Bosses criticise lack of web expertise

Two of the region’s biggest interactive marketing agencies have criticised the level of expertise and technical knowledge in some ad and internet agencies in the Middle East.

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By  Tim Addington Published  October 30, 2005

Two of the region’s biggest interactive marketing agencies have criticised the level of expertise and technical knowledge in some ad and internet agencies in the Middle East. Martin Diessner, CEO at Flip Media, said many agencies offering web design and marketing services were not staffed with skilled and experienced people who were competent to service the client’s requirements. Diessner said investment in recruiting staff was lacking. Talking about the levels of technical knowledge in some Middle East agencies, Diessner said: “It is still very poor because agencies obviously need money — clients’ money — in order to invest in international people, and that is not necessarily happening here. “I saw a client who had a comparable level of technology and internet understanding to what we would have as an agency. But I know that there are many agencies out there who wouldn’t have a clue what that client is talking about. So I think the clients, especially the international brands, will be driving change more than the agencies.” Kieran O’Sullivan, interactive business director at Impact Proximity said he agreed. He said: “There are undoubtedly ad agencies, and some internet agencies that don’t have a clue about what is going on in the market. They haven’t invested in people from overseas, people with expertise who can come into the region and make a difference. The talent pool in the region is not as extensive as elsewhere in the world, and you need to bring people over if you want to stay in the market.”

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