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Saudi Arabia launches initiative to develop media industry in Arab countries

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Dubai: TikTok has announced the winner of its second proxy competition, Rock the Tok.

Open to agencies, marketers, creatives and advertisers from the Middle East, Turkey and Pakistan, the competition aims to give agencies the opportunity to showcase their most creative campaigns.

Jovana Jovanovic, regional head of creative agency partnerships at TikTok, said: “We’re seeing creatives, strategists and marketers rise to these challenges, which is a testament to the passion and ingenuity of the region’s agency ecosystem.”

This year’s competition launched in July with an open invitation to creative, media, social and digital agencies to submit best-in-class campaigns to run on TikTok in the first half of 2022.

The competition received entries from across the region, with record numbers of entries from Saudi Arabia and Egypt, indicating the growing popularity of TikTok in these countries.

TikTok partnered with independent industry body The Marketing Society and its regional creative councils to form a jury that also included senior leaders from TikTok.

FP7 McCann Dubai won McDonald’s TikTokers’ Choice Award, McCann Commonwealth won Best Organic Content for Chevrolet Arabia, and Peace Cake won Netflix’s Innovative Use of the Platform Award.

“This is a testament to our commitment to creating a culture of agency – in partnership with platform partners like TikTok – to nourish our teams and provide meaningful connections to our clients,” said the FP7 McCann team.

For McCann Commonwealth, the campaign and awards are the result of their new strategy. The team behind the winning campaign said clients and agencies wanted to “shift from brands that create ads to brands that add value through content”.

They explain that the auto industry always inspires great content from fans and “we’re just following the trend”.

They added that the award proves that creativity and authenticity are the keys to creating viral and effective content on TikTok.

For Peace Cake, an independent agency that “lives and breathes content”, the award is “a huge encouragement for us, our amazing team and our pioneering clients,” said Randa Habib, the agency’s account executive and operations manager. .

“TikTok is a platform that always inspires creativity and brings joy to the community,” said Youssef Gaddallah, Head of Marketing and Creative Strategy for TikTok’s Middle East and North Africa Services, Saudi Arabia and North Africa business.

“It’s clear that the region’s leading agencies and creatives have harnessed the power of the platform and embraced the challenge of creating content with lasting impact,” he said.

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