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Muscat: Oman’s leading integrated marketing agency, Zeenah, has appointed Nela Lukic as its Head of Content, following the agency’s new brand launch earlier this year.
Nela joins Zeenah from a leading international PR agency in Dubai where she had established content as a specific discipline and had spent the last few years advising major international brands on their content strategies in the GCC region.
Commenting on the appointment, Mohammad Al Farei, Chief Executive Officer of Zubair Investment, under which Zeenah operates said: “The world of marketing communications is constantly changing. To cut through the clutter created by millions of messages sent to consumers each day, agencies must continuously work on developing their expertise to stay ahead of the new market realities. This means ensuring the provision of integrated and impactful services for clients. Content, today, is a vital component of the marketing matrix; creating consistent brand messaging across multiple platform is key for attracting audience attention. This is the essence of our work at Zeenah, and Nela’s appointment will undoubtedly contribute significantly to the development of this pursuit.”
Content Marketing is a relatively new discipline to the GCC and Oman but is well established in more advanced markets. It represents a strategic marketing approach that focuses on creating and distributing valuable, relevant, and consistent messaging to attract and retain a clearly defined target audience.
Nela will head up the content team at Zeenah and will also oversee the agency’s already well-established public relations function.
Commenting on the appointment, Ian Butlin, General Manager said: “We are delighted to welcome Nela on board at this crucial time in Zeenah’s evolution. She brings a wealth of experience to the agency and will help both our existing and future clients to maximise the effectiveness of their marketing spend by ensuring clear and distinct messaging going forward.”
Zeenah launched itself as a digitally centric integrated agency in May 2018 offering a totally holistic approach to marketing strategy for clients in Oman. Shifting from a more traditional discipline based structure to a more fluid client and project based approach, the aim was to ensure that Zeenah offers the right mix of solutions, no matter what the brief.
“Having a totally client centric environment means that our clients get a more rounded response to their marketing needs rather than just focusing one particular discipline” says Ian. “With an ever widening choice of channels to pick from, it is even more critical to ensure that the stories, or content, that brands use are both focused, original and consistently applied. That is why Content is now the most important part of any campaign.”
Commenting on her appointment, Nela said: “I am thrilled to be joining such an energetic and passionate team who continue to deliver high-caliber work year after year. As media, creativity, content and technology continue to collide, I look forward to pushing boundaries and challenging the status quo to continue creating winning brand stories with the team.”
Zeenah is a wholly owned subsidiary of the Zubair Investment and has been operating in Muscat since 2003. Known for it’s award winning advertising, digital and branding campaigns, it has advised many of the sultanate’s leading brand companies including Oman Arab Bank, Sohar Port and Freezone, Omantel, the Ministry of Tourism, Oman Air, Oman TV, National Museum, NCSI, Oman Broadband, The Research Council, and Zubair Automotive Group.
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