hard to pick one star. Yet here she is. A man­ager in dig­i­tal plan­ning, Essa took to mar­ket­ing straight af­ter grad­u­at­ing with a de­gree in ad­ver­tis­ing and PR from Stock­holm Uni­ver­sity. Born and raised in Swe­den to Syr­ian par­ents, she spent her en­tire child­hood ob­sessed with all things au­dio-vis­ual and – fol­low­ing a short stint in PR – moved to me­dia and joined PHD in Dubai in 2013. It didn’t take long for her to shine. The fol­low­ing year she was awarded the ti­tle of ‘PHDer of the Year’ and hasn’t looked back since. “San­dra con­tin­u­ously demon­strates a huge amount of pas­sion and en­thu­si­asm for both her role on her ac­counts and for the company as a whole,” says Elda Chou­cair, man­ag­ing di­rec­tor of PHD UAE. “She al­ways seeks new ap­proaches to prob­lems and chal­lenges, and is re­lent­less in her search for the best pos­si­ble out­comes and re­sults.” The cre­ativ­ity she ap­plies to her work has con­trib­uted to the team win­ning sev­eral awards at the Effies and Fes­ti­val of Me­dia MENA, in­clud­ing a gold for Unilever, while she has also been in­stru­men­tal in de­liv­er­ing in­no­va­tive, cre­ative and tech­nol­ogy-led cam­paigns that in many cases have re­cal­i­brated plan­ners’ ex­pec­ta­tions of what is pos­si­ble in me­dia.

BEST THING ABOUT MY JOB: See­ing the re­sults of my work. It’s a real priv­i­lege to be able to build on my pas­sion for sto­ry­telling and make it de­liver tan­gi­ble re­sults. I feel that I am equally able to de­liver and be chal­lenged. There’s no room for com­pla­cency and al­ways an op­por­tu­nity to go be­yond the ob­vi­ous or tried and test­ing. It’s so ful­fill­ing.

SUC­CESS IS: Suc­cess­fully, and sur­pris­ingly, com­bin­ing art and science. I did not ex­pect my prag­matic side would take over and that mak­ing sense of num­bers and data would be­come a pas­sion point. The way we prac­tice me­dia to­day, part science-part heart, is a per­fect fit and has given me a new home.

LEILA GAAFAR 24 ME­DIA EX­EC­U­TIVE, STRATE­GIC RE­SEARCH AND IN­SIGHTS HAVAS ME­DIA

Mov­ing from Port­land, Ore­gon to join Havas in 2015 and take up her first po­si­tion in the me­dia in­dus­try, Gaafar never imag­ined she would ex­pe­ri­ence as much or as fast as she did. Since join­ing she has cre­ated and won pitches for en­ter­tain­ment-fo­cused clients such as Dis­ney ( Star Wars) and re­alised the pas­sion she has for strate­gic plan­ning and cre­ative work. “My need/love for or­der and or­gan­i­sa­tion (some call it ob­ses­sive) has helped me achieve a lot and grow quickly, but I al­ways find my­self look­ing for new in­for­ma­tion and big­ger chal­lenges,” she says. “The big­gest fear I have in my work is stag­nancy and rou­tine ac­tiv­i­ties.” “At the start of her pro­fes­sional ca­reer, Leila al­ready has the most valu­able qual­i­ties a strate­gist can have, an in­sa­tiable cu­rios­ity com­bined with an un­yield­ing sense of ad­vo­cacy for the con­sumer,” says Ale­jan­dro Fis­cher, strat­egy di­rec­tor at Havas Me­dia ME. “Her abil­ity to mas­ter in­for­ma­tion com­bined with a per­sonal POV has made her an in­valu­able con­trib­u­tor to Havas Me­dia’s clients, div­ing into the data to iden­tify mean­ing­ful in­sights that ad­dress com­plex busi­ness chal­lenges.”

