People do not search for brands. They encounter them. On crowded streets, at traffic lights, along highways, outside shopping centers, and on the daily routes between home and work, attention is shaped by what fills the visual space. A logo glimpsed from a car window, a message repeated along a familiar road, a sign that becomes part of the scenery. These moments build recognition quietly and steadily. What people remember is not what interrupted them on a screen, but what stayed with them in the physical rhythm of their day.
This is the space where Alaa Murad and Correct Marketing & Advertising operate with uncommon precision.While many agencies focus on creating messages, Correctfocuses on creating presence.
The Making of a Strategic Entrepreneur
Alaa Murad began his professional journey in the information technology sector, where he progressed through multiple roles before reaching the position of IT Manager at one of Jordan’s leading companies. This period gave him a strong foundation in systems, team leadership, and operating within complex corporate structures. Over time, however, he realized that his ambitions extended beyond the limits of a traditional career path.
Through the company’s partial involvement in marketing-related activities, Alaa became increasingly exposed to the power of strategic communication and brand building. He saw how the right marketing decisions could directly influence business growth. Rather than making an abrupt shift, he approached the transition deliberately, moving into the marketing department to gain hands-on experience that would complement his technical expertise. This step was part of a broader plan to eventually establish his own venture, one that would bring together structured technical thinking and creative marketing insight. These combined experiences ultimately laid the groundwork for the creation of Correct Marketing.
A Leadership Philosophy Built on Precision and Creativity
The values behind Correct Marketing closely mirror Alaa Murad’s personal leadership style. He believes that marketing demands both accuracy and creativity, not as opposing forces but as partners in delivering meaningful results. For him, precision is essential in understanding client goals, selecting the right platforms, and ensuring every campaign is strategically aligned. Creativity is what allows brands to stand out, but it must always remain purposeful and relevant.
Being smart, in his view, means using data and insight to anticipate challenges and make informed decisions. Speed is equally important, yet it must never come at the cost of quality or strategic depth. Effectiveness remains the ultimate benchmark, as no idea holds value unless it produces real impact. Alaa also places great importance on creating the right conditions for his team to succeed. By ensuring a supportive environment that offers both psychological and logistical balance, he enables his people to perform at their highest level and bring Correct’s philosophy to life in every project.
Work That Outlasts Growth Charts
Alaa Murad believes that a leader’s true legacy is defined by the impact left on people and the industry, rather than by the size of a company or the volume of its projects. Guided by this philosophy, Correct Marketing has adopted a clear people-centric policy focused on long-term sustainability and future growth.
Under Alaa Murad’s leadership, the company actively invests in human capital by supporting training programs for fresh graduates and university students through structured internships. These initiatives are designed to nurture emerging talent and align it with Correct Marketing’s operational standards and managerial values, ensuring that learning translates into meaningful professional development.
This commitment reflects Alaa’s long-term vision of strengthening the marketing sector at a local level, not only by delivering results for clients but by contributing to the industry’s talent pipeline. A notable affirmation of this approach is the inclusion of Correct Marketing as a case study in B2B Brand Management by Philip Kotler, a book adopted by Jordanian universities as a benchmark for marketing and brand-building education.
The academic recognition, Alaa Murad notes, validates the company’s methodology and stands as a modest yet meaningful legacy, one that he hopes will inspire future generations of marketing professionals to prioritize people, purpose, and sustainable impact.
Turning Values into Daily Practice
Alaa Murad ensures that Correct’s core values are not abstract principles but living standards reflected in daily operations, team culture, and client relationships. He achieves this by embedding accuracy, quality, and accountability into clear systems and expectations that guide every stage of work.
Within the organization, he works to make every team member feel like a true partner rather than just an employee. When people are encouraged to take ownership of their work, they become more motivated, engaged, and committed to delivering excellence. This sense of shared responsibility creates a culture where passion and performance go hand in hand.
By fostering an environment that balances creativity with discipline and speed with consistency, Alaa helps his team operate with both freedom and focus. When campaigns succeed and their impact is visible, the achievement is felt collectively. This shared sense of accomplishment strengthens team bonds and reinforces the trust that clients place in Correct Marketing, ensuring that the company’s values are reflected not only in words but in tangible results.
Adapting to a Cautious Market
Alaa Murad has closely observed how economic pressure and regional uncertainty have reshaped consumer behavior in Jordan. As conditions became more unpredictable, advertisers naturally grew more cautious, tightening budgets and reducing overall spending in response to the unclear outlook. Rather than allowing this hesitation to push brands into silence, he guided clients toward a more strategic approach.
Instead of abandoning advertising, Alaa focused on reshaping how budgets were used. He led Correct in optimizing campaign duration, timing, and location selection, particularly within out of home and roadside billboard advertising. By reducing volume while improving placement and scheduling, advertisers were able to maintain strong visibility without overextending their resources. This balanced strategy allowed brands to stay present, protect market share, and remain effective even under challenging economic conditions.
Choosing to Invest When Others Withdrew
One of the most difficult decisions Alaa made was to increase investment in billboard advertising across Jordan’s governorates at a time when most of the industry was retreating from these areas. Advertisers were pulling back, concentrating their budgets in major cities and abandoning regional markets.
Alaa Murad took a long-term view. He committed to a five-year plan to expand billboard presence in the governorates, aiming to educate advertisers on the commercial value of these regions. His strategy focused on showing how consistent visibility in these areas could drive sales, strengthen brand recognition, and build visual identity in communities that were often overlooked.
The results validated this decision. Over five years, billboard advertising along governorate roads grew by approximately sixty percent. Correct was among the few companies that stayed active and led these markets, gaining an early advantage while competitors hesitated.
