BUSINESS SUNDAY, APRIL 20, 2014

Bayt.com weekly report Americana Group wins major regional, Six ways it pays global marketing awards for 2014 DUBAI: KFC Arabia marketing campaigns have been to take time off recognized with major regional and global marketing awards. In the first quarter of 2014, the marketing By Lama Ataya team’s efforts of the renowned chicken brand, which ome of us may be lucky enough to have our forms part of the well-established Americana Group, careers in cruise mode; we are sustaining an opti- Smal level of performance and doing so without have been recognized with an award at the 2014 sweating too much. We are at the peak of our game Internationalist Awards for Innovation in Media and two and our productivity feels like it’s almost on auto-pilot. other wins at the regional 2014 Dubai Lynx Award. Others may have been nudged from that comfort level “Once again, KFC Arabia has had the quality, effec- and for some the discomfort may be quite severe. For tiveness and reach of its marketing campaigns those who are not sailing smoothly, this may be time to endorsed on the regional and global stage.” said Borhan consider taking time off to retrench and re-consolidate. El Kilany, Executive Vice President Marketing & Business Here are six reasons why a little career-break may be good for you, from the career experts at Bayt.com, the Development, Americana Group.”These acknowledg- Middle East’s #1 job site: ments are the result of our strategy of continuous and sustained efforts to commit to campaigns that meet 1. Think world-wide standards and to establish engaging ideas Have you been making the same mistakes over and and concepts that attract both our core consumers and over again? Are you caught in a negative spiral of think- new audiences, particularly the youth segment,” he ing and self-doubt? Do you find you are so busy you no added. longer have time to think and solve problems and innovate in new directions? A break is an ideal time to KFC Arabia’s triumph at the 2014 Internationalist put that thinking cap on, stare your issues straight in Awards marks its second consecutive win at this promi- the face and ponder real solutions to them. nent marketing platform for the global advertising industry. Established almost a decade ago, the forum 2. Plan honors the best ideas and executions in the field of digi- Many professionals get so caught up in the daily tal and media innovation across the world. KFC Arabia grind, they are no longer able to plan for the intermedi- was one of two brands in the Middle East region to win ate or long term. A small break may help you plan for lifestyle issues that may also positively impact your in this category, competing against famous brands from career: a move, a home purchase, education, travel, more than 50 countries. The KFC MENA marketing team leisure, new habits, etc. picked up their accolade at a spectacular Internationalist Awards ceremony, which took place in 3. Reconnect Times Square, New York in March. quarter of 2014,” said Adel Mounib, Chief Marketing once-in-a-lifetime experience at a live recording of an Over the long run one key factor defining our true The KFC MENA marketing team’s impactful cam- Officer, Restaurants Division, Americana Group. “And it is episode, which included the chance to mingle back- wealth is the quality of our relationships and this paigns have also recorded impressive results across the not over yet. Our Cristiano Ronaldo campaign has stage with the contestants and stars. extends to friends, family, peers, colleagues, etc. It’s Middle East and Gulf, with the brand receiving two reached the final nominations for a number of forth- “The appointment of world-famous superstar soccer tough for many to keep these relationships healthy, coming regional and international forums, so we are player Cristiano Ronaldo as an ambassador KFC brand especially when juggling children, work commutes, recognitions at 2014 Dubai Lynx Awards - the region’s looking forward to a spectacular year with many mar- was another very successful initiative from the KFC and long hours. According to the Bayt.com ‘Rest and most prestigious advertising award. The annual Lynx Recreation Habits among MENA Professionals’ poll, Awards event is part of the Lions Festivals stable, which keting awards for KFC Arabia, Americana Group,” he MENA marketing team,” said Hesham Tahssin, Regional January 2013, only about 39 percent of professionals in includes Cannes Lions, Spikes Asia, Eurobest and the added. Marketing Director, KFC MENA, Americana Group. “The the region spend their free time with their family, and Asia Effectiveness Awards. This regional success closely The KFC MENA marketing campaigns that caught the endorsement followed a previous successful initiative of less than 9 percent spend it with friends. Rekindled followed the organization’s Effie Award win from the judges’ eyes at the awards included the KFC MENA mar- sponsoring Barcelona FC’s player, Lionel Messi in 2010. relationships may be just what your career and peace last quarter of 2013, with the awards ceremony taking keting team execution of special programs in popular The Ronaldo campaign leveraged the sporting rivalry of mind needed after all! place in Dubai in November last year. TV shows in the region, such as The Voice, Arabs’ Got between two sets of passionate football fans who Talent and Arab Idol. This is in addition to launching the shared their comments online, in addition to utilizing 4. Read Reading is cited as one of the most essential and Innovation ‘SuperFan’ experience platform, which allowed loyal KFC special Ronaldo-themed brand activations and the fundamental habits for sustained career success. 