IN THE MIDST OF A REV­O­LU­TION

ArabAd - - COVER STORY -

We are in the midst of a rev­o­lu­tion in terms of tech­nol­ogy and me­dia chan­nels al­to­gether that is redefin­ing the very grounds of ad­ver­tis­ing.

We can­not de­fine it now as it was for the last 50 years be­cause we are cur­rently in the mid­dle of it and we won't be able to see clearly un­til things set­tle down, which is def­i­nitely not hap­pen­ing soon. Tech­nol­ogy is the main game changer.

Look at peo­ple on the street. Women walk with a hand­bag in one hand and a mobile in the other. The door­man, dur­ing his break, is in a deep trans while on his phone. You en­ter an el­e­va­tor and ev­ery­one is check­ing his or her phone.

The ad­ver­tis­ing industry's re­ac­tion is : Let's flood his or her phone !! This is so wrong. Peo­ple hate ad­ver­tis­ing and un­til ad­ver­tis­ing be­comes en­ter­tain­ing they will not fall in love with it. To­day, peo­ple have a mixed and discerning point of view. There­fore, they are aware and able to de­fine what is scam and what is some­thing "they look for­ward to". It is not nice to have your brand in the scam depart­ment!! Isn't it?

Be­ing a brand­ing agency, we al­ways be­lieved in the power of brand­ing and good de­sign to be the start of a true and hon­est prod­uct's orig­i­nal story.

We do con­vince our clients that they can­not sell any­thing to any­one any­where any­more. Their prod­ucts, la­bels and there­fore brands have to find a true and hon­est pur­pose. That is what is chang­ing our agency from sell­ing lines and cre­ative work to pur­pose thinkers and

We have al­ways be­lieved in "the art of dif­fer­ence" and we wake up ev­ery day to pro­vide our clients with "in­spir­ing and

new ideas.

cre­ative idea find­ers.

We have al­ways be­lieved in "the art of dif­fer­ence" and we wake up ev­ery day to pro­vide our clients with "in­spir­ing and new ideas." In other words, we are just try­ing to de­fend our clients from be­com­ing scam and help them al­ways be "in­spir­ing". We are just learn­ing to com­mu­ni­cate our ideas in a tech-friendly man­ner.

Ramzi Barakat B, - Founder and CCO

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