In An­tic­i­pa­tion of the Un­prece­dented

ArabAd - - CONTENTS CONTENTS - Gaby Chamat CEO Re­brand­ing of Verse Goup

Mar­ket re­quire­ments have al­ways dic­tated the strate­gies em­ployed by the agen­cies ca­ter­ing to the needs of the com­mu­ni­ca­tions sec­tor. The ever-chang­ing de­mo­graph­ics in client-con­sumer choices and be­hav­iours have gen­er­ated phe­nom­e­nal in­sights driv­ing rapid adap­tion and adop­tion of tech­nolo­gies best fit for an au­di­ence de­mand­ing be­spoke at­ten­tion. How­ever, and though ev­ery­thing dig­i­tal seems to be head­lin­ing the in­dus­try, a mix of both old and new is what con­tin­ues to drive growth. Gov­ern­ment is also get­ting in on the ac­tion by cap­i­tal­is­ing on the ex­per­tise and ad­vances avail­able to bring to­gether ser­vices in more in­no­va­tive and cost-ef­fec­tive ways to the pri­vate and pub­lic sec­tors. And with me­dia agen­cies slowly be­com­ing con­tent mar­keters, what lies ahead may prove to be ad­ver­tis­ing’s ‘Sec­ond Com­ing’.

Agen­cies, es­pe­cially in­de­pen­dent medium agen­cies, should work on ini­tia­tives for their clients and the gov­ern­ment to serve dif­fer­ent na­tional causes.

An­swer­ing the call of im­me­di­acy


Our agen­cies have changed over the years to meet the chal­lenges put for­ward by the com­mer­cial deal­ings and mar­ket re­quire­ments. The ever-chang­ing de­mo­graph­ics in client-con­sumers choices have led us to bet­ter understand their com­mu­ni­ca­tion re­quire­ments.

We started work with Ven­ture Com­mu­ni­ca­tions ten years ago how­ever, we had to ex­pand three other agen­cies / brands, namely, Spark Plus, Re­brand­ing and Mevents that op­er­ate all over the globe but mainly the Mid­dle East. Now, all four brands/agen­cies op­er­ate un­der its par­ent com­pany, Verse Group based in Lon­don, UK.

Th­ese ad­vance­ments have en­abled us to pro­vide fully-fledged com­mu­ni­ca­tion ser­vices for our clients. The four agen­cies have seam­lessly fused to pro­vide clients with pre­cise ser­vices based on their spe­cific needs thereby max­imis­ing per­for­mance.


Agen­cies can no longer get clients eas­ily. To­day, clients’ de­mands are dy­namic, ag­gres­sive and im­me­di­ate. To meet th­ese expectations or ex­ceed them, com­mu­ni­ca­tion agen­cies will have to be on their toes at all times and look for op­por­tu­ni­ties to build and understand the client-agency re­la­tion­ship, there­fore treat­ing the client’s brand as their own.

In ad­di­tion, dig­i­tal mar­ket­ing is trend­ing th­ese days due to tech­no­log­i­cal ad­vance­ments with nu­mer­ous op­por­tu­ni­ties to be had. How­ever, it is cru­cial to understand that we can­not de­pend on the dig­i­tal sphere alone. The key to the “Golden Age” of ad­ver­tis­ing lies in the tai­loured blend of the mar­ket­ing mix, which in­cludes dig­i­tal as well as con­ven­tional tools. Us­ing th­ese, one can de­velop and ex­e­cute, based on ex­pe­ri­ence for a cost ef­fec­tive strat­egy for the clients.

Agen­cies, es­pe­cially in­de­pen­dent medium agen­cies with a big­ger chal­lenge and com­mit­ment, should work on ini­tia­tives for their clients and the gov­ern­ment to serve dif­fer­ent na­tional causes. They should ex­pand be­yond the box of re­peated cor­po­rate com­mu­ni­ca­tion and work on tac­ti­cal ini­tia­tives serv­ing the com­mu­nity`s so­cial re­spon­si­bil­ity mat­ters to set their clients apart from the com­pe­ti­tion.


The ad­ver­tis­ing scene has evolved im­mensely over time here in the UAE. With in­creased com­pe­ti­tion among brands, agen­cies have started to pro­vide dif­fer­ent com­mu­ni­ca­tion plat­forms to at­tract cus­tomers to­wards the brand. The gov­ern­ment has started to en­dorse mar­ket­ing ini­tia­tives, which is good for the econ­omy and the com­mu­ni­ca­tion in­dus­try. With the num­ber of ex­pats in­creas­ing, dif­fer­ent and wider ap­proach to com­mu­ni­ca­tion skills has been oc­cur­ring, which is good for bench­mark­ing the over­all ad­ver­tis­ing in­dus­try here.

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