Omnicom Media Group MENA has announced the opening of the regional operation of its dynamic creative specialist agency Adylic. It specialises in data-driven, personalised creative advertising and dynamic creative optimisation (DCO) solutions. The Dubai operation, its seventh in the world, will serve the whole of the Middle East and North Africa region (MENA).
Founded in 2011 and acquired by Omnicom Media Group in 2014, Adylic has been a pioneer in HTML5 development. Dynamic creative is the automated conception, in real time, of personalised advertisements based on data insights. The ads are also adapted to various channels, formats and screens.
Adylic uses data science to extract differentiated creative insights from performance data to optimise campaigns on the fly. Generating a vast number of ad variations to better suit each online user and screen, it delivers higher levels of efficiency, precision and relevance, better business outcomes and a stronger return on advertising investments.
Raouf Ketani, who has led Omnicom Media Group’s data, analytics and technology consultancy Annalect in the region since 2016, will now head Adylic in MENA. Ketani has 20 years of experience in digital advertising, data and technology, at media companies before moving to the agency side.
“Personalised advertising at scale is marketing without compromise. This is an extremely powerful proposition for advertisers everywhere and we’re already seeing excellent levels of interest and demand for Adylic’s unique DCO solutions in the region. We’re already working with several clients across different sectors,” said Adylic MENA’s Raouf Ketani.
“Just like we adapt the creative messaging to its audiences, we tailor our service to our clients
and their agencies. Depending on their preference or requirements, we provide managed services, which involves our creative strategists, designers, developers, data analysts and dynamic feed specialists, or the direct access to our platform,” explained Alex Newman, the London-based President of Adylic. “This is a compelling proposition that we’re very excited to bring to the Middle East and we’re thrilled to have Raouf take us forward in our newest market.”
“Audience targeting, on its own, is not enough to personalise the online experience. Marketers must also adapt their advertising creative to multiple target audiences to make it relevant and engaging,” said Omnicom Media Group MENA’s chief operating officer Elda Choucair. “Personalised ads improve the online customer experience and, with Adylic, marketers can deploy DCO
to achieve large-scale creative personalisation efficiently.”