Established as an independent media agency in 1981 and preparing to celebrate its 20th anniversary of operating from Dubai this year, Media International Services (MIS) has cultivated market niches where it could sustain its stance in the face of bigger players sweeping the regional advertising game. Executive sat down with Marwan Kai, chief executive of MIS.
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How do you evaluate 2012 and what do you expect from 2013?
The year 2013 looks to me quite similar to 2012 in terms of volumes and trends and the way the business is evolving. The industry continues to be affected by the political situation in the Arab world, and growth is becoming very challenging to achieve for everybody.
In terms of geography, where do you see things going?
Many people, including MIS, had a lot of hope in the Egyptian market, and that market has been badly affected. The Levant area is facing lots of uncertainties and the investment there has gone down rather than up. We are all aggressively searching for somewhere in the region where proper growth can happen.
That does not sound like a walk in the park for an independent media agency…
It is becoming more challenging year after year. Companies have to be quite focused on their offerings, and at the same time, diversify their offerings. More importantly, they need to offer clients and advertisers a properly integrated solution across different platforms. That is the way we are moving forward as far as MIS is concerned.
What were the most important contributions that you see yourself having made, as a Lebanese media player to regional advertising?
Of two important milestones that MIS has contributed to achieving in this business, the first is working for international media, and I was lucky to be one of the first players to enter that arena. We started representing CNN 14 years ago at a time when the level of business for international media was very small. We have put international media business very much on the map with clients and agencies and institutions here. The second milestone that MIS has contributed to was the growth of cinema advertising.
In this context of institutions and countries advertising in international media, how do you assess projects like Dubai’s campaign to win Expo 2020?
Expo 2020 is a very smart move and will contribute to further growth. International media like CNN can only stand to benefit from such initiatives coming out of this region. With European economies struggling as they are, it is only logical that places like Dubai and Abu Dhabi are able to attract events like the Expo and Formula One.
Events like Expo or the World Cup will require more than a run-of-the-mill advertising strategy. Will the regional media industry be up to the task?
These are very sophisticated global events and they require sophisticated media support. I think the business of publishing, of media and advertising, is evolving in the Gulf, and the gap that existed in the past is getting smaller and smaller. I have no doubt that the region will have the expertise to cope and manage these global events very well.
What do you expect will be the future of Lebanese advertising players in the regional industry?
We all recognize that international companies are today the ultimate decision makers, and so we all look at the future with a question mark of how large the role of the Lebanese will stay in this industry. Ad agencies have all been bought up by multinationals; on the media owners, media agencies and media reps side, we are still in a very strong position.
In your view, can Lebanon learn from the successes of the Lebanese players in the regional media?
The Lebanese government and Lebanese private sector have a lot to learn from what we can deliver because we have delivered outside of Lebanon. Our ultimate frustration as Lebanese expats living abroad is that we have contributed in building the whole Gulf Cooperation Council… but are not allowed to contribute and give back to our country to make it what it should be. I am obviously not saying that we are physically not allowed but the current political structure is put in a way where they do not want you to come back and contribute or do anything for the country. It is sad, very sad.
Do you see any chance to remedy that situation?
Not in the foreseeable future.
