The rein­ven­tion of rein­ven­tion

Campaign Middle East - - NEWS -

I’ve ended up speak­ing to a lot of event com­pa­nies re­cently. Well, ‘event com­pa­nies’ can be a pretty con­fin­ing term. They put on events, but more than one has told me about how they are now mov­ing fur­ther up­stream to help clients con­cep­tu­alise and plan ev­ery­thing from their pres­ence at trade shows to their in- mall ac­ti­va­tions. This on top of their more tra­di­tional role of be­ing sup­pli­ers to agen­cies.

Hav­ing said that, I’ve spo­ken to an­other ex­pe­ri­en­tial shop that told me it be­lieves in stick­ing to what it’s good at. Sure, it could do brand­ing or pro­duce a print ad, but that work wouldn’t be as good as its core bread- and- but­ter of en­cour­ag­ing con­sumers to ex­pe­ri­ence brands.

The other magazine that just fell out of the same bag as this one is our Power Es­says sup­ple­ment. There are worse and less pro­duc­tive ways to spend your morn­ing than read­ing it cover-to- cover. It too serves to em­pha­sise the change that agen­cies are go­ing through. Nadim Sa­mara from OMD ad­dresses the rein­ven­tion of the agency model head- on. Oth­ers, in­clud­ing Wave­maker’s Ta­manna Moolchan­dani and Magna Global’s Lara Abid ad­dress the chang­ing skillsets that are find­ing homes in all sorts of agen­cies to­day.

On page 23 of the main magazine, the CEO of Guardian Me­dia Group talks about how he has taken a news­pa­per and ten­derly steered it back to the verge of turn­ing a profit ( don’t worry; I’m not go­ing to go on about the fate of print again).

And when Omar John­son, the ex- Nike, ex- Beats by Dre mar­ket­ing chief ad­dressed OMD’s OMD Pre­dicts con­fer­ence last week, he spoke about how closely he has worked with me­dia agen­cies to am­plify their buys through earned me­dia. That was never some­thing a tra­di­tional me­dia- buy­ing unit would have got in­volved in.

The whole in­dus­try is rein­vent­ing it­self, then rein­vent­ing it­self again, then rein­vent­ing it­self some more. Those among us who aren’t rein­vent­ing are suf­fer­ing or al­ready gone.

Even pod­casts are be­ing rein­vented. Or re­dis­cov­ered. Or re-some­thinged. Read­ing Han­isha Lal­wani’s ex­am­i­na­tion of them on page 8, I re­alised I’d been lis­ten­ing to them more, re­cently and talk­ing to peo­ple more about them. At this stage I don’t know if pod­casts are see­ing re­newed in­ter­est, if they are fi­nally be­ing dis­cov­ered, whether their abil­ity to cap­ture our ears ( and mar­ket­ing bud­gets?) is cycli­cal or novel or retro or high-tech or low-tech.

But I know that plug­ging in to a pod­casts as I drive is a good way to think with­out think­ing. Lis­ten­ing to peo­ple talk­ing about their ideas sparks ideas within the lis­tener. And so does read­ing about them. So read on.

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