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Brand communication is built on maximizing the message impact through relevant mediums by better understanding consumers’ media consumption habits. What we have missed during this crusade is the product consumption habit which as advertisers, we have kept it to our clients to worry about.
 
This trend has resulted in a direct impact on purchase. While brands spend their advertising budgets building awareness, familiarities and preference to their brands, consumers tend to drop these brands’ purchases at the last moment for reasons that we should be addressing as part of our communication circle.

JWT MENA has announced the latest addition to its family; JWT Experience.  An experiential arm that will play a key role in managing the network’s business as far as destination and shopper marketing are concerned through an activation led touch point neutral platform.

"We are excited about the launch of JWT Experience, as it perfectly fits with our 2065 vision and adds a new dimension to our brand offering," says Roy Haddad, Chairman and CEO of JWT MENA. "Experiential marketing plays a vital role in closing the communication circle down to the point of purchase."

JWT Experience will address a micro targeting technique of building brand and consumer experiences at the last moment. The moment when every consumer changes roles depending on his/her destination or occasion. The last moment is when business executives step into a shop and become shoppers, when mothers become wives and daughters students, it’s about the moment of transition between your perceived role in the community and your acquired role driven by needs, habits, hobbies, chores…etc.

"Understanding the difference between these roles and the state of mind each individual is in when they transit through these last moments will allow us to better deliver experiences in a way that favorably impacts their ultimate purchase decisions," says Eddie Maalouf, CEO of JWT Experience. He continues, "Experience based marketing platforms allow us the freedom to operate in a touch point neutral zone which on its own opens unrestricted opportunities for engagement with consumers."

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