Building Campaigns from Human Truths
For Alaa Murad , strategy is the foundation of every successful campaign. He begins each project by developing a deep understanding of consumer behavior, local market conditions, and real-world interactions between people and brands. He avoids relying on trends or assumptions, instead grounding every decision in observed behavior and cultural context.
These insights are then translated into a clear strategic direction that shapes message, tone, timing, and placement. Alaa works closely with both strategy and creative teams to ensure that ideas are not only visually appealing but also relevant, purposeful, and designed to achieve measurable objectives. This disciplined approach allows Correct to produce campaigns that resonate with audiences and deliver tangible business results.
Leading with an Out of Home First Philosophy
Alaa approaches media planning with a strong belief in the power of out-of-home advertising as the backbone of brand visibility. While each client’s goals are carefully assessed, he often positions billboards and roadside advertising as the anchor of a campaign due to their ability to provide scale, credibility, and continuous exposure.
He evaluates traffic patterns, audience movement, location relevance, and message frequency to determine where outdoor advertising can generate the strongest impact. In a market where physical presence and trust remain highly influential, this approach ensures that brands maintain authority and recall.
Digital channels are used to complement this foundation, supporting engagement and tactical objectives. However, Alaa consistently guides strategies where out-of-home advertising delivers the core visibility, enabling clients to build long-term brand strength while maintaining efficiency and measurable return on investment.
Keeping Creativity Relevant Across Industries
Alaa approaches creative strategy with a clear understanding that every industry demands its own language, rhythm, and approach. Retail, telecom, tourism, and food services operate under different commercial realities, and he ensures that each sector receives a strategy tailored to its specific audience, objectives, and competitive environment. Messaging, tone, timing, and targeting are never standardized. Instead, they are shaped to reflect the unique dynamics of each industry.
At the core of this process is a deep understanding of the Jordanian mindset. Alaa places strong emphasis on how consumers make purchasing decisions, how they perceive value and pricing, and how they interact with advertising in public spaces. He personally oversees creative direction to ensure that every campaign is rooted in real local behavior rather than imported assumptions. This is especially critical in out-of-home advertising, where location, frequency, and message clarity determine success.
Alongside this local insight, Alaa remains closely connected to global advertising trends. By studying leading campaigns in the Gulf, Europe, and the United States and attending industry conferences, he ensures that Correct remains aligned with international best practices. These global insights are carefully adapted to suit the Jordanian market, allowing innovation to elevate local execution while preserving cultural relevance. A consistent standard of clarity, simplicity, and strong visual presence ties all of this together, enabling Correct to deliver creative work that stands out across industries.
The Architecture of Effective Creativity
Alaa believes that creativity reaches its highest potential when it is guided by structure rather than left without direction. He encourages open exploration and experimentation during the early stages of idea development, creating space for fresh thinking and innovation. However, every concept must be grounded in clear objectives, defined timelines, and measurable performance indicators.
Accuracy and efficiency are maintained through disciplined workflows and close collaboration between strategy, creative, and execution teams. Regular reviews ensure that ideas remain aligned with campaign goals and client expectations. For Alaa, measurable results are the ultimate standard. This allows creative freedom to flourish within a framework that keeps every project focused, accountable, and outcome-driven.
Building Trust That Lasts
Alaa sees long-term client relationships as the foundation of sustainable success. He builds this trust through transparency, consistency, and a genuine commitment to understanding each client’s broader business goals. Rather than focusing only on individual campaigns, he takes time to understand the challenges and ambitions that shape a client’s long-term direction.
Clients are involved early in the strategic process, ensuring that expectations are clear and communication remains open. Alaa also believes in offering honest recommendations, even when they may not bring immediate benefit to the company, because credibility is built through integrity. By delivering consistent quality, following up beyond execution, and demonstrating real impact on the ground, Correct transforms client relationships from simple transactions into long-term partnerships rooted in shared success.
A Campaign That Defined Leadership
Among the many initiatives delivered by Correct, Alaa considers the strategic expansion of out-of-home advertising across Jordan’s governorates to be the project that most clearly reflects both his leadership style and the company’s strategic strength. At a time when most agencies were reducing their presence outside major cities, he chose a different path, committing to long-term investment based on confidence in the untapped potential of these markets.
This decision required bold leadership, strong internal alignment, and the ability to build client trust despite economic uncertainty. Alaa guided the team to focus on high-impact locations, optimized campaign durations, and careful budget allocation to maximize return on investment. Over the following years, the significant growth of out-of-home advertising activity in the governorates confirmed the effectiveness of this strategy and demonstrated Correct’s ability to combine vision, disciplined execution, and enduring client partnerships.
A Vision for the Future of Correct
Looking ahead, Alaa sees his role evolving from day-to-day management toward a more strategic and forward-looking position. His focus will increasingly center on guiding long-term growth, expanding partnerships, and identifying future opportunities within the advertising industry. While continuing to shape major strategic decisions, he plans to empower his team to take greater ownership of execution, supporting a more mature and sustainable organization.
His long-term vision is to establish Correct as a leading force in out-of-home and integrated advertising across Jordan, with particular emphasis on strengthening advertising markets in the governorates. He aims for the company to become a trusted reference for advertisers, not only in execution, but in strategic guidance and long-term brand development. By staying closely aligned with technological progress, investing in local talent, and contributing to the development of a stronger advertising ecosystem, Alaa intends for Correct to play a meaningful role in advancing Jordan’s advertising industry as a whole.
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“Excellence lives where there is no mistake, only intentional decisions.
“On the road, visibility is not optional. It is authority.”
“If your brand owns the road, it owns attention.”
“Investment is not the accumulation of capital; it is the strategic circulation of capital into the right opportunities.”
“Brands are not built online alone; they are built where life actually happens: on the road.”