The Com­mu­ni­ca­tion Guide­line to Suc­cess

ArabAd - - COVER STORY -

The con­sul­tan­cies are strong in their strat­egy work, but still nas­cent in their cre­ative of­fer­ing. Ad agen­cies on the other hand, which have the abil­ity and his­tory to ap­ply the in­te­gra­tion model, have a dis­tinct ad­van­tage, be­cause they know how things work to­gether and are able to be the lead in any big pro­ject/busi­ness. Ad agen­cies, how­ever, need to fol­low SIX NONNEGOTIABLES if they are to suc­ceed and stay in busi­ness:

Strong strate­gic think­ing that starts with brand with­out rush­ing into tac­ti­cal ad­ver­tis­ing and fads. True In­te­gra­tion: have in-house ca­pa­bil­i­ties or strong part­ners in terms of in­te­grated ser­vices: me­dia, dig­i­tal, so­cial, cre­ative, pro­duc­tion, con­tent, PR. Brand Lead­er­ship: strong brand leads that can rally the team, align and get things done. Cre­ative Fire Power: Strong cre­ative out­put with teams that can work closely with strate­gic plan­ners. Con­tent Cre­ation: abil­ity to cre­ate con­tent quickly, ef­fec­tively and cheaply. Tech­nol­ogy, Dig­i­tal and So­cial: abil­ity to utilise th­ese in the right con­text at the right time with the right au­di­ence.

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