Gen­eral Man­ager at Al Mana Me­dia Qatar takes pride in run­ning one of the fastest grow­ing me­dia and ad­ver­tis­ing agen­cies in the coun­try by find­ing in­no­va­tive ways to com­mu­ni­cate his clients’ brands to the widest pos­si­ble au­di­ence in a cost ef­fec­tive and ti

ArabAd - - COVER STORY -

How much has ad­ver­tis­ing really changed over the years?

It has changed in a dra­matic way, es­pe­cially with on­line/dig­i­tal dom­i­nat­ing the com­mu­ni­ca­tion scene. All the clas­si­cal ad­ver­tis­ing ve­hi­cles HEROS are no longer the main play­ers. How­ever, they be­came the main play­ers’ supporters such as so­cial me­dia plat­forms, on­line cam­paigns… In other words, it feels as if the me­dia scene is go­ing vi­ral!

How has the pro­file of your agency changed?

It changed in re­la­tion to the type of ser­vices be­ing of­fered; from an Out­door / Off­line MBU agency to al­most a Full Fledged Ad­ver­tis­ing Agency cov­er­ing al­most all as­pects of the busi­ness. Me­dia plan­ning and buy­ing (on/off­line, out­door/broad­cast), to cre­ative ser­vices and Dig­i­tal Print­ing (this was the big and suc­cess­ful in­tro­duc­tion to our pro­file, as we ex­panded the busi­ness, which turned out to have been a ma­jor suc­cess).

How has the lo­cal mar­ket been af­fected?

Per­son­ally, I still can­not see the neg­a­tive ef­fects on the Qatari mar­ket. How­ever, if there is such an ef­fect, I see it from a pos­i­tive per­spec­tive as the coun­try con­tin­ues to de­velop in a pos­i­tive way. What are some of the chal­lenges you're fac­ing? In my hum­ble opin­ion, the ma­jor chal­lenge in Qatar re­mains the un­fair and un­eth­i­cal com­pe­ti­tion be­tween the lo­cal and in­ter­na­tional/ re­gional agen­cies based on prices and rates rather than cre­ativ­ity and qual­ity, which in great part is due to the way clients con­tinue to con­duct busi­ness mat­ters.

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