Asad Rehman @Unilever
Pierre Choueiri & Walid Yared @Choueiri Group Elda Choucair & Wissam Najjar @OMD
Naheel Abdelall & Alini @Beiersdorf Ibrahim Kadiri & Pierric Duthoit @Google Ravi Rao @GroupM
Omar Katerji @Ferrero
Shadi Kandil @MBWW (part of MCN Media Brands) Sofianne Haddadi @LÓreal
Tarek Daouk @DentsuAegis TJ Lightwala @Accenture
Objectives and Context:
The objective of the meeting was to align the industry, represented by Clients, Media Owners and Platforms, and Agencies, on the need and the scope of the project. The meeting was held to discuss the one pager shared with the committee earlier to set the context and scope. Attached with these minutes is also the deck that was shared to drive the discussion around the table. There was complete alignment on the fact that such a measurement system is not only needed but will give the advertising and media industry in UAE a much-required boost.
It was clarified upfront that this group will focus on the project in UAE. There is a parallel representation from industry stakeholders at the KSA measurement project which this group will not touch upon. It was also agreed that whilst we will seek synergies with the KSA project, it is not the intention to make the UAE work dependent on KSA at all.
Discussion on the Scope of the Project:
There was a reflection in the room on attempts at carrying out such projects in the past specially amongst key stakeholders who have been part of such attempts like Elda Choucair and Pierre Choueiri. It was seen important to ask ourselves the question of “What can be the key barriers in putting such measures in place, and what do we need to do to resolve those?”.
The members discussed that a few factors that have hindered progress of such projects in the past have been:
It was also a consensus in the room that for the entire industry to have equal trust in such measures, a transparent and credible third-party audit of the process as well as measurement methods is crucial. It was also agreed that for the purpose of the UAE measurement, a private-sector-only led and owned route will be ideal, and that there is no need for an active collaboration with the Government, except perhaps on the need to align on topics such as Data Regulations.
It was also felt that the most important step in the process will be to resolve and agree on a funding mechanism for carrying out the project as well as to put in place an ongoing measurement system.
It was also agreed that we should do a “market maturity assessment” to agree on the level of sophistication needed for such measurement. The general sense in the room was that UAE’s media landscape demands a world-class system and the ambition should not be any less than that.
Next Steps and Workstreams:
After lengthy deliberation on the proposed scope in the room, it was agreed that we will break the scope of the project into four work-stream.
It was agreed that this committee will reconvene to review the outputs from each workstream in 4 to 6 weeks’ time.