Their geographical limitation makes it impossible for them to extract regional spend from multinational clients. According to Richard Billington, managing director of APS Advertising, traditional agencies are in an ideal position to take advantage of the transition to interactive media. Large organisations are not comfortable with Internet agencies that have no track record of success in traditional marketing. The credibility of an agency is paramount to winning accounts and established agencies can capitalise on that. To us, the Internet is another medium for marketing.
Agencies do remain optimistic that a regional demand for quality work is afoot.
Most international advertising agencies have begun a regional deployment of their interactive services by either tying in with local interactive media agencies or opening their own branches. There will be a major shift in the next six months to one year, especially as more dot-coms enter the market. Awareness will go up and Design disparityRegional websites are trailing behind international websites in design, content and ability to hold browser attention. Yousef Tuqan Tuqan explains the significance of world-class Internet presence for local and international companies in the region.things will dramatically change. The most comprehensive survey of executive salaries in the region.