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Doing business in war zones can be challenging

For advertising firms, even a war zone can produce good business.

  • By Shakir Husain, Staff Reporter
  • Published: 23:32 May 3, 2009
  • Gulf News

Dubai: For advertising firms, even a war zone can produce good business.

In the face of mounting security costs of keeping staff most multinational companies have either scaled down their presence or left Iraq, but they are increasingly advertising on rooftops, buses and walls to sell their products.

Thanks to some daring outdoor advertising agencies, a number of billboards across Iraq now market products of these companies.

"Millions of commuters in Baghdad respond to outdoor advertising. Many consumer electronics and mobile phone companies use us," said Nabeel Hijazin, managing director of Diyar Outdoor.

But doing business amid bloodshed can be challenging, he told Gulf News.

Baghad-based Diyar responds to the local environment in creating images targeted at consumers, Hijazin said.

"We do not try to be provocative and we stay away from politics, sex and religion," he added.

Pikasso, a Lebanon-based advertising agency that has put up its ads in a number of Iraqi towns and cities, uses its expertise gained during the Lebanon civil war.

"It's difficult to operate in Iraq, but we are used to war zones," a company spokesman said.

He said modern means of communication have reduced logistics problems that the tough environment in Iraq presents.

The company's clients include fast-moving consumer goods and mobile companies. Half of Pikasso's clients are international companies.

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