its. man­age­ment: The fu­ture is in the one-stop shop so­lu­tion

ArabAd - - CONTENTS -

For the past 40 years, Le­banon has had its ups and downs, which have man­aged to cre­ate equi­lib­rium where re­silience was a key at­tribute that kept ev­ery­one go­ing in this mar­ket.

How­ever, the ad­ver­tis­ing in­dus­try has been lack­ing in long term vi­sion and plan­ning due to the coun­try’s in­sta­bil­ity, ex­plains the man­age­ment at in­de­pen­dent agency Its. Com­mu­ni­ca­tion. What is slow­ing the growth of the ad mar­ket?

The ad mar­ket is very much linked and de­pen­dent on the econ­omy of the coun­try. If the econ­omy is slow, the ad mar­ket is slow too, but we be­lieve that, in times of cri­sis, ad­ver­tis­ing should be a pri­or­ity in or­der to progress. Do you still be­lieve Le­banon’s ad mar­ket is ro­bust?

In ad­ver­tis­ing, you win some and you lose some. To­day, we are wit­ness­ing the pres­ence in the dig­i­tal sec­tor of new en­ti­ties that have never ad­ver­tised be­fore. Any small to medium-sized firm is now able to al­lo­cate a bud­get to ad­ver­tise thanks to dig­i­tal me­dia. What we are los­ing in some cat­e­gories we are win­ning it in other. The is­sue is that the time sheet is be­com­ing more clut­tered since you have to work more to main­tain the same level of out­put.

What’s the one thing you would like to see reg­u­lated in the in­dus­try?

We be­lieve that reg­u­la­tion lim­its cre­ativ­ity, although there is a fine line be­tween free­dom and chaos. Pric­ing in re­gards to the dig­i­tal arena is a con­cern as there has been no stan­dard set, es­pe­cially when it comes to the new emerg­ing me­dia.

What are some of the big­gest chal­lenges that the busi­ness will be up against in the new year? We be­lieve it’s time to bring back the in­te­grated agency that can es­tab­lish a gen­uine part­ner­ship with clients and truly adopt the brand, which is only pos­si­ble with a 360-de­gree in­volve­ment in all-ad­ver­tis­ing ac­tiv­i­ties.

One of the main is­sues is that the ma­jor­ity of mod­ern agen­cies have split each depart­ment into in­ter­nally com­pet­ing com­pa­nies that are more wor­ried about their P&L than the in­ter­est of the brand. The fu­ture is to go back to the One-stop-shop with 360-de­gree so­lu­tions. Are the days of the clas­sic ad busi­ness age gone?

There’s no tra­di­tional and mod­ern ad­ver­tis­ing agency any­more; there’s the agency that adapts to the growth of the brands it’s han­dling. We be­lieve we need to go back to the ba­sics, where the ul­ti­mate goal is for ads to build the brand’s eq­uity and sales. The bal­ance of ex­pe­ri­ence and cre­ativ­ity is the suc­cess for­mula of to­day’s ad­ver­tis­ing world.

Do you be­lieve that the pro­lif­er­a­tion of a new wave of mar­keters is af­fect­ing the busi­ness?

A mar­keter who’s not up-to-date with the lat­est trends is no true mar­keter. What de­fines a true mar­keter is speed, cre­ativ­ity and adap­tion, which re­quire ma­tu­rity, in­tel­li­gence and ex­pe­ri­ence. The choice of smaller agen­cies and ven­dors to work on a short-term project-by-project ba­sis is a client’s choice, but it de­fies the prin­ci­ple of part­ner­ship with the agency, hence loy­alty and own­er­ship of ac­counts.

A start-up may be able to get by with in-house mar­ket­ing but, de­pend­ing on their vi­sion and growth and in or­der to keep up with to­day’s mar­ket, the as­sis­tance of an ex­pe­ri­enced agency be­comes key to mov­ing for­ward.

One of the main is­sues is that the ma­jor­ity of mod­ern agen­cies have split each depart­ment into in­ter­nally com­pet­ing com­pa­nies that are more wor­ried about their P&L than the in­ter­est of the brand.

Wad­dah Sadek, Man­hal Nak­ouzi & Daniel Ge­orr

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