Horizon Draftfcb, the Middle East's leading advertising agency has recently unveiled in Saudi Arabia, its new insight platform titled “matter(s)”, which is an extension of Horizon Draftfcb's innovative philosophy, The 6.5 Seconds That MatterSM. This philosophy stems from the fact that in today's too-much-information age, consumers give attention to a single message for only 6.5 seconds before they decide to either zap the channel, turn the page or continue on. Horizon Draftfcb's new platform, matter(s), identifies emerging trends that matter to brands and consumers. Matter(s) is comprised of a website and magazine worked on by more than 1,000 collaborators in 19 countries across Draftfcb Europe and the Middle East. Matter(s) showcases innovative ideas spotted across the Middle East and Europe and encompasses twelve different business categories from telecommunications and automotive to luxury and retail. “Horizon Draftfcb understands that the window of opportunity to make a strong connection with consumers is very small, it's 6.5 seconds to be exact. This figure was uncovered in a global research of 1,200 consumers. matter(s) is a powerful tool that helps us make a connection in those 6.5 seconds. This is a tool that monitors and analyzes trends, allowing us to build client brands at the heart of what really matters to consumers” said Tony Rouhana, vice president, Saudi Arabia and Levant. The launch event, which was held in Dubai, included four panel discussions on trends shaping four categories: food and drink, automotive, telecommunications and financial services. Participating in the forum was Simon Calvert, Draftfcb's global chief planning officer. The event was attended by leading marketing and communication professionals along with industry authorities and media representatives. “The world is changing faster than ever, in ways that are ever more surprising, delightful, contradictory and thrilling - for those who can keep up. Matter(s) is born out of a need to help marketers stay ahead and explore the issues that matter to them and most importantly, to their consumers” said Walid Soueidi, managing director, Riyadh. “Delivering on this 6.5 Seconds That MatterSM now drives our structure and our culture, locally, regionally, and globally. There is no time to waste. We have to be sharp, focused and efficient. Our common goal is to work together to ensure that all we do is centered on the 6.5 Seconds That MatterSM” added Walid. www.welcometomatters.com is updated monthly and showcases trends spanning 12 categories: automotive, business services, fashion and design, financial services, food and drink, health and beauty, house and home, media and entertainment, social causes, stores and spaces, telecommunications and travel and tourism. Matter(s) magazine is a printed collaboration between Draftfcb's clients, employees and outside collaborators in the region. The publication's first issue was unveiled and distributed at the matter(s) forum. The magazine will be printed three times a year.
