Latest news with #JWI
Campaign ME
12 hours ago
- Business
- Campaign ME
Why events are the most underrated brand-building tool in the region
In today's hyper-digital landscape, brands are churning out more content than ever before. TikTok trends, AI-generated everything and social storytelling dominate every marketing playbook. But here's the reality no one wants to admit: we're consuming more and remembering less. Ask someone what they saw on TikTok yesterday. Most won't recall a thing. That's not connection. That's noise. Which is why we need to talk about events – not as a throwback to 'traditional' marketing, but as one of the most undervalued tools in a brand's arsenal today. Reframing events from an 'add-on' to a brand-building infrastructure Events are often seen as a one-off moment, a standalone stunt or a 'nice to have'. But this mindset is holding brands back. In truth, events should be considered infrastructure – a central pillar of content and brand strategy. When integrated properly, they connect every part of a campaign: strategy, creative, digital, PR, influencer, paid and earned media. They are the only channel that delivers on three crucial fronts simultaneously: emotion, memorability and conversion. Yet, most brands and agencies still treat them as logistical exercises rather than strategic platforms. Events: from moment to momentum At JWI, we see this all the time. Brands come to us asking for an event – a pop-up, a launch, an activation. But when we ask how it ties back to their brand objectives or broader content calendar, they often can't answer. That's where the opportunity lies. The role of events isn't just to fill a calendar or throw a good party – it's to create a moment that builds narrative, deepens audience connection and generates meaningful outcomes. Think of a brand experience not as a destination, but a critical step in a longer journey: Before: It builds anticipation through teasers and storytelling. It builds anticipation through teasers and storytelling. During: It creates emotion, shareability and true brand immersion. It creates emotion, shareability and true brand immersion. After: It delivers a content engine that fuels earned and owned media, repurposed assets and commercial results. This is strategy, not spectacle. And the difference is in the longevity of the impact. In a world of AI fatigue, real connection wins There's no denying the power of AI, automation, and platform-first thinking. But as digital spaces become more saturated and attention spans continue to shrink, real-life experience is fast becoming a brand's competitive edge. Because while AI can generate attention, it can't generate memories. The real risk isn't digital – it's digital fatigue. Audiences are starting to reject the inauthentic and crave something tangible. And in the UAE, that craving translates directly into brand value: 83 per cent of consumers here consider themselves loyal to a particular brand (the highest rate globally) driven by personalised and emotionally engaging experiences. That's the power of brand moments that feel real. Because when people feel something, they remember it – and they come back. Experiential is the new cultural currency for Gen Z This is especially true for Gen Z, a generation growing up in a world of oversaturation. In markets like the UAE and KSA, we're seeing a major shift in how status is defined. For this audience, ownership is no longer aspirational – participation is. They're not buying luxury bags, they're investing in immersive brand experiences. And the brands that understand this are earning something far more valuable than attention: loyalty. If your brand isn't creating something this audience can be part of, it risks being left out of the conversation entirely. We saw this in a recent activation for cult haircare brand Umberto Giannini. Known for its effective yet aesthetic Curl Jelly, the brand had awareness but lacked love and loyalty from Gen Z women in the GCC. Inspired by TikTok's 'I'm Just A Girl' trend, the brand cut through the noise and met them where they were most comfortable and 'ungroomed' – gyms and universities. The travelling roadshow was crafted as a socially shareable, feel-good moment designed to spark UGC, drive emotional connection and deliver results. The outcome? A 25 per cent on-site conversion rate, thousands of high-quality, trackable interactions and product flying off shelves. The real issue? A strategy gap Too often, events are led by logistics teams, disconnected from the rest of the brand's ecosystem. The result? Something that might look impressive on the day but lacks depth, cohesion, and long-term value. It's the difference between a vibe and a vehicle for growth. Plenty of agencies can stage a good-looking event. But few understand how to transform that moment into measurable momentum – how to build content around it, how to link it to campaign objectives, how to drive ROI. That's why we approach events as strategists first. At JWI, the same team shaping the campaign is shaping the event. No silos. No handoffs. Just integrated thinking from day one. Why this matters in the Middle East now The Middle East is at a tipping point. Brands here are evolving rapidly – hungry for both global relevance and regional authenticity. But too many are still stuck in outdated thinking when it comes to live experiences. Events are either global copycats, under-utilised or under-budgeted. This needs to change. If the region wants to lead the next wave of brand building, we need to start seeing events for what they are: deeply strategic, commercially valuable and culturally powerful. Because while everyone else is playing the volume game, the real win is depth. And depth doesn't come from automation – it comes from real, human connection. Still think events are outdated? They're not just about footfall and photo ops. Done right, they are your brand's most powerful asset – a chance to be remembered, to build trust and to drive meaningful conversion. If you want to cut through the noise, don't just create content. Create something people can feel. By Charli Wright, Owner of JWI
