THE WORLD BE­CAME A BIG CIR­CLE

ArabAd - - COVER STORY -

Tech­nol­ogy and Com­mu­ni­ca­tion have not only af­fected peo­ple’s lives but is also cre­at­ing a new gen­er­a­tion of con­sumers who re­act and in­ter­act spon­ta­neously at high tempo, a phe­nom­ena that has rad­i­cally changed our habits and shifted our per­cep­tion. The world be­came a big cir­cle where you can reach any­one any­where from the com­fort of your couch.

Con­sumers ex­change more than thou­sand pieces of in­for­ma­tion alone on Face­book, In­sta­gram, Twit­ter…

The mis­sion of ad­ver­tis­ing agen­cies is not lim­ited to build­ing aware­ness, mes­sage, and slo­gan... It’s about at­ti­tude; it’s about feel­ing great, not just look­ing great.

In­evitably, sur­vival is all about adap­ta­tion, not nos­tal­gia.

We also see the so­cial me­dia era as an in­va­sive way to reach po­ten­tial con­sumers more di­rectly and ef­fi­ciently with our cre­ative con­cepts. It’s be­com­ing even eas­ier to tar­get a spe­cific group or class di­rectly on their own per­sonal screens.

I be­lieve that the print­ing industry is more un­der threat than the ad­ver­tis­ing sec­tor. Me­dia out­lets and agen­cies have started to adapt to digi­ti­sa­tion and will try to sneak into the world of so­cial me­dia.

Our ad­ver­tis­ing agency is sim­ply evolv­ing and adapt­ing to a con­stantly chang­ing me­dia world, while keep­ing the same cre­ative con­sis­tency and the same strive to pro­vide new ideas and con­cepts. Af­ter all, whether it’s dig­i­tal or print, our work will re­main the same with new chal­lenges to dif­fer­en­ti­ate our clients from their com­peti­tors.

The cir­cle has widened and it’s a pos­i­tive way to see things: the sup­ply chain is larger and it’s be­com­ing more chal­leng­ing to cre­ate and adapt the same con­cept into a 360-de­gree cam­paign.

The only worry I might place in the ac­tual Le­banese pro­pa­ganda sce­nario is that we tend to be­come overly “pop­ulist” with our com­mu­ni­ca­tion in or­der to reach the widest tar­get au­di­ence in­stead of stay­ing re­spect­ful and ed­u­cated, and lift­ing up the masses. Ad­ver­tis­ing seems to be us­ing only the low­est pos­si­ble vo­cab­u­lary and ex­pres­sions, which drives peo­ple to overuse them too.

Ten years from now, Pur­ple will still be cre­at­ing com­mu­nica­tive con­cept mes­sages for our clients but we will def­i­nitely be us­ing wider means of de­liv­ery.

Whether it’s dig­i­tal or print, our work will re­main the same with new chal­lenges to dif­fer­en­ti­ate our

clients from their com­peti­tors.

Ghada Che­haiber Pur­ple Man­ag­ing and Cre­ative Di­rec­tor

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