The PR and advertising industry is making a big correction, which constantly talks about wanting to transform itself but also constantly sticks to traditional approaches. It’s a time of great introspection and change. Many are taking a hard look at their strategies as they experiment with digital tools to help brands stay relevant.

“The PR space in the MENA region is competitive and fast-paced but offers exciting opportunities for those strategically navigating it. This region is a vibrant hub for communications across all disciplines, where cultural nuances play a critical role in shaping audience perceptions,” says Louise Jacobson, Managing Partner at Brazen MENA. 

There is a worrying undercurrent of tough competition amid burnout, creativity crisis, and the battle to attract and retain creative talent. It is a hard business.

Elda Choucair, CEO at OMG, adds the space is becoming crowded, and there’s a “ fierce battle for attention.”

Mazen Nahawi, the founder and CEO of CARMA, highlights his company’s unique position in the competitive landscape. “There certainly is no shortage of companies in our space, but the question is more about quality than quantity: I believe there is a serious shortage of world-class organizations operating in the MENA region, and there is plenty of space for growth, innovation, and excellence among existing and new entrants to our market,” Nahawi adds. 

The industry has come a long way, still has a long way to go, and with standards and expectations rapidly evolving, what always works is effective storytelling that resonates with the audience.

But it’s becoming increasingly difficult to impress audiences, who are bombarded with different content every day. It’s a battle to stand out.

HOW CAN BRANDS STAND OUT 

“There’s no doubt that the battle to stand out has never been more challenging,” says Peter Jacob, Managing Director of Current Global Middle East. “Various sources estimate the average person sees up to 10,000 ads or messages from brands daily. How does a brand stand out in this sea of white noise?” 

Mamoon Sbeih, MENA President of APCO, notes that clients now demand deeper strategic insights and highlights the importance of helping organizations fulfill their brand promises, ranging from national visions to company purposes, through a comprehensive mix of strategic communications, advocacy, and creative execution. He believes this is what enables a brand to stand out.

Despite the crowded space, there are immense opportunities. 

Sophie Simpson, founder of Atteline, says the communications landscape presents an opportunity and the need for a fearsome willingness not only to adapt quickly but also to push to the front line of predicting, if not influencing, the shape-shifting nature of real-time communication.

A multifaceted approach that combines innovation, authenticity, and strategic engagement is crucial.

Lara Arbid, the CEO of Initiative MENAT and Magna Global, highlights the challenge of amplifying a brand’s presence in a populated market. “Today’s challenge is giving a brand its unfair share of voice in a crowded and fragmented market, through engaging content that will grab the attention of audiences,” she adds.

Jabob says the direct answer could be simply choosing to outspend the competition, but 99% of marketing budgets won’t allow that. Another answer is to “spend smarter than your competition” by “understanding where your target audience is and what will resonate” with them, tailoring your messages with clear awareness, consideration, and conversion phases hard-wired into your outreach plans. 

Simpson reflects on the swift evolution from what was once considered “traditional” media—newspapers, radio, and television—to now include early forms of social media, influencer engagement, and video content. 

She emphasizes the dramatic shift in media consumption patterns towards digital platforms over the last decade: “With consumers increasingly tethered to digital platforms for content access and consumption, the necessity for brands and agencies to pivot towards digital strategies has become paramount.” 

This shift underscores traditional agencies’ need to adapt to the evolving digital landscape to remain relevant and effective.

According to Jacob, many brands today are either unable or unwilling to stand out with their communications, often defaulting to straightforward product or sales messages. “This neglects the essential question of what a brand truly stands for and its role beyond just making money.” 

While product messages are sometimes necessary, “it’s crucial to stress test your brand’s values and its place in the wider world.” Jacob emphasizes that “building brands requires time, bravery, and effort,” pointing out that pressures such as “the need to hit quarterly numbers, turnover of in-house teams, and the challenge in measuring success can lead to a shortsighted, sales-only communications approach.” 

He warns that this approach “ultimately fails to build market share or protect the brand during crises, nor does it cultivate trust.”

Furthermore, Jacob also highlights the role of communications professionals in shaping brand narratives.

“We need to instill more confidence in the value we bring to brands and educate clients on the critical role of communications.” He calls out the current focus on hard business metrics, industry jargon, and acronyms, advocating for a shift towards “emotional language that naturally engages humans.” 

Calling for a more human-centered approach, Jacob adds, “Everything is still about engaging with humans. How can we, as an industry, put humans back into communications?”

WHAT DOES IMPACT MEAN 

In the end, it all boils down to what impact means and how agencies can capitalize on it. Impact involves driving meaningful change at personal, community, and global levels and the crucial role of communications in bringing about positive outcomes through campaigns. 

Jacob stresses the importance of creating value with every audience engagement to make an impact. “To create impact means to create value.”

Choucair defines impact in terms of effectiveness. She suggests that high-impact advertising can influence consumer perception or action. “Impact is a loose metric that we measure through effectiveness.”

For Simpson, it is critical to think of impact from a leadership perspective, advocating for authentic collaboration and encouraging contributions from others.

In short, Nahawi says impact is effecting “positive change.” 

Meanwhile, Arbid explains that impact is the result and effect of an action or decision. “It plays to both measurable outcomes and broader influences on people and society. In our industry, it can vary from media metrics and how campaigns achieve their goals to the wider effects on culture and perception. It is about understanding the consequences of actions and striving for positive change,” she adds.

Viewing impact as lasting change within communities and networks, Sbeih says, “Impact means leveraging our expertise and influence to create effective solutions but also equitable and sustainable.”

In sum, the impact is multifaceted, encompassing change, value creation, effective communication, and sustainable solutions for the future.

This year, Fast Company Middle East’s Impact Council PR & Advertising subcommittee will convene on September 18 to explore what’s next for the industry in a continuously evolving social and technological landscape, especially with AI-driven technology, and uncover the techniques that drive success and innovative approaches.