BEST THING ABOUT MY JOB: Get­ting to cre­ate dif­fer­ent strate­gic ideas and so­lu­tions with ev­ery new pro­ject. Work­ing with such a wide va­ri­ety of unique in­di­vid­u­als across so many dif­fer­ent brands and in­dus­tries makes each ex­pe­ri­ence ex­cit­ing and chal­leng­ing – great for my short at­ten­tion span.

SUC­CESS IS: Do­ing some­thing I love that has a larger in­flu­ence than what I see while I’m cre­at­ing it. I hope that there is a much big­ger pic­ture to the work that I do through­out my life.

SAROSH WAIZ 30 HEBA ATTALLAH 30 JOUD BOKSMATI 25 SE­NIOR MAN­AGER DIG­I­TAL, SE­NIOR MAN­AGER EX­CHANGE AND DIG­I­TAL EX­CHANGE EX­EC­U­TIVE MIND­SHARE UAE

This trio of Mind­share achiev­ers has plenty to smile about. Boksmati for one has been among the core driv­ers of orig­i­nal­ity and in­no­va­tion at the agency and within less than a year has man­aged to win more than half a dozen awards. The most no­table of these was a gold Effie for the Rani Egypt cam­paign ‘Kees Gawafa’, which he led on cam­paign plan­ning and ex­e­cu­tion. Al­most a year and a half since join­ing the agency, Boksmati is one of the strong­est dig­i­tal me­dia re­sources at Mind­share, lead­ing and sup­port­ing on a wide va­ri­ety of ac­counts. Waiz mean­while is a solid mar­ket­ing re­source who has worked across main­stream me­dia, dig­i­tal mar­ket­ing, ideation, so­cial me­dia, ex­pe­ri­en­tial mar­ket­ing, in­te­grated strat­egy, con­tent in­te­gra­tion and public re­la­tions. Cur­rently lead­ing dig­i­tal strat­egy for sev­eral clients, his con­tri­bu­tions on in­sights, strat­egy and ideas have led to sev­eral Effie, Cristal and Fes­ti­val of Me­dia awards. And then there’s Atal­lah. Known for her ded­i­ca­tion and com­mit­ment, she joined Mind­share three years ago as one of the main leads on HSBC, Rolex and Len­ovo and has proved pop­u­lar ever since. She con­trib­uted to last year’s Effies haul for HSBC Com­mer­cial Bank­ing and con­stantly chal­lenges her­self to en­sure her de­liv­er­ables are out­stand­ing and award win­ning.

BEST THING ABOUT OUR JOB: The long hours, the work/life im­bal­ance, it re­ally makes you treasure your life and free time. But in se­ri­ous­ness it’s hands down the peo­ple you work with, be­cause they help you get through all that. At me­dia agen­cies we have the ad­van­tage of hav­ing more of a ca­sual laid back at­mos­phere, and that plays a big part in build­ing more per­sonal rather than just pro­fes­sional con­nec­tions. You start to look forward to work be­cause you’re not just go­ing with co-work­ers, you’re go­ing to work with a group of friends.

SUC­CESS IS: It’s that ideal that you’re al­ways reaching for that ul­ti­mately keeps you driven and mo­ti­vated. An ideal im­age you have of your­self to­wards the end of your ca­reer. When­ever you’re work­ing late or go­ing through a tough time, you al­ways kind of have that im­age at the back of your head.

ZADI HOBEIKA 30 MELISSA MOUBARAK 28 SALMA SHEDID 29 TONY SARKIS OBEIDAT 25 DIG­I­TAL DI­REC­TOR, STRAT­EGY MAN­AGER, ME­DIA MAN­AGER AND ME­DIA SU­PER­VI­SOR UM MENA