Campaign ME
19-05-2025
- Business
- Campaign ME
JWI appoints Account Director to strengthen strategic leadership
JWI, a Dubai-based independent creative agency, has announced the appointment of CJ Williams as Account Director – a move that aims to reflect the agency's continued growth in the Middle East. The news follows the recent acquisition of JWI by its long-standing Managing Director, Charli Wright, marking a new chapter for the agency as it celebrates ten years operating in the Middle East market. Bringing over 15 years of experience, which includes global and local regional work, CJ's appointment intends to not only strengthen JWI's leadership team, but also enhance its capabilities to deliver integrated, strategy-led digital-first campaigns. His career has spanned across social media, digital media buying, CRM, and data-driven marketing, where he worked with renowned brands including Samsung, Nissan, Starbucks, H&M, and Bath & Bodyworks. With a deep interest in consumer psychology and a career shaped by the desire to explore all areas of marketing, JWI claims that CJ brings both an analytical mindset, and a problem-solving approach to creating more strategic solutions. 'CJ's appointment is a significant step forward for us as we shape the agency's next chapter,' said Wright, Owner and MD of JWI, commented. 'He brings a wealth of experience in digital and data-led marketing, and understands the nuances of the region. He also understands how to navigate complexity without losing sight of what really matters. That kind of thinking adds real value, and it's what allows us to keep going beyond for our clients in a meaningful way.' On his appointment, Williams said, 'JWI has an impressive roster of global clients, but what really stood out for me was the clear passion, commitment and belief in the work being delivered. Everything at JWI is built from strategy, taking core insights and turning them into bespoke creative solutions that drive results. 'What I hope to bring to the team is my strength as a pragmatic deconstructive problem solver. I've built a strong understanding of how the different parts of a project, process or client fit together and I revel in finding new ways to optimise or streamline aspects to make a tangible impact. I'm looking forward to sharing this mindset with the rest of the fantastic team at JWI.' The hire comes as JWI enters a period of renewed focus as Wright aims to scale the agency to become the region's most progressive independent agency, whilst staying true to the core values that shaped its success.
Zawya
19-05-2025
- Business
- Zawya
JWI strengthens strategic leadership with Account Director appointment
Dubai-based independent creative agency, JWI, has announced the appointment of CJ Williams as Account Director - a move that reflects the agency's continued growth and commitment to expanding its digital-first creative across the Middle East. The news follows the recent acquisition of JWI by its long-standing Managing Director, Charli Wright, marking a new chapter for the agency as it celebrates ten years operating in the Middle East market. Bringing over 15 years of experience - including 12 years of region-specific knowledge - CJ's appointment will not only strengthen JWI's leadership team, but also enhance its capabilities to deliver integrated, strategy-led digital-first campaigns. CJ joins JWI after an extensive career spanning social media, digital media buying, CRM, and data-driven marketing, where he worked with renowned brands including Samsung, Nissan, Starbucks, H&M, and Bath & Bodyworks. With a deep interest in consumer psychology and a career shaped by the desire to explore all areas of marketing, CJ brings both an analytical mindset, and a problem-solving approach to creating more strategic solutions. Charli Wright, Owner and MD of JWI, commented: 'CJ's appointment is a significant step forward for us as we shape the agency's next chapter. He brings a wealth of experience in digital and data-led marketing, and understands the nuances of the region. He also understands how to navigate complexity without losing sight of what really matters. That kind of thinking adds real value, and it's what allows us to keep going beyond for our clients in a meaningful way.' CJ Williams commented, 'JWI has an impressive roster of global clients, but what really stood out for me was the clear passion, commitment and belief in the work being delivered. Everything at JWI is built from strategy, taking core insights and turning them into bespoke creative solutions that drive results. 'What I hope to bring to the team is my strength as a pragmatic deconstructive problem solver. I've built a strong understanding of how the different parts of a project, process or client fit together and I revel in finding new ways to optimise or streamline aspects to make a tangible impact. I'm looking forward to sharing this mindset with the rest of the fantastic team at JWI.' The hire comes as JWI enters a period of renewed focus as Charli aims to scale the agency to become the region's most progressive independent agency, whilst staying true to the core values that shaped its success. To find out more, please visit: About JWI JWI is a leading independent creative and events agency based in Dubai, driven by a commitment to Go Beyond. It elevates brands through creative advertising, unforgettable events and integrated campaigns. Proudly female-owned and led, JWI blends its global expertise with regional insight, approaching every creative challenge with a strategy-first mindset. Trusted by some of the world's biggest brands, its client roster includes Gillette, Gillette Venus, Braun, BACARDÍ, GREY GOOSE® Vodka, PATRÓN Tequila, Epson and Philips.
