All Entries in the "6.Essays" Category
Palestine: Advertising under fire
Amidst the checkpoints and the harsh reality of life in the Palestinian territories, a handful of professionals are attempting to build a sustainable advertising industry. Samar Saeed looks at the situation on the ground and asks whether the industry can ever develop without lasting peace. In the midst of political and economic turmoil, is it [...]
Full circle to full service
As media goes full service, media agencies find themselves in the driving seat, says Suhail Kambriss, COO of Zenithmedia MENA “Media, in some form or another, has been around for a very long time. Americans like to claim the first newspaper ad was published in the Boston News-Letter back in 1704. The Brits argue they [...]
The 140-character era
Must media agencies re-invent themselves in a world where media can be owned by everyone, asks Philip Jabbour, CEO of Starcom MediaVest Group MENA “We used to plan campaigns that predominantly aimed to enhance awareness. We would then – through delayed tracker data –monitor uplift as consumers slowly viewed our communication, noticed it after a [...]
Revolutionary myths
The Arab Spring has created media beliefs that need busting, says Alex Saber, chairman of VivaKi MENA “There was a time, not so long ago, when industry experts predicted 2011 would be a time of greater stability for the region. The worst effects of the global economic meltdown seemed to be behind us, the market [...]
Are advertising agencies dancing to clients’ broken tunes?
Imad Kublawi is director of IK Consult and MENA partner for Agency Assessments International “I have spent time on all three sides of the advertising triangle and witnessed its 3D perspective: on the agency side, the client side, and as a qualified pitch consultant with my UK partners, Agency Assessments International. My first and lasting [...]
Answering the call for empowerment
As women in Saudi Arabia call for more equality, brands must give them the power they seek, argues Alexandra Tohme “If ever there was a time for retailers to take advantage of a mass shift in female customer expectations, this is it. Tracking the influence of North African unrest on Saudi Arabia through internet memes [...]
Prevail or perish
The PR industry must ponder its own future and embrace change if it is to thrive in destination digital, says George Kotsolios, managing director of GolinHarris Dubai The PR industry has to embrace initiatives that will help it evolve during the one-way journey to a world where digital dominates. As we try to balance on [...]
The year ahead for creativity
A proper value must be placed on ideas and Arabic take its place at the centre of thinking if the region is to move forward in 2011, says Ali Ali, creative director of Elephant Cairo “What’s next for the region? Well, 2011 may witness the birth of more independent agencies in our region. Clients the [...]
The year ahead for advertising agencies
Despite what the economists and soothsayers will predict, the coming 12 months will be challenging for advertising agencies, says Kamal Dimachkie, Leo Burnett’s managing director for the UAE, Kuwait and Lower Gulf “In many respects, 2010 is not over. What we all hoped would be a graceful transition to better times felt no more than [...]
Stuck at social media 0.01
David Balfour is a managing partner at LightBlue Agencies are failing to embrace the match between social media and live events “Live event marketing is hardly news – product launches, promotional stunts and in-outlet activation are all proven ways to grab attention, just like that big billboard outside my office with Ronaldo kicking a ball [...]
