Since joining Tonic Media as General Manager in January this year, Jacqui Hewett has been focusing on expanding the digital media arm of the business, strengthening the department's capability in understanding what the market demands today and anticipating what it will demand in the future.
Jacqui believes the regional media scene is constantly evolving, and consumers are more in control of how, what, when and where they consume their media. "Standing out to these consumers who are savvy and spoilt for choice means that we need to move away from media planning and focus on content amplification across a media ecosystem in a meaningful and engaging way," she says. "To do this, agencies and clients need to be bold, which is exactly the approach we have taken with the launch of the region's newest OTT video on demand streaming service - STARZ Play. We have focused on digital media and are very pleased that the client has agreed to our strategy." Jacqui believes more and more clients will choose digital as the lead media in launching regional mega projects.
Jacqui only joined Tonic International in January 2015, and has already had a huge impact. "Jacqui is an amazing addition to the Tonic International group," says Wael Bittar, Tonic International General Manager. "The knowledge and energy she brings to the table has already enhanced the group offering. She leverages her experience in leading network media agencies to change the way regional advertisers see and use media. She is someone who has been on our radar for a long time and we are very happy to have her in the Tonic family."
Arnaud Verchère, one of the founders and Head of Strategy for Tonic International says, "Being GM of Tonic Media, Jacqui is a fundamental member of our strategy team. For us branding, digital, advertising or media all work together and should be planned together. We analyse the impact communication has on our clients' businesses and base our solutions on driving success. Jacqui brings an invaluable media intelligence to the table. She has been an integral part of Tonic International winning the STARZ Play business, beating major media and creative agencies. This integration between media and all other disciplines is at the heart of our success."
Jacqui Biography
Jacqui Hewett has dedicated the last 13 years to fine tuning her media skills, 7 of which have been specialising in the MENA Region. Whilst always cherishing her Aussie roots, Jacqui entered the international citizen community at an early age, growing up as an expat across an array of countries. Her love of other cultures is what brought her to Dubai where she has honed her skills as the Media lead across FMCG, Luxury, Airline, Telco and Communications client sectors to name a few.
As the new General Manager of Tonic Media Jacqui is building a cutting edge media agency, which thoroughly understands its consumers and puts clients' business needs at the heart of all solutions. She believes that it's by working closely with all Tonic departments that Tonic Media will become a leading communications agency.
Tonic International is a marketing communication group obsessed with effective communication. Known as the group that revolutionised the communication landscape in the Middle East. We think and plan like a smart branding agency and we create like a fearless award-winning ad agency. We add real value when we build new brands, or take them to new directions through branding, design, advertising, research, digital and media and when we work with clients who are as passionate as we are about building brands people love to love.
Now also refreshing Asia and Africa.
Today we work with Audi, Danat Al Emarat, DP World, DUBAL, Gulf Related, The Jumeirah Group, Namshi, PZ Cussons, Roshan Telecom, STARZ Play, Valvoline and Yas Waterworld.
www.tonicinternational.com
