April 2017

Mohammad Anas Wahaj | 28 apr 2017

The rise of the mobile phones and mobile internet users worldwide is expected to result in growth of mobile advertising. But according to Celtra and On Device Research, mobile ads are unpopular with users - 60% of clicks on mobile banner ads being an accident, 71% saying half the ads disrupt the mobile experience and 69% saying that mobile ads obscure content. The research also finds that top-performing mobile ads (top 20%) follow some common principles, when followed (6 or more) by brands will lead to better ad performance - Logo presence on every frame; Human presence; Product shots; Placing branding at the top; Caution with dual branding; Single clear message; Video; Humour; Interactivity; Strong call to action. Alex Saric, CMO of Celtra, says, 'To effectively tell their stories, brands must ensure quality creative in their ads...By combining the guidelines from this study with a compelling story, and enabling such quality ads at scale, only then will advertisers realize the full potential of their advertising efforts.' Alistair Hill, CEO of On Device Research, says, 'These recommendations are rooted in robust quantitative analysis and as such provide a useful check list for mobile marketers to reference before embarking on a mobile brand campaign.' Read on...

The Drum: Logo, human presence and branding are key to top-performing mobile ads, says Celtra
Author: Benjamin Cher

Mohammad Anas Wahaj | 26 apr 2017

John Murphy, founder of Interbrand, first coined the term 'branding' in 1985 in his book 'Branding: A Key Marketing Tool'. He explains the value of brands and branding and its evolution through the years. According to him, 'Our view of a brand 25 years ago was quite prosaic and utilitarian. We viewed it as a business asset whose purpose was to enhance the earnings of the brand owner. We saw a brand as a product or service, or business, which had developed a personality that was appealing to consumers. This is still mainly true today, but with the development of branding has come a great deal of over-elaboration. Much of what is being offered by branding consultants today seems to be deliberately over-complicated...A good consultant makes the complicated simple, not the simple complicated.' He adds, 'A further trend, which I dislike, is to view branding as a kind of religious or life-enhancing process...It amazes me that brands, things developed to benefit their owners, have acquired such reverence. In practice, branding's reach has expanded greatly over the last quarter century, but the fundamentals have not changed much at all; and a great deal of the increased sophistication of the brander's art is illusory.' He cautions, 'Just remember that a brand is a differentiated product or service, or company, with a distinct persona. Treat it carefully and appropriately in order to reflect and enhance this persona. Even if you develop the most wonderful brand in the world, you may still suffer business failure. On its own, a brand can never guarantee business success; conversely, without a brand, business success may prove impossible.' Read on...

Campaign: Branding might be everywhere, but it's as simple as it ever was
Author: John Murphy

Mohammad Anas Wahaj | 24 apr 2017

Among the many challenges that startups face during their early stage is that of hiring a first employee. With unspecific and variable requirements, and limited financial resouces, hiring a full-time employee could be a costly option. Autumn Adeigbo, ethical fashion advocate and founder of a fashion label, explains how first hiring or working with freelancers can be an optimum alternative for startups. It not only saves on costs associated with full-time employee, but also prepares the entrepreneur to select the best candidate in future based on specific needs. She shares 7 steps to successfully hire a freelancer - (1) Create A Job Description, Experience & Education Requirement: Be specific in creating a human resource document for every freelancer, advisor and intern needed during the first year of company's operation. (2) Work with an HR Mentor/Advisor: To obtain right guidance, get a mentor. Moreover, obtain information through articles and high quality content. (3) Source Your Talent: Use a combination of offline and online processes to reach out for the talent. Post requirements on focused websites and job boards, in addition to approaching your own network. (4) Interview The Candidates: Take time to prepare the questions to be asked. Browse their profiles diligently. Discuss specific requirements with the candidate. Seek for the right fit with balanced expectations. (5) Alert The Chosen Candidate & Sign Paperwork: Communicate to the selected candidate the period for which they would be needed initially and do the necessary paperwork. (6) Train The Candidate With Company Culture, Background, Rules & Expectations: Create a brand/company culture document to avoid ambiguity. Share brand's evolution. (7) Start Work & Review Their Early Performance: Observe and review the work and communication style for better understanding and working partnership. Read on...

Forbes: 7 Steps To Successfully Hiring Your First Freelancer
Author: Autumn Adeigbo

Mohammad Anas Wahaj | 19 apr 2017

Sometimes a simple idea or a message can provide a direction and approach that leads to great long-lasting results. Same happened with Alan McCormick, a partner with a Dubai-based investment firm Legatum, when he was seeking investment ideas for philanthropic funding. He came across a simple message from Alan Fenwick, professor of tropical parasitology at Imperial College London - 'For a fraction of the amount being donated to treat HIV and other potentially fatal infectious diseases, the annual distribution of basic existing drugs to schoolchildren could help prevent widespread infection by a parasite that causes stunting of growth and malnourishment, and limits access to education - with life-long consequences.' The quote inspired Mr. McCormick and his firm to fund pilot programs in Africa to tackle neglected tropical diseases and finally create their own health-focused funding vehicle, The End Fund, with a small staff to co-ordinate and support programs. The programs have provided impressive return on investment and inspired others searching for ways to donate for maximum impact. According to Mr. McCormick, 'It's relatively tough giving away money and doing it well...Ideas need champions, so you need to create an organization...The End Fund model is about the ability to have people come together and collaborate, and bring their expertise.' Read on...

The Financial Times: Philanthropy - The search for the best way to give
Author: Andrew Jack

Mohammad Anas Wahaj | 08 apr 2017

According to the findings of KPMG 2017 Global Technology Innovation report, US and China continue to be the most promising markets for technology breakthroughs that have global impact, with India and the UK progressing in third and fourth place with innovative tech hubs of their own. The report is based on survey of 841 business executives globally that focus on technology, and highlights the changing landscape of disruptive technologies, with perspectives on technology innovation trends, barriers to commercialize innovation, and insights into technology innovation leading practices. Although various countries are trying to emulate Silicon Valley to develop their own technology hubs, some are finding success in their efforts while others are facing macroeconomic and infrastructure challenges. Tim Zanni, Global and US chair of KPMG Technology, Media and Technology practice, says, 'What we have seen emerge over time is the result of countries and cities striving to replicate and build on the Silicon Valley tech innovation blueprint, and their increasing degree of success. One can debate whether or not replicating Silicon Valley is possible, but the benefits of the effort are undeniable.' Mr. Zanni states in the report that growing ecosystems as tech innovation has spread across all industries, is fueling the expansion of technology innovation development. Respondents of the survey consider the following as the top global technology innovation visionaries - Elon Musk, CEO of Tesla and SpaceX; Tim Cook, CEO of Apple; Jack Ma, Chairman of Alibaba; Larry Page, CEO of Alphabet; Sundar Pichai, CEO of Google; Satya Nadella, CEO of Microsoft; Bill Gates of Microsoft; Mark Zuckerberg, CEO of Facebook; Jeff Bezos, CEO of Amazon. Read on...

The Next Silicon Valley: US and China are top innovation hubs, followed by India and UK
Author: Nitin Dahad