In the realm of PR and Communications, one enigmatic figure stands out for his remarkable skills and transformative impact on major brands. Aziz Zada, nicknamed “The Spin Doctor,” has masterminded the PR and Communications efforts of Iraq’s biggest local and international players, including the renowned LG brand. With a Lebanese heritage, Iranian roots, and an Iraqi operational base, Aziz Zada has left an indelible mark on the marketing scene in Iraq. Known for his creativity, long-term vision, and unparalleled effectiveness, he has shaped the political, economic, and marketing landscape of the country. Despite his preference for privacy, Executive Bulletin had the exclusive opportunity to engage in a comprehensive feature interview, delving into Aziz Zada’s insights and expertise.
EB: Good morning, Mr. Zada. We appreciate your valuable time in joining us for this extensive feature interview. As the PR and Communications manager behind LG’s remarkable success in Iraq, we are eager to explore your expertise in this field. Could you provide us with an overview of the importance of PR and Communications in today’s global landscape?
AZ: Good morning, and thank you for having me. PR and Communications are more crucial than ever in today’s interconnected and information-driven world. They serve as the lifeblood of successful brand management and reputation building. In a fast-paced and competitive market, establishing effective communication channels and shaping public perception is paramount. PR enables organizations to amplify their messages, connect with audiences on a deeper level, and forge long-lasting relationships. It’s about creating resonance, authenticity, and trust.
EB: Your prowess in PR and Communications has played a significant role in LG’s growth within the Iraqi market. Can you share some insights into the strategies you employed to achieve such success?
AZ: LG’s success in the Iraqi market can be attributed to a comprehensive and multifaceted approach. Firstly, we conducted extensive market research to understand the preferences, needs, and aspirations of Iraqi consumers. Armed with this knowledge, we tailored our messaging and product offerings to align with local expectations. Moreover, we leveraged the power of media relationships and influencers to generate positive buzz around LG products. Collaborating with local media outlets and influencers allowed us to reach a wider audience and establish a sense of credibility and trust. This strategic partnership with the media greatly contributed to LG’s brand recognition and market penetration.
We also implemented integrated marketing campaigns that seamlessly integrated traditional advertising channels, digital platforms, and experiential activations. By creating engaging and memorable experiences for consumers, we fostered brand loyalty and elevated LG’s position in the Iraqi market.
EB: Your success in the industry is well-documented, and you have been hailed as LG’s “lethal weapon” and its protective shield. What sets you apart from others in the field, and what strengths do you bring to the table?
AZ: Well, thank you for the kind words. The secret is that I do not work alone, it’s a team effort. I am working at Harf Promotions in Iraq as their Director of Public Relations and Communications. I believe our strength, as an agency, lies in our ability to think outside the box and our relentless pursuit of innovation. On a personal level, I never settle for conventional approaches; instead, I strive to push boundaries and create campaigns that captivate and resonate with audiences. This commitment to creativity and innovation allows me to navigate the dynamic landscape of PR and deliver exceptional results. Harf’s philosophy and long-term vision and attention have been what sets Harf as an agency apart from international or even local agencies trying to work in this field in Iraq. PR is not a sprint but a marathon, and having a clear roadmap and meticulous execution are key to achieving sustainable success. I take pride in my meticulous approach, ensuring that every aspect of a campaign is carefully crafted and aligned with the client’s objectives.
EB: Speaking of success, could you provide us with some statistics that reflect LG’s growth in the Iraqi market under your strategic guidance?
AZ: well, LG’s market share in Iraq has witnessed significant growth over the past three years, steadily climbing from 23% in 2018 to an impressive 34% in 2021. Furthermore, LG’s brand recognition has increased by 42% within the target demographic, positioning the company as a trusted and preferred choice among consumers.
EB: Impressive figures indeed. Moving on, with your extensive experience and involvement in sensitive PR matters, are there any topics or questions you feel unable to address due to client confidentiality?
AZ: I am sorry, but I cannot answer this question, I hold client confidentiality in the highest regard. While I want to provide you with insights and information, there may be specific details or topics related to my clients’ strategies or operations that I am unable to disclose. Respecting client confidentiality is fundamental to building trust and maintaining strong relationships.
EB: Understood. Let’s shift our focus to the political aspect. PR often plays a critical role in politics, shaping public opinion and advocating for policies. Could you share an example of a political campaign or initiative where PR had a significant impact?
AZ: There are numerous examples, however, I cannot disclose much information about them due to their sensitive nature. One notable example is a campaign launched in collaboration with a prominent political figure in Iraq. This campaign aimed to bridge the gap between citizens and the government by fostering transparency, engaging in open dialogue, and addressing pressing social and economic issues. Through strategic messaging, targeted media outreach, and community engagement initiatives, we successfully positioned that politician as a trusted advocate for positive change. The campaign sparked widespread discussions, resonated with the public, and ultimately contributed to improved public perception and support.
EB: Your work with political campaigns highlights the power of PR in facilitating effective communication and connecting with the public. Shifting gears slightly, there have been mentions of your involvement in Dark PR and Cyber Armies. Could you shed some light on this aspect?
AZ: Dark PR and the emergence of Cyber Armies represent a challenging aspect of the PR landscape. Dark PR and cyber armies are a controversial topics in the PR world. Some people believe that they are unethical and should not be used, while others believe that they are an important tool that can be used to achieve PR goals. I personally think that Dark PR can be used to control the narrative. In today’s world, where information is constantly being shared online, it can be difficult to control the way that people perceive a particular issue. Dark PR and cyber armies can be used to spread positive messages about a client or organization while suppressing negative messages. In a political campaign, for example, dark PR and cyber armies can be used to spread negative rumors about an opponent. This can damage the opponent’s reputation and make it more difficult for them to win the election.
Of course, there are also ethical concerns about using dark PR and cyber armies. Some people argue that these techniques are manipulative and unethical. They also argue that they can be used to spread misinformation and disinformation. Ultimately, the decision of whether or not to use dark PR and cyber armies is a complex one. I believe that these techniques can be used for good or evil, and it is important to use them responsibly.
My commitment lies in delivering authentic and meaningful campaigns that resonate with audiences.
EB: Thank you, Mr. Zada, for sharing your insights and expertise with us. Your extensive knowledge and remarkable achievements in the field of PR and Communications are truly commendable. We wish you continued success in your endeavors.
AZ: Thank you for having me. It has been a pleasure.