Mak­ing Sense of Change

ArabAd - - COVER STORY -

Lever­ag­ing the Work Flow

Dubai is the cap­i­tal of the re­gional ad­ver­tis­ing scene. It means that, like Am­s­ter­dam or Sin­ga­pore, we mostly work with clients who have a re­gional agenda. In th­ese chal­leng­ing times it means clients can bal­ance the im­pact some lesser per­form­ing mar­kets have on their busi­ness. There’s still plenty of busi­ness to go around. Th­ese are times of con­sol­i­da­tion and pre­par­ing for bet­ter days to come.

Shift­ing To­ward Rel­e­vance

Me­dia and con­sul­tan­cies have been try­ing to get a piece of the cre­ative pie for a long time. They have never been very good at it. The real threat is that they have the ear of C-level ex­ec­u­tives when it comes to strat­egy. Agen­cies need to learn from this and re­gain its place at the board­room table.

Novem­ber 2016

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