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The country has been called ‘the provide opportunities,” says Warman. DOING BUSINESS
land of a million agencies’, and both “But the cost versus the size of the Although Bahrain comes in at number
international and local agencies vie target audience is prohibitive for 65 out of 189 economies on the World
for business with varying degrees of companies based here who are looking Bank’s 2015-2016 Ease of Doing
success. Several have bagged regional to target a local audience.” Business Report, there is much to
and global awards at creative festivals recommend it. These positives include
such as the MENA Effies and Dubai Lynx. The country has seven popular daily no personal or corporate tax, no VAT or
newspapers. The English language sales tax, no restrictions if you want to
Some of the notable campaigns market is dominated by Gulf Daily repatriate capital and profits, and no
include Ogilvy & Mather’s ‘Connected Network with a circulation of 12 000, exchange control.
Life’ – the roll-out of child-tracking while the most popular Arabic daily is Al
technology for large telecom operator Alayam, with a circulation of 35 000. The environment is conducive to
VIVA – and ‘On the Edge of Action’ for entrepreneurs and start-ups. The
the Formula One Bahrain International Print, out-of-home and cinema all cost of setting up a business is low
Circuit 2016. have high reach and impact. However, compared to other countries in the
digital marketing channels are fast region, and there is a lot of flexibility
Unfortunately, many international catching up with mainstream media in terms of registration and legalities.
brands are headquartered in Dubai, and have potential in a country In addition, foreign investors can own
so major marketing campaigns with more than 100% smartphone 100% of assets.
developed there are rolled out to
distributors in other GCC countries ? New visa policies are likely to attract
without taking into account regional Expats comprise both businesspeople and tourists to the
differences. According to Warman, 77% of the local Kingdom, and wages are competitive
another marketing mistake is for labour force while living costs remain fairly low.
agencies to get too caught up in what “About 99% of all documents that an
competitors are doing. “The majority penetration. Advertisers are increasing investor is required to complete are
of campaigns are tactical rather than their digital marketing budgets and provided in both English and Arabic,”
strategic in nature,” he observes. have started to harness the potential. says Warman. A ‘Bahrainisation’ law
Top advertisers are exploring social exists, whereby a Bahraini has to be
Traditional media is popular in media channels and are now planning hired for every four foreign workers
Bahrain, with advertisers trusting daily more digital-focused initiatives. recruited, but this is not difficult to
newspapers, magazines and outdoor comply with.
mediums. Local magazines that run on Most Bahrainis spend their time on
an advertising model do well, but digital social media and a number of cottage “We are one of the friendliest nations
channels outstrip them in terms of industry-style entrepreneurs have on earth, recognised for our kindness
readership. “Local TV is essentially non- used Instagram to launch businesses. and open-mindedness,” says Al Obaidat.
existent. Satellite broadcasters such “These ‘Instapraneurs’ have created “Bahrain may be a small country, but it
as OSN, which operates throughout a stir. For example, the local franchise is a melting pot in the true sense. It has
the Middle East and North Africa, do of international soft-serve frozen a cosy feel; people feel at home here
yogurt brand TCBY used Instagram to even if they are not local. It is a great
launch a unique flavour – developed in place to live and work.”
collaboration with a quirky local baker
called Baked By T – for Ramadan,” Fiona Zerbst has
explains Warman. worked as a journalist
and editor for 20 years
According to Hamza, the major and has freelanced
industries in terms of ad spend for five years. She
are the financial sector, Internet writes primarily about
service providers (ISPs) and the finance, business
automobile industry. and the arts for
newspapers, magazines and clients in
South Africa, Nigeria, Botswana, Finland
and the UK. She is also a published poet.
October 2016 – January 2017 strategicmarketing 55
