CHAL­LENG­ING OP­POR­TU­NI­TIES With as­pi­ra­tions higher than ever, a more so­phis­ti­cated ap­proach is re­quired to en­sure rel­e­vant reach that has groom to grow. Man­ag­ing Di­rec­tor, Memac Ogilvy & Mather Qatar ex­plains fur­ther.

ArabAd - - COVER STORY -

How much has ad­ver­tis­ing really changed over the years?

The ad­ver­tis­ing / mar­ket­ing com­mu­ni­ca­tions in­dus­try and its prac­tice have ma­tured over the past five years in Qatar. In­creas­ing at­ten­tion of multi­na­tional com­pa­nies paired with Qatari com­pa­nies that have re­gional and global as­pi­ra­tions, raised the bar in terms of so­phis­ti­ca­tion, expectations and ex­per­tise. Th­ese devel­op­ments have re­sulted in the en­trance and es­tab­lish­ment of new agen­cies, en­try of new tal­ent, new en­ergy and new per­spec­tive that are up­lift­ing stan­dards in the mar­ket.

How has the pro­file of your agency changed?

Memac Ogilvy’s pur­pose built our offering here in 2012 tai­loured to the needs of the Qatar mar­ket. We brought in Arab tal­ent from the re­gion and re­cruited ex­perts in their dis­ci­plines from across the globe to build a world-class agency right here. We worked hard to en­sure the team un­der­stands and re­spects the lo­cal cul­ture and works in part­ner­ship with clients.

Samer Ab­boud, How has the lo­cal mar­ket been af­fected?

Bud­gets have been ex­tended but not slashed to date. We ex­pect 2016 to be a chal­leng­ing year in this re­gard as gov­ern­ment and in­dus­try adapt to a new nor­mal. How­ever, the chal­lenges are also an op­por­tu­nity for those com­pa­nies who want to pro­tect their in­vest­ments in their brand, choos­ing ef­fec­tive com­mu­ni­ca­tions that pre­pare them for the next stage of growth. Th­ese are the com­pa­nies that will come out on top in the com­ing years.

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

It wouldn’t be news to say that tal­ent ac­qui­si­tion and de­vel­op­ment is an on­go­ing chal­lenge. It’s true of any de­vel­op­ing com­mu­ni­ca­tions mar­ket. The chal­lenge isn’t so much that there is a lack of tal­ent; it’s the time it takes to find the right fit for the agency. We’d rather feel the pain for a while in search of the right hire than make a wrong hire that neg­a­tively im­pacts the rep­u­ta­tion we’ve worked so hard to build in this mar­ket.

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