SASAN SAEIDI,

man­ag­ing di­rec­tor, FP7 McCann – UAE Group.

Campaign Middle East - - FRONT PAGE -

“To­day for the most part we have be­come an in­dus­try that is sell­ing com­modi­ties. We’re not act­ing as an in­dus­try that is sell­ing con­sul­ta­tion ser­vices. We don’t charge by the hour, we don’t re­spect our time, and have no in­tel­lec­tual prop­erty rights over our opin­ions and sug­ges­tions.”

Sasan Saeidi Man­ag­ing di­rec­tor, FP7 McCann – UAE Group

“You bet. And it’s not about ‘will it kill the sec­tor’; it’s al­ready im­pacted the foun­da­tions of our in­dus­try. And it started many years back.

“To­day for the most part we have be­come an in­dus­try that is sell­ing com­modi­ties. We’re not act­ing as an in­dus­try that is sell­ing con­sul­ta­tion ser­vices. We don’t charge by the hour, we don’t re­spect our time and have no in­tel­lec­tual prop­erty rights over our opin­ions, and sug­ges­tions. Our con­tracts are to a large de­gree one sided and not re­cip­ro­cal, and year- onyear we have re­mod­elled our agency struc­tures to charge less money for our ideas.

“It’s the unity that we have failed to em­brace as an in­dus­try that has caused this. Yes, fi­nan­cial global catas­tro­phes have al­lowed for a fru­gal ap­proach to ne­go­ti­a­tions, but we have also gone with the flow.”

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