Great brands search for big ideals.

By: Mariam Yousef

   

     Tanya Dernaika, a Strategic Planning Director at MemacOgilvy Group, said that these days great brands focus on building big ideals more than just ideas. She explained the concept of ideals by saying  “ Ideals are vales, something you believe in, honesty and positivity.”

   

     To support the ideal concept, Dernaika gave two examples of ideal from two international skincare products’ companies which are Dove and LUX.  She said, the ideal that Dove stands for is the natural beauty by encouraging the customers to see their inner beauty not only the external beauty. However, LUX’s ideal stands for being glamorous and proud like superstars. 

    Dernaika and two of her colleagues shared valuable information with twenty six media students and two instructors from Zayed University during their visit to MemacOgilvy Dubai’s branch yesterday. The lectures took around two hours and a half talking about the group’s experience in mass media advertising, public relations, activation and interactive marketing.