UM’s four young go-get­ters are scat­tered across the re­gion and yet are con­nected by en­trepreneuri­al­ism and a de­sire to do good. A storyteller at heart and an evan­ge­list for the im­por­tance of data in mar­ket­ing, Moubarak, for ex­am­ple, has five years’ ex­pe­ri­ence op­er­at­ing in start-ups across Lon­don and Beirut and has been with UM since 2014. With a skill set and back­ground in mar­ket­ing re­search and fi­nan­cial analysis, her con­tri­bu­tion to all the brand teams has been a cru­cial el­e­ment in their cam­paigns’ suc­cesses. Moubarak also vol­un­teers and fundraises for char­i­ta­ble or­gan­i­sa­tions, as does Shedid, me­dia man­ager at UM’s Cairo of­fice. A co-founder of the Ibrahim A Bad­ran Char­i­ta­ble Foun­da­tion for un­der­priv­i­leged com­mu­ni­ties, she is ac­tively in­volved in their mar­ket­ing, re­cruit­ment and so­cial ac­tiv­i­ties and has par­tic­i­pated in med­i­cal con­voys, sup­port­ing the team with health­care and med­i­cal aid. At work Shedid leads on the Coca-Cola busi­ness in Egypt across all product and me­dia ver­ti­cals. With only six years’ work ex­pe­ri­ence, she leads a team of 15 and has al­ready won a grand prix, a gold and sil­ver award for Coca-Cola’s ‘Crazy for Good’ and ‘Tro­phy Tour’ cam­paigns at the MENA Dig­i­tal Awards. Hobeika, mean­while, is based out of Le­banon and is re­spon­si­ble for lead­ing the net­work’s dig­i­tal busi­ness for the Le­vant and Egypt. A basketball player, his di­rec­tive as dig­i­tal di­rec­tor was to set up and ex­pand the on­line busi­ness and within the space of a year he has al­ready in­creased the agency’s client port­fo­lio by 30 per cent. Fi­nally there is Obeidat. Based in the Dubai of­fice, he is a in­no­va­tion spe­cial­ist and me­dia su­per­vi­sor on the Coca-Cola busi­ness and was cho­sen to rep­re­sent UM MENA at the UAE Young Lynx af­ter scor­ing the high­est points in an in­ter­nal tal­ent com­pe­ti­tion. Go Obeidat! BEST THING ABOUT OUR JOB: That it’s a me­dia in­dus­try adap­tion of Game of Thrones. The stakes are high, the dead­lines cut-throat, and be­tween the Dubai sum­mer heat and the air con­di­tioned offices, it’s al­ways A Song of Ice and Fire. SUC­CESS IS: ‘Lik­ing your­self, lik­ing what you do and lik­ing how you do it’ – Maya An­gelou

MO­HAMED SABAA 29 AS­SO­CIATE DI­REC­TOR STAR­COM EGYPT

Sabaa has been in the com­mu­ni­ca­tion busi­ness since he grad­u­ated with a de­gree in com­merce in 2007. Land­ing at Star­com as a me­dia man­ager four years ago, he headed the Sam­sung busi­ness be­fore tak­ing over the en­tire Star­com port­fo­lio of clients in Egypt, in­clud­ing Mon­delēz, Du­biz­zle and Souq.com. He leads a team fired by new busi­ness ac­qui­si­tions and re­gional and global recog­ni­tion, in­clud­ing the win­ning of a gold Effie for his work on Mon­delēz. BEST THING ABOUT MY JOB: The num­ber of dif­fer­ent brand and cat­e­gories I get to work on and how fast every­thing evolves and changes. As a mar­keter you fo­cus on one to two cat­e­gories max­i­mum, and you grow one to two brands. There is never a bor­ing day in me­dia. SUC­CESS IS: Achieve­ment, and I’m a num­bers guy. Num­bers never lie. When a client’s mar­ket share dou­bles – as we’ve seen on Mon­delēz – or a new product launch sells out in a cou­ple of months as we saw with Minlo, this is what makes clients tick. And that’s what keeps me go­ing.

