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ArabAd - - COVER STORY -

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.

Un­der­stand­ing Chaos

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.

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