Weath­er­ing the Storm

ArabAd - - COVER STORY -

Nas­sim Nasr, Man­ag­ing Di­rec­tor, TBWARAAD KSA shares his view­point on the gen­eral at­mos­phere pre­vail­ing in the Saudi mar­ket and the most ur­gent needs that should be ad­dressed to­day.

Mar­ket overview

Both busi­ness and con­sumer con­fi­dence are on a de­cline with con­sumer spend­ing fol­low­ing suit. So far, this year has been a con­tin­u­a­tion of last year's down­ward spiral.

Clients need to eval­u­ate whether or not their cur­rent agen­cies are able to help them weather the storm and agen­cies in-turn need to pro­vide their clients with so­lu­tions that will help them over­come the ob­sta­cles ahead.

On agen­cies' fo­cus and dig­i­tal me­dia 'new role'

The word 'new' can no longer be used for mo­bile and dig­i­tal, as this trend has been part of our lives for some time now. At TBWA we do not dif­fer­en­ti­ate be­tween clas­si­cal and dig­i­tal/mo­bile me­dia, they are one and

the same. Our en­tire busi­ness model has evolved in or­der for us to stay rel­e­vant and pro­vide our clients with 21 cen­tury so­lu­tions. Plat­forms such as 'Dis­rup­tion Live' are one of many dis­ci­plines that TBWA have in­tro­duced in or­der to de­liver rel­e­vant com­mu­ni­ca­tion for our brands.

On award-win­ning work made in KSA

Noth­ing is hold­ing back KSA'S cre­ative in­dus­try other than it­self. Clients are ask­ing for award win­ning work, which most of the cre­ative agen­cies in the coun­try are ca­pa­ble of de­liv­er­ing. It's just a mat­ter of chang­ing mind­sets and push­ing the men­tal bound­aries. Award win­ning cre­ative work can be de­vel­oped no mat­ter what the cul­tural land­scape looks like.

It’s just a mat­ter of chang­ing mind­set and push­ing the men­tal bound­aries.

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