Adap­ta­tion is key

ArabAd - - COVER STORY -

Com­ing from the old school of ad­ver­tis­ing, I am per­son­ally try­ing to adapt to this new era, but I still find some ben­e­fits in every­thing tra­di­tional, and try to min­gle both ends, us­ing both at the best ser­vice of each prod­uct, us­ing the dig­i­tal and so­cial me­dia at the ser­vice of tra­di­tional me­dia.

The dig­i­tal can tar­get a cer­tain clien­tele with­out reach­ing the old gen­er­a­tion, which is still used to tra­di­tional me­dia, es­pe­cially in Le­banon and the Mid­dle East, and this de­mo­graphic tar­get still detains a huge pur­chas­ing power.

As a tra­di­tional ad­ver­tis­ing agency, we are adapt­ing to new struc­tures. We are al­ready used to fol­low changes and even cre­ate them, al­ways in­no­vat­ing. We are al­ready on the right path. There’s noth­ing to worry about. We are al­most there.

As for the pro­lif­er­a­tion of small agen­cies and the new wave of mar­keters, there’s al­ways a point of de­par­ture some­where; ev­ery suc­cess, ev­ery story had its path, and the good ones will evolve lit­tle by lit­tle, and if they have amaz­ing ideas, they will be help­ful for ev­ery­one.

At the end, we shouldn’t be com­plain­ing a lot. Even if there are ev­i­dent prob­lems, we shall re­main pos­i­tive, and al­ways strive to pur­sue our goals and mix the use­ful with a touch of cre­ative fun to reach max­i­mum po­ten­tial. Le­banese are per­se­ver­ant, and be­lieve in their dreams.

Ghada Che­haibar Man­ag­ing and Cre­ative Di­rec­tor Pur­ple ad­ver­tis­ing

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