On agen­cies’ tra­di­tional struc­ture

The old bi­nary model Cre­ative /Me­dia has col­lapsed

ArabAd - - COVER STORY -

In to­day’s world, clients are ex­pect­ing agen­cies to pro­vide more than just ad­ver­tis­ing. Clients are look­ing now for busi­ness so­lu­tions be­yond com­mu­ni­ca­tion so­lu­tions. Ad­ver­tis­ing agen­cies need to make the shift- if not done al­ready. Dig­i­tal and tech­nol­ogy have led to a to­tal trans­for­ma­tion in mind set, in the skills we need to ac­quire and the tal­ents we need to hire. We are talk­ing about a new busi­ness model all to­gether. The old bi­nary model Cre­ative /Me­dia has col­lapsed lead­ing to a multi- dis­ci­plinary and in­te­grated ap­proach across com­pe­ten­cies and ca­pa­bil­i­ties. Our agency net­work, which is part of the Com­pany Hold­ing Publi­cis Groupe, had to go into a ma­jor re­struc­tur­ing an­nounced in De­cem­ber 2015 lead­ing to a 360-de­gree trans­for­ma­tion. Our Groupe was amongst the first to op­er­ate the change via “The Power Of One” and the in­cep­tion of the Publi­cis Com­mu­ni­ca­tions.

The pur­pose be­hind the re­struc­tur­ing of Publics Com­mu­ni­ca­tions is to stream­line the struc­ture and put our clients’ busi­ness at the heart of every­thing we do, since clients are no longer just look­ing at com­mu­ni­ca­tions so­lu­tions. What they want is com­mu­ni­ca­tion that will solve busi­ness chal­lenges in the mar­ket­place.

The idea was to max­i­mize ef­fi­cien­cies and share ex­per­tise when pos­si­ble across dif­fer­ent com­pe­ten­cies (e.g. Cre­ative, PR, Dig­i­tal, So­cial, Me­dia, An­a­lyt­ics, Ex­pe­ri­en­tial, Busi­ness Trans­for­ma­tion…) where the sum of tal­ented peo­ple rub­bing against each other is greater than the abil­i­ties of the in­di­vid­ual parts.

The chal­lenges ahead of us are big. It’s not a rea­son to lose our drive and pas­sion in pur­suit of cre­ative ex­cel­lence. We just need to adapt and trans­form to bring the fun back. This will be my main fo­cus in the up­com­ing months.

We just need to adapt and trans­form to bring the fun back.

Nada Abi Saleh Man­ag­ing Di­rec­tor - Leo Bur­nett

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