That is what we are here to do!

ArabAd - - COVER STORY -

MBUS, usu­ally the tech­ni­cal arm or the less-beau­ti­ful cousin of ad­ver­tis­ing agen­cies have been see­ing a resur­gence. So much that the whole in­dus­try is be­ing flipped on its head be­cause of it. What’s your stance? Me­dia com­pa­nies are cer­tainly more tech­ni­cal than ad­ver­tis­ing agen­cies - and es­sen­tially a lot more ac­count­able for de­liv­er­ing em­pir­i­cal value results to their clients. Sub­se­quently, we op­er­ate very much in the ob­jec­tive space, rather than sub­jec­tive. So does that make us the ‘less­beau­ti­ful’ cousin? Per­haps we don’t have the glam­our as­pect of our es­teemed col­leagues in the ad­ver­tis­ing space… But we do need to un­der­stand our clients’ busi­ness needs, de­sign com­mu­ni­ca­tion strate­gies that take ac­count of a con­stantly evolv­ing con­sumer base and we suc­ceed or fail based on met­rics linked to value de­liv­ery, of­ten au­dited and as­sessed by third par­ties to ver­ify. Ad­ver­tis­ers re­quire a holis­tic overview across all me­dia and com­mu­ni­ca­tion chan­nels. Given th­ese chan­nels shift rad­i­cally and quickly, a com­mu­ni­ca­tion plan can now catal­yse cre­ative as­set de­ci­sions. In the past the me­dia land­scape was more sta­ble – sub­se­quently the cre­ative as­set came first – a TV com­mer­cial, a print ad and some dis­play cre­ative would do. So rather than the whole in­dus­try be­ing flipped, I be­lieve that the cre­ative and me­dia agen­cies now have to work on equal terms and com­mu­ni­cate ef­fec­tively. This is to en­sure the as­sets are rel­e­vant to the en­vi­ron­ment and the right amount of in­vest­ment is made in the cor­rect ar­eas, at the cor­rect price!

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