The Magic of Being Digitally Connected: Sleyman Khodor, Lew’Lara\TBWA

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Sleyman Khodor

Executive Creative Director — Lew'Lara\TBWA

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Having an omni-channel presence can make it easier for agencies to decide which platform works best for certain campaigns and allows for more nuanced connections with consumers. Sleyman Khodor, Executive Creative Director, weighs in on all thingns new media below.

The rise of social media platforms has made them key to brand recognition. In what ways does your agency utilize social media to inform/engage your audience and how do you see that evolving?

The rise of social media is common sense. During the last years we’ve watched new players entering the market, like TiKToK and Kwai, while the old players revolutionized their platforms, like linkedIn and Instagram. It is absolutely impossible to be out of these places. Bigger than that, sometimes we do campaigns that will a have a start and an end at one platform only. It’s the magic of being 360º at the same place.

How has the pandemic affected the way consumers use social media and which platform is the most relevant to your agency?

With the pandemic, social media became the primetime for every brand. We used twitter, YouTube, Instagram, Facebook and TiKToK a lot for our brands. So, despite the volume of investment, each one of them meant a lot to us.

To what degree does the innovative use of media by agencies and companies shape the way new media evolves? (eg: interactive campaigns)

We reflect the environment where our consumers live. So, if they are 100% connected, we will be 100% connected too, creating and developing new ways of interaction. That way both (consumers and agencies) naturally push all platforms forward.

How do you utilize data analytics to create more engaging campaigns?

We think data is mandatory, not just to reach our costumers the best way possible, but also to find powerful insights before starting our campaigns. They are the best tool we have to avoid decisions made by opinions only.

What contemporary forms of new media are you planning on using to reach audiences?

I’m keen to use, test and learn a lot with TiKToK and Kwai. First, because they are the “new" ones in the market. Second, because they boosted consumer-generated content and still are a grey area to be explored.