5 Minutes with… Jon Marchant
Starting his career at McCann Erickson, FP7 McCann Dubai’s managing director Jon Marchant has over 25 years of advertising experience spanning the UK and UAE. Making Dubai his home in 2017, he’s worked across many different brands and channels to deliver campaigns for Barclays, Argos, Alpro, Samsung Mobile and Unilever, to name a few.
Over the years, Jon has realised that there is one thing, above all else, that should take priority in his team: Talent. “Finding it, hiring it, investing in it, keeping it,” he says, emphasising the need for relationship building within the creative scene of the UAE. With this at the heart of things, he also makes sure to keep originality and emotion high on the list of priorities when tackling a campaign.
When first looking at an idea, Jon questions, “Does it have a sense of originality? Does it feel like a new, intelligent, well-crafted idea, or have I seen it someplace before?” as well as, “Is it a brave idea that will stir the emotions of my consumer or spur them into action?”. When those are answered, the team can begin to turn an idea into a little bit of adland magic.
To share more about his process and what he’s learnt over the years, Jon sits down with LBB’s Nisna Mahtani.
LBB> How did you initially begin your career in advertising and what was the most valuable lesson you learnt in the early days?
Jon> It was 1999 (blush) and I had just started a job at McCann Erickson in Manchester, England, temping as a secretary. Honestly, before this point, a career in advertising hadn’t been on my radar. And yet quickly I became captivated by the enigmatic creative directors and the collaborative spirit that oozed throughout the agency team. I was also given the pleasure of working on the Manchester United retail account, and as a lifelong Manchester United fan, I was asking myself, ‘How does it get better than this?’.
Most important lesson… I realised very quickly that probably more than any other industry, talent is EVERYTHING in agency land. I truly witnessed that when a broad cross-section of people came together and collaborated effectively, they could create magic. And hence as I’ve grown, I’ve placed significant emphasis on talent. Finding it, hiring it, investing in it, keeping it.
LBB> Before moving to the UAE, you worked across campaigns for many UK brands. Can you tell us a little bit about the work that was most significant to you over those years?
Jon> I have always been very proud of the brands and businesses that I have helped grow exponentially, and took particular interest in retail accounts. During my time at McCann Central, we took a small inventor-owned electrical goods company called G-tech, from zero to the most popular vacuum cleaner in the UK in less than three years. The account was built around the direct response TV (DRTV) format, and to see the growth in almost real time was incredibly exciting. I had similar success leading the health nutrition retailer, Holland & Barrett, over tremendous growth and into international expansion.
LBB> How does the Middle Eastern market compare to that of the UK and what are some of the similarities that apply across them both?
Jon> There are consistencies. The need to crack ideas – and execute [them] faster and cheaper without compromising on quality – is pretty universal anywhere in the world.
But there are also some significant differences. I think arguably, more than in any part of the world, relationships are everything here. You have to over-invest in time, and cultivate a relationship before trust is built up. Given that we are living in a transient, mostly expat city, the CMO tenure is also less, which means less time to make an impact with clients, and more risk that new people will come in and potentially want to change things up.
LBB> Can you share a recent piece of work that you’re particularly proud of?
Jon> FP7McCann were lucky enough to help launch Riyadh Air, the first digital-native airline set to commence flights in 2025, linking Saudi Arabia to the world. We went from brief to live date in just four weeks with a beautifully integrated campaign to promote the first of their aircraft livery design, including a formal reveal at the Paris Air Show.
And we delivered some beautiful campaigns over the Qatar World Cup period for our esteemed clients, which are all on my favourites list. From our ‘Out of This World Match’ for Mastercard, where we hosted a football match in zero gravity conditions to our equal play billboard for adidas, a huge activation on the public beach in Doha reminded the world of the gender bias in football.
My favourite one though was our famous Heinz ‘Heinzjack’ campaign. Our client set us an interesting challenge; how could Heinz go to the World Cup, if they weren’t an official sponsor? Our solution came in the shape of a larger-than-life chap named Thomas Heinz, who we made our human billboard around Doha and all the World Cup stadiums, with dramatic results. The campaign won a Silver and two Bronze Lions at this year’s Cannes.
LBB> What makes for standout creativity? What are some of the things you have to consider during the creative process?
