ArabAd - - COVER STORY -

We sim­ply need to adapt and move


I be­lieve that ba­sis and strate­gies haven’t re­ally changed, as ad­ver­tis­ers’ main ob­jec­tive has al­ways been to get their brands in front of peo­ple! Ad­ver­tis­ing has not changed, in­stead the means just evolved and the need to adapt to this phe­nom­e­non is cru­cial and should be rapidly im­ple­mented.

Be­cause con­sumers are al­ways on the go, we sim­ply need to catch-up! So, we need to think about how to bring our brands to peo­ple’s lives and not the other way around.

The pro­file of our agency has not changed, but as I said, it has evolved to be­come more con­sumer­centric rather than brand-cen­tric, since to­day's con­sumers have an in­creased sense of own­er­ship of the brands they choose to bring into their lives! Hir­ing ex­perts in so­cial me­dia can be more ef­fec­tive than do­ing it our­selves, that’s why we work hand in hand with our dig­i­tal sis­ter agency 'Mynet­work­ing' to in­te­grate our cre­ative think­ing with tra­di­tional cam­paigns to be more in­no­va­tive in how we re­late to con­sumers by us­ing so­cial me­dia.

Nowa­days we no longer talk about “reach” or “impressions” as mea­sure­ments of suc­cess, in­stead, we should aim for “con­ver­sa­tions” and “en­gage­ment" with our fans, fol­low­ers and brand am­bas­sadors.

The chal­lenges re­main the same in our coun­try, we sim­ply need to adapt and move for­ward.

Ge­orges Slim Lowe Pimo - COO

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