Editorial Articles

Saher Sidhom has recently started his new position at global advertising agency, Ogilvy & Mather. Leading digital recruitment specialist, The Blueprint, helped him find his role as Innovation Planning Partner, which involved a relocation from Stockholm to London

What do you hope to achieve at Ogilvy & Mather?

To join up with like-minded individuals and create remarkable work that liberates brands and helps them achieve their full potential. There are more ways of doing so today than ever. Brands have great opportunities to build their business in new ways that simply weren't available before. I think we are only scratching the surface of what's possible. On a communication level there are lots of fun things that brands can do. What's also very exciting is when brands discover that there are new business models that drive growth through the use of new technologies and digital media.

What qualities make for a successful director?

Well, I don't think it's about directing people or projects as the title might imply. It's more to do with keeping the goal in mind but making sure that there is the right environment, resources, provocation and inspiration to collectively come up with something brilliant. It also helps if you are patient enough to listen but impatient enough to demand progress.

What do you think is the most significant issue facing digital marketers in 2011?

How they set up their organisations to deal with the changing landscape. It is not just new technologies or opportunities such as mobile and social media. It's how you set up your marketing department, budget, people, development and sales cycles to deal with the different demands of modern communications. This challenge is not just for people who have to manage digital. It's actually something that affects the entire marketing organisation.

You have thirty seconds to pitch the story of your life so far to a filmmaker. What's the story? And who'll play you?

That film would have a fan base of maybe two - my parents, so I don't think it's much of a pitch. I doubt it would be a film either. It's probably going to be an online or mobile game called 'The Opportunist' where the main character has to make the most out of every challenge, whatever and wherever that might be.

Digital agencies versus advertising agencies - in the battle for digital where do you think brands will have preference?

You will have to ask brands about that. Speaking just for myself, I've just left one of the most cutting edge innovation and digital agencies in the world to join Ogilvy & Mather, one of the most respected advertising agencies in the world. So there you have it.