Ramy Abdelrehim Won’t Let Good Moments Pass Him By
Ramy Abdelrehim joined Serviceplan Group Middle East in 2017, assuming responsibility for the BMW dealers in five countries, including Saudi Arabia. The BMW school significantly contributed to his learning, instilling in him the perfect balance between process and agility, which became an integral part of his professional DNA.
As Ramy progressed in his career, he took on a more senior and managerial role, overseeing the growth of the agency in terms of clients and services portfolio. Shortly thereafter, he redirected all his focus to Saudi Arabia, recognising the potential of the business out there.
Throughout his career, the mentors who supported him have played a part in how he navigates through the workplace and Ramy has developed a ‘no regrets’ attitude towards his life. Continuing to learn, evolve and adapt in his journey, he’s eager to eventually wind up in Thailand, the ‘land of smiles’.
He speaks to LBB’s Nisna Mahtani to share his journey.
LBB> A great place to start is at the beginning! When did you first learn about the advertising industry and how did you prepare for your first role?
Ramy> I always knew I wanted to work in advertising. So much so that I quit medical school to join the advertising world. I prepared for my first role by going all in. I had so much passion for the industry that it was hard to accept any challenges or failures. I was not in it to ‘try it out’, I was in it to stay.
LBB> In those early days, what was the biggest lesson you learned and how did that impact the way you worked going forward?
Ramy> In the beginning, your mentors play a big part in how you move forward with your career. I would add that even ‘horrible bosses’ add to your skillset on how to navigate through the workplace. I have learned a lot of lessons that I still carry with me to this day. At the risk of sounding cliché, I learned that ownership goes a long way. Adaptability for me comes next. It’s a very agile industry and one would need to adapt to the surroundings, colleagues and clients. Lastly, to never stop learning and evolving.
LBB> What was a piece of work that you felt changed your career the most? Can you share a little bit about the process of it with us?
Ramy> It was actually the first day on the job (at Serviceplan Middle East) years back. My boss had an idea but I saw it differently. I was either to stay silent being the new amateur in the room or voice out my concern. I did and it was positively met. Ever since, I learned that seniority matters but anyone can have an input and that there is no such thing as a bad idea.
LBB> Having worked across the UAE as well as Egypt, what is the marketing landscape of the two countries like? What are some of the similarities and differences to keep in mind?
Ramy> I am a strong believer that the fundamentals are the same. Naturally, every market has its own dynamics, challenges and opportunities. The Egyptian market is very fast-paced, it’s also easier to identify target audiences as they don’t change much, versus the UAE where it’s a multicultural city with multiple nationalities and to each their own cultural nuances.
LBB> You’ve recently taken on the general manager role, congratulations! What does a day in your working life look like now?
Ramy> My role now is less about operations and more about people management and long-term strategies. I have always been fond of setting up long-term strategies for the agencies and achieving those milestones overwhelms me with a great sense of success. My day would be mostly making sure that every day there is some sort of progress, be it within the policies, progress, operations etc. I get to meet and talk with all the heads of departments to make sure everyone is comfortably on track.
LBB> In terms of your leadership style, how do you inspire the team around you to create the best work possible?
Ramy> I was fortunate enough to have great leaders and mentors throughout my career. This places massive pressure and responsibility on me to be equivalent if not better. I do try to balance between being in control but at the same time trusting my team and giving them the space for growth. I do believe in autonomy and delegation. My style is very democratic and focused entirely on team effort. I minimise formalities and hierarchy.
LBB> What are some of the recent campaigns which you’re particularly proud of?
Ramy> I am quite proud of our latest launch of the Toyota GR 86 with a campaign called ‘The Donut Factory’. The concept is quite unique for an iconic car that the public has been waiting for. It was not easy to produce something that unconventional but luckily, we have clients that trust in us and in our judgement. The approach totally matches the car positioning, audience persona and the message we wanted to put out there. ‘Donut try this at home!’
LBB> Aside from trends and recent topics of conversation, what has kept you focused throughout your career? What’s the one piece of advice you’d be keen to share with people?
Ramy> This might sound cliché but I am a big advocate of mental wellness. Advertising is a rollercoaster and most of the time we forget what truly matters. Take a break, reevaluate your priorities and don’t let good moments pass you by. Mental health should be everyone’s first priority. What truly matters is not to have regrets later in life.
LBB> What’s something that people might not know about you?
Ramy> On a personal note, I have two dogs that I am obsessed with. I am also obsessed with real estate. On the weekends, if I don’t have plans, I would go see houses as I always like to be up to date. I also write novels but have no interest in publishing them. Someday, I will retire in Thailand. Everything about the land of smiles suits me perfectly.
