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Sponsorship sets sail
HSBC is diversifying its sponsorship activities by backing the Oryx Quest 2005, the world's richest ocean race. Steve Martin, Regional Director Corporate Affairs, HSBC Middle East, says the bank extensively measures and analyses its sponsorship activities, to evaluate the success of each campaign.
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Let the good signs roll
Roller signs are one of the latest technolgies for outdoor advertising. An alternative to rotating "prism" billboards, they offer much bigger sizes, illumination and the option of more images. Khaled Gamal, Managing Director, Sign Tech, explains the features.
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Connecting to the market
UAE magazine Connector recently won Superbrand status. Natalie Shahrokni, Marketing Manager for Connector, explains how the title has maintained its strong market position for so many years.
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CNN Middle East coverage
Leading CNN anchor Hala Gorani hosts the monthly show "Inside the Middle East," which features stories on the most important social and cultural issues in the region. Speaking exclusively to AME Info, Gorani reveals the unique challenges faced by broadcasters in the region.
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Serving for success
Dubai is one of the world's most innovative centres, according to entrepreneurial leadership specialist Professor Colin Turner. Professor Turner, gave one of the keynote speeches at the Gulf Marketing Forum, believes that the region's biggest issue marketing issue is actually service: delivering on promises made.
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Marketing with innovation
Innovation and creativity were the buzzwords at this year's Gulf Marketing Forum, which attracted industry leaders from around the region, as well as overseas. Barry Gray, Managing Director of organisers Gray Business Communications, gives his take on the biggest issues facing marketing in the Middle East.
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Stars in their eyes
Entertainment events are providing a new way of marketing to the region's fragmented youth market. Growing international confidence in the safety of the lower Gulf region means Dubai is increasingly able to attract major international stars, with cross-cultural appeal to the very mixed population here. Natalie Teperdjian, Director Public Relations, CSM, discusses at the benefits of event sponsorship.
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Uneasy media & advertising relations
Misconceptions about the proper roles PR and media continue to dog both industries in the Middle East. Local and regional advertisers still expect publishers to print what they want them to write, failing to understand the importance of editorial independence. But Avi Bohjani, Group Chief Executive, Bates Pan Gulf, believes the tide is slowly beginning to turn.
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Need for better awareness of PR
The Middle East is seen as a region of massive opportunity by international public relations firms. But ongoing problems persist: with local and regional companies still unaware of the need for proper PR, and the form that PR should take. Bill Rylance, Regional CEO, Buston Marseller Asia Pacific, says there is still a steep learning curve ahead.
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Data dilemma for Middle East media
Lack of clear data in the Middle East advertising market continues to hamper growth, but industry leaders estimate it to be at least 5-15%. Rohit Misra, Regional Vice President, Euro RSCG, believes that the greatest untapped potential is in television. But Misra warns that the print sector is already oversaturated with titles even as dozens of new magazines prepare for launch.
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Growth of individualism in the Gulf
Recent social change in the Middle East - largely due to satellite television - is particularly noticeable in consumer psychology. Growing individualism is a phenomeonon that marketers need to take on board, as traditionally mass markets become niche and fragmented, like their counterparts in the west. Stuart Campbell-Morris, Regional Managing Director for Taylor Nelson Sofres, says investing in consumer research has never been more critical.
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Flip Media flashes into DMC
With eye-catching, innovative online advertising solutions, Flip Media is making waves in regional internet sites. Flip's bilingual Formula 1 website for Mercedes Benz has just been selected as Macromedia site of the day. Flip has also launched Dubai's first online DVD and Sony Playstation video rental store.
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Arabic on the airwaves
Dubai 93.9, a new golden-oldies Arabic radio station, has been launched by Dubai Radio Network. It will feature popular Arabic hits from the 1970s, 1980s and 1990s, and is aimed at 25-45 year olds. Abdul Latif Al Sayegh, CEO of Dubai Radio Network, believes the Dubai advertising market can sustain another entrant.
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Insight: Unilever Arabia
Unilever Arabia has introduced a groundbreaking advertising strategy, forming its own in-house media buying team, and focusing on a smaller number of publications and TV channels. Alex Andrakis, Director for Unilever Arabia, explains the current Middle East advertising environment that brought about the company's decisions.
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2004 Forecast: Info2Cell
MMS - multimedia messaging service - has enjoyed phenomenal success in the UAE, and has been launched in several other Middle East countries, including Jordan and Kuwait. Bashar Dahabra, CEO of mobile news provider Info2Cell, believes 2004 is going to be the year of GPRS applicatons. He predicts that new services such as streaming video will become available on mobile phones.
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