Latest news with #GhassanHarfouche
Zawya
2 days ago
- Business
- Zawya
MCN named on Fast Company's annual ‘Brands That Matter' list 2025
Dubai I Middle East Communications Network (MCN) has been recognised by Fast Company on its annual 'Brands That Matter' list. The award honours brands that lead with purpose and create tangible value, not just for business, but for the broader ecosystem they operate in. MCN won the 'Family of Brands' category, awarded alongside reputable brands. Fast Company recognises how 'MCN has made purpose a core part of its strategy, combining creativity, technology, and sustainability to drive business growth and social impact. Over the past three years, it has developed forward-looking tools like Interact, an AI platform that merges media, commerce, and creative services.' 'In 2024, MCN relaunched its Talent Academy, introduced its sustainability plan to cut travel emissions and set clear standards against greenwashing, launched Blueprint, a client briefing series, and strengthened its ties with communities through partnerships with schools and NGOs.' Ghassan Harfouche – Group CEO, MCN MENAT & President McCann Worldgroup – APAC says: 'At MCN, we lead with bravery, inclusivity and generosity and a collaborative vision to help our clients build enduring brands. This recognition reinforces the amazing talent we have and our group of agencies that help brands grow with intention, innovate with relevance, and connect meaningfully with their audiences.' This latest recognition builds on MCN's continued momentum. In 2024, the network was also named Fast Company's Most Innovative Company in Advertising, PR & Branding, and Most Innovative Workplace and inaugural Campaign Middle East Best Place to Work - a testament to its commitment to redefining how agencies operate, innovate, and lead in today's evolving landscape.
Zawya
24-04-2025
- Business
- Zawya
MCN partners with Arabian Travel Market, alongside The Economist and McCann Truth Central
IPG's MCN continues its Blueprint series, setting a framework for brands to best navigate and create sustainable growth for travel and tourism brands. Dubai, UAE: Middle East Communications Network (MCN), a leading advertising and marketing communications agency group in MENAT – part of IPG, has announced its partnership with Arabian Travel Market (ATM) 2025. MCN will host an exclusive session on Wednesday 30th April 2025, bringing together industry leaders to explore how the Middle East is transforming tourism and redefining its global narrative. This collaboration underscores the critical intersection of marketing expertise and the burgeoning tourism sector in MENAT, highlighting MCN's commitment to driving innovation in the region's rapidly evolving travel landscape. In continuation of its inaugural Blueprint event: The Future of Growth in KSA, hosted last year in Riyadh, MCN strengthens its strategic partnership with The Economist, and draws on proprietary research from its global intelligence unit - McCann Truth Central – partnering with clients, across all industries that have market share in the travel and tourism sector, to help them navigate, grow and create enduring brands. Anchored by the theme "Transforming Moments into Tourism Legacies," this edition of MCN's Blueprint series will explore how the region is leveraging mega-events and visionary cultural initiatives to create long-term brand engagements and sustained tourism growth. 'Our partnership with Arabian Travel Market 2025 marks the next key moment for MCN and our clients. As the region continues to transform into a global tourism hub, we are uniquely positioned to partner with our clients across the broader infrastructure of travel and tourism, to help them craft connected experiences and drive sustainable growth, while playing an instrumental role in shaping and elevating the global perception of the Middle East," said Ghassan Harfouche, Group CEO of MCN MENAT and President of McCann Worldgroup APAC. As part of the programme, Robert Willock, Global Editorial Director EICN at The Economist Intelligence Unit, will deliver a deep dive into the macroeconomic and geopolitical trends transforming travel, tourism, sports, and MICE in the Middle East. 'The Middle East is where innovation, ambition, and a desire to reshape perceptions are converging like never before,' said Willock. 'This region isn't just following global trends; it's setting them. From pioneering travel technologies to hosting world-class live events, the leading MENA economies are redefining what modern tourism looks like. What was once a business-first destination is fast becoming a lifestyle and cultural hub — one that offers safety, freedom and possibility. The ambition here is palpable, and that energy is translating into real, sustainable tourism growth," added Willock. Building on Willock's global perspectives, the session will pivot to an exclusive unveiling of proprietary research that will deconstruct the future of live tourism across the Middle East. Led by Joe Nicolas, CEO of UM MENAT, and Jess Francis, Research Director at McCann Truth Central, the study will explore how live events, consumer dynamics, and technological innovations are redefining destination experiences, and provide critical implications for messaging, destination marketing, and future travel experiences, offering industry leaders a strategic compass for the region's tourism evolution. 