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5 minutes with... in association withAdobe Firefly
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5 Minutes with… Krikor Khatchikian

08/09/2022
Advertising Agency
Lusail, Qatar
159
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Grey Doha’s managing director on Qatar’s World Cup, Doha being named a UNESCO ‘Creative City of Design’ and how cycling takes up his free time, writes LBB’s Nisna Mahtani


Having worked at Grey Doha for over 14 years, the agency’s managing director Krikor Khatchikian began his career in the hospitality industry, before realising that advertising was his passion. Inspired by the Asian Games which took place in Qatar in 2006, sports advertising has been an influential presence in his career, now coming full circle as the FIFA 2022 World Cup is to be held in the country later this year.

Krikor’s experience supporting the agency with a marketing communication strategy meant he focused on merging departments to house creative, digital, PR, and social under one roof. This ease of communication allowed the agency to not only meet clients' needs but to also champion ‘Famously Effective’ creative content - the company’s driving mantra. With all of his experience, Krikor’s favourite part of the job – and what attracted him to the industry in the first place – is that no two days are the same. With the variety of clients and briefs to answer, he says “there’s something new every day.”

Speaking to LBB’s Nisna Mahtani, Krikor explains how the FIFA World Cup is championing creativity in Qatar, the ambition of the country and why sporting pursuits take up much of his free time.



LBB> Let’s take things back to when you first began your journey in the industry. How were you introduced to advertising?


Krikor> I started my career in hospitality, and in due course, it became apparent that my passions were in marketing and, more notably, advertising. So, I moved into advertising in 2004 – around the same time the Asian Games were held in Qatar. One could say it was an eventful year for Qatar and myself! 


LBB> And when did you know you wanted to make this your full-time career?


Krikor> I knew I wanted to make this my full-time career from the get-go. Within the first few months of working in advertising, I was enthralled by the culture and how it contributed to creating the very society we live in, how it enabled pop culture and empowered real-time change. I was excited by the opportunity to work with so many different clients because there’s always something new every single day – not many careers offer that. After almost a decade of being in this industry, I have witnessed the shift in communications and the rapid growth of digitisation that has taken over at the helm of modern-day advertising, which is a thrill to be part of – like I said, there’s something new every day. 


LBB> Were there any campaigns in particular that initially caught your attention? And can you tell us about some recent campaigns which you are particularly proud of creating?


Krikor>  The ‘Yas Islands’ ads have really left their mark on me, of course, Kevin Hart can leave a mark on anyone. As for us, we currently have an extensive roster of clients ranging from banks to telecommunications to leisure and real estate. I genuinely adore the work the team has delivered on every single one of them. We recently did a ‘Roam like Home’ campaign for Ooredoo, and of course, Lusail’s ‘That’s my address’ has my heart - and the five year anniversary campaign for Doha Festival City is also a favourite. 




LBB> You’ve helped solidify Grey’s position in Doha through 360 communication strategies, among other things. What do you believe helped make your mark in the country?


Krikor> Well, we focused our skills and cultivated a communicative mindset built on complete integration, and therefore successfully breaking the barriers between departments and disciplines. Creative, digital, PR, social – all under one roof - breathing and speaking advertising. We wanted everyone to communicate in one unified language and move as a whole unit rather than a sum of parts. 


LBB> Can you tell us about the ‘empathy model’ which Grey has created? What is it based on and how does it target current trends?


Krikor> First, to thrive in any environment, you must truly get to the core of the culture. And Grey Doha has successfully captured the essence of Qatar. We listen to the demands of the unique market we work within, respect and understand the expectations that come with it and answer the clients’ needs accordingly. Grey’s slogan is ‘Famously Effective’, and I believe this empathy mindset stems from a desire to live our ethos. Even when it comes to current trends, empathy can never fail, and valuing your clients will only lead you to greater success.


LBB> You’ve previously mentioned the cultural impact of the 2022 World Cup on the country, such as Doha being named the first UNESCO ‘Creative City of Design’ in the region. Can you tell us more about the art and culture shifts which are taking place?


Krikor> Whether it’s an architectural marvel that is the Qatar National Museum or the myriad opportunities several governmental bodies offer homegrown artists to present their work and tell their own stories to the public. In fact, in honour of the World Cup, we have 80 new public artworks that will be installed across the country, in addition to several large-scale exhibitions. The evolving spirit of art in the country is very authentic, because Qatar has always been rooted in a rich heritage - and now the world will see it as well. 


LBB> And how has the advertising industry changed as a result of this?


Krikor> Once you win the ‘Creative City of Design’ title, you aspire to deliver in every aspect, especially with the whole world watching. The pressure is on – we’re expecting several transformative experiences, but it is one we wholeheartedly welcome.


LBB> Aside from work, how do you spend your spare time? Do you have any weird and wonderful hobbies?


Krikor> As someone who eats, breathes, and loves sports, Qatar is honestly the best place to be. I play padel (a racket sport), football and am also an avid cyclist – on the weekends, if you call my wife, she will tell you I’m on the court or off cycling on some tracks - but of course, not when it’s 90 degrees out there!  


LBB> Can you give us one word or phrase to describe Qatar?


Krikor> Ambitious. Qatar is home to the world. Everyone comes here with their own ambitions and goals, they make this country their home, and Qatar has treated them as its own. But what I take inspiration from is the fact that this country has the grit to face adversity and come out on top, and I feel as though that spirit is transferred to its people. I cannot wait for November, and I cannot wait for the world to come and experience what Qatar truly means. 


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