Wael Hus­seini: With sta­bil­ity comes growth Ghada Che­haibar: Adap­ta­tion is key

ArabAd - - CONTENTS -

MAR­KET OVERVIEW

I hate to sound like a bro­ken record, but ob­vi­ously the main in­gre­di­ent that is hold­ing the in­dus­try, as well as other in­dus­tries back, is the con­tin­u­ous po­lit­i­cal in­sta­bil­ity and the in­abil­ity of the gov­ern­ment to pro­vide the ba­sic re­quire­ments for growth on so many fronts. With eco­nomic growth, all in­dus­tries stand to ben­e­fit. The ad in­dus­try in Le­banon re­mains ro­bust, even if it is not grow­ing, in the sense that it is still a hub for cre­ativ­ity and cre­ative tal­ent across the re­gion. I be­lieve that with po­lit­i­cal sta­bil­ity and a gov­ern­ment that is able to de­liver on its com­mit­ments, the ad mar­ket would eas­ily re­bound and achieve growth in the new year and years to come.

MAIN KEY AR­EAS OF FO­CUS

The days of the clas­sic ad-agency busi­ness are def­i­nitely gone. At Publi­cis, we are al­ways ex­plor­ing ways to be more re­spon­sive and meet the ever-chang­ing mar­ket and client ex­pec­ta­tions.

We have in­vested in so­cial and mo­bile ex­per­tise and lever­age our Group’s dig­i­tal and tech­ni­cal in­no­va­tion ca­pa­bil­i­ties. Hav­ing said that, it is key not to lose fo­cus on de­vel­op­ing and ad­her­ing to a cre­ative brand idea that holds all what we cre­ate within these dif­fer­ent of­fer­ings in an in­te­grated brand build­ing ap­proach.

ON THE NEW WAVE OF MAR­KETERS AND SPECIALSED AGEN­CIES

Mar­keters who ad­vo­cate in-house agency set-up will find them­selves at some point ei­ther de­vel­op­ing cliché work or work that is not in tune with peo­ple’s as­pi­ra­tions, be­liefs and/or ex­pec­ta­tions (most of us saw the pub­lic re­ac­tion to the re­cent TVC that Pepsi pro­duced in-house). And in­de­pen­dent agency set-up of­fers di­ver­sity and ex­po­sure over a mul­ti­tude of brands and in­dus­tries, hence en­rich­ing the cre­ativ­ity and thought process of its re­sources and there is added value in that for all mar­keters.

As for smaller agen­cies, although they po­si­tion them­selves as be­ing cheaper and more flex­i­ble and re­spon­sive, this will not be sus­tain­able over the long-run as their mar­gins will even­tu­ally erode as they add on more tal­ent and ex­per­tise (which drive costs up). More­over, big­ger agen­cies are rein­vent­ing their pro­cesses and of­fer­ing to match to­day’s mar­ket­ing needs, in ad­di­tion to hav­ing ac­cu­mu­lated an ex­ten­sive and in­valu­able repos­i­tory of brand-build­ing ex­per­tise and bench­marks across many in­dus­tries.

In the short run, it is def­i­nitely im­pact­ing agen­cies’ busi­ness, but I do not be­lieve that this model is sus­tain­able over the long run.

The ad in­dus­try in Le­banon re­mains ro­bust, even if it is not grow­ing, in the sense that it is still a hub for cre­ativ­ity and cre­ative tal­ent across the re­gion

Wael El Hus­seini Man­ag­ing Di­rec­tor Publi­cis Le­vant & Op­ti­me­dia

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