FACT caught up with Yussef Kanaan, CEO and Founder of Swot Team Creative Hub and Founder of the newly launched UNREAL MENA. We learned how things have been going since our last chat and what’s in store for the future.

We last spoke in November 2023, when you told us about some of the F&B (food and beverage) concepts Swot had been instrumental in launching, such as the then about to debut Tulum. What’s been happening since then with Swot? Any new brand launches our readers would recognise?
Swot has certainly been busy! We’ve been working on several exciting projects that your readers might recognise like Qatar Stars League and Saudi Basketball League. Notably expanding our presence beyond the F&B industry with new concepts that have truly resonated with our forward way of thinking and paving the way for future endeavours. 

How do you continue to innovate and develop in this sphere of your business?
Innovating in this dynamic field involves staying on the cutting edge of technology and consumer behaviour insights. We relentlessly refine our strategies, focusing on authentic and immersive experiences.

You also told us a little about your company’s pioneering role in bringing CGI into the marketing domain in Qatar. Can you give us an update on how this is progressing? Any campaigns you are particularly proud of?
Our pioneering efforts in integrating CGI into marketing have borne fruit. We’ve launched several successful campaigns, pushing creative boundaries and setting new benchmarks. Our campaigns for DYSON Saudi Arabia and F1 Simulation have received fantastic feedback and engagement all over the GCC, making us a well-recognised agency for this particular demand. 

At the beginning of the year, you launched a new entity, UNREAL MENA, what’s this fresh venture all about and how will it fit into the Qatari market?
UNREAL MENA is our newest endeavour designed to disrupt the digital landscape across MENA, the GCC and beyond with augmented and virtual reality innovations. Our goal is to create immersive digital environments, setting a new standard for experiential marketing in the region.

What’s next for you both personally and professionally?
Personally, I’m keen to explore new horizons both in learning and networking to bring fresh ideas to life. Professionally, our main focus will be on expanding UNREAL MENA and solidifying Swot’s reputation as a creative powerhouse in the MENA region. We’re also planning to unveil a series of innovative projects that promise to set the stage for the future of digital marketing. Stay tuned, as the best is yet to come!