2 years, 3 changes
Ramy Al-Kadhi
Head of Commercial @ Anghami & OSN +| Novelist | Podcaster | Founder of Knuckle Headz London (Limited Edition Boxing & Padel Gear) | Proud Arsenal Fan
I started my career in media, on the agency side. I have such fond memories of that time, lasting 5 years. I left that job two years ago, but have recently come back to media in a publisher capacity. Speaking specifically about the GCC, I've noticed some changes and would like to address them. They have an impact on the role of businesses moving forward.
- Brands have forgotten about the message
The rapid rise in technology, data & targeting has led to conversations becoming more complicated. While the landscape has changed, humans haven't - we are still emotional beings. I feel brands are losing site of that, meaning they don't focus on the core of advertising - the message.
I think 2020 should be the year of stripping things back and realising that the creative message is the best place to start.
2. Everyone knows everyone
The UAE is a small space, and someone who was once a media planner at an agency may now be a client and vice-versa. Knowledge is free moving and faces are common. What this means is everyone is quite well informed, and therefore the structures we have set in place aren't as firm as they once were. A client may speak directly with a publisher, but this doesn't mean the agency is being kept out of the loop, it just means that people can more easily get the information they want a bit more quickly.
I'd argue the freer the movement of conversation and knowledge, the healthier it is for the market. It means we all grow together.
3. Not enough being done on mental health
The market is tough, and people are stressed. The GCC can be a stressful place to work, because most ex-pats who arrive, come with the intention of working. It's a high paced, fast environment. I'm surprised to see that not many companies are implementing counter-anxiety practices in workplaces.
Brands themselves should be playing a more prominent role in promoting the topic, and use their reach and leverage to help people, while also promoting their products of course.
2 years and those are my 2-cents.
Independent Recruitment & Career Consultant | Helping Companies Find Top Talent | CV Writing & Job Search Consulting for Professionals
5 年true
Media Specialist | Digital & Traditional Media Expert | Social Media Strategist
5 年100%
Associate Business Director - at Leo Burnett (Publicis Groupe)
5 年Absolutely on the mark! It seems like some brands have lost the plot when it comes to the bigger picture and their longevity strategy.?
?? Visionary Entrepreneur & Charismatic Speaker | Elevating Minds, Transforming Lives | Let's Make a Difference Together! ?
5 年So true, i couldnt agree more on all three points . Especially in the quality of life in the Media and advertising scene which i guess it has been almost the same for a long time nonetheless it has developed with alot of intervention from social media and that i believe hyped the anxiety levels for everyone. I believe we all should take a breather and re calibrate ourselves and help those around us. Thank you for the 2 scents :)
Strategic Marketing Leader | Data-Driven Growth Strategist | GCC Market Expertise | Proven ROI Increase
5 年Hey ramy, thanks for sharing your thoughts, i would love to hear / read more :-) cheers