AmrSallam
AmrSallam
15+ years making brands impossible to ignore. I believe in doing the fundamentals flawlessly, because creativity is the ultimate multiplier of effectiveness.
Case Studies
Strategic thinking meets creative problem-solving. Here are some examples of how I approach challenges.
The Challenge
Launch the new S-Class when demand exceeded supply, without upsetting long-time customers.
The Insight
The global launch date fell during Ramadan - a time when Saudis stay up late, and charity is more salient.
The Solution
Launch at midnight with a charity auction for the first new S-Class to be sold in the world, giving all long-time customers the opportunity to buy.
The Results
Bids reached over SR 1.6 million, more than double the retail price. The event became a who's-who of VIPs.
Good strategy starts with proper diagnosis - not jumping straight to tactics.
Before developing any strategy, I believe in a thorough 4Cs discovery phase - understanding the Company, Category, Consumer, and Culture. This solid foundation ensures we're solving the right problems before we start offering solutions.
My role is to add as much value as possible by finding interesting problems to solve, in service of our clients' brands. That means creative mischief that differentiates from advertising clutter, and work that's unmistakably well-branded.
I'm not one for "personal branding", trying to be a thought leader, chasing awards, or being active on LinkedIn. I've just been working quietly in the background, focused on learning from as many people and places as I possibly can, getting better at my craft, finding more interesting points of view, and enjoying the process.
Beyond Work
I dedicate much of my free time to volunteering at a local dog shelter.
Experience
2024 - Present
Head of Strategy
Results IMC
Current2024
Strategic Consultant
Independent
2018 - 2024
Director of Strategic Planning
PG Integrated
2015 - 2018
Senior Strategic Planner
PG Integrated
2010 - 2015
Account Management
Publicis
Education
- Cannes Lions Young Planners Academy
- Mini MBA in Marketing
- IPA Eff Test Certified
- Strategy Finishing School
- Sweathead Academy
Expertise
- Brand Strategy
- Communications Planning
- Creative Effectiveness
What the F*ck
Are We Doing?
An honest look at what we're really here to do, stripped of industry jargon and pretense.
“The role of a creative agency is to produce work that is noticeable and attributable. Persuasion is secondary.
Businesses primarily do marketing to increase their profits. This is often mischaracterized as "we want to sell more!" But the goal is to grow or maintain value market share - and creative execution is the second biggest determinant of advertising profitability after market/brand size.
Creativity is the key currency of effectiveness.
Be Noticeable
Achieved purely through creative mischief - work that differentiates from the clutter requires inspiring briefs and taking interesting angles on challenges.
Be Attributable
Achieved by making sure the work is heavily codified with distinctive brand assets. Create and use brand codes constantly and consistently.
Be Emotional
Campaigns should deliver one key message and do so in an emotionally resonant way. Persuasion is secondary to building positive associations.
Do the Fundamentals Well
The majority of people who see an ad are not actively looking to buy. We just need to make brands come to mind with positive associations when they are.
"We just need to make our clients' brands come to mind with a positive association whenever someone is in the market to buy whatever it is they sell."
From "What the F*ck Are We Doing?", an internal agency primer
Thinking Out Loud
Stop Proposing to Strangers: The Case for Doing the Basics Well
Picture this: someone you have never met walks up to you, tells you their salary, mentions that they want three kids, and proposes. Do you accept? Of course not. Yet brands do this daily.
Key Influences
My thinking has been shaped by researchers and practitioners who champion evidence-based marketing and creative effectiveness.
Byron Sharp
How Brands Grow
Les Binet & Peter Field
The Long and the Short of It
Mark Ritson
Marketing Week Columnist
Rory Sutherland
Alchemy
Richard Shotton
The Choice Factory
Dave Trott
Creative Mischief
Martin Weigel
Canalside View
Rob Campbell
Musings of an Opinionated Sod
Mark Pollard
Strategy Is Your Words
"Amongst the brightest minds I've encountered in my career. Amr has a unique ability to identify a brand's essence and reframe it to tackle different challenges. He is never shy about questioning a brief and digging to get to the core of our objectives, which has resulted in better and more effective work."
"An obsessive learner who thrives on discovering and decoding the complex. His passion for new ideas combined with his witty sense of humour has made him a darling with the creative team members and a strong ally for the clients."
Let's talk about building brands that people remember.
Whether you're looking for strategic guidance, want to discuss marketing effectiveness, or just want to chat about advertising - I'm always happy to connect.
Location
Saudi Arabia
Available for consulting and speaking engagements
Availability
Open to strategic consulting, brand workshops, and speaking opportunities.