As more clients be­come more open to dig­i­tal, agen­cies scurry to ac­com­mo­date that de­mand. finds out what the chal­lenges are with Havas World­wide Gen­eral Man­ager in Qatar.

ArabAd - - COVER STORY -


Adel Ibrahim, How much has ad­ver­tis­ing really changed over the years?

Over the last three to four years, ad­ver­tis­ing in­vest­ment in Qatar reached its peak. Nowa­days, it is more equal­is­ing to the mar­ket’s needs based on sup­ply and de­mand. Though the ad­ver­tis­ing mar­ket is evolv­ing quickly, aware­ness of dig­i­tal ad­ver­tis­ing is slowly in­creas­ing in Qatar. Nonethe­less, we strongly be­lieve that the mar­ket will ex­pe­ri­ence a dra­matic shift from tra­di­tional to dig­i­tal ad­ver­tis­ing soon by adapt­ing it­self to the boom­ing global trend. Cur­rently, agen­cies in the coun­try have a greater fo­cus on dig­i­tal plat­forms to re­main com­pet­i­tive as tra­di­tional ad­ver­tis­ing is chal­lenged to gen­er­ate more cre­ativ­ity. In ad­di­tion, more agen­cies are en­ter­ing the Qatari mar­ket.

How has the pro­file of your agency changed?

Havas World­wide Doha con­tin­u­ously seeks to ex­pand and im­prove to main­tain mar­ket share and keep pace with the com­pe­ti­tion. In the past year, we have strength­ened our pres­ence and im­age in Qatar by hir­ing more pro­fes­sion­als in the fields of events, pub­lic re­la­tions, so­cial me­dia and com­mu­nity man­age­ment. Our agency has been more fo­cused on its ser­vices us­ing the lat­est tools to im­prove our work and de­liver the best pos­si­ble re­sults. Our well-di­ver­si­fied port­fo­lio cou­pled with mar­ket ex­per­tise and dig­i­tal ex­perts can now guar­an­tee an ap­pro­pri­ate re­sponse to the needs and as­pi­ra­tions of our clients.

How has the lo­cal mar­ket been af­fected?

The dig­i­tal trend has un­doubt­edly had a pos­i­tive im­pact on ad­ver­tis­ing agen­cies as more play­ers are con­tem­plat­ing the in­volve­ment in the Qatari mar­ket and sev­eral spe­cialised agen­cies are en­ter­ing the mar­ket. Clients are now de­mand­ing more on­line­fo­cused ser­vices, which is why most of ad­ver­tis­ers are will­ing to in­vest in dig­i­tal. Havas World­wide Doha has been closely mon­i­tor­ing the mar­ket and is adapt­ing to the change.

What are some of the chal­lenges you're fac­ing on a daily ba­sis?

Our big­gest chal­lenge in the Qatari mar­ket has al­ways been find­ing qual­i­fied tal­ents to meet the grow­ing de­mand of the dig­i­tal mar­ket and cre­ate aware­ness about this new trend among our clients.

We strongly be­lieve that the Qatari mar­ket will ex­pe­ri­ence a dra­matic shift from tra­di­tional to dig­i­tal ad­ver­tis­ing soon.

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