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Americana GROUP Wins Major Regional, Global Marketing

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Americana GROUP Wins Major Regional, Global Marketing 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. KUWAIT: 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).
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