Aldrin Fernandas is a man of many achievements, apart from being the industry's most prominent person; he has been involved in managing regional groups for over 10 years.
He is chief executive officer of Concept Group, parent company of Concept Today, Concept Media, Concept Outdoor, Concept Events, Concept Public Relations, Concept Direct and Formula 360.
Today Concept Group is celebrating 25 years in the UAE and its presence continues to grow from strength to strength as the group commit itself to providing complete media and advertising solutions to its clients.
Driving the industry forward with new platforms for advertising is their responsibility, rather than the client, says Fernandas in an exclusive interview with ArabAd.
"We also look at the services provided by the seven companies within the Concept Group."
ArabAd: What sectors are driving the growth in advertising and marketing in the region?
Aldrin Fernandas: I believe that future growth sectors are banking, real estate, retail and, to a certain extent, FMCG.
AA: What are the major trends that you can see emerging?
AF: I foresee a consolidation in the media industry. There will be a large number of international players who will enter the market and probably tie up with local companies or buy them out. There will be about four to five players who will control 50 percent - 60 percent of the market.
AA: When did you join the Concept Group?
AF: In April 1999 I joined what was then a small advertising agency Concept Today and since I have been instrumental in building the Concept brand into a multi-faceted marketing group.
AA: What were you doing before you joined Concept?
AF: I came to the UAE in 1991 when I began my career as an accountant in a media company following which I moved into media sales.
AA: What are the departments under the Concept Group umbrella?
AF: There are no departments as such at the Concept Group but different companies. These are:
a. Concept Today: Advertising and marketing agency.
b. Concept Media: Publishing and media representation.
c. Concept Outdoor: Outdoor advertising.
d. Concept Events: Events management company.
e. Concept Public Relations: Public Relations company.
f. Concept Direct: Direct mail, web designing, Web development, online marketing.
g. Formula 360: Signage manufacturing, display design, signage consulting.
AA: What made you decide to join the advertising and marketing industry?
AF: Advertising and marketing has always been in my family. My father owned a printing press and was involved in graphics and design. Also, Concept Today belonged to my uncle. I have always been fascinated by the advertising industry and have always, in some form or the other been involved in the media business.
AA: What does the future hold for the Concept Group?
AF: The future for Concept looks extremely bright. We are in the process of consolidation and tie ups with several associations. In the next four-six months, we hope to unveil our plans for the future. If all goes well, we will be one of the key players not only in the UAE but also across the GCC.
AA: What initiatives are you undertaking at the moment?
AF: Each Group company is constantly looking at new initiatives, projects and associations which could drive their respective business further and add to their existing client portfolio and range of services. This pro activeness is one of the reasons for our growth in the past four years.
AA: What separates Concept from its competitors?
AF: One of the key differentiators is that we are a unique media group that is 100 percent local. We do not have any regional tie-ups. This independence has allowed us to gain a large amount of local market experience. We are very competitive in our pricing, flexible in our deliverables and quick to react to deadlines. We are a medium sized group and want to remain that way. This lets us offer better and more specialised services to our clients. We do not depend on just one or two clients this keeps us focussed and alert at all times.
AA: Who are your major clients and where are they based?
AF: Most of our clients are long-standing. They include, Emirates Post, Cellucom, Aggrekko, Media Edge, Initiative Media, and Jacky's. Most of our clients are UAE based.
AA: What problems is the regional advertising industry facing and how can these be resolved?
AF: The market is highly competitive and, like many other sectors, is currently being impacted by increasing business costs managing these costs against a background of tight client budgets will be a test for us all.
AA: Dubai has come under some criticism for being too advert friendly, especially outdoor advertising. Do you agree and what do you think should be done?
AF: I do not agree. There are some areas, which are overdone, but this is more controlled in Dubai than other emerging markets. What could possibly be done is to set up an authority that conducts a thorough background check into a company's infrastructure before assigning them large outdoor advertising contracts.
AA: What are your views on radio advertising in the Middle East? Have you any suggestions on how to improve it?
AF: We use radio as a promotional tool. It is a very cost effective medium to reach out to our local clients.
There is a greater need for creativity and professionalism and the introduction of better promotions. I have a few suggestions but plan to keep them to myself, as this is a segment we are interested in entering.
By Sajeesh Gopalan
© ArabAd 2006
