The Road AheadThe Yemeni approach [Archives:2003/652/Business & Economy]

Raidan Al-Saqqaf
Business in marketing, and marketing is advertising, and the advertising industry in Yemen is a bunch of so-called advertising agencies which aren't working hard enough to make good advertising, exceptions are always there but what is the problem with our advertising industry?
Yemen advertising agencies have to work much harder than they think they should, for example pointing out the matter of cost, what should advertising always been treated as a heavy expense? Why does it cost a lot if you need to come up with an innovative advertisement and go overseas for execution, get materials from the far east and make the promotional campaign in Dubai, can't we build successful and innovative advertising with our own intellectual property?
So the problem may be with people, good talents are always exported because as a friend of mine quoted, Yemen is the graveyard for talent, It is only appreciated when it's dead. And in turn advertising as well as many other creative and talent bases businesses suffer.
But how can we retain such talents in Yemen? There is that fine difference between managing efficiently and inspiring powerful loyalties, and in the advertising business most creative people do not work for the money and like their pay as much they like their work and job environment. Times are slowly, and if this bunch of using their own intellectual talent, I hope they die a quick death.
Advertising is a very important yet sensitive task; in advertising there is a group of people whom you want to talk to; the “who-to-say-to” And you want to change their minds and perceptions with a message; the “what-to-say”. The advertisement you create is “the-how-you-say-it”, which is the most critical of all. Only when advertising agencies think about this carefully they cannot go wrong, at least they may stop the mumbo-jumbo they are doing.
Endnote: We do have to meet our advertising pears overseas, but with our own intellectual talents and our advertising agencies.
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