RSSAll Entries in the "Essays" Category

Digital Essays 2017: Beware failing at digital transformation – by Fadi Khater, founder and managing partner, Netizency

Digital Essays 2017: Beware failing at digital transformation – by Fadi Khater, founder and managing partner, Netizency

TL;DR version There’s no shortcut to digital transformation. You will need to fail many times until you find the right formula, and it’s very hard for everyone to accept and move past failure. “Digital transformation is an empty suitcase. Everyone is carrying it around, but no one knows what’s inside,” wrote David Rogers, faculty director […]

Digital Essays 2017: Beyond performance: the age of digitally powered storytelling

Digital Essays 2017: Beyond performance: the age of digitally powered storytelling

By Daniel Solomou, head of performance and search, Serviceplan Middle East, and Suparshv Chopra, director for digital media, Mediaplus Espresso Overall the marketing industry is in a very healthy place. Innovations in ad tech and the rise of advanced data science have helped bridge the gap between marketers and consumers like never before. The modern […]

Digital Essays 2017: The future of social media for B2B – by Eddie Tan, regional director, Facelift

Digital Essays 2017: The future of social media for B2B – by Eddie Tan, regional director, Facelift

As we are moving at a fast pace towards 2018 and preparing for topics like Messenger and permission-based marketing, chatbots, influencer marketing, live-streaming, video and augmented reality – and the rather dry but important matters like security and governance – one subject that has caught my attention over the last few months is the future of […]

Digital Essays 2017: Embracing digital disruption – by Martin Sabbagh , CEO, JCDecaux Middle East

Digital Essays 2017: Embracing digital disruption – by Martin Sabbagh , CEO, JCDecaux Middle East

  Global advertising spend is facing strong pressure, especially with the decline in the value of traditional media (TV, radio and press), with mobile and internet now taking the lion’s share. But the market share of out-of-home (OOH) has actually increased from 8 per cent to 10 per cent of traditional media ad spend, according […]

Digital Essays 2017: When in Rome – by Abhilasha Khanna, digital solutions director, The MediaVantage

Digital Essays 2017: When in Rome – by Abhilasha Khanna, digital solutions director, The MediaVantage

International media planning and buying can be a complex business, with variations in media profiles, rate card formats and lead times, not to mention significant cost differentials and regulatory implications. So while digital media is a great way to reach the 7.6 billion people the world has to offer, there are a number of considerations […]

Digital Essays 2017: Back to the Future – by Irfan Mirza, head of digital, Team Red Dot

Digital Essays 2017: Back to the Future – by Irfan Mirza, head of digital, Team Red Dot

The baseline understanding of integrated marketing is in a flux in today’s complex media universe. Having said that, the core principle of integrating all the promotional tools so that they work together in sync holds true even with the current dynamics. The core issue in getting integrated solutions right is the challenge of getting your […]

Digital Essays 2017: It's Crunch Time – by Tim Baker, CEO, Hug

Digital Essays 2017: It’s Crunch Time – by Tim Baker, CEO, Hug

The ad world is in a seismic clusterf***. I’m not telling you anything new here, but we need to be really honest with ourselves as to whether we can handle the change and survive this dramatic paradigm shift in the communications business. When I described my views to our creative team yesterday, an unassuming, 26-year-old […]

Power Essays 2017: Organised chaos – by Nadim Samara, CEO, OMD UAE

Power Essays 2017: Organised chaos – by Nadim Samara, CEO, OMD UAE

The days of marketers enjoying a linear influence on consumer habits are long gone. We live in a hyper-connected world where technology has sped everything up to such a degree that instant access to information, entertainment, goods or services – all within a great user interface – is not only desired but expected. Retaining consumer […]

Power Essays 2017: Not a battle  but a partnership – by Luca Allam, managing director, PHD UAE

Power Essays 2017: Not a battle but a partnership – by Luca Allam, managing director, PHD UAE

If you were to consider how technology has affected your life over the past 10 years, you’d be hard-pressed to stop at just one device or invention. The leaps we have made in this field, from smartphones to digital personal assistants, would have been difficult to imagine coming to life even a decade ago, let […]

Power Essays 2017: The self-paparazzi 2.0– by Ross Molloy, senior account director, MEC

Power Essays 2017: The self-paparazzi 2.0– by Ross Molloy, senior account director, MEC

Influencer marketing is arguably the most paparazzied content marketing trend of the last two years. So far, its checkered journey has been full of twists and turns, stops and starts. The signs show that it’s here to stay, with Instagram estimating its global market value at $1bn this year and set to reach $2.3bn by […]