Advertisers, clients 'face pressure'

Dubai: The pressure is on for global advertisers, creative departments and even clients to push the boundaries of innovation for the industry.

EMA Regional Creative Director for Saatchi & Saatchi, John Pallant, aims to take people to the edge of the comfort zone in order to take some risks.

"It can be a scary thing for advertisers and even for the marketing industry. Risks can be seen as greater at the edge but then again so are the rewards," said Pallant.

Ads are not supposed to be seen as advertisements, they are supposed to grab people's attention, according to Pallant.

"Ads are meant to engage the audience and just like in communication, ideas are not to be looked at as purely ideas. The higher you aim, the more you achieve," he said.

With regard to the advertising industry in Dubai, Pallant describes it as a prime example of a place where clients and advertisers come together and think freely without barriers.

"Dubai is a spectacular city where dreams can be realised because this is a time when ideas should cross cultures and clients are wanting faster delivery," added Pallant.

In general worldwide creative departments have not changed in the last 60 years, but due to the changes in the industry, especially with technological advancements, change should be adopted.

"The world is changing fast, we are at the edge of a new era of technology. It is a world of information and entertainment where sight, sound and motion will be more important than ever," he said.

Pallant added that new technology would revitalise the industry and would be the ingredient to form powerful sources of information.

The most effective form of advertising is word of mouth, said Pallant, who added the business of advertising is sophisticated yet complicated at the same time.

"There are so many ideas that it becomes increasingly hard to stand out. We want our ideas to push the geographical limits, even though it is a challenge to push the creative limits," said Pallant.

Saatchi & Saatchi have introduced a new business model called TRIBE. The model aims to capture a creative experience by experimenting with new ideas delivering real business results.

The concept of TRIBE puts a team of creatives together under a new creative director for a short period of time under immense pressure to come up with new ideas.

The client is also sometimes present either to share ideas or see the end result, creating a collaborative relationship.

"With TRIBE we intend to foster an atmosphere of creativity. It's about one team realising one dream and for that, clients are happy to pay more," said Pallant.

Another challenge in the industry is to remain different, added Pallant.

"My job is to challenge, push and innovate," he said.