Latest news with #JourneyintoHerStory
Mid East Info
26-05-2025
- Business
- Mid East Info
Yango Ads Wins Silver at SMARTIES MENA for ‘Journey into Her Story' Campaign - Middle East Business News and Information
Yango Ads Wins Silver at SMARTIES MENA for 'Journey into Her Story' Campaign Dubai, UAE, 26 May 2025 – Yango Ads, the Ad Tech division of Yango Group, a global tech company, has won the Silver award in the Real-Time Marketing category at the MMA MENA SMARTIES™ 2025 for its campaign 'Journey into Her Story,' created in partnership with Al-Futtaim Toyota, Memac Ogilvy and PHD Media MENA. Launched to commemorate Emirati Women's Day last year, the campaign transformed a typical navigation experience into a platform for cultural discovery by spotlighting the lives, contributions and legacies of Emirati women who have streets named in their honour across the UAE. The project invited users to engage with UAE heritage through Yango Maps, using branded pins, banners, 3D objects, and audio narratives to surface the stories behind iconic street names such as Latifa Bint Hamdan Street. The campaign recorded over 1.8 million banner impressions, reached more than 200,000 unique users, and saw 668,000 impressions from search menu icons. Interactive 3D objects alone generated over 155,000 impressions with a strong 2.5% click-through rate (CTR), while push notifications achieved an exceptional CTR of 5%. With Bassem Yousri, Head of Agency Partnership at Yango Ads MEA, leading the campaign's execution, the project's success demonstrated the platform's ability to deliver precise, context-aware advertising that resonates with local audiences. 'Our goal was to make advertising feel less like an interruption and more like a discovery,' said Evgenii Pavlov, General Manager at Yango Ads MEA. 'As the UAE's digital advertising market is set to exceed $8 billion in 2025 , brands are seeking smarter, more impactful ways to cut through the noise. Through geo-ads, we're enabling brands to reach people in real-time, making each journey more engaging and relevant. For our team and our partners, this recognition validates our belief that advertising should not only perform well, but it should add value to the user experience and reflect the community it speaks to.' Yuliya Kim, Head of Partnerships at Yango Ads MEA, highlighted the importance of creative and strategic alignment: 'This campaign represents what's possible when storytelling and data work together. We want to build a bridge between brands and the communities they serve, and create impact in the real world. The response, both in terms of user engagement and now industry recognition, reinforces that audiences want more than impressions. They want experiences that matter.' Yango Ads entered this campaign from a strong foundation, having already established a robust portfolio of advertising solutions within its ecosystem. From Geo Ads, Retail Media, App Monetization, to its in-house creative bureau, Yango Ads Campaigns, the company has steadily equipped brands with the tools to monetise space and attention in smarter ways. The introduction of geo-ads, as showcased in this award-winning campaign, marked a major leap forward in delivering location-aware messaging to help brands boost visibility as users navigate their surroundings. The Silver win at the MMA MENA SMARTIES™ 2025 reflects a growing track record of innovation for Yango Ads. With operations across 30+ countries, access to 50,000 websites, and integration with over 20,000 apps, the platform empowers brands with AI-driven tools and more than 600 targeting options. This campaign stands as proof of Yango Ads' ability to turn cultural moments into measurable success, cementing its role in shaping the future of digital advertising across the region. For more information, visit About Yango Ads Yango Ads is a global ad platform that helps businesses monetize and grow. We help brands reach relevant audiences through the websites, apps, and services they use daily. With access to one of the largest ad networks, we connect brands to engaged users within the Yango Group ecosystem. Whether you're looking to boost app revenue, run campaigns, or make data-driven decisions, Yango Ads has the tools to make it happen.
Campaign ME
12-03-2025
- Business
- Campaign ME
Industry Snapshot: ‘Understanding local culture is fundamental'
In this Industry Snapshot, Memac Ogilvy's Ghassan Maraqa shares his thoughts on culture, creativity and adds thoughtful contributions to the conversation on talent in the industry within the region. As the number of creative agencies continues to grow in 2025, what factors are key to distinctiveness and differentiation in a crowded and competitive market? The decisive factor in standing out is 'borderless creativity' – an ethos we have embraced as a creative powerhouse. Our differentiating strength is how we integrate genuine creativity into everything we do, which is led by our culture and delivered by our excellent talent. This approach covers every aspect of our work: From Ogilvy One, which focuses on relationship design by combining data, creativity and technology, to our PR and influence, advertising and health solutions. Could you comment on whether the coming together of local culture, craft and commerce is critical to the creative industry in 2025? Understanding local culture is fundamental to building meaningful creative solutions. In the MENA region, home to over 200 nationalities, creative brilliance comes from having intuitive knowledge about the region's cultural ethos while acknowledging its cosmopolitan outlook and economic priorities. While we are part of an international network, we are defined by our deep understanding of the region's cultural nuances, which helps us deliver creative impact. A great example is our 'Journey into HerStory' campaign for Al Futtaim Toyota, honouring influential and inspiring Emirati women. As David Ogilvy famously said, 'We sell … or else!' And to sell effectively, we must understand the hearts and minds of our audience. In your opinion, what are the most significant changes the creative industry has witnessed during the past 12 months? The integration of AI and advanced technologies has been a significant shift in the creative industry, helping agencies become more agile and data-driven. This has also transformed our value proposition to our clients, enabling us to deliver higher levels of efficiency and ROI while maintaining creative excellence. We have achieved remarkable results, with AI helping optimise and scale campaigns across markets and personalise content at scale. This, in turn, creates new revenue streams for the industry and measurable impact for clients. The creative industry needs to wake up from… The complacence about talent and culture! Everyone talks talent, but only a few genuinely walk the talk. The industry faces a talent deficit, and we must invest in future talent today. Ogilvy's strength is our people – the talent we continue to build – and the distinctive culture we have shaped, enabling us to do the best work of our lives. By Ghassan Maraqa, CEO – MENA, Memac Ogilvy.
