In the fourth episode of Espacios que Hablan, hosted by Laura Huerta, Interior Design Director at U Interior Design, we were honoured to have Naima Farrouki, Head of Advertising at Manera and Fearless. With a career that spans from traditional press to the digital environment, she shared her valuable experiences and reflections on the crucial role that advertising plays in the visibility of brands and design studios.
During the conversation, it was highlighted that the success of a brand depends directly on its ability to stay present in the consumer’s mind:
‘If you don’t go out to the street to show your brand, you’re not going to have a presence in any home or interior design studio.’ – Naima Farrouki
Visibility should not be a one-off effort, but requires constant impact and across multiple channels. Naima stressed the importance of a comprehensive advertising strategy that encompasses conventional media, digital media and events.
This omni-channel approach allows brands and products to become benchmarks within the sector, impacting both design professionals and the general public:
‘The goal is always to be present, whether it is in a magazine, on social media, or at events, because if you’re not seen, you don’t exist.’ – Naima Farrouki
The episode also highlighted how advertising has evolved to offer unique experiences that combine creativity and strategy.
Advertising campaigns don’t just present products, they create a whole universe around them.
This includes everything from innovative events to social media content that goes beyond simple promotion, generating a closer and more emotional bond with the customer:
‘It is important to know what the brand wants to do, where it wants to go and who it wants to target. From there, we work on a differentiating campaign which manages to make a difference.’ – Naima Farrouki
Naima pointed out that the pandemic brought about a transformation in the way we experience our spaces, both in residential and in the restaurant industry. This change has driven an increased demand for products and design solutions that are not only functional, but also provide aesthetic and emotional value.
The global health crisis radically changed the way we value our spaces, both at home and in commercial environments such as hotels and restaurants:
‘We have realised that we need our home to be a warm and welcoming place, where we feel comfortable.’ – Naima Farrouki
This new sensitivity to the environment has led people to pay more attention to the decoration and design of their homes, driving demand for products that reflect this need. Attention to detail and the desire to surprise are more present than ever in the restaurant industry:
‘It’s no longer enough for the food to be good; the space has to be good too.’ – Naima Farrouki
One of Naima Farrouki’s main contributions was the connection that advertising campaigns create between brands and interior designers. According to her, it is essential that brands approach design studios and that these, in turn, can experiment with the products:
‘Introducing new products to interior designers first hand is key for them to be able to integrate them into their projects.’ – Naima Farrouki
This synergy not only benefits brands by increasing their visibility, but also allows designers to be at the forefront of trends and novelties.
At the end of the episode, Naima shared her five strategic points for a brand to achieve greater visibility, explaining that success lies in good planning in space and time, in the ability to repeatedly impact the public and in the diversification of media:
‘It’s not just about appearing once, but about being constantly present in the consumer’s mind.’ – Naima Farrouki
With this philosophy, Naima and her team continue to transform the advertising landscape in the interior design sector, bringing brands closer to professionals and consumers alike.
You can watch the full episode with Naima Farrouki here.