Man­ag­ing Di­rec­tor FP7 Qatar, talks to about the strate­gies that are geared for cre­at­ing ful­fill­ing ex­pe­ri­ences and hap­pier clients.

ArabAd - - COVER STORY -

Arabad

How much has ad­ver­tis­ing really changed over the years? Ad­ver­tis­ing as a pro­fes­sion has not really changed. What’s changed is con­sumers’ ac­cess to brands. To­day, web mar­ket­ing and data- driven tac­tics have trans­formed the way we talk to the tar­get au­di­ence, turn­ing ‘reach’ into ‘con­ver­sa­tion’ and the mea­sure of suc­cess from the num­ber of ‘im­pres­sions’ to the level of ‘en­gage­ment’ cre­ated. Turn­ing heads and build­ing re­la­tion­ships is so far re­moved from the pi­o­neer­ing ‘Mad Men‘ days. Agen­cies now need to cater to a mo­bile au­di­ence, which is smart­phoneready and tech-savvy. This means we can more eas­ily tar­get con­sumers with rel­e­vant, high-def­i­ni­tion, and rich me­dia con­tent that peo­ple will want to watch and share. How has the pro­file of your agency changed? Al­though the mar­ket­ing and ad­ver­tis­ing world ap­pears to be rapidly chang­ing, the strate­gies and ba­sis for cam­paigns haven’t ac­tu­ally evolved that much. It is vi­tal, now that we really understand the con­sumers and lis­ten to them, to com­mu­ni­cate with the au­di­ence, in­stead of just talk at them. We can read be­tween the lines and cap­ture more mean­ing­ful in­sights about what they want. As an agency, the growth and di­ver­si­fi­ca­tion of our work­ing tal­ent through cul­tural evolve­ment has pro­duced a stronger global shop­per savvy en­vi­ron­ment. So many cul­tures make the Mid­dle East their home. Agen­cies are now grow­ing less in­su­lar and offering a much broader ser­vice. This is lead­ing to a point of col­lab­o­ra­tion we haven’t had be­fore, and this greater shared ex­per­tise means we can cre­ate hap­pier clients.

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