Moving on Up
Finding Middle Ground
2016 seems to be the year of hesitation and this is especially apparent in Dubai. With a lot of talk of uncertainty, brands have been reluctant to take big decisions or risks and are very careful with their expenditure. There also seems to be a lot of confusion with digital. While brands were happy to spend on experimenting with content in the past, they now need to prove results and that is affecting creativity.
The role of the agency needs to go back to being the brand guardian. While brands feel they are benefiting from more content and activations being generated from different sources, the messaging is ultimately being lost. The separation of roles stems from confusion, which some clients have related to results received from digital. If an agency can’t prove that it has a clear understanding of online marketing, the client will continue to look elsewhere. Agencies need to be able to react quickly to briefs, meaning production and distribution of content needs to move in-house to a certain extent.