Marketing: Riham Al Ayyar Explains What Makes Philosophy Different From the Competition in Kuwait

Riham Al Ayyar, Founder and CEO of Philosophy, explains what makes the Kuwaiti marketing firm different from the competition.

“My competitive edge starts with the name. We have a different philosophy in how we approach things. The difference between us and a lot of agencies is that we are not an agency. We are a marketing firm that has an advertising agency within it. We have thinkers, we are creatives, and we also execute. We come up with an idea, we create it, we have all the debates with the thinkers of will that work or won’t it. Some ideas can work in Kuwait while some will not work anywhere other than Kuwait. Some ideas can work in Europe and would not work in Kuwait. The difference is that my team and myself are glocal. We give you the global standard but with the local essence. You can get the best people globally, but if they do not know the knowhow of the market, the essence of that market and the society, they will not be able to sell. It is also the other way around. If you get the local firm, they cannot give you that global standard. We give you that high standard, that global standard, that international standard, with that local essence, with the knowhow of the local society, with what is accepted and what is not. There are even ideas that are accepted in certain months and in other months that are not accepted. It is a very fine line, but it makes a huge difference. This is what we have that is different from others. We have a very diversified team from all over the world and I have a very good solid local team. I believe in locals. I believe in creating heroes. We develop locals. In Philosophy, part of the expats’ KPIs is actually to develop young Kuwaitis. This combination is the differentiation point”, says Riham Al Ayyar.

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