Communicate is proud to announce the publication of it’s first book, which will be released along with the magazine’s October issue. De-Commoditizing the Ad Industry: How Ad Agencies Can Reinvent Themselves and Enjoy Exponential Growth is the first piece in a special collection series from Communicate and it’s publisher, Mediaquest. Penned by Leo Burnett MENA’s regional strategy director, Ahmad Abu Zannad, the book takes a closer look at the current challenges facing the advertising sector and solutions that could brighten its future.

“This is a really inspiring piece of intellectual property – it’s been a long time since I have seen such a sober and pragmatic approach regarding the present and future of our business. In his assessment, not only does Ahmad bring a laser-sharp view on the challenges ahead for our business model as it is now, but also points to possible new purposes a communications agency should chase if it wants to reinvent itself and get prepared for the future,” says one of the first reviewers, Marcello Magalhaes, partner and vice-president of strategic planning, Tailor Made.

The book’s theme highlights the current state of contention faced by the industry as ad agencies get nearer to commoditization. Abu Zannad also notes that the vast majority of agencies belong to one of the big five holding groups and that the profile of nearly every major ad agency looks more and more similar to that of the others.

“Although there have been several assessments of the current status of the advertising industry, there hasn’t been yet a comprehensive overview that forensically analyses where agencies are today. Ahmad Abu Zannad’s new book changes all that with its in-depth critique, its detailed assessment of the areas of concern and its structured reasoning for the way forward. This title is a must-read for every professional working in the fields of advertising and marketing,” says Nathalie Bontems, Publisher, Mediaquest.