Co­lette Chibani: Reg­u­lat­ing our in­dus­try is a start­ing point

ArabAd - - CONTENTS -

How is the busi­ness com­pared to the pre­vi­ous year?

It’s ob­vi­ous that there is a drop in the mar­ket, as busi­ness vol­umes are shrink­ing and this is mainly due to the volatil­ity in the sur­rounded coun­tries, which have af­fected the in­ter­na­tional brands’ bud­gets. As we speak lo­cally, the in­sta­bil­i­ties lead to bud­gets’ de­crease and ma­jor launch changes; nev­er­the­less, small busi­nesses are emerg­ing with min­i­mal bud­gets.

Suc­cess­fully, we have scored a growth com­pared to last year while adapt­ing to the mar­ket’s need and ex­pand­ing ser­vices seek­ing a full fledge busi­ness so­lu­tion for our part­ners and po­ten­tial ones.

Do you still be­lieve Le­banon ad busi­ness as a great po­ten­tial?

We surely have brains and tal­ents; those are our unique source of hope in the ab­sence of a wise and clear vi­sion to build a strong and com­pet­i­tive coun­try by our lead­ers.

We will see the emer­gence of dig­i­tal hubs, which will boost our in­dus­try, yet we have to know how to ben­e­fit from it and boost it to the max­i­mum po­ten­tial.

How­ever, I have no­ticed a frag­men­ta­tion within this in­dus­try where the fo­cus is quite in­di­vid­u­al­is­tic and not on grow­ing the busi­ness and find­ing the right so­lu­tions to en­hance the mar­ket po­ten­tial.

What do you wish to see reg­u­lated within the in­dus­try?

I wish agen­cies and me­dia align in pric­ing poli­cies, in­clud­ing me­dia pitch rates and di­rect of­fers.

What are some of the big­gest chal­lenges in 2018?

Chal­lenges ex­ist par­al­lel to any busi­ness; reg­u­lat­ing our in­dus­try is a start­ing point. By now we all know that data and con­tent are king not only by pos­sess­ing it rather hav­ing the an­a­lyt­i­cal skills, which will make the whole as­sess­ment sit­u­a­tion dif­fer­ent.

What have you done to broaden your ca­pa­bil­i­ties be­yond the core cre­ative or/and me­dia buy­ing ser­vices?

We are not a me­dia buy­ing agency, we in­vest in peo­ple, re­sources, sys­tems, and tools to cre­ate “Mo­ments” that mat­ter and drive a com­pet­i­tive ad­van­tage for our clients.

Clients have the right to know that their ul­ti­mate cost ef­fi­cient cam­paign is through a suc­cess­ful IMC (in­te­grated mar­ket­ing Com­mu­ni­ca­tion).

The lat­ter should en­com­passes ex­perts to un­der­stand and study all avail­able data, cor­re­late be­tween most ap­pro­pri­ate ones, ar­chi­tect the right mes­sage and con­vey it to the right au­di­ence through rel­e­vant touch point. At UM, we be­lieve that our peo­ple can make this hap­pen and we’re al­ready suc­cess­ful at this. Our un­der­ly­ing ethos is to get the best peo­ple and em­power them within a process to con­sis­tently de­liver pi­o­neer­ing work.

How the pro­lif­er­a­tion of small agen­cies and cropped off new star­tups have af­fected your busi­ness?

We can never com­pare multi­na­tional cul­ture and know how with lo­cal peers.

Small star­tups or lo­cal en­ti­ties fo­cus on spe­cial ser­vices with bet­ter prices and they suc­ceed in tempt­ing the client to make the shift but again it is the se­cret suc­cess recipe through well stud­ies IMC.

For strate­gic and con­sis­tent re­sults, we are the cost ef­fi­cient part and most ac­cu­rate po­ten­tial tar­get founder to join hands with.

I wish agen­cies and me­dia align in pric­ing poli­cies, in­clud­ing me­dia pitch rates and di­rect of­fers

Co­lette Cher­fan Ge­naral Man­ager - UM Le­vant

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.