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Ayman's Credentials 2002 2010
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
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
Retail, FMCG& Pharmaceutical




Financial




Telecom, IT& Automotive




Government
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.
Ayman's Credentials 2002 2010
Saudi Red Crescent

                     4/09
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"
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
Bupa- IPO

    Mission: In compliance, smooth over subscribed IPO.

    Solution: To focus messages on brand’s competencies
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%.
Generate   Convert   Retention
Awareness                      to         of
                  Leads      Members   Members




loyalty program
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”
LG- Laptop

    With this new function, LG introduced the ultimate portability   10/08
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
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
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
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.
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)
Indomie regional repositioning

                                 03/08
Indomie post launch
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
Aloha & Food Island
Light Meat Tuna

    Project aimed to Boost the likelihood of selecting product among competitive brands in   4/07
     clattery category
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.
AL AMTHAL LEASING

                                                             1/02
    Brand launch campaign and stakeholders media event in
     Intercontintal.
Lets Talk
ayman.sarhan@gmail.com

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Ayman's Credentials 2002 2010

  • 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
  • 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.
  • 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)
  • 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.