'Independent digital agencies are poised to influence future of digital marketing'

Ahmed Aftab Naqvi, Global CEO and Co-Founder of GoZoop, addressed attendees at the Independent Digital Agency Connect (IDAC) event, hosted by exchange4media (e4m), with a keynote speech that emphasized the critical role of creativity in driving business success for independent agencies. Speaking on the theme of "The Magic of Digital Storytelling Formats," Naqvi shared his insights on how independent digital agencies can leverage creativity to stand out in an increasingly competitive market. “The most differentiating factor, the unfair advantage for us, is creativity,” Naqvi noted, positioning it as the key multiplier for digital commerce in a post-pandemic world.

Naqvi opened his address by discussing GoZoop's 16-year journey, during which he has witnessed the rise of independent digital agencies. He noted that the playing field has been levelled better than before, allowing smaller agencies to compete more effectively with larger networks. “This week, GoZoop completes 16 years. In these 16 years, I’ve seen the playing ground getting levelled more and more for independent digital agencies like ours,” he said, underlining the gradual empowerment of such agencies in the marketing world.

Naqvi acknowledged that platforms like e4m have helped give visibility to independent digital agencies. “e4m has made sure that great work and great wins are always highlighted. Not just for GoZoop, but for so many other founders,” he stated, pointing out the role such platforms play in providing the much-needed exposure that enables independent agencies to showcase their work and compete with larger entities. This, he emphasized, has helped smaller agencies take significant steps forward, contributing to the digital marketing ecosystem.

Moving into the core of his presentation, Naqvi focused on two important aspects that he believes are central to the success of independent digital agencies: creativity and commerce. Instead of inundating the audience with data, he focused on the strategic role of creativity in driving commerce, especially in the post-COVID era, where businesses are expected to sell more across both online and offline channels. “The most differentiating factor, the unfair advantage for us, is creativity. I think that is the X factor that is a multiplier,” he said, emphasizing that while technology is widely accessible, creativity remains the key differentiator.

Naqvi’s argument centred on the idea that creativity holds the potential to unlock new opportunities for brands. Drawing on his experience judging entries for the Creative Commerce category at the Kyoorius Awards, he shared insights into how creativity has become a critical driver of success in digital commerce. Through various global examples, he demonstrated how brands have integrated innovative strategies to enhance their commercial appeal.

One example that Naqvi highlighted was that of a Danish fashion brand that implemented a simple yet effective solution to extend the life cycle of its products. By embedding a QR code into its garments, the brand enabled customers to easily resell their clothing, thereby increasing both the product's lifetime value and the customer’s overall engagement with the brand. “Curren-fying a product is about finding ways to increase its product lifetime value,” Naqvi explained. This approach, he stated, not only attracts new customers but also turns existing products into assets, enhancing the brand’s relationship with its consumers.

Another example Naqvi shared was from the Middle East, where Oreo collaborated with another product to drive sales. By adding a QR code to a milk container, Oreo created an interactive experience that encouraged consumers to purchase cookies alongside their milk. “Oreo used the power of collaborating with another product synonymous with its own to drive commerce,” he explained, illustrating how such collaborations can create seamless experiences that add value to the brand and its customers.

Naqvi also discussed the concept of “dynamic delights,” where brands offer unexpected discounts or promotions during the purchasing process. He used Heineken’s World Cup campaign as an example, where the brand offered time-sensitive discounts to create excitement and drive consumer engagement. By using dynamic pricing strategies tied to real-time events, brands like Heineken were able to enhance the purchasing experience in a way that felt fresh and engaging.

In addition to dynamic pricing, Naqvi spoke about the importance of thinking beyond traditional sales channels like websites and physical stores. He noted that many brands are fixated on driving transactions through these platforms but often overlook other opportunities for engagement. To illustrate this point, he cited Burger King’s use of QR codes on chilli peppers as part of a campaign to promote a particularly spicy burger. “We are sometimes so fixated on driving transactions on a website or driving footfalls to a store that we forget to think beyond that,” he said, encouraging brands to explore new and unconventional ways to connect with their audience.

Naqvi’s speech underscored the significance of creativity as a powerful tool for independent digital agencies. “The X factor that truly sets us apart is creativity. We may all have access to the same technology, but it is creativity that can transform it into a powerful multiplier for our brands,” he said, urging agencies to continue pushing boundaries in the digital space.

His presentation highlighted how independent agencies, armed with innovative approaches to storytelling and commerce, can carve out a distinct space for themselves in the broader marketing landscape. Through partnerships, experimentation, and a focus on creative problem-solving, Naqvi believes that independent digital agencies are well-positioned to thrive and influence the future of digital marketing.