Marcel Khairallah, founder and owner of below the line solutions company Traffik360, explains how he has adapted to a continually evolving business landscape, and how his business has become a global player
Advertising is everywhere you look. Open a magazine and it’s there in front of you; get into your car and you see huge billboards as you drive along road; turn on the TV and you’re hit with a never-ending stream of commercials.
Advertising is often unashamedly brash and in your face.
But there’s another type of advertising away from the television, print media, and internet which is somewhat less obvious, perhaps a little more sophisticated, and certainly more targeted: Below the line advertising (BTL).
Worth billions of dollars globally, BTL uses a series of methods to engage customers one-one-one, such as promotional gifts, brochures, email campaigns, and so one.
One company which has taken the regional BTL market by storm is Traffik360, launched by Lebanese entrepreneur Marcel Khairallah in 2002.
Focussing on promotional merchandising, point of sale material,advertising stands, print services, and - recently - brand activations and product launches, Traffik360 works with both local and multinational clients.
Offering a full ‘360 degree’ model, whereby the company creates, designs, and produces the materials for their clients, Traffik360 has become the leading BTL provider not only in the UAE, but perhaps the Middle East in general.
Khariallah arrived in Dubai in 1998 after graduating from university and a stint working in a bank in Lebanon. He cut his teeth in the advertising industry for a year and a half before opportunity knocked.
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