Rayan Karaky is general manager, digital, at VivaKi
“A few weeks back, on the back cover of the print edition of Campaign, a little war of words emerged between two giants in the media industry. I read over multiple social networks and blogs, comments in favour and others against. Hate it or love it, this kind of rivalry is the best thing that could happen to the media industry, let alone to the wider advertising industry.
Starting at a micro level, both ads have dirty-genius written all over them; smart use of copy, simple, clean and the first reaction when you see them is “ouch!”. And I assume it’s what they were meant to deliver. Unlike what most people think, these ads are firs
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The “attempt to launch the Iab in the region” was initiated by Omd digital then and picked up by many agencies and publishers except Starcom who were not present in any of the brainstorming meetings.
Moreover this is a very lousy example as it shines the light on a presumed collaboration that never saw effective results.
Rayan you don’t need to sound diplomatic, this article is a bit forced. Feeling guilty?
Dont sit on the fence Bob tell it like it is why dont you….. poor Rayan – but i do agree with Bob, this left me empty and kinda bored i have to say
Hey guys, appreciate the feedback; well from Bob anyways… just few clarifications. on the IAB, Dimitri Metaxes was the initiator, and asked me to be present during the initiation meeting, and I was. In fact that didn’t end up working because of publishers resistance at the time, but anyways point is, we were present and I fully supported Dimi to lead it.
and I don’t agree that it never saw effective results, it was OMD and us who pushed a common currency for planning tools and that accelerated publisher’s adoption of effective measures and Nielsen’s market intelligence.
as for the feeling guilty part, about what exactly.. think you guys are reading a bit too much into it.. this was more a message for creative agencies than an attempt to be diplomatic. I actually did enjoy the response and therefore said this about it.. It gives me great pleasure to beat OMD at anything (probably the same for them) that doesn’t mean I can’t respect what they do and “say it like it is”…