Jon> At the very least, all new ideas should feel fresh. Does it have a sense of originality? Does it feel like a new, intelligent, well-crafted idea, or have I seen it someplace before? I also prefer ideas that are wholly owned by the brand in question. If your biggest competitor can say the same thing or do something similar, it falls short in my book.
Next, I would consider the extent to which the idea ‘moves’ me. Firstly, is it a brave idea that will stir the emotions of my consumer or spur them into action? And at the other end of the scale, can it move you so much that it becomes contagious and powerful [enough] to eventually influence culture?
LBB> How would you describe your leadership style and what is something you’re always keen to impart on your team?
Jon> I am a leader that, I’d like to think, leads by example. I show up as my true, authentic self, and will roll my sleeves up when required and ‘walk the talk’.
Lessons that I try to impart on my team… 1) Concentrate on your strengths, and don’t beat yourself about any perceived weaknesses. 2) Being scared or apprehensive about a certain situation just means you are about to grow. If you’re anxious or nervous about a certain tension or issue at work that needs resolving, this is normally because you haven’t tackled it previously. It’s simply a fear of the unknown. But if you position it as an opportunity to develop your own personal mastery and learn from the experience, then you embrace it without hesitation and learn from the experience.
LBB> You’ve been in the managing director role at FP7 McCann Dubai for over five years now. What are some of the most rewarding and challenging aspects of the role?
Jon> Rewarding… from a highlights perspective, I would have to say FP7’s Effie’s and Global Effie’s domination during my tenure. To be able to tell people, clients, and friends you lead the world’s number one most effective agency, that’s quite a humbling thing to do and I’m super proud of the agency in that respect.
More recently, it led the agency to be the most awarded MENA agency at this year’s Cannes Lions International Festival of Creativity. Nine Lions and 21 shortlists is an impressive tally and proves that the agency is at the very top of its game right now for creativity.
And on a day-to-day level I am rewarded watching the young, talented folk at FP7 come together, every day to make magic. People that believe in the big idea and want to make a meaningful impact on their client’s businesses, and will pursue those ideas relentlessly until they are live in the market. That’s very inspiring.
Challenging… let’s be transparent here, our industry is tough right now! Low margins, increased complexity, faster speed to market, talent scarcity… need I go on? But the challenge is something I have always relished, and this unpredictability is what also makes it exciting. There is a moment each morning when it’s silent and I’m first to flick the FP7 neon sign on. I smile to myself and think, ‘What’s in store today?’ I can’t think of any other industry that can offer that pace and variety in a single day!
LBB> How are technological advances playing a more significant role in the industry and where do you think it will take us in the future?
Jon> Obviously there is a lot of talk about AI and whether it could potentially make creative departments obsolete. I have a more optimistic viewpoint. Firstly, through the likes of ChatGPT and Midjourney, there are efficiencies for my teams. And this extra time can be used to concentrate on what we do best – to imagine, create, think and adapt. And the opportunity is to become better creative and thoughtful partners for our brands. That’s where it could take us in the future.
LBB> When you’re done with work for the day, how do you relax?
Jon> I’m not sure you’re ever ‘done with work for the day’ since there will always be thoughts popping into your head. My brain doesn’t switch off completely… ‘How could I have done that better’, ‘Where do the team need support’, ‘Is this our very best work for client x’?
However, I have always been a huge advocate of running, and right now it is specifically long-distance trail running. Losing myself in the mountains of Showka or Hatta, is a golden few hours that I cherish. Just me and my one-year-old English Cocker Spaniel named Sonny. And I believe physical exertion has so many positive benefits that go beyond just keeping fit and active. Running is escapism, a chance to be alone with my thoughts and a chance to switch off from the hum of the office, and the fullness and relentlessness that always seem omnipresent in the advertising industry.
But getting physically strong and being in peak condition also allows so much more. It helps me to remain more patient, peaceful and loving, it reduces stress, it increases concentration. I genuinely believe it enables me to do better work. I would go as far as to say sport makes you a better leader.
LBB> If you could turn back time and speak to yourself when you were first starting out, what’s some advice you’d impart to yourself?
Jon> I would tell myself the following three mantras that have served me well in later life:
Never compromise on talent. Hire the best and give them the space to do their best work.
It’s better to make any decision than no decision.
Don’t leave your personality at home, it’s your most important asset.
