Campaign Middle East - - NEWS -

Fol­low­ing two years of sig­nif­i­cant year-onyear growth, in­de­pen­dent agency Dig­i­tal Ape is launch­ing its Cre­ative Stu­dio, and has an­nounced that it will be headed by

for­mer head of Stu­dio MENA at Ya­hoo.

The stu­dio will bring a fresh, pub­lisher-first ap­proach to cam­paigns as brands seek co-cre­ation op­por­tu­ni­ties for their con­tent cam­paigns, says Dig­i­tal Ape. It will of­fer cre­ative so­lu­tions grounded in the agency’s ethos of “Al­ways cre­ate great sto­ries”.

“Join­ing Dig­i­tal Ape at such a piv­otal time for brand sto­ry­telling


is what ex­cites me. The in­dus­try is fun­da­men­tally chang­ing and the old mod­els just don’t ap­ply any­more,” said Khallouf. “This shift in how we com­mu­ni­cate means we have to tell more ef­fec­tive sto­ries that not only res­onate with the au­di­ence but can reach them more nat­u­rally with­out the client nec­es­sar­ily pay­ing for distri­bu­tion. That’s some­thing pub­lish­ers have been do­ing for cen­turies.”

“From her early days at Mak­toob, Eman has ac­quired a com­pre­hen­sive un­der­stand­ing of how Ara­bic con­tent on­line has grown and de­vel­oped,” said Dig­i­tal Ape CEO Béb­hinn Kelly. “That, cou­pled with her ex­pe­ri­ence at Ya­hoo, gives her a unique per­spec­tive on the value of on­line con­tent, and more im­por­tantly how we can use our pro­pri­etary data sys­tems to en­hance our clients’ abil­ity to di­rectly reach their cus­tomers.” Hill+Knowl­ton Strate­gies (H+K) has ap­pointed as MENA re­gional di­rec­tor, Health+Well­ness as part of the agency’s strat­egy to fur­ther sup­port the na­tional health agen­das of the UAE and Saudi Ara­bia.

Cook will work within the MENA re­gion to drive the prac­tice for­ward, fo­cus­ing on be­havioural sci­ence, re­gional health­care op­por­tu­ni­ties within gov­ern­ment and health groups, and on topics in­clud­ing men­tal health and child­hood obe­sity. He will re­port di­rectly to Bashar Al Kadhi, CEO, MENAT.



on his new role, Cook said, “Hav­ing been in the re­gion for al­most 25 years it gives me great plea­sure to join such an ac­com­plished team and agency. I have taken on this role to grow the prac­tice by bring­ing my ex­per­tise and knowl­edge in the health­care and well­ness space. I rel­ish the chal­lenge and look for­ward to the fu­ture by help­ing H+K con­tinue to be the lead­ing health­care agency in the re­gion.”

Cook joins H+K from Ma­jid Al Fut­taim Health­care, where he held the po­si­tion of mar­ket­ing di­rec­tor, and prior to that he was the mar­ket­ing di­rec­tor at Cleve­land Clinic Abu Dhabi as part of the launch team. He brings with him more than 18 years of mar­ket­ing ex­pe­ri­ence within the Mid­dle East with For­tune 500 com­pa­nies in health­care, tele­coms, FMCG, re­tail and fi­nance.

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