NITIKA BHAN­DARI 29 CLIENT SER­VICES LEAD AT AMNET DENTSU AEGIS NET­WORK

In short Bhan­dari is a tech­nol­ogy and data whiz who switched from a ca­reer in fi­nan­cial ser­vices to me­dia just three years ago. She is one of the found­ing mem­bers of Amnet MENA, Dentsu Aegis Net­work’s pro­gram­matic me­dia buy­ing plat­form, and leads client man­age­ment for the busi­ness, over­see­ing all dig­i­tal cam­paigns. She is also far be­yond her years in terms of ex­pe­ri­ence, with an ex­cel­lent aca­demic record to match. At just 29 she holds both a bach­e­lor’s de­gree and mas­ter’s of science, while her pas­sion for all things dig­i­tal drives the adop­tion of pro­gram­matic and in turn cre­ates more value for the agency’s clients. BEST THING ABOUT MY JOB: It’s truly dy­namic. There are con­stantly new in­no­va­tions and tech­nolo­gies that mean you have to quickly learn, re­fine, adapt and evolve. #Pos­si­bil­i­tiesAreIn­fi­nite SUC­CESS IS: To be able to en­joy the jour­ney to your goal and to never for­get why you started.

HODA NEJEM 27 KARIM REFAAT 27 PER­FOR­MANCE ME­DIA MAN­AGER AND GROUP AC­COUNT MAN­AGER SO­CIAL MEC DUBAI

MEC’s two bright young things are whirl­winds in their own right. Refaat is a tech en­thu­si­ast and gad­get col­lec­tor who rep­re­sented MEC MENA at the GroupM EMEA con­fer­ence held in Italy in April; Nejem is one of the agency’s top six thrivers thanks to her pas­sion and en­tre­pre­neur­ial drive. As a grad­u­ate of the Amer­i­can Uni­ver­sity of Shar­jah, Nejem was hired for an in­tern­ship role at MEC. Six months into the job she was se­lected by the agency’s man­age­ment to put to­gether a busi­ness plan that in­cluded the vi­sion and growth of the so­cial per­for­mance depart­ment. That busi­ness plan was de­vel­oped, pre­sented and ap­proved and be­came a huge suc­cess. She is now spear­head­ing MEC’s ini­tia­tive to ex­pand the agency’s pro­gram­matic and SEO of­fer­ings, whilst si­mul­ta­ne­ously train­ing so­cial me­dia cham­pi­ons across the agency. “She is in­valu­able to MEC and a ris­ing star in her depart­ment,” said Marc Ghosn, gen­eral man­ager at MEC UAE, of Nejem. “Her pas­sion and de­ter­mi­na­tion was so in­tensely no­tice­able that I felt con­fi­dent enough to chal­lenge her with the launch of the paid so­cial me­dia of­fer­ing at MEC. It brings me great pride to have such tal­ent, es­pe­cially at such a young age.” When MEC as named ‘Agency of the Year’ at the Fes­ti­val of Me­dia MENA in April, Refaat no doubt felt a sense of achieve­ment as he held gold and a bronze tro­phies for ‘Best use of YouTube’ and ‘Best use of com­mu­ni­ca­tion’ for Kit Kat Ara­bia’s ‘Cel­e­brate the Break­ers’. He had led the so­cial el­e­ment of the cam­paign and is now even keener to turn chal­lenges into suc­cess sto­ries. BEST THING ABOUT OUR JOB: They say con­tent is king but we as­sure you that, at MEC, cul­ture is king. Work­ing with di­verse peo­ple of dif­fer­ent race, age, mind­set and cre­ativ­ity, sparks your mo­ti­va­tion to spear­head the way forward. The flex­i­bil­ity that MEC pro­vides is what nur­tured us to thrive across var­i­ous dis­ci­plines, in­te­grat­ing the lines be­tween com­mu­ni­ca­tion chan­nels. Hav­ing a heard voice, as young pro­fes­sion­als, has helped us iden­tify the real for­mula of suc­cess faster. SUC­CESS IS: Like an ice­berg. Every­one mainly sees the tip which does not ex­ceed 10 per cent. The 90 per cent that peo­ple tend to over­see is that suc­cess is a long jour­ney of per­sis­tence, per­se­ver­ance and pa­tience. Suc­cess sim­ply put, is fail­ing 10 times and stand­ing the 11th. Shar­ing such lessons with oth­ers is what fu­els suc­cess and drives in­spi­ra­tion.

