Daniel Ge­orr

MD/ Part­ner - Its.

ArabAd - - COVER STORY -

I first joined the ad industry….

In 1995 with PIMO as an art di­rec­tor. I still be­lieve that was one of the best ca­reer choices I made in my life; for many rea­sons they helped me get where I wanted to be at that time.

The one thing I have al­ways loved and still do about this pro­fes­sion...

I don't re­ally love this pro­fes­sion. To be hon­est, I don't like a lot of things about it, but for some rea­son I can't leave it. I tried many times, but I al­ways come back run­ning. What­ever the rea­sons are, I am hav­ing a long term re­la­tion­ship with some­one I don't re­ally like. It's like Adam and Eve, they only stayed with each other be­cause there was no one else to go to. And the same ap­plies to me. I don't know how to do any­thing else but ad­ver­tis­ing, be­cause that's my whole life… Any­way, what I do like about it are things like the peo­ple, ideas, the brain­storm­ing, di­ver­si­fi­ca­tion, as in the abil­ity to work on many things at the same time and the pos­si­bil­ity to work si­mul­ta­ne­ously on dif­fer­ent busi­nesses, from banks to burg­ers within the same hour…. The list is long! How­ever, and for some rea­son I ig­nore, when you put all th­ese to­gether they con­sti­tute some­thing hor­ri­ble: THE AD­VER­TIS­ING INDUSTRY and that I hate…

The good old things about the ad busi­ness back in the 1990s, which no longer ex­ist to­day...


My ‘Won­der Years’ in ad­ver­tis­ing...

If we are talk­ing about money, bud­gets, sta­bil­ity, num­ber of ads and cam­paigns we do etc. there is no doubt that the nineties were the "won­der years"; but if we are talk­ing about real chal­lenges and great ideas, I be­lieve to­day we are lucky to live th­ese won­der years… It's a fact that be­fore we were stuck be­tween four dif­fer­ent me­dias (TV, ra­dio, out­door and print) and only the rich were able to com­mu­ni­cate. Ideas were al­ways needed but I re­mem­ber we were al­ways able to com­pen­sate for a bad idea with a big bud­get. My boss used to tell me, a great cam­paign needs, a big idea or a big bud­get and if you have both you prob­a­bly are a lucky son of a b… To­day, we have choices, brands don't need to be rich to com­mu­ni­cate, they only need to have a story, a good prod­uct and some com­mon sense; if you do, you have thou­sands of chan­nels to go to. Noth­ing can stop a good story from get­ting out, and that puts qual­ity over money.

To­day, brands don't need to be rich to com­mu­ni­cate.

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