70 “It is the incredible level of innovation and creative customers to be a part of the televised contests. By development of an augmented reality (AR) app for percent of polled professionals believe that reading rel- thinking of the marketing team at KFC MENA that has answering questions posed on the KFC Arabia’s images. The campaign recorded significant results, with evant literature is extremely important for their career resulted in us continuing to achieve such success at Facebook page and showing their dedication to the social media conversation increasing by 137 per cent advancement, while 77.8 percent of professionals prestigious awards ceremonies throughout the first brand and the shows, customers were able to win a and brand sentiment up by 20 per cent. The AR app also reveal they read their industry-related literature on a generated more than 65,000 photo shares over a 45-day regular basis as per the Bayt.com ‘Career Advancement period,” he added. in the MENA’ poll, July 2011. What better way to spend a few hours during your time off than by catching up Social media is an area in marketing where KFC on industry tomes and other required reading? MENA has really shone and this has been acknowl- edged with the awards that the brand has received 5. Reinvent both regionally and internationally. From an initial base Think laterally and don’t be afraid to reinvent your- of 11,000 Facebook fans when KFC Arabia first started self. Are there hobbies you have always wanted to pur- using the platform in 2009, a progressive strategy of sue? Hidden talents you never had time to cultivate? engagement and interaction was employed, which has Job roles you would like to reposition for? Use your time off wisely and enrich yourself in areas you may not resulted in the most recent count, revealing more than have had the courage to explore before! 2.5 million fans on the KFC Arabia Facebook page and more than 180,000 followers on twitter. 6. Get healthy About 31.7 percent of professionals consider their eating habits to be unhealthy, as per the Bayt.com ‘MENA Professionals Health and Eating Habits’ poll, March 2012. A small break can be used to restore one’s Plug-in vehicles to lead E-powertrain pack physical wellness and general wellbeing. Use your hia- tus to invigorate your general wellness and get into Global auto sector refocuses on organic growth: KPMG auto survey some good sustainable lifestyle habits. : Plug-in hybrids will lead the pack among e- Technology driving change tant consideration to consumers. vehicles in the race to produce cleaner, more efficient As automakers consider ways to grow organically, vehicles, according to KPMG International’s 2014 technology leadership could be critical to the survival Online sales to grow Global Automotive Executive Survey. of a company. The future of automotive dealerships is divided The rise of alternative powertrain technologies is “The demand for autonomous driving is leading among respondents. Just over half of the respondents one of several significant influences shaping the automakers to become mobility solutions providers,” (53 percent) believe that the traditional models of global automotive sector. Automakers are undergo- said Meyer. “There is a strong correlation between automotive dealerships don’t work for the future mar- ing changes on many other fronts: a shift from part- technological leadership and the ability to remain ket, with online retailing and multi-brand providers nerships and alliances to organic growth strategies, independent and we can see this from the impor- set to rise significantly. the continued emphasis of mobility solutions and tance that automakers are placing on technological The importance of the online model for retail auto- technology as critical to OEM survival in the automo- advances to enhance their mobile solutions.” motive sales is growing to 71 percent in 2014. tive value chain, and the increasing power of Brazil, With more software technology intrinsic to today’s Interestingly, only 60 percent of dealers surveyed feel Russia, India and China (BRIC). These issues are vehicles, the self-driving car becomes a real possibility that the online route will thrive, suggesting a reluc- explored in-depth in KPMG’s 15th annual auto survey, for the marketplace. However, only 14 percent of tance to acknowledge the shift to online sales. Strategies for a Fast-Evolving Market. respondents feel that self-driving cars represent one “Continuing consumer concern with fuel efficiency of the key industry trends, although these figures dif- Vehicle sales and pollution is urging automakers to focus on plug- fer widely by country. In the BRIC countries, the A significant majority of respondents see emerging in hybrid and fuel cell technologies for the near expectations for self-driving cars are higher (23 per- markets as a major growth engine for the auto indus- Burgan Bank offers future,” said Mathieu Meyer, Global Head of cent) than in the TRIADs (11 percent). try: 85 percent say that growth in the BRICs and other Automotive and a partner with KPMG in Germany. potentially high-growth markets is the biggest single special concierge “Since the development of e-vehicle technology Growth in urban centers industry trend until 2025. takes time, in parallel, automakers are also maintain- As the world’s population grows, patterns of vehi- “As the BRIC countries take up a greater share of services to its premier ing a strong grasp on downsizing the internal com- cle use and ownership are changing and mobility the global market, auto executives face tough choices bustion engine to meet the needs of the current mar- solutions like car sharing are becoming increasingly on how to expand and who to partner with, and how banking customers ket place.” popular. Many of the major automotive brands are to respond to growing competition,” said Mr. Meyer. moving into this space, even though it doesn’t always “However, with these challenges comes massive KUWAIT: Burgan Bank recently announced that its Premier OEM strategy shift necessarily involve a physical automobile, but a range opportunity for both manufacturers and dealers to banking customers can enjoy an exclusive concierge service Organic growth has overtaken joint