The New In­dus­try Dy­namic

As ad agen­cies re­gain their role as brand and busi­ness cus­to­di­ans, fu­ture growth takes on new mean­ing. In discussing this, sat with Man­ag­ing Di­rec­tor Grey, Doha, to dis­cuss this evo­lu­tion.

ArabAd - - COVER STORY -

Ours has al­ways been a 360-de­gree agency with a holis­tic ap­proach to com­mu­ni­ca­tion ser­vices. We have con­sis­tently and con­tin­u­ously ex­panded on our scope of ser­vices and cre­ative prod­ucts to evolve our clients’ com­mu­ni­ca­tion and busi­nesses. Pos­si­bly the most no­table change in the pro­file of our agency has been shaped by the ca­pa­bil­i­ties we are tak­ing on. In the last year alone, we’ve beefed up our teams to fo­cus on in­te­grat­ing and con­sol­i­dat­ing our cross­func­tional ca­pa­bil­i­ties and, we’ve aligned our tal­ent re­cruit­ment with this vi­sion. The in­dus­try dy­nam­ics are very de­mand­ing and re­quire highly poly­va­lent tal­ents equipped with cross-plat­form, cross-me­dia and cross-func­tional ex­per­tise. As an ad­ver­tis­ing agency, we need to evolve our busi­ness by evolv­ing that of our clients, which will serve as the spring­board to our growth in the fu­ture.

Among the GCC coun­tries, the Qatari mar­ket had been slowly grap­pling with the in­dus­try change and dy­nam­ics over the past decade; partly be­cause the coun­try it­self was still in the nascent in­fras­truc­tural stages. Ad­ver­tis­ing and mar­ket­ing were not at the top of the pri­or­ity list for lo­cal and in­ter­na­tional com­pa­nies op­er­at­ing in the coun­try. How­ever, since its in­cep­tion, the Qatar Na­tional Vi­sion 2030 mapped out a strate­gic course for emerg­ing growth sec­tors and eco­nomic di­ver­si­fi­ca­tion, which re­ver­ber­ated in a flock of com­pa­nies set­ting up shop in Qatar and launch­ing with full force. For us and other agen­cies in the coun­try, this trans­lated into am­ple op­por­tu­ni­ties for client port­fo­lio di­ver­si­fi­ca­tion and growth, from multi­na­tional con­glom­er­ates across the oil and gas, bank­ing and real es­tate sec­tor to long­stand­ing lo­cal play­ers that have rec­og­nized the need to com­mu­ni­cate and ad­ver­tise their busi­ness visà-vis fiercer mar­ket com­pe­ti­tion. To­day, we’re look­ing at an en­tirely dif­fer­ent pic­ture in light of Qatar’s FIFA World Cup 2022 bid win. The coun­try has been thrust into the in­ter­na­tional spot­light and, as its need to brand it­self on a global level has greatly grown, so has its ap­peal to com­pa­nies from all over the world. In the face of this change, Qatari com­pa­nies are be­com­ing in­creas­ingly in­ter­na­tional and, this has pos­i­tively chal­lenged us and the com­mu­ni­ca­tion in­dus­try at large to push our offering to world-class lev­els. Ad­ver­tis­ing with­out insight is merely just cre­ativ­ity. Un­for­tu­nately, Qatar seems to be un­der-re­searched when com­pared with re­gional neigh­bours (par­tic­u­larly Saudi Ara­bia and the UAE); most mar­ket­ing re­search that has been done in the coun­try seems to be un­der­stated. So, we have been re­ly­ing on data from Qatar’s neigh­bours and making some ed­u­cated as­sump­tions to ex­trap­o­late any use­ful in­for­ma­tion that can be used into our day-to-day work for clients. This is a par­tic­u­larly chal­leng­ing sit­u­a­tion at a time when the whole in­dus­try is ad­vo­cat­ing data-led cre­ativ­ity; and one that is fur­ther ex­ac­er­bated by the ma­jor dig­i­tal and pro­gram­matic push across the GCC re­gion – where data and re­search, as you can imag­ine, carry the bulk of the weight. An­other chal­lenge is the ever-shrink­ing tal­ent pool, to which we can at­tribute three fac­tors: mar­ket sat­u­ra­tion driven by an over­whelm­ing amount of agen­cies, both lo­cal and in­ter­na­tional, for a coun­try the size of Qatar; the coun­try’s rel­a­tive short dis­tance from Dubai, a re­gional cre­ative hub; and the dif­fi­culty in at­tract­ing new tal­ent to Qatar as Qatar – at least from a cre­ative point of view – is not syn­ony­mous with award­win­ning de­liv­ery. How­ever, we are con­fi­dent in that as the mar­ket con­tin­ues to ma­ture and at­tract in­ter­na­tional brands, it will bol­ster the cre­ative out­put and tal­ent in the coun­try. Hope­fully, this will also lead to heftier in­vest­ments into re­search as the con­sumer makeup in Qatar be­comes in­creas­ingly com­plex and multi-cul­tural.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.