A return to Islamic values in the regional advertising and marketing sectors could take the Middle East ahead of the rest of the world in terms of ethical practices, says the brand specialist and managing director of Dubai-based tmh, John Deykin.
“The paradox in modern marketing is that we are seeing a return to old-fashioned values, where there has been a noticeable growth in advertising, marketing and PR companies that choose their clients by ethical means, and refuse to take accounts where the company is not believed to be a good corporate citizen,” he said.
Deykin called into question the practice of multinational corporations running advertising campaigns to publicize their commitment to charitable causes. “Large companies should decide what side of the fence they are on when making a social contribution - and come clean about it, without using spin. In fact, ethical companies would take advertising and marketing out of the equation totally - by all means do charity work, but be faceless, and don't try and benefit.”
The question of ethics in advertising will be addressed by Deykin as part of his speech to more than 200 marketeers at the Gulf Marketing Forum, the fourth annual Gulf Marketing Review event – to be held at The Ritz-Carlton, Doha from January 12 to 14.
The event has a number of internationally recognized corporations as partners, including Q-Tel, Qatar National Bank, Al-Jazeera Channel, Qatar Airways, Salam International Investment, Canon, The Ritz-Carlton Doha, The Economist magazine, and BBC World. — (menareport.com)
© 2004 Mena Report (www.menareport.com)