ELIE MILAN 29 OMAR MADI 29 AS­SO­CIATE DI­REC­TOR, PER­FOR­MANCE ME­DIA, AND DI­REC­TOR, DIG­I­TAL PER­FOR­MANCE STAR­COM

Milan hadn’t set foot in a me­dia agency be­fore join­ing Star­com in 2012, com­ing from the dis­tant uni­verse of sup­ply chain con­sul­tancy. Yet, some­how he seemed like the nat­u­ral choice to lead the agency’s newly es­tab­lished so­cial per­for­mance unit. To­day, the unit is a Star­com suc­cess story with a dozen chic geeks pro­vid­ing best-in-class ser­vice to over 80 brands across the Mid­dle East and North Africa and the world. Mean­while, Milan is pre­par­ing to take on new chal­lenges in na­tive ad­ver­tis­ing and addressable me­dia. Madi’s pas­sion for dig­i­tal per­for­mance mar­ket­ing was ig­nited when he joined a lead­ing Mid­dle East dot-com in 2007, where he was re­spon­si­ble for gen­er­at­ing leads and sales across dif­fer­ent dig­i­tal chan­nels. He then moved on to join Star­com and es­tab­lished the search and per­for­mance unit back in 2010. Ris­ing through the ranks, Madi is one of Star­com’s home­grown tal­ents and cur­rently leads the per­for­mance team over­look­ing paid search, SEO and eCom­merce. BEST THING ABOUT OUR JOB: The rest­less­ness. The dy­namic na­ture of our in­dus­try and that mas­sive rush to­wards in­no­va­tion that gets your heart pump­ing day in day out. The dy­namic and chal­leng­ing na­ture of work­ing with busi­nesses across dif­fer­ent in­dus­tries and sup­port­ing them in achiev­ing their busi­ness ob­jec­tives through dig­i­tal trans­for­ma­tion. Un­der­stat­ing con­sumer habits and how they con­tinue to evolve with ad­vance­ments in tech­nol­ogy is ex­tremely ex­cit­ing. SUC­CESS IS: Peace of Mind. It is the sat­is­fac­tion in know­ing that you did your best to be­come the best ver­sion of your­self while em­pow­er­ing every­one around you to bring out the best in them­selves. Also, shar­ing suc­cess. Though quite the ‘world peace’ type of an­swer, the most suc­cess­ful peo­ple are those who catal­yse the suc­cess of oth­ers. It’s the great­est sat­is­fac­tion.

