The Lo­cal Ad In­dus­try Screams for Change

ArabAd - - COVER STORY -

part­ner and di­rec­tor of ad­ver­tis­ing agency Clé­men­tine and sis­ter com­pany Noise PR, talks to

in an ex­clu­sive face-to-face in­ter­view, about the crit­i­cal con­cerns he has re­lated to the shame­ful state the ad in­dus­try is cur­rently in. He also pro­vides solid rea­sons why that is so and makes re­al­is­tic sug­ges­tions on how to fix what is still worth sav­ing.

He at­tributes such de­cay to a num­ber of fac­tors chief among them is the eco­nomic and po­lit­i­cal sit­u­a­tion dom­i­nat­ing the re­gion. This in turn has forced him to take on re­spon­si­bil­i­ties that pre­vi­ously would never have been his charge. “To­day I find my­self wear­ing two hats, one of a busi­ness­man and the other of an ad man,” he said.

The rea­son is mainly be­cause the in­dus­try has not ex­pe­ri­enced growth in years. On the con­trary, it has been on a deadly down­ward spi­ral headed straight to hell. “It is a fact that when the econ­omy suf­fers, so do cor­po­ra­tions. In this case, the first thing that hap­pens is they cut ad­ver­tis­ing and com­mu­ni­ca­tion ex­penses. There is

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