All Talk and No Action

by James Holmes, Managing Director, LimelightPR Middle East.

It had been announced that the Qatar World Cup might happen during the winter months for the first time. Following which Platini suggested that the country is too small to host the World Cup and the responsibility should be shared amongst neighbouring GCC Countries.

The fact that such ideas were even proposed by FIFA and so close to the appointment of Qatar, questions the validity of the proposal and pitch process. And as a consequence, a U-turn has been made and Sepp Blatter reaffirmed that no-such suggestions will be considered.

So why entertain such ideas in the first place and why go against a proposal that was accepted as the winning bid?

It’s a problem in advertising and PR too, especially in the Middle East and Dubai. Not so much in regards to backhanders (that’s another argument for another day). But in terms of actually implementing those ideas that made up a proposal.

Because when writing a submission, agencies use the opportunity to let all inhibitions fly out the window and, free from the shackles of a brief, they create their best work. But what ratio of ideas proposed in the pitch, are actually implemented upon appointment?

It seems that suddenly a client’s bravery to appoint a creative-thinking based agency is replaced by caution; wary of the percieved risk involved in an original idea. And so all that is implemented from the proposal is a tactical campaign based on traditional PR.

Like Qatar, Dubai is a small market and it is easy to make a sudden but lasting impact through, what Limelight call, Landmark PR™. But as it stands proposals are too much talk, and too little action.

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Limelight Middle East launches in Dubai

Over the past year or so, through trends in the industry, and speaking to clients, peers and prospects, we have seen a growing need for business driven communications across the Middle East.

And whilst the current economic conditions and chatter surrounding Dubai haven’t been as optimistic as in recent years, we at Limelight are pretty confident that we have a compelling and commercial offering that will make a real difference to businesses in the Middle East.

So, it is with great excitement that I am launching an independent office in Dubai, Limelight Middle East.

The new consultancy, based in Dubai Media City, is opening as a separate entity to London but joins the Limelight network which, which has a presence in Sydney and New York.

And I’m even more excited about bringing a previous colleague, James Holmes, also former Corporate Communications Manager for Leo Burnett MENA, back into the family to head up the new office.  Having worked with James for many years, I know he will be a brilliant leader of our new business.   We know that there is a real gap in the market for our services, and with our ideas and energy I am sure we can make a real difference to the quality of business PR and communications in the region.

Limelight Middle East will primarily focus on business PR and communications, ensuring that any PR or media strategy is integrated directly with a company’s development and sales programme.

Our aim is to bring a high level of professionalism to the Middle East market, not just for the benefit of our clients but journalists and broadcasters too. Our understanding of the local media, the emphasis on standards and our bespoke methods of measurement will be the foundations for our success in this market, and I have 100% belief in James and the team to drive this success.

With a couple of new clients in the bag already, I think that the new agency will follow in the footsteps of the London office, and is destined for great things.  Stay tuned for further updates!