Out­sourc­ing Ta­lent

ArabAd - - COVER STORY -

The Watch­ful Ap­proach

It has and con­tin­ues to be a chal­leng­ing mar­ket in 2016. With re­gional and global events driv­ing un­cer­tainty, such as the US Pres­i­den­tial Elec­tion, low oil prices in the Mid­dle East, Euro­pean un­cer­tainty driven by Brexit and a China slow­down, to name a few, all have been af­fect­ing the overriding busi­ness at­mos­phere in the UAE and be­yond. This has re­sulted in clients adopt­ing a bit of a “watch­ful wait­ing” ap­proach, which in turn has put pres­sure on ad­ver­tis­ing bud­gets. De­spite client pipe­lines and as­pi­ra­tions be­ing in­deed promis­ing go­ing into Q4, one would ex­pect this con­ser­vatism to con­tinue to the end of the year.

The In­te­grated Ser­vice Of­fer­ing

We do see a rise in spe­cialised agen­cies of­fer­ing cre­ative and con­sult­ing (among other ser­vices) that have typ­i­cally been of­fered by the in­cum­bent re­tained agency. It’s be­cause the in­cum­bents have been to slow to adapt in the dig­i­tal age. The over­lap in ca­pa­bil­i­ties be­tween var­i­ous agency play­ers across the board are be­com­ing more and more com­mon and the lines be­tween ser­vices have be­come in­creas­ingly blurred as we move into a dig­i­tally- driven econ­omy. The chal­lenge agen­cies need to over­come is to seam­lessly move to­ward an in­te­grated ser­vice of­fer­ing, even if this means across mul­ti­ple agency brands. It’s the agen­cies that have the least legacy and the abil­ity to col­lab­o­rate in this way, as well as have the ca­pa­bil­ity to ef­fec­tively har­ness data and tech­nol­ogy for the ben­e­fit of their clients, who will be able to make that shift and adapt the quick­est. Novem­ber 2016

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