Campaign Middle East recently covered industry movers and shakers from the advertising, marketing and creative space for our MENA Power List 2023 issue and there was a strong sense of optimism about the region’s landscape for marketers to flourish.

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James Bicknell, CEO, BackLite Media

“Bicknell has been the CEO for BackLite Media for 14 years and spends his time planning the next stage of the firm’s rapid growth. He enjoys traveling with family and playing golf”

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In the dynamic world of business, where the only constant is change, the landscape of marketing in the UAE has undergone a remarkable transformation, with innovation emerging as the cornerstone of success.

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As the CEO of the UAE’s leading Digital Out-of-Home (DOOH) advertising company, I am filled with pride to have worked with a dynamic and multicultural team and led a revolution in the way we perceive and engage with outdoor media.

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Through innovation in product, process and ecosystem, we have not only embraced the challenges of the modern marketing era but have also emerged as pioneers in shaping the industry’s future.

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Innovating solutions: Unveiling new possibilities

We realised that revolutionising our industry, first and foremost, comes with reimagining our products to suit the modern world and anticipating external factors disrupting the urban landscape in the UAE.

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Our commitment to innovation and inspiration provided by the UAE leadership to position the country at the forefront of the digital revolution has driven the business beyond the traditional static billboards, turning them into dynamic, interactive media that resonate with the digital-savvy audiences of today and match the grandeur of the cities we live in. Harnessing cutting-edge technologies, we have collaborated with brands and agencies to create immersive brand experiences that bridge the gap between physical and digital platforms.

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This achievement has not only brought creativity to the forefront but also harnessed the power of data. We work actively with our clients and data partners to create a credible data ecosystem, enabling us to adapt and optimise campaigns swiftly, ensuring our clients achieve maximum impact. By combining creativity with data-driven insights, we have elevated our media to deliver memorable experiences for audiences.

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Innovating processes: efficiency and agility

Innovation should not be limited to the media solutions we offer—it should fill every facet of the business operations. To achieve this, streamlining processes and embracing automation to enhance efficiency and agility is of utmost importance. From campaign planning to execution, advanced algorithms can help us identify prime locations, analyse demographics, and forecast foot traffic patterns, ensuring that every advertisement is strategically placed for optimal reach.

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Innovating ecosystems: cultivating partnerships

A true revolution requires a collective effort, and innovation in outdoor media is no exception. We have taken the initiative to build a robust ecosystem of partnerships that go beyond traditional boundaries. By collaborating with technology providers, creative agencies, and local communities, we have created an environment where innovation thrives.

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Together, we have co-created solutions that challenge the status quo, bringing fresh perspectives to age-old challenges. Moreover, we have championed sustainability as an integral part of our system. By incorporating eco-friendly materials and responsible waste management practices, we have not only reduced our environmental footprint but have also positioned ourselves as pioneers in promoting conscious and accountable marketing campaigns.

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Our partners and brands are looking for more transparency than ever, and it is essential that we deliver that information accurately and effectively. As the CEO of the UAE’s leading OOH advertising company, I take immense pride in our transformational journey, which has set new benchmarks for the industry.

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I envisage an OOH industry that seamlessly integrates with digital platforms, offering advertisers the best of both worlds. With the use of technology, OOH advertisements will become more interactive, personalised, and measurable, enhancing their impact and value. Our commitment to embracing change and pushing boundaries is not just a reflection of our company’s ethos— it’s a testament to our dedication to shaping the future of marketing.

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With innovation as our compass, we will continue to lead, inspire, and evolve, driving the industry towards new horizons of success.

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“If you couldn’t fail, what would you be doing right now.”

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