Change to Survive
Arabad’s July/august issue is literally packed with rich features addressing some of the most pressing and innovative stories transpiring across the MENA region.
We kick off the issue by bringing you an exclusive interview with Philippe Skaff, the founder and former creative director and CEO of Grey. We discuss the reasons he left the advertising world back in 2011 then delve into the biggest project he’s undertaken, namely a theatrical music show entitled ‘Clusters of Light’, the story of the birth of Islam.
We then move to a lighter though equally-relevant subject-- with our monthly feature titled ‘Creative Culture’-- on the death of creativity and rise of ‘recycling ideas’ with a showcase of twenty selected works courtesy of Joe La Pompe that received various awards and commendations at this year’s Cannes Lions award festival.
Another highly-informative feature tackles the digital strategies employed by agencies throughout the region and elaborates how this technology is fast becoming the core to communications solutions. It directly discusses the effects this relatively novel structure has had on interpreting and integrating engaging content designed to boost the conversation online. For a more in-depth overview of the matter Arabad discussed the progress achieved and challenges faced with a number of industry experts in this special report.
We also talked to a number of local and international experts employing an advanced communication technique called programmatic buying and how it’s going to change the world of media buying. With an increasing number of brands taking advantage of the benefits of automation in digital marketing, marketers are now able to purchase ads through software, as opposed to traditional efforts that involve human negotiation, making ad buying cheaper and more efficient. However, as is the case with every new technology, a number of concerns have arisen. Chief among those is the ability of brands to control where their ads will appear. Marketers also fear that content will lose its quality, since programmatic software has yet to incorporate creative performance measurement. Opinions differ about programmatic, and while some brands are on board, the consensus is that there are still some kinks and advertisers will be more likely to adopt programmatic when they can measure creative impact and segment audiences accordingly.
Proponents of the technology believe that programmatic will replace advertising in a few years. Whether this transformation will take place is anyone’s guess. What is certain is that we find ourselves at a time and in a place full of great promise considering the changes unfolding and though things appear muddy, a significant shift remains clearly imminent.
In this issue you will also find many interesting news articles as well as think pieces like the one on MEA’S most recent ad campaign celebrating the company’s 70-year birthday told from the perspective of a brand expert who took liberty to dissect the work and offer relevant recommendations regarding the future of the company from a branding perspective.
We took great care in procuring the content contained within these pages, which we hope will be both informative as well as entertaining.