Sunil Roy, Special to Gulf News

Articles from the author

Getting creative with advertising still matters

But in an age of instant results, return on ad spend trumps all

The most creative advertising also tends to be the most memorable. But can they also be successful in getting results?

UAE's media buying could do with some re-inventing

But clients should understand that in their rush to cut costs, they are losing out

Chasing the lowest bid need not always turn out well for the client. To understand consumer psyche better, they still need the experts.

Brands have lots of updating to do in real-time

Now those consumer engagements need revising every other quarter

Brands still have a story to tell even now

Which is why if said right, even a whisper can be heard loud and clear

A moving advertisement at Al Rigga Street. Though advertising is seen as vital, ad budgets were the first to be slashed and media platforms, irrespective of whether they are traditional or digital, have felt the full force of the punch.

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