An­swer­ing the Busi­ness Chal­lenges

ArabAd - - COVER STORY -


Mak­ing Com­pen­sa­tions

Dubai’s ad­ver­tis­ing scene has faced some chal­lenges this year. Dubai has lit­er­ally been “on sale” since Jan­uary. Even brands that traditionally never had to run pro­mo­tions have been forced to do so in an ef­fort to com­pen­sate for weaker busi­ness. What is hap­pen­ing through­out the re­gion, be it po­lit­i­cally or eco­nom­i­cally has put a lot of pres­sure on Dubai and the chal­lenge com­pa­nies have been fac­ing was nat­u­rally passed on to agen­cies. Hav­ing said that, I am a firm be­liever in Dubai and its re­silient econ­omy and I am con­fi­dent we will all weather the cur­rent re­gional storm.

In­tro­duc­ing Struc­tural Changes

The whole in­dus­try is fac­ing an iden­tity cri­sis as a re­sult of the pro­lif­er­a­tion of spe­cialised me­dia. To­day, we have moved away from the era of net­work agen­cies com­pet­ing against one an­other, to the era where hold­ing com­pa­nies are com­pet­ing against each other. At the same time, we have seen the rise of small in­de­pen­dent spe­cialised agen­cies who have en­joyed tremen­dous suc­cess, in a very short span of time. All net­work agen­cies are look­ing for ways to em­brace such a shift in the in­dus­try and are try­ing to in­tro­duce struc­tural changes that would al­low them to nav­i­gate ef­fec­tively in th­ese new wa­ters. The Y&R Group has evolved from of­fer­ing clients cre­ative cam­paigns that an­swer their mar­ket­ing briefs to of­fer­ing them in­no­va­tive so­lu­tions that an­swer a busi­ness chal­lenge faced by th­ese clients. In order to do so, we have started go­ing to mar­ket as The Part­ner­ship, hav­ing Y&R as a lead agency and bring­ing along any spe­cialised com­pe­tency from the WPP Group that is needed to come up with and im­ple­ment the in­no­va­tive so­lu­tion.

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