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Joseph Ghossoub
Dubai Lynx announces Advertising Person Of The Year: Joseph Ghossoub
Tue, 2008-03-18 19:50 - By
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The first Dubai Lynx Advertising Person of the Year Award has been awarded to Joseph Ghossoub for his outstanding work in promoting the Middle Easts advertising and media industry globally.
In his role as President and CEO of The Holding Group (THG) and also as outgoing Chairman and World President of the International Advertising Association, Joseph has been one of the sectors most prominent champions.
He will be honoured at the 2nd Dubai Lynx Awards Dinner & Ceremony to be held on 2 April, the final evening of the 1st Dubai International Advertising Festival.
Ghossoub: Rise of the niche, but TV still the boss
Tue, 2008-01-08 16:13 - By
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In a recent speech, Joseph Ghossoub, IAA World President and Chairman, stated that “TV is still the boss” in terms of attracting ad spend, but heralded “the rise of the niche”.
Speaking at the 2007 Media & Marketing Conference in Dubai, Ghossoub said online proliferation will pose problems for the medium.
He said that “TV is still the boss” in terms of attracting ad spend, but also heralded “the rise of the niche” across all advertising platforms.
Digital “is not everything” when it comes to the future of the region’s advertising, and goes on to say that “Digital is not the only trend."
“I don’t want to downplay digital as a force in advertising; it is growing but there are still other significant influences.
“Our inclination is to always think about digital.
“Digital is a driver but it is not everything.”
Ghossoub, CEO of The Holding Group and former President of the IAA UAE Chapter, delivered a speech entitled ‘Who will get the advertising dollars in 2008?’
He said digital advertising still makes up only a fraction of ad spend in the Middle East.
He added that TV still “tops the charts” when it comes to reaching high-spending young consumers, with 95% total penetration across the GCC compared to 59% reach by the internet.
This “re-affirms TV’s status as the media leader”, he said.
He also highlighted “online proliferation” – a trend that he says gets little coverage.
“Up to seven million websites are launched worldwide every day”, he said.
“Even if these figures are inflated slightly, it points to a very troubling trend for the medium.
“For advertisers, such proliferation means targeting becomes an impossibility.
“For owners of such sites, it means ad revenue will be hard to come by.
“Think about how hard it is for a small, start-up publication to get advertising. Multiply that by millions for websites.
“I don’t want to undermine the rising importance of digital; my point is that it will always be a single element in a much larger spectrum.”
Ghossoub also said proliferation in TV means mainstream, general-interest channels are starting to lose out to smaller channels – evidence of “the rise of the niche.”
He said: “There have been a lot of articles over the past 12 months saying the industry is in a state of confusion and doubt.
“It’s important to point out the truth in all that.
“Outdoor, print and TV still fair well in terms of building trust and recognition for consumers, and this will remain so for a long time to come.”
Ghossoub said key themes for the industry in the future will be “placement, involvement and relevance.”
He ended his address with a rallying call to the region’s advertisers.
He said: “Our industry must produce messages that are compelling, memorable and that create bonds with consumers on an emotional level.
“This is something that maybe the industry could do better here in the Middle East.”
IAA announces new identity
Tue, 2007-07-03 10:07 - By
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General, Advertising, IAA new corporate identity, International Advertising Association, Joseph Ghossoub
The International Advertising Association (IAA) is pleased to announce the release of its new corporate identity.
The release of the new corporate identity coincided with the IAA's Executive Committee and Board of Directors meeting in Cannes at the end of June. The IAA re-branding project includes all communications platforms including the re-launch of its website.
According to IAA Chairman and World President Joseph Ghossoub, the new corporate identity is both refreshing and contemporary.
'Our new tagline - 'Inspiring Excellence in Communications Worldwide' - is certainly fitting of our desire to move in tandem with the industry. It is an integral part of the overall appearance of the new IAA - the one that lives and breathes in the 21st century,' said Ghossoub.
The new corporate identity project was led by Sharif Abukhadra, IAA Vice President of Communications. It came as a result of many months of work and was created by volunteers from Team Y&R in Jordan under the direction of Abukhadra. Commenting on the new corporate identity, Abukhadra said, 'In extensive research involving marketing communication professionals across the World, from the USA to Australia, Hongkong to Saudi Arabia, we found that the Association corporate identity needed to represent a more modern and vibrant attitude reflective of today's marcomms industry'.
'Based on this input, we created an inspirational emblem and slogan that we believed would inspire the industry professionals to exceed their own standards and excel beyond their potential. To finalize the process, the new corporate identity was shared with and approved by the IAA executive committee and World Board representing 56 chapters in 76 countries. This was a mammoth task for the team and I thank them for their support throughout the process.'
The new corporate identity is firmly rooted in the IAA's heritage and essentially defines the thoughts the Association wishes to place and maintain with stakeholders worldwide.
'As a global association network, and increasingly a platform for industry issues, education and professional development, the IAA needs to be a catalyst of the latest, most engaging and most inspiring trends in marketing communications,' said IAA Executive Director Michael Lee. 'The new IAA identity aims to inspire industry professionals to exceed their own standards and excel beyond their potential', said Lee.
The IAA has provided all of its chapters with the resources needed to ensure the transition runs smoothly, according to Lee. The IAA toolkit, which was produced by Team Y&R in Jordan, will enable its 56 chapters to start using the new corporate identity immediately.
