MIDDLE EAST
PROFILE 13
23 November 2008
so quickly. Our processes have been
robust enough to get the right peo-
VITALS
ple, but for us to physically deal with
them is another limitation.”
Ronald Howes
Howes doesn’t, however, view the
Managing director
financial meltdown that is slowly
Memac Ogilvy, Dubai
but surely engulfing the Middle East
as an insurmountable problem.
Age: 52
“This is probably the first crisis
Nationality: Lebanese
many people have faced, and I’m
Education: MA in mass
sure with a bit of thought and time
communications from the University
we’ll be able to come out of this.
of Leicester
And probably quicker than our
Collects: Persian rugs. No, I don’t
counterparts in the US and Europe,”
have any in the office, they’re only for
he says. “It’s difficult to say at the
the home. I’ve been collecting them
moment—we’re in the early stages
for 15 years. Each one has its own
of the economic slowdown. Compa-
character, and none of them are ever
nies will need to take some bold and
perfect as they’re hand made and
brave decisions.”
they have unique features. In a world
And what brave and bold deci-
of increasing reliance on machinery,
sions have you made?
things made by human hands are
“The crisis is new,” says Howes,
diminishing. So I think it’s nice to have
smiling. “So we’re in the process of
a piece of handmade art.
formulating strategies now. I will
Word of advice: Never give advice; it all
SHARP: Memac’s Motorola campaign was created in the Dubai office to run in sub-Saharan say one thing. What we’ve got at
depends on your circumstances.
Africa, a good example of the multi-cultural capabilities of Howes’s office
Ogilvy which will help us is our 360 ap-
proach. It looks at the deliverables to a cli- But is there a risk that, in doing so,
tively late introduction to marketing is a if there is belief, then that is the most im-
ent in a holistic way. We’re not going to say Memac Ogilvy is in danger of spreading
career path that could be replicated in to- portant thing.”
that the cure to everything is a 30-second itself too thin when—in today’s fiscal cri-
day’s career-climbing climate? Despite his faith in a candidate’s per-
TV pitch. We believe that we can look at sis—it should be consolidating?
“Frankly all I did was give it a try. I’d sonality, however, Howes recognises that
various disciplines to help with different “Not really,” says Howes, pausing for the
worked alongside advertising agencies, fulfilling the growth potential in the emir-
circumstances of a different brand’s needs first time in the conversation. “The differ-
but never with them,” he says, slowly and ate can be hampered by the relative pau-
and requirements. We have strengthened ent disciplines we have are based on dif-
deliberately. “I think you’ve always got city of talent. “We had the same problem
our offering over the last few years.” ferent needs—so if the need wasn’t there, I
a marketing or sales drive in you; there in Moscow, although it’s easier to attract
And pivotal to this diversification is their wouldn’t have opened the units. And today,
is some aptitude apart from the desire candidates to Dubai,” he says, shifting in
activation department—Ogilvy Action. In- the trends are the same. More digital and
to do it. In many cases you are selling or his seat. “Getting the right talent to match
augurated in January of this year, it designs interactive communication is being sought.
promoting something or a language.” This the fast growing business is the biggest
and implements campaigns below-the- More activation and more movement in the
belief extends to his hiring practice, as challenge we face. Most industries are
line from a consumer focus outwards. It outlets. We’re following international trends
well. “The CV only tells you what you have growing very fast and getting the relevant
is, says Howes, “pushing products off the and consumer needs here.”
done,” he says, smiling, “not what you are talent is hard. I think what’s been the issue
shelf much quicker. I think, today, this is And that’s as good a key to working in
going to do. If there is a spark in your eye, here is that we’ve needed so many people
what clients want”. Dubai as any.
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