Monday, January 14, 2008

Settle Down

I was thinking of my New Year’s resolution for 2008 and here is what I came up with:
- To settle down
Not settle down in terms of getting married, stopping drinking, or getting a 9 to 5 job in one country; but settle down in general. It involves giving more attention to the things I care about and less time to “pure entertainment”.
I’m writing this on because I feel that it is highly relevant for the industry. I have worked in numerous ad agencies and with many telecom operators, and all the work was geared towards “pure entertainment” i.e. what the agency enjoys doing or what the client personally likes. My advice to everyone is: Settle Down.
Settle down by becoming more focused, more tactical, and more relevant – put your efforts into telling the customers / public what they want to know, and not what you think they should see in order to decipher your message. The telecom industry is filled with jargon, technical details, and hundreds of services that very few people understand – at least the communication should make life simple. More so, mass media is dead – or should be assassinated because people are not the same and they should in no way be targeted with the same piece of communication! When operators communicate, they should focus on individual segments, it makes no sense to see a long-winded brand ad on every commercial break during a TV program or a sponsorship bumper after every program. Operators should also try to be relevant; the best ad I’ve seen is a 5-seconder pack-shot TV ad for Maybelline mascara. What was good about the ad is that it came during a movie after the main actress was putting mascara – making it extremely relevant, tactical, and focused.

My advice to all operators in MENA for 2008 is “Settle down”.Think more, spend less, focus, be tactical, be relevant.