The Swot CEO founded the creative hub along with friends who ‘live and breathe the advertising world’. Swot specialises in ‘empowering creatively disruptive solutions for forward-thinking brands’ and works with a number of huge companies. Here Yussef gives us some insights about what his young company does best.

How do you execute a marketing strategy for the food and beverage (F&B) sector in Doha, given the challenge of high supply and lower demand?
Tackling the scene is really about getting to know the customers and local context using data analytics. Our strategy relies on differentiating our clients’ offerings and an omnichannel marketing approach [an approach to sales, marketing and customer support that seeks to provide customers with a seamless and unified brand experience, regardless of which channel they use]. This includes targeted digital advertising and engaging content that resonates with the local audience to drive demand; persistently updating our methods and harnessing latest technologies to keep our clients at the forefront. One eye on the data and the other on the horizon is how we do it.

Could you share some examples of the brands you have built from scratch?
A Doha favourite, we have Public House, a classic American diner we brought to life. Then there’s The Stage, a ‘beyond jazz’ outlet hosting unique nightly acts. Shawerma el Mama, where we took a causal eatery and gave it a fun twist. Our latest project is something we’re really excited about – Tulum. I can’t spill all the details yet, but let’s just say you’ll want to keep an eye out for this one!
From the ground up, we’ve crafted the concept, designs and collaterals for each brand. Creating these unique identities has definitely been a journey, but it’s one we’re proud to be part of.

How have web and app development contributed to improving customer experience and increasing profitability in the businesses you’ve partnered with in Doha?
It’s been a game changer for our clients! We’ve amped up the customer experience and driven up profits by embracing the convenience culture with well-designed websites and apps. Customers can effortlessly discover brands, peruse menus, book tables, and even share feedback in seconds – perfect for the fast-paced consumer climate in Doha. Plus, we had a hand in the FIFA World Cup Virtual Media Center project, alongside Moseco – which was a huge success!

Could you share with us the biggest brand you have had the opportunity to work with?
The most prominent brand we’ve had the privilege to work with is Boeing. We were responsible for rebranding all their venues and outlets. Though it was a venture outside of our usual F&B scene, it’s always exciting to branch out and explore new territories.

Could you tell us about the most recent technology you have incorporated for digital advertising and how it has enhanced your campaigns?
We recently brought CGI into our digital toolkit. Utilised for a client recently, we were able to design super compelling visual content. It really stirs up the viewer’s imagination and creativity – an aspect that our team absolutely thrives on. I believe our company is spearheading the pioneering journey into the exciting domain of CGI in Doha.

And lastly, a personal question. You are pretty well known on the club scene as a DJ. How do you juggle your roles as a CEO in the daytime and a DJ at night?
Balancing my roles involves a passionate commitment to both my professional and creative aspirations. The dual love for what I do is the secret of my success. Having been a DJ for 20 years, music fuels my creativity and the energy from a good crowd always invigorates me. Goldman Sachs Chief David Solomon, who also DJs on the side, serves as quite an inspiration. I believe in embracing both aspects of my life. It’s a fulfilling balance.