Insights
Industry
People
Culture
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
Insights
Brand Studio
Facebook Hub
Choueiri Group Deep Dives
OMD Corner
LEAD with ABG
ABOUT US
CONTACT US
ADVERTISE WITH US
Insights People
Back
What Will the Communications Industry Look Like in 2021?
By Arjun RKSun, Dec 27 2020

Contact

ASDA’A BCW's Sunil John explores what's in store for the communications industry in 2021.

what-will-the-communications-industry-look-like-in-2021

What does 2021 look like for the communications industry?

My outlook for the communications sector for 2021, especially for our region, is positive, underpinned by growing confidence in the new geopolitical order that the Middle East witnesses today.

The Abraham Accords has been a game-changer and ushers in a new era of peace and opportunity that is unprecedented. Additionally, high-profile events such as Expo Dubai and the International Monetary Fund-World Bank Meetings in Morocco in 2021 will put the global spotlight on the region, adding more opportunities for the communication sector.

Further, the communications sector will gain from the renewed public confidence in travel following the Covid vaccine, which will energize the tourism, retail, and hospitality sectors – the core areas that were most impacted by the pandemic.

What changes will happen to the business model in the industry?

2020 has been a year of transformation for the industry. It accelerated our move towards embracing a digital-first, integrated, and creative operating model. We saw a significant overhaul of the media and communications model following the pandemic, and those who responded fast with agility and flexibility have weathered the crisis and emerged more resilient.

I have seen from the experience of the 2008-2011 global financial crisis and the oil price slump that brands and organizations that invest in relevant and meaningful communications during a downturn are disproportionately rewarded as the markets come back. As consumer spending returns in 2021 – and we already see the positive uptick – a continuous engagement driven by public relations will lead to enduring equity.

More than ever, the PR industry has demonstrated its strength during the pandemic, and the value-add we provided our clients will be a catalyst for growth in 2021.

With many brands pivoting to digital, how will the communications industry adapt?

With more brands pivoting to digital, every organization has become data-led. However, the challenge that prevails is that data is being siloed for services such as performance marketing.

The real value of data and digital can be gained when its potential is leveraged to build brand reputation and business enhancement. For the communications industry, this means not just looking at shared media driven by content and influencer marketing, or owned media led by web assets, but unlocking the real value of earned media through creative, integrated PR strategies.

With earned media at its core, the PR industry will need to amplify its shared and owned share of voice. This is the transformation we will witness in 2021, reinforcing the role of the communications industry in promoting brand equity and value.

RELATED TOPICS
Asda'a Communications Industry MENA Sunil John
MORE IN People
People
November 05, 2020 Let the Spoofing Begin: How to Do Parody Advertising Right

Parody advertising is a double-edged sword. It can be pretty effective, but it can also backfire spectacularly. To understand what works and what doesn’t, Communicate spoke to Jaison Ben, Creative Director at Publicis Middle East, who was behind the campaign for Nescafe 3in1’s new packaging, unveiled earlier in the year. How to know when parody […]

People
November 05, 2020 How Gaming Is Powering On in MENA as a Strong Marketing Channel

Interested in the fast-growing gaming community in the region? Communicate spoke with Mathew Pickering, Managing Director at gaming and esports communications agency Power League Gaming, to break it down for you. What does PLG do, exactly? Power League Gaming connects brands with Arabic gaming and esports audiences, primarily across MENA, of which 30% of the […]

People
November 02, 2020 How the Right Loyalty Program Can Help During a Pandemic

A little more than a year ago, Majid Al Futtaim unveiled Share, its app-based lifestyle rewards program. A few months later, Covid-19 struck. Communicate sat with Kashmira Motiwalla, Head of the Share loyalty program at Majid Al Futtaim, to discuss what that meant for the newly-launched initiative. What impact did the pandemic and the lockdowns […]

People
October 27, 2020 Why Investing in Programmatic Advertising is a Safe Bet

Imad Jomaa, Founder and President of Lebanon-based holding company JGroup, explains how he sees programmatic in light of JGroup’s recent investment in FoxPush, a Dubai-based full-stack solution for publishers and digital advertisers. How fast is the programmatic ad market growing in the region and what is driving this growth? Programmatic advertising is growing rapidly across […]

Subscribe to

our newsletter.

This site uses cookies: Find out more.

Logo
  • Insights
  • Industry
  • People
  • Culture
  • Brand Studio
  • Facebook Hub
  • Choueiri Group Deep Dives
  • OMD Corner
  • LEAD with ABG
  • About Us
  • Contact Us
  • Advertise With Us
  • Privacy Policy
  • Disclaimer
NEWSLETTER

Get a monthly round-up of Communicate's best insights

© 2020 communicateonline.me
About Us
Contact Us
Advertise With Us
Privacy Policy
Disclaimer
icon
icon
icon
icon
icon
© 2020 communicateonline.me