ALEXAN­DRA DE SMET 27 ALI BERJAWI 28 DIG­I­TAL ME­DIA SU­PER­VI­SOR AND AS­SO­CIATE DI­REC­TOR INI­TIA­TIVE UAE

Ini­tia­tive’s de Smet lives a dou­ble life. One as a dig­i­tal su­per­vi­sor lead­ing dig­i­tal me­dia ac­tiv­i­ties across the re­gion for one of Ini­tia­tive’s key ac­counts. The other as a dancer. While her pas­sion for me­dia is re­flected in her de­sire to go be­yond tra­di­tional bound­aries, re­sult­ing in ex­cel­lent cam­paigns over the past year, her pas­sion for dance is re­flected in salsa. She co-owns one of the lead­ing dance schools in the United Arab Emi­rates and has trav­elled the world to per­form at some of the most pres­ti­gious salsa events out there. Whether she’s danc­ing on stage or giv­ing a me­dia pre­sen­ta­tion, she owns the floor, telling a story be­yond or­ches­trated chore­og­ra­phy and straight from the soul. “Alex’s pas­sion and ded­i­ca­tion are sec­ond to none, and this can be felt by both her team and her clients,” says Saad Na­has, as­so­ciate me­dia di­rec­tor at Ini­tia­tive. Berjawi, on the other hand, joined the Ini­tia­tive team af­ter grad­u­at­ing from Amer­i­can Uni­ver­sity of Beirut eight years ago and has since be­come one of the key team lead­ers at the agency, ser­vic­ing a wide port­fo­lio of global and re­gional clients. He was the youngest pro­fes­sional to be awarded the cer­ti­fi­ca­tion of cre­ative lead­er­ship via a one-year study pro­gramme con­ducted by MCN for top ex­ec­u­tives in the net­work and is the only team mem­ber who chased an MBA de­gree while re­main­ing full-time in his job. BEST THING ABOUT OUR JOB: Be­ing ex­posed to cre­ative and out­side-the-box think­ing, which in­spires us both at work and in our daily lives. The op­por­tu­nity to work with peo­ple both from within and out­side the company, keep­ing the work in­ter­est­ing and stim­u­lat­ing, and push­ing us to con­stantly come up with new ideas and per­spec­tives.

SUC­CESS IS: Be­ing happy and sat­is­fied do­ing what you do. Even if you work long hours and some­times un­der stress­ful con­di­tions, as long as you feel sat­is­fac­tion in your job, you will be suc­cess­ful. Then of course, there is al­ways that cherry on top of the cake when you re­ceive some sort recog­ni­tion for the work you’ve done and the amount of time and ef­fort you’ve put into it.

ROX­ANNE GAHOL 25 AHMED ALY 27 SE­NIOR PLAN­NING EX­EC­U­TIVE AND RE­GIONAL MAN­AGER OF ME­DIA PLAN­NING OMD

Gahol is a savvy hy­brid flu­ent across on­line and off­line, a high level strate­gic thinker and a dedicated in­no­va­tor that al­ways aims to disrupt tra­di­tional com­mu­ni­ca­tion ap­proaches. No won­der OMD cher­ishes her. She won an OMD award for ‘ad­vanc­ing data and an­a­lyt­ics’ and be­came one of the agency’s ris­ing stars for cham­pi­oning in­no­va­tion in data, dig­i­tal and all com­po­nents of plan­ning. “She is pas­sion­ate, dedicated and a hard worker that doesn’t set­tle for the sta­tus quo,” says Farah Moum­neh, se­nior di­rec­tor at OMD UAE. “Her achieve­ments go be­yond just me­dia plan­ning ex­cel­lence and into the area of com­mu­ni­ca­tion con­sul­tancy by al­ways aim­ing to pro­vide as much data-driven in­sight and tai­lored strate­gic so­lu­tions as pos­si­ble.” Gahol’s col­league Aly may say his heart is Egyp­tian and his soul is French, but he has con­trib­uted to the win­ning of over 25 awards for Pep­siCo and last year was part of the team that landed the agency’s ‘ad­vanc­ing cre­ativ­ity’ award for its en­hanced per­for­mance on the Pep­siCo ac­count in terms of in­no­va­tion. “Ahmed does not say no to any chal­lenge, he al­ways find a way around things, and al­ways comes back with un­ex­pected so­lu­tions,” says Maher Ghazal, busi­ness unit di­rec­tor at OMD. “He takes own­er­ship of the projects he works on – he is not part of the process, he leads the process.” BEST THING ABOUT OUR JOB: Our work fam­ily. The sup­port and amount of learn­ing we gain through col­lab­o­ra­tion con­tin­ues to reignite our pas­sion be­cause we’re along­side in­di­vid­u­als who are pas­sion­ate to­wards achiev­ing the same goals. SUC­CESS IS: To keep mov­ing forward and tak­ing all the lessons from past chal­lenges and ap­ply­ing them to the chal­lenges that come next.

