Leo Burnett Group of Companies MENA recently appointed Raja Sowan as Regional Director for its Retail Engagement Practice division – Arc Leo Burnett. This appointment comes as a further demonstration of the company's desire to stay ahead of the competition in what is proving to be an increasingly important area of competence in the marketing and communications world.
"Raja is a veteran of the industry for 28 years. We are delighted that Raja will be leading this division. I believe it takes a strong personal affinity and a superior ability to connect and engage with clients to direct this charge. Raja's wide-ranging industry experience and deep understanding of our clients make him the ideal candidate to be driving this area," said Kamal Dimachkie, Managing Director Leo Burnett UAE, Kuwait & Lower Gulf.
Leo Burnett has incorporated retail engagement practices since 1986 in the campaigns of such giants as Phillip Morris, Bel, Procter and Gamble, Mars and Kellogg's. To reinforce our commitment to driving brands with purpose we have now decided to expand those practices into a full division under the name of Arc Leo Burnett.
Thanks to his previous years at ARC and Leo Burnett, Raja Sowan has accumulated a long record of involvement in the area of retail engagement, long before the discipline was even formalized. Raja's longevity with the group has also equipped him with a comprehensive and diverse experience across all channels and a holism that has now become a prerequisite in the field of communications.
"Lately, and particularly as a result of the economic slowdown, the industry had caught up with retail and shopper marketing as the newest buzz words. In reality, retail activation and shopper marketing have always been at the heart of all our truly integrated communication campaigns since the mid 80s. It's no secret that connecting, engaging and gauging active participation with consumers is one of the hottest topics on marketers' radars. What isn't widely known is how to use such conversations to drive sales directly. I am very excited about the prospect of using my skills and experience to further develop this division. By integrating a successful retail engagement strategy into Leo Burnett's already strong broader communications strategy, the company can reach optimum levels of exposure and sale-driven returns and continue to build brands that change the world," added Raja Sowan.
The position includes direct responsibility for a variety of Dubai-based businesses that have a clear retail focus, ensuring Leo Burnett's position as one of the most respected front runners in this sector. Sowan will lead these businesses and develop them, while raising the agency's public profile in the retail sector.
