Cover Story

A Wel­comed Change

ArabAd - - CONTENTS -

Ad­ver­tis­ing and mar­ket­ing have been around for a long time. And if you think that pros­ti­tu­tion is the old­est busi­ness in the world, well Joe Ghos­soub, former CEO of Y&R MENA and me­dia gi­ant MENACOM, will tell you oth­er­wise. Dur­ing 'The In­spir­ing Pas­sion', the first Sym­po­sium on Com­mu­ni­ca­tion that re­cently took place at the ALBA univer­sity in Beirut, Ghos­soub stated that since Adam pitched the ap­ple to Eve, ad­ver­tis­ing was born.

But what is cer­tain nonethe­less, is that ad­ver­tis­ing has come a long way. To­day the en­tire industry, has been flipped on its head.

Yes, Mar­ket­ing and Ad­ver­tis­ing are chang­ing. But we have known that for some time. And yes, the ad­ver­tis­ing world isn’t what it used to be, but you will see while you go through the pages of this spe­cial re­port, that’s not nec­es­sar­ily a bad thing for most.

True, to­day there is less money, less time and less ad­ven­ture than ad­ver­tis­ing had in its 'golden' days. But it's only be­cause that tra­di­tional model of the ad­ver­tis­ing agency be­came a ca­su­alty of the dig­i­tal rev­o­lu­tion.

The frag­men­ta­tion of me­dia re­sulted in frag­men­ta­tion for the agency world, so there's no shop that's as sin­gu­larly im­por­tant as it once was.

"Once upon a time, the ad­ver­tis­ing agency was the cen­ter of the uni­verse for the mar­keter," said Bill Dug­gan, exec VP at the As­so­ci­a­tion of Na­tional Ad­ver­tis­ers. "It was the key part­ner ... they used to be the keep­ers of in­sti­tu­tional knowl­edge on an ac­count. There are al­ways peaks and val­leys in re­la­tion­ships. Be­fore, clients were more will­ing to ride out the val­leys be­cause they knew that the peak was around the cor­ner. Un­for­tu­nately, brands don't value agen­cies as much as they once did."

True there are more tac­tics, me­dia and data than ever be­fore. And the de­liv­ery on which we see and con­sume con­tent and ad­ver­tis­ing has changed.

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