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Food creators still growing Youtube performance in the GCC.

September 02, 2021

Continuing from our last article, YouTube losing the viewership battle in the GCC Where we looked at the clear effect that new platforms and platform formats had on YouTube. With little innovation in the GCC, a steady decline in viewership since Jan this year began; in fact, views dropped by almost 50% between Jan and […]

Webinar. Deconstructed: Food in the GCC

September 01, 2021

Register now to secure your seat for the third of the ‘DEconstructed’ webinar series; Food in the GCC. This series is FREE for a limited time and gives marketing specialists across FMCG, Travel, and Finance in the GCC an in-depth understanding of their Arab world consumers. Tue 28th Sep: 10.30 am (1 hr) In this webinar, […]

Podcast S1. Episode 12. Why do we need to go this way?

August 31, 2021

Why do we need to go this way? Change is difficult for any team or organisation, and is often associated with high cost. In this episode, Paul Kelly discusses the need to incorporate change to increase profit and how essential shifting to audience first methodology in every sense is how brands will survive and grow […]

Podcast S1. Episode 11. Talking to Arabic audiences

August 31, 2021

Talking to Arabic audiences Language is the cornerstone of communication and essential not only to communicate with but also in understanding data of audience sets. In this episode, Paul discusses how there is a surprising lack of data analysis in the native languages and especially so in Arabic. He describes how he created Sila to […]

Podcast S1. Episode 10. Scaling Audience First

August 29, 2021

Scaling Audience First We can discuss scale in 2 ways; firstly scale of data; and how that impacts insight and scalability of the reachable audience as a result of that insight. In this episode, Dr. James Piecowye discusses with Paul Kelly how better decisions are made when you have the largest possible audience pool to […]

the creators of the music industry are growing in influence

Audience first comes to the music industry

August 29, 2021

Audience first comes to the music industry. At D/A, we’re known for our position on Campaign planning with audience-first strategy audience-first marketing; we’ve written a great guide for that and also a minicast to bring yourself up to speed. Still wondering if this is just a flash in the pan or something more mainstream? There’s […]

Podcast S1. Episode 9: How do we start?

August 29, 2021

How do we start? Understanding the framework that results in audience understanding follows the well-known path of; identify, monitor, track, reference, segment, and plan. Getting the right data is imperative to using this framework. In this episode, Paul Kelly talks us through live examples of using the right data in the right way and how […]

Podcast S1. Episode 8: Where do we start with ‘Audience First’?

August 26, 2021

Where do we start with ‘Audience First’? Data allows for observations that drive brilliant ideas. It is easy to become over-reliant on data, or misuse it to replace creative thinking. In this episode, Dr James Piecowye and Paul Kelly discuss where data provides value and how it should be used in the framework of ‘Audience-first’ […]

YouTube losing the viewership battle in the GCC

August 24, 2021

Social video viewership and performance – GCC We took a step back from our last article: When is a view not a view, where we did a deep-dive into the advent of the Instagram Reel; to look at the overall performance of video across the 3 major platforms; Instagram, YouTube and TikTok in the GCC. […]

Podcast S1. Episode 7: What is the new model?

August 24, 2021

What is the new marketing model? Gone are the days when brands could build a product and then find (or buy) an audience for that product. Nowadays, audiences’ needs and wants must be part of the product or brand that is being communicated. In this episode, Dr. James Piecowye and Paul Kelly talk about how […]

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