'Consumers today aren't just seeking experiences; they're looking for meaningful escapes like never before. The intersection of live events and tourism offers a powerful new form of escapism. Live events are more than just moments; they are entry points into culture, identity, and long-term loyalty,' said Francis. 'Our research shows that while only 1 in 4 global travellers have planned a trip specifically for a live event, nearly 3 in 4 say they would consider it. Across our 6 markets, that's an annual opportunity of over 500 million people. Our Blueprint framework helps destinations move beyond hosting headline moments to building lasting emotional connection because in the end, people don't just return for the event, they return for the feeling it gave them,' highlighted Francis. The MCN Blueprint session at ATM 2025 comes at a pivotal time as the Middle East continues to strengthen its position as a leading tourism nexus, with landmark developments and initiatives reshaping the tourism ecosystem. Powered by MCN's comprehensive network of agencies—including UM, FP7McCann, Initiative, Magna Global, Weber Shandwick, Jack Morton, MRM, Current Global, MullenLowe, Momentum, McCann Healthcare, CRAFT, Octagon, Commonwealth//McCann, and KINESSO—the session will attract a diverse array of industry leaders, including tourism boards, hospitality executives, marketing professionals, and government officials, all converging to explore the future of destination marketing and strategic brand positioning in the region. For more information, visit: About MCN MCN (Middle East Communications Network) is a leading advertising and marketing communications agency group in MENAT, which partners with clients to build enduring brands. MCN's agencies are global brands, spanning creative, media, digital, PR, brand experience and specialist marketing, within McCann Worldgroup and IPG Mediabrands, including FP7McCann, MullenLowe, UM, Magna, Initiative, KINESSO, MRM, McCann Health, Momentum, Craft, Weber Shandwick, Commonwealth//McCann, Jack Morton, Octagon and Current Global. MCN has circa 2,000 employees across 11 markets. MCN is committed to cultivating an inclusive environment where talents can thrive and flourish. This commitment has led to the company and its agency brands to be recognised as a Great Place to Work consecutively in 2023 and 2024. For more information, visit: PRESS CONTACT Dumindrini Ratnayake Senior Manager – Marketing & Communications, MCN
Gulf Business
15-04-2025
- Business
- Gulf Business
Decoding the Saudi consumer: Ghassan Harfouche talks brand strategy
Image: Supplied As Saudi Arabia undergoes rapid transformation under Vision 2030, the evolving relationship between consumers and brands is coming into sharper focus. In this interview, Ghassan Harfouche, group CEO of The Truth about Saudi Arabia and Brands of Tomorrow . Harfouche offers insights into changing consumer behaviours, the growing influence of digital platforms, and the cultural and economic shifts shaping the kingdom's brand landscape. The Truth about Saudi Arabia and Brands of Tomorrow identifies a significant shift in consumer trust. Could you elaborate on the methodology used to uncover these insights, and what surprised you most about the findings? Partnering with The Economist and commissioning global proprietary research with McCann Truth Central, we brought 'Truth Well Told' insights to our clients on Saudi Arabia's evolving landscape — bridging macroeconomic trends with on-the-ground consumer realities. The session not only unveiled key cultural, social, and economic shifts shaping Saudi Arabia, but also actionable insights to help build enduring brands. Some key transformative insights included: Outside in: The perception gap between international views of Saudi Arabia and what Saudis think about their own country is a disparity stemming from western media portrayal, over generalisation, and a lack of nuanced understanding of the region; brands should own the role of closing this divide with authentic storytelling. Global dreamweaver: In a world that comparably feels lack lustre about the future, Saudi Arabia has a role to play as weaver of dreams, with a strong 2030 vision and higher levels (69 per cent) of optimism and confidence in their own country's vision, versus 25 per cent in the UK and 51 per cent in Japan. This forward-looking mindset creates opportunity for aspirational brand positioning that resonates globally. Ready to travel? Saudi Arabia is increasingly seen as a major destination of promise, but the role that Saudi brands have to play in people's lives across the world is a new frontier. These actions don't just look at how brands can merely participate in Saudi Arabia's transformation but how they will help shape its trajectory as the kingdom reimagines its global role and relationship with