My role as a Marketing Communications Practitioner involves working from agency side on preparing highly effective campaigns tailored towards the needs of the client and responsible for preparing and delivering pitches and presentations aimed at securing new business. As a “Brand Ambassador” - throughout the campaign process- it is my responsibility to work closely with creative / media/ production suppliers to ensure that strategy and campaign developed in accordance with the client’s brief and budget. There are usually deadlines that have to be achieved so it’s important that close relationships are developed with the client to ensure any possible problems or disagreements are resolved swiftly. Additionally, it is important to ensure that the client is appropriately invoiced for the advertising service provided so accurate records of expenditure and hours worked must be maintained. As a “Brand steward” , once the advertising campaign is launched, it is then necessary to monitor its level of success and update the client accordingly.

2. Objectives
 Learn and share knowledge that sharpens my perception and develops my
performance.
 To help brands better understand who their customers are and how to communicate
with them.
Brand print
 Ayman is brand driven practitioner whom efficiently delivers on time quality innovative
marketing communications solutions that sells.
Proposition
 Via embedding innovative thinking into the core of business I aspire to simply and
continually change perspectives, defy expectations and challenge status quo

3. Disciplines
 Account Management /
Planning RESEARCH/ BRAND AUDIT/STRATEGY
BRAND IDENTITY
 Project Management OUT OF HOME
AMBIENT
 360 Brand Steward RETAIL/POS
TV
 Strategic and Creative PRINT
Solutions RADIO
ONLINE/MOBILE
PR
EVENT
ACTIVATION/ GUERILLA/ EXPERIENTIAL

4. Retail, FMCG& Pharmaceutical
Financial
Telecom, IT& Automotive
Government

5. Isuzu Trucks
 Business situation : Isuzu truck D-Max will not introduce new exterior shape for 2011, as 6/10
radical changes will touch the 2012 model.
 Marketing solution: To sustain sales performance, meet users needs
and maintain brand recognition and affinity we are making surgical intervention [AKA]
facelift.
 Idea: To reveal the facelift result in front of sub-dealers, media and key loyal client. Live
performance with sound effect and props.

7. Saudi Red Crescent
4/09

8. Siwak.F toothpaste
 Challenge: Overall, past performance of the brand has not been very impressive… It 1/09
failed to reach out to a consumer base beyond the conservative older segment of the
population, and in terms of quality perception did not succeed in attaining a high
score: a major set back for a dental care product
 Objectives: To develop a packaging facelift for the Siwak toothpaste brand to
upgrade and modernize its image and appeal
 Devices :
– Packiging
– Print ad
 Strategy: "The Siwak Has Been Completely Redefined"

9. Bupa- International re-positioning
 Mission: To move the brand from functional slot into emotional connection
 Healthcare starts with us >>>>>>>> Taking care of lives in hand

10. Bupa- IPO
 Mission: In compliance, smooth over subscribed IPO.
 Solution: To focus messages on brand’s competencies

11. Bupa- B2C
 Mission: Get 1 M Member by end of 2008
 Solution: Connect with SME, Family segment and engage in a
positive dialogue
 Result: call center inbound calls increased by 700 % , conversion
rate reached to 20%.

12. Generate Convert Retention
Awareness to of
Leads Members Members
loyalty program

13. LG- Air condition
 Assignment was how we will promote LG Titan as the unit that Let In The Refreshing 12/08
Harmony of Life
 AC can be defined by two dimension … what keeps out and what allows in, we went the
second route “ BREATHING LIFE INSIDE”

14. LG- Laptop
 With this new function, LG introduced the ultimate portability 10/08

15. Al-Buhairat City- Brand Re-launch
 Challenge :Correct misperceptions 11/08
 Objective: To position the brand as KSA’s new destination for serene living and
entertainment.
 Solution: Get in touch with nature

16. VOLVO-Zahid Tractors
06/08
Take advantage of the charged and rich atmosphere
of the high school and university final exams and with
cleverly relevant communication, attract the
maximum number of high school graduates and
college students to test the C30

17. Prudential AL JAZIRA
 Scope of work : IPO benchmark& approach 05/08
“Islamic focus united two key players”
Customers
Press &
Investors
Media
Opinion Financial
Leaders Players
Prudential
Business
Competitors
Partners
Community Internal
Organizations Stakeholders
Public
Institutions

18. TOYA Noodles
 Assignment: as a buffer brand, its Toya roll to play around with competition keeping 08/08
Indomie on higher emotional ground and out of reach and grow the category.

19. Toya re-launch
 A proactive brand development idea to support the planned
expansions, we need to launch the Toya brand with a clear message
and the right positioning...
 We saw an oppurtunity to Drive Awareness of Toya… Define the Brand,
and give it the image that appeals to the desired target …To make Toya
the #1 instant noodles brand among the Saudi youth (14-18 yo)

20. Indomie regional repositioning
03/08

21. Indomie post launch

22. SHAMS AL RIYADH communication
strategy
 Mission: to bring to live SHAMS vision to exceed your expectations in a way for you to 09/07
grow your potential so that you empower your circle

23. Aloha & Food Island
Light Meat Tuna
 Project aimed to Boost the likelihood of selecting product among competitive brands in 4/07
clattery category

24. Siemens-SABIC Technical Meeting
 Objective: To Reflect Siemens image as a company which has ANSWERS and 3/07
SOLUTIONS for industry, environment and life.
 Challenge: Get the customers attention for our new products and services in a way To
acquire new partners and customers.
 Solution: To Position Siemens as an expert on Infrastructural Solutions in the fields of
Health, Industry, and Environment / Energy and communicate that to Key Decision
Makers in Saudi Arabia.

25. AL AMTHAL LEASING
1/02
 Brand launch campaign and stakeholders media event in
Intercontintal.

26. Lets Talk
ayman.sarhan@gmail.com