Regional companies 'need planning, dedication and complete motivation'

Dubai: The Middle East must stop complaining about the advertising industry not meeting international standards and instead focus on its development, a media official said.

Although advertising standards have not reached peak level, they are fast getting there, said Hani Soubra, regional director for BBC World.

"If the industry wants to compete at international levels, there needs to be implementation of planning, dedication and complete motivation, not constant complaints," he said.

BBC World is one of the main sponsors of the 40th annual International Advertising Association World Congress.

"The reason for our engagement is because this is the nature of our work on a wider scale. Major players will be present and the event itself is of global importance," added Soubra.

At least 2,000 delegates will participate in the congress themed "Challenges of Change" to discuss issues related to advertising including globalisation of markets, advertising expenditure, growth and importance of the industry and research standards.

"Research is essential and is at the centre of what we do and at the core of the industry. Once that issue is set in place then everything else will follow," said Soubra.

In developing the industry, certain factors such as cultural issues should not be ignored, added Soubra.

"Policymakers need to be culturally intelligent when dealing with advertising. For example Islamic finance is now global, so if that can succeed, advertising will definitely follow."

Each sector of advertising serves a specific purpose and depends on many factors such as target audience and whether or not it is aimed at having a short or long term effect.

"In a way, communication can be looked at as an object and is there to meet a need. At the moment I believe television and newspapers are the most effective in the industry," said Soubra. The bulk of regional media activities stem from Lebanon, the UAE and Saudi Arabia, according to Soubra.

"If we look at the map of the media industry, Leb-anon is a big exporter of talent. The UAE is a very strong contender and together with Saudi they will shape the future," he said.