ventures and of transportation options. tap into incredible long-term potential.” through the collaboration with “Qiblah concierge” in Kuwait. partnerships as the most favored business strategy. In Almost half of survey respondents feel that mobili- In this year’s survey, respondents are increasingly Burgan Bank’s premier customers holding the Visa Platinum 2013, respondents placed joint ventures and alliances ty solutions can deliver a profit within the next 5 optimistic about BRIC manufacturer increasing export Debit or Credit cards can avail instant concierge services from as the main approach, while organic growth now years. Respondents from the TRIAD countries are the volumes, with 44 percent confident that China will a selected list of more than 20 services. tops the list. This view is felt most strongly amongst most optimistic of the potential for mobility solutions, exceed 2 million vehicles within 2 years. Those that With an aim to support its discerning customers’ everyday OEMs from the TRIAD countries, with 84 percent list- with almost half forecasting that up to a quarter of predict India will export 1 million cars within 2 years requirements with an unmatched personalized experience, ing organic growth as their main business strategy. city inhabitants will use these services by 2029-a huge have also increased to 38 percent. Premier customers need only to contact Qiblah Concierge This significant response may be a result of chal- increase on the survey results from 2013. The greatest growth potential for BRIC OEMs is services for travel coordination, airport transfers, visa assis- lenges that are being experienced in current partner- “The growing trend of autonomous driving [the considered to be the biggest in South East Asia tance, travel insurance, home maintenance, themed party ships such as effective integration and finding syner- self-driving car] can have a further positive impact on according to the survey, whereas. Western Europe and planners, valet parkers, movers & packers, gift purchasing, courier service, tickets to major events, payment of school gies. the development of mobility solutions,” noted Meyer. North America continue to be largely off-limits for fees, car registrations, car service, traffic fine payment, car “The ability to ‘order’ a car to ‘arrive’ when you want it, BRIC manufacturers. Since KPMG 2013 auto, survey a wash, limos for occasions, regular cleaners, restaurant reserva- Plug-in vehicles in demand and go where you want to go may make it unneces- greater proportion of respondents feel that BRIC auto tions and flower deliveries. Plug-in vehicles are expected to attract the great- sary to actually own the car. This could greatly con- companies have good growth opportunities in Africa The free concierge services has been introduced as part of est demand of any e-vehicle, for both the TRIAD and tribute to the rise of mobility solutions models, per- and Middle East. the bank’s wide range of valuable privileges and benefits that the BRIC markets. Fuel cell vehicles are also experi- haps eliminating the need to own a second family Nevertheless, that outlook may not materialize as is especially designated for our Premier customers. encing a rise in popularity with 69 percent of respon- car.” quickly as some respondents predict. “While the sur- To find out more about Burgan Bank’s latest promotions or dents considering this technology as critical to future vey respondents are optimistic, this scenario may not any of its products and services, customers are urged to visit growth. Consumers still want fuel-efficient play out in some BRIC countries where the quality lev- any of the bank’s branches, or contact the call center on Despite this confidence, the majority of invest- The top priority for today’s car buyers is a longer- els of domestic cars are not on par with the standards 1804080. ment from automakers will continue to be in down- lasting vehicle with low gasoline consumption- 92 of Western counterparts. To export into more mature Established in 1977, Burgan Bank is the youngest commer- sizing the ICE, which could slow advances in e-vehi- percent of global executives surveyed say that this is a markets, the brand perceptions and distribution net- cial Bank and third largest by assets in Kuwait, with a signifi- cles, according to the survey. Seventy-six percent of top priority for buyers. The latest safety innovations works would have to improve significantly,” noted cant focus on the corporate and financial institutions sectors, respondents say that ICE downsizing and optimiza- also remain a critical factor for consumers when Meyer. Sales are expected to surge in BRIC countries, as well as having a growing retail, and private bank customer tion is a key issue, compared to just 59 percent for choosing a vehicle, say 79 percent. as 7 out of the 10 top OEMs expected to grow in the base. Burgan Bank has five majority owned subsidiaries, which battery-powered technologies. Consumer preferences for alternative fuel tech- next 5 years will come from BRICS countries. For include Kuwait Bank, Gulf Bank Algeria, Burgan Bank - TRIAD OEM’s are twice as likely to invest in ICE nologies have taken a lower priority in the quest to example, 66 percent of respondents predict that Turkey, Bank of Baghdad, Tunis International Bank, in which downsizing, whereas BRIC countries are more economize. Less than half of respondents feel that this Russian automaker Avtovaz, will be among the top Burgan Bank owns a majority stake. Burgan Bank Group has focused on the various forms of e-mobility, like plug- factor is critical to buyers. However, having a vehicle three OEMs to gain market share, moving up from one of the largest regional branch networks with more than in hybrids and pure battery electrified vehicles. with the latest in-car technologies is another impor- 21st place in the 2013 KPMG auto survey. 233 branches across Kuwait, Turkey, Jordan, Algeria, , Tunis, and Palestine.