consumers worldwide, earning their rightful power in culture, prominence in category and popularity in community. Beyond the data, what were some of the key qualitative insights that emerged from the research that you feel are crucial for businesses to understand about the Saudi consumer? There is an evident feeling of pride and positivity from the Saudi consumer. Against a global backdrop of economic challenge and shifting political tensions, the optimism, readiness, and clear vision define how the Saudi consumer is ready to embrace the future, implement clear pathways for economic success and grow the country's burgeoning reputation as an international tourism destination. In addition, one of the most prominent and recurring themes was the blend of heritage with modernity: Saudi traditions meshing together with transformative technologies to create a new wave of culture open to the international community. Brands that will truly flourish are those that authentically respect and navigate this delicate balance between honouring rich cultural legacy and embracing bold transformation. Failure to grasp this insight, and they'll miss the very essence of what makes the Saudi consumer journey so uniquely powerful in today's global marketplace. Vision 2030 is transforming the Saudi market. From your perspective, what are the most significant opportunities and challenges this initiative presents for businesses operating in the kingdom? Without doubt, the sense of pride, momentum and ambition driving Saudi Arabia's transformation is palpable: this is a real-time revolution with economic, social, cultural, and digital transformation, underpinned by significant investments cross-sector. Increased connectivity through air travel, giga projects and a rising focus on eco-luxury resorts make the kingdom a premier destination, presenting vast opportunities for brands looking to engage both local and international audiences. T he one constant with consumers is that they are evolving at an extraordinary pace. Successful brands must adapt their strategies for an increasingly sophisticated local audience and through the lens of a global consumer whose exposure to Saudi Arabia is growing daily. The winning formula combines data-driven digital approaches with bold creative ideas that deliver genuine engagement. As emerging sectors become major economic drivers, brands have compelling opportunities to pioneer in new spaces. This landscape rewards those bringing fresh creativity and product innovation while extending their reach to international audiences previously untapped in the Saudi context. Saudi consumers are increasingly conscious and proud to support homegrown brands with 54 per cent actively choosing locally made products as an expression of national pride. The opportunity lies in a mix of international and local brands that are authentically embedded within Saudi culture and values and contribute meaningfully to Vision 2030's goals. The influence of digital media on consumer behaviour is a key finding in your study. How are Saudi consumers engaging with digital platforms, and what strategies should brands employ to effectively reach and connect with them in this digital age? Saudi Arabia has a young, digitally savvy population, with 63 per cent under 30, making it a highly mature digital market. Social media adoption is strong, with TikTok having the highest global reach at 138 per cent, and Snapchat widely used for social connections. Social networks surpass TV as a news source for Gen Z and Millennials, and 81 per cent of consumers prefer social media for product discovery, driving social commerce growth. E-commerce thrives due to convenience, advanced digital payments, and fast logistics, with Q-commerce giants including Noon and Amazon dominating, and rapid delivery expectations. For brands to succeed in this environment, digital strategy must go beyond surface-level engagement; combining data-driven creativity with genuine understanding of these increasingly sophisticated consumers — recognising their distinctive blend of cultural pride, ambition, and forward momentum — to develop connections that are both authentic and enduring. This deeper insight is what ultimately separates market leaders from competitors in this dynamic digital landscape. Your research indicates an evolution in brand loyalty within Saudi Arabia. How do you see the role of brand purpose and values in building lasting relationships with Saudi consumers? Saudi consumers are looking for something much deeper from the brands they choose to support. It's no longer enough to simply offer a quality product — there's a real expectation that brands will genuinely understand and respect Saudi values and culture. When brands demonstrate real integrity, operate with transparency, and make meaningful investments in community building, Saudi consumers perceive them as active partners in the Kingdom's transformation, creating a powerful foundation for long-term consumer relationships that transcend traditional notions of brand loyalty. Talent development was identified as a key challenge. What are the most effective