June, 2, 2021
Stepping out of the agency spotlight, the newly launched D/A ‘think lab’ is on a mission to become globally recognised as the Arabic consumer intelligence experts.
The re-brand includes the official launch of D/A’s proprietary AI insights platform, Sila. The platform can recognise, analyse and predict Arabic dialects, a game-changer for global brands who want to connect with an Arabic audience.
The technology is a first for the region, allowing brands to not only perform visual and text intelligence natively in Arabic, but also form bespoke audiences and content collections. Over this, D/A’s ambient research methodology can be applied and Arabic audiences can be centralised in brands marketing strategies for the region.
D/A no longer talks about “digital marketing” specialties. As Paul Kelly, Managing Partner of the newly launched D/A ‘think lab’ company remarks; “All marketing ecosystems are digital in 2021, to add value to clients’ business, we have to go beyond simply saying digital, and offer an expertise that connects the brand to the customer in a seamless and personalised way.”
Sila (‘connections’ in Arabic), is creating this gap for D/A. The AI insight platform analyses mega amounts of Arabic and English data across social and web content. The platform started collecting back in 2019 and has accumulated hundreds of millions of data points to add scale and accuracy to the business’ new services.
“Brands that can harness data to connect with their customers are going to win a share of hearts, minds, and wallets at the end of the day, and to truly know, and connect with, the Arab world consumer at any scale and speed, we had to build the technology platform that could understand the language.” Paul Kelly, Managing Partner
Where science meets strategy. This is the claim of the new D/A ‘think lab’ team. Data scientists, analysts, and communication strategists sit side by side to tackle (and sometimes create) business challenges for some of the region’s biggest brands.
Working alongside FMCG, Travel, Finance & News giants; Starbucks, Arla Foods, NFPC, Lurpak, Arab News, HSBC, VisitBritain, Puck, Barilla (to name a few), D/A has created an inroad for a new wave of Arabic consumer communication and audience-first strategy.
To get in touch and learn more about what D/A is doing in the Arabic consumer world space, visit www.d-a.co. You will also find a vault of ready-to-go Arabic consumer insights and reports in Our Thinking, or simply sign up to the ‘Connections’ community – a monthly newsletter of insights, invitations to webinars, and more.