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2016

The global reach of the small idea

This article first appeared in the Media Buzz column, GULF NEWS, 23 December 2015.JW_gulfnews_dec2015_v2

Across the UAE, one in three people uses their smartphone to buy products and services. That’s more than in many other countries.

As readers of this business section, what are we doing with this information? Actually, we’re doing well, we’re bringing our products and services online, onto the mobile web and producing great apps from which we can purchase said products and services.

We know that our audiences research online and are starting to buy more and more regularly online.

The UAE business community is providing its online consumers with banking, grocery shopping, the latest fashions, perfumes and consumer electronics. And if these consumers look hard enough they can find plenty of local garden furniture, barbeques and gazebos too.

Local offerings, when really sought after, can be found online.

But before we pat ourselves on the back too enthusiastically, we need to take a step back and realise that we’re building these beautiful, functional castles in the desert without taking as much care and attention to building the roads and signposts needed to find these castles.

Build it and they will come?

The ‘build it and they will come’ approach doesn’t work Continue reading “The global reach of the small idea”

2015 in review: change is coming in all directions

JW_GulfNews_Nov2015This article first appeared in GULF NEWS, 17 November 2015.

The recent news reports have not been pretty for those in advertising or media: marketers are demanding unprecedented transparency from their agencies and consumers are trying to turn off advertising.

It is time for change, but what does change look like?

Budgets are being slashed. For example, P&G, the world’s biggest advertiser, last month announced its quest to reduce expenditure on advertising by $200 million (Dh734.63). “We are strengthening marketing — greater reach, higher frequency, greater effectiveness, at less overall cost,” the CFO Jon Moeller announced. Savings would be used, he continued, “to invest in working media and sampling”.

Agencies are finding that even digital spends are not forthcoming. For example, the Publicis Groupe announced poor Q3 results, with CEO Maurice Levy declaring, “September showed zero growth due to numerous campaigns being postponed, mainly in digital operations. The level of cuts are surprisingly high and coming from many different advertisers from packaged goods, automotive and pharma.”

Marketers are all putting their media buying up for pitch. WPP, the world’s biggest agency group, Continue reading “2015 in review: change is coming in all directions”

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