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

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.