Ralph Raad

Man­ag­ing Di­rec­tor Memac Ogilvy

ArabAd - - COVER STORY -


The cur­rent eco­nomic and po­lit­i­cal stale­mate is af­fect­ing the mar­ket­ing and cre­ative in­dus­tries as a whole. The role of ad­ver­tis­ing is di­rectly af­fected as brands are fo­cus­ing more and more on tac­ti­cal and pro­mo­tional con­tent as com­pared to in­vest­ing in brand build­ing and cus­tomer life­time value.

In that con­text, and in that of dig­i­tal and tech­nol­ogy shift, brands re­quire more and more dig­i­tal con­tent, which ben­e­fits their brand’s in­flu­ence, along with a mix of mar­ket­ing tech­nolo­gies to gen­er­ate leads and en­gage with their au­di­ence through an­a­lyt­ics and dig­i­tal tools. A strong in­di­ca­tion of that trend is the sig­nif­i­cant in­crease of on­line me­dia spend, which is fore­casted to sur­pass TV me­dia spend in 2019; and the in­vest­ments of lead­ing Agen­cies in Adtech and Martech (ref. for ex­am­ple Memac Ogilvy’s lat­est launch of MENA Martech Cen­ter of Ex­cel­lence)


The chal­lenges we are fac­ing the most are re­lated to tal­ent and In-sourc­ing. 1. Tal­ent: Our big­gest as­set is the qual­ity of our tal­ent. How­ever, the de­cline of the sit­u­a­tion is con­tribut­ing to the “brain drain” that Le­banon has been known to suf­fer from as we con­tinue to ex­port tal­ent to the world. De­spite the few ini­tia­tives by the Cen­tral Bank to re­duce that brain drain and at­tempt to “re­call” ta­lented Le­banese ex­pats back to their home­land; to­day it seems the coun­try needs a dras­tic up­lift in the sit­u­a­tion to re­tain and at­tract tal­ent.

2. In-sourc­ing: With the rise of dig­i­tal mar­ket­ing, clients are look­ing for cost ef­fi­cien­cies by in­te­grat­ing cre­ative re­sources in their mar­ket­ing de­part­ments. While this is a good cost­ef­fi­cient so­lu­tion for Clients who look to cre­ate quick con­tent for their dig­i­tal touch-points; it still falls very short from the strate­gic ca­pa­bil­i­ties, dis­ci­plines and ex­per­tise of agen­cies. Client bud­gets are sub­se­quently be­com­ing lim­ited, which is af­fect­ing com­mu­ni­ca­tion plans that are geared to­wards brand build­ing.

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