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.
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.