CHANGE IN­HER­ENT TO THE AD BUSI­NESS

ArabAd - - COVER STORY -

The re­al­ity is that change is an in­te­gral part of this industry’s DNA. And in a world rat­tled more and more by po­lit­i­cal and eco­nomic in­sta­bil­ity, brand teams are on the look­out for fa­mously ef­fec­tive so­lu­tions – as op­posed to one off cam­paigns - to op­ti­mise their re­turn on in­vest­ment.

In this con­text, ad­ver­tis­ing has and will con­tinue to change to adapt – and most im­por­tantly re­main rel­e­vant - to new and evolv­ing cus­tomer life­styles. It is no se­cret that tech­nol­ogy is re­shap­ing peo­ple’s lives, el­e­vat­ing dig­i­tal into un­der­ly­ing plat­forms to all com­mu­ni­ca­tion strate­gies – from off line to re­tail me­dia. As such, the chal­lenge of all agen­cies in Le­banon (and be­yond) is to con­tin­u­ously in­vest in tal­ent (through train­ing ex­ist­ing resources and wel­com­ing new re­cruits) and nur­ture an open cul­ture that en­cour­ages col­lab­o­ra­tion and ex­change of knowl­edge – in­ter­nally across all de­part­ments as well as with clients, industry sup­pli­ers and part­ners. At Grey, this ap­proach al­lowed us to re­main rel­e­vant and de­liver ideas that ex­ploit or build around pop­u­lar cul­tures of the mo­ment. Such ideas of­ten be­come fa­mously ef­fec­tive, en­cour­ag­ing peo­ple to re­think cur­rent choices in fa­vor of the brand pro­moted..

The chal­lenge […] is to con­tin­u­ously in­vest in tal­ent and nur­ture an

open cul­ture…

Karim Nader Grey - MD

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