strategies for companies to address these challenges and ensure sustainable growth in the Saudi market? A business's long-term success hinges on sustained investment in its talent. Especially in a market such as Saudi Arabia, when experiencing this level of explosive growth and economic diversification, a company's human capital strategy needs to match this ambitious trajectory. The most successful approach would combine global expertise with deep local understanding. Companies that are thriving in Saudi Arabia aren't just parachuting in international talent; they're creating genuine knowledge transfer and building diverse teams that truly understand Saudi culture, consumer behaviour, and market nuances. The real danger is superficial localisation efforts. Creating genuine community connections requires investing in talent development programmes that foster deep cultural understanding and long-term commitment to the kingdom's transformation journey. What are the most critical trends that businesses should be aware of when navigating the Saudi market, and what advice would you give to companies seeking to capitalise on the kingdom's progress? The market space in Saudi Arabia is highly competitive and businesses must lead with curiosity, not assumptions, navigating smartly and strategically to authentically build brands that will endure. Success will depend on understanding the unique dynamics of the kingdom — embracing innovation, respecting local values, and playing an active role in the country's transformation. Those that get it right will not only unlock commercial success but also contribute to shaping a prosperous, forward-thinking Saudi Arabia where ambition truly has no limits.
Campaign ME
17-02-2025
- Business
- Campaign ME
MCN Academy reveals second cohort of Saudi Graduate Programme
MCN Academy, the talent hub of MCN, has welcomed the second cohort of its Saudi Graduate Programme in line with its ongoing commitment to help shape Saudi talent. Taking a step beyond mere training and job rotations, the MCN initiative aims to be a direct pathway to securing full-time roles within MCN agencies, reinforcing the network's mission to build the next generation of MarComms leaders. Designed as a six-month rotation-based programme, the initiative offers participants hands-on experience across advertising, media, PR, strategy, data, content curation, social media, and digital marketing. The programme collaborates with MCN's agencies, including FP7McCann, UM, Initiative, Magna, MRM, Jack Morton and Weber Shandwick, providing comprehensive exposure to the key disciplines shaping the future of the industry. Ghassan Harfouche, CEO – MCN MENAT, said, 'The MCN Saudi Graduate Programme reflects our ongoing commitment to investing in KSA's talent ecosystem and aligns with our vision to nurture and empower our people at every stage of their career. Harfouche said, 'By prioritising talent diversification in a high-demand market, we ensure that our people are equipped with the skills and experiences they need to navigate a dynamic industry and contribute meaningfully to the future of MarComms in the Kingdom.' The initiative also reflects MCN's aim to align with Saudi Vision 2030, enhancing the MarComms sector's appeal to local talent, and fostering a more diverse and empowered workforce. The programme structure includes: Learning journey: A structured six-month rotation through various MCN agencies, offering hands-on training across multiple disciplines. Skill development: The program emphasises both technical and soft skills essential for career growth, ensuring participants are prepared to excel in the evolving market Dedicated mentorship: Graduates are paired with monthly buddies across agencies to offer guidance and foster a supportive learning environment. The outcome underscores the programme's effectiveness in developing local talent and fostering long-term careers, contributing to the Kingdom's vision of a robust, sustainable workforce. Ricarda Ruecker, Chief Talent Officer – MCN MENAT, said, 'Inclusion, collaboration, and empowerment are at the core of our talent strategy at MCN. The MCN Saudi Graduate Programme embodies this commitment by fostering a supportive environment where local talent can thrive.' Ruecker added, 'As part of our commitment to their success, it is our responsibility to ensure these graduates receive the necessary support, attention, and tools to excel, shaping future industry leaders and advancing the Kingdom's Vision 2030 goals.' MCN's Saudi Graduate Programme is a key component of the organisation's talent development strategy, aimed at empowering local talent with the skills and experience necessary to foster innovation and drive the Kingdom's economic transformation. By nurturing a highly skilled local workforce, the programme aligns with Saudi Vision 2030, advancing its goals of building a knowledge-based economy and diversifying talent across critical sectors. Additionally, the initiative provides graduates with exposure to leadership pathways, equipping them for influential roles that will shape the future of the MarComms industry.
