It’s impossible to avoid the cliché that during the last 10 years, the communications industry in the UAE, and indeed, in the wider region has undergone a transformation.
And yet, crucially, it has remained the same. Brands still have stories that need telling, it’s just how they’re told that’s changed. In 2008, Facebook was mild lunchtime distraction from the working day, but now it is an essential and ubiquitous tool that dominates agency life.
With the various platforms providing an always-on, two-way communications channel that allows for in-depth campaign analytics and ROI measurement, digital and social media was always going to turn the tide against the read-only print newspapers and magazines that were once the PR industry’s go-to lifeblood. It was just a matter of time.
Film campaigns, once only available to only the biggest brands with the most generous marketing budgets are, in 2018, routinely used by the smallest independent companies to promote their services or products.
Today, the respect and cachet previously afforded to the editors of top-tier print publications from large organisations is now given to individuals often working from their own homes with the consumer influence power and audience reach in the millions that old school media could only dream of.
An agency that provided a single service (social media campaigns) was seen as a niche oddity in 2008, yet today it would be unthinkable for agency owners not to put this important service front and centre of their business if they wish to stay afloat.
Perhaps the next few years will see an industry reversal and backlash against social media and its influencers, but the communications industry is a marketplace like any other and innovation and anticipation of market trends will always prove key to growth and sustainability. Whatever happens, Seven Media will be watching with the keenest eyes, as ever, and will keep storytelling (whatever the medium) at its heart.
Seven Media is the best integrated PR agency in Dubai and Abu Dhabi.