Thursday, September 15, 2022

Almaza wins on the back of Mayyas winning AGT

First they did it here, then Almaza went a bit wobbly here, now they are celebrating the Mayyas win for America's Got Talent season 17 quite appropriately. And no, it is not easy to come up with something creative for each and every occasion (look here). And if I am being harsh on Almaza it is because I honestly understand their new/old strategy now that they moved to Force Majeure - whose creative director Assad Doueihy was behind the initial Intermarkets spark for the brand. Yes, I did say before I'd love them to go back to Arabic instead of English. And despite the missteps, on the whole the strategy works. No mean feat in a market still trying to understand where it is going.