ZAHER HATOUM 29 DIG­I­TAL MAN­AGER MIND­SHARE SAUDI ARA­BIA

Hatoum joined Mind­share in Septem­ber 2013 as a se­nior ex­ec­u­tive in the dig­i­tal depart­ment. Within three years he had be­come a se­nior man­ager, lead­ing on the agency’s main ac­counts, and has made some­thing of a name for him­self in Saudi Ara­bia. His work in­cludes the Al Nahda first mu­nic­i­pal­ity women’s elec­tion cam­paign, which re­sulted in one mil­lion video views in five days and ex­ceeded par­tic­i­pa­tion pro­jec­tions by 12 per cent; a cam­paign for the Gracie Barra mar­tial arts school in Saudi Ara­bia, which over­shot subscription tar­gets by 650 per cent; and an on­line auc­tion mech­a­nism where the price of an item was low­ered with ev­ery cus­tomer tweet and by­passed auc­tion re­stric­tions in the king­dom. “Zaher’s adap­tive think­ing and ap­proach that he al­ways ap­plies when deal­ing with chal­lenges ahead is a tes­ta­ment to his hard work and ded­i­ca­tion,” says Tony Bourached, re­gional head of dig­i­tal at Mind­share MENA. “A true rep­re­sen­ta­tion of what Mind­share’s em­ploy­ees’ spirit is all about.” BEST THING ABOUT MY JOB: That I get the chance to communicate to the public about the con­sumer choices that they have. I do that in dif­fer­ent forms, and no pe­riod is the same, as our field is the most sus­cep­ti­ble to evo­lu­tion and change. SUC­CESS IS: I de­fine suc­cess at our job when we con­struct a win/win sit­u­a­tion. Cre­at­ing a con­nec­tion with the right in­di­vid­ual for the product at hand is what we aim for. That way both con­sumer and client are happy and ad­ver­tis­ing and me­dia has lived up to its full po­ten­tial.

ALA’ HIJAZI 27 HAMEED YOUSUF 27 DIG­I­TAL MAN­AGER AND SE­NIOR DIG­I­TAL MAN­AGER BPG | MAXUS

“Hameed is ev­ery­where and into every­thing,” says Satish Mayya, chief ex­ec­u­tive at BPG | Maxus. “He sym­bol­ises the dig­i­tal era well and also gets recog­ni­tion in what­ever he does. Cu­rios­ity and ad­ven­ture in­spire him and he will truly do well in the ever-chang­ing dy­namic me­dia land­scape.” Yousuf is a BPG phe­nom­e­non and a dig­i­tal ob­ses­sive. Not only did he rep­re­sent the agency’s Dubai of­fice at Maxus En­deav­our 2014, a global Maxus pro­gramme, but was the win­ner of the BPG X Fac­tor chal­lenge and will be rep­re­sent­ing the agency at the Cannes Lion In­ter­na­tional Fes­ti­val of Cre­ativ­ity in June. Not bad for a man who is still only 27 years old. Hijazi, mean­while is a Saudi national who last year han­dled the dig­i­tal busi­ness for BPG | Maxus’s big­gest lux­ury brand – Omega and Swatch Group. “Ala’ is a Saudi national, and de­spite all odds she has emerged as a cu­ri­ous learner,” says Mayya of Hijazi. “An avid so­cial me­dia con­sumer her­self, she en­joys break­ing set bound­aries in her work. As a dig­i­tal spe­cial­ist, not ac­knowl­edg­ing bound­aries is an at­ti­tude that will take her places.”

BEST THING ABOUT OUR JOB: The fact that we work in a dy­namic in­dus­try where we are ex­posed to a dif­fer­ent set of clients. And these clients keep us look­ing forward ev­ery day to en­sure we find more op­por­tu­ni­ties and take on dif­fer­ent chal­lenges. There is al­ways some­thing new to learn with the band­width to ideate and in­ter­act closely with web­site rep­re­sen­ta­tives and clients from var­i­ous in­dus­tries, with the aim of driv­ing set KPIs in the on­line space. In short, learn­ing never stops. SUC­CESS IS: Ex­ceed­ing ex­pec­ta­tions. Mak­ing a dif­fer­ence.

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