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.
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.