Tuesday, June 06, 2006

Coffee with OMD Director, Nadim Samara



DC: Ok, we just have to ask this question…PVR’s the end of advertising as we know it? P&G’s Jim Stengel, death of 30 second spot, applicable in the region?

NS: “The end of advertising as we know it” is applicable on a daily basis…it just changed again after you read that sentence! Change in advertising is here, and it is continuously gaining speed. PVR’s are just accelerating this speed, making our “conservative” look for a 30sec spot short-sighted, and necessitating us to go further. The 30sec spot is not dead, it’s rapidly “ageing”… Brand engagement, smart positioning, and “inside programming” thinking is needed to ensure that our message is within consumers’ TV viewing interest. Objective now is to, first, be within the “can’t miss” part of TV and, second, how to be there in an engaging fashion to avoid being off-putting.

DC: Should media departments have creatives?

NS: “Media departments” have already disappeared; assuming you are referring to Media Agencies. Any task requires a creative solution to improve the final outcome, and that is true for creative agencies, marketing departments and media agencies. It is up to the people, corporate culture/thinking and the “work spirit” to deliver this. As for pure creative people within Media Agencies, several agencies have already pursued this. Quite right to if they are to support and enhance their account handlers’ ability to address a task with more creative weaponry and therefore deliver a better solution.

DC: How should media ownership be controlled?

We need to separate between ownership and rights to sell ad space. For the first part, it is not a major issue for us and advertisers, as long as content quality reaches a high enough level to entice people to consume the media in question. For the latter, it also should not be a major issue for us advertisers! Many models exist. Viacom, one of the largest global media empires, is surviving well with media agencies based on mutual benefits, which ultimately impacts on the brands. Agencies can exert control on third-party media sales companies via several trading methods, which protect the agency/client from any threat of “monopolistic” practices.

DC: Some people think that media and brand planning should be a combined discipline, what are your thoughts?

NS: Aren’t they already? If one thinks they are not, elaborating on this subject now is meaningless…

DC: Integration, is there such a thing in the region?

NS: To answer this question one has to look at the way Media Agencies came about: they started as “the guys in the back” generating schedules, grew to increasingly take part in the planning of a campaign and liaising with the client. Today, they are more often than not separate from the rest of the account and frequently in the lead position on an account. The issue for “integration” is whether all parties are ready to accept the crucial role media plays today. We should adjust to the international AOR model that has proven time and time again successful & adaptive to local large accounts.

DC: Many thanks Nadim for your time and effort!

13 Comments:

Anonymous Spoon said...

integration in the region? Unlikely...at this point, considering we are still addressing each other as departments, there will be no such thing.

11:27 AM  
Anonymous Ish said...

Nadime could we say that the western media model and current state is more advanced than the UAE?Podcast etc...

How far apart are we if you had to quantify it?

1:52 PM  
Anonymous Anonymous said...

Media owner ship and Choueiri group? Your thoughts?

5:24 PM  
Blogger AD MAD said...

This comment has been removed by a blog administrator.

12:11 PM  
Blogger AD MAD said...

Sorry I have to go to lunch so I only had time for this yelp!

SPOON - boring repetitive observation that we see on every single post in Diablog Cafe!!!

ISH - podcast is not media cause you don't sell it - it's more like pirate radio

Anonymous - what do you think - don't ask ???!!?!?!?!

MEDIA PEOPLE STAY IN "THE BACK" YOU FAILED ACCOUNTS WITH T-SHIRTS!!! I STARTED IN MEDIA I KNOW THE TRUTH!!

Bye Bye!!!

12:14 PM  
Anonymous Anonymous said...

OHHHHHHHHHHHHHHHHHHHHHH!!!!!!

1:48 PM  
Blogger X said...

Admad, your missed already...is there really light at the end of the tunnel?

1:51 PM  
Anonymous Ish said...

AD MAD you clown, who said anything a bout it being a media imbecile. Its a factor a variable idiot that influences the use of certain mediums!

You started in Media? I can just see you now in some crap little agency tagged creative boutique playing with ur asshole...

4:15 PM  
Anonymous Anonymous said...

OOOOOOOOOOOOOOOOOOOOOOW

4:52 PM  
Blogger AD MAD said...

This comment has been removed by a blog administrator.

5:30 PM  
Blogger AD MAD said...

HHHMMMM.... ish you're the "circus master" or rather "ring master" are you? quoting ish:

"Nadime could we say that the western "MEDIA"!!!! model and current state is more advanced than the UAE? "PODCAST"!!!! etc..."

So you're not saying podcast is a media in reference to the above? Your claiming something about "variable idiot influence on mediums" ....interesting

The only donkey with a hole in it you'll find around here is in your circus agency

5:49 PM  
Blogger AD MAD said...

Mr X .....blinded thx

6:06 PM  
Blogger Nadim Samara said...

Apologies for not answering promptly as I was on a market trip...

We are getting there on integration, it is a matter of time and "defined responsabilities"...

On podcasting and western media model...by definition media is any means that can carry a message, be it free or paid. "Media Agency" is a body/entity that can best aggregate the usage of the plethora of media out there...(regarding Ad Man's 'not media'). In some ways, we are far more developped, and in most, we are not. Doesn't mean we are further back...probably per capita awards/ideas/results are higher for the GCC/MENA than elsewhere...with technology here, we should be on the same page in no time...

Choueiri are not owners, they are sales reps ("regies"). Their current stronghold is a status that they were not aiming to be in, but had to be in: it was a lesser of two evils that they chose to pursue. In time, they will not maintain their current status - the industry will "automatically" regulate itself to a new equilibrium (a la Adam Smith's "invisible hand")...

2:36 AM  

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