Merwyn Martins made a splash by producing a US$450,000 (Dh1.65 million) commercial for Dubai Shopping Festival that was shot in six countries. As head of Different Angles, a Dubai company that creates TV advertisements and corporate videos, he talks about how the ad game is changing in the digital era.
More consumers are bypassing traditional commercials by watching shows online with fewer ads or skipping ads entirely through digital video recorders. How effective are commercials these days?
Conventional TV advertising is losing lustre. Television now has such a huge spectrum. You put on the TV here and you've got 400 channels. Let's say you filter them down to 40 channels of your choice. What are the chances you'll be watching a particular ad? If you're talking to a local audience in the UAE, it's senseless to go on television. But if you're talking to a trans-GCC audience then, yes, have a larger broadcast footprint - it makes sense to go on television.
How should business owners try to market their message to consumers locally?
What you need is a good media planner who'll get you more bang for the buck. It's like a combination of everything: you have television, online, digital, social media, press, outdoor and radio advertising. You go out there - bang, bang, bang - and hope you hit home.
But most small and medium-sized businesses don't have half a million dollars to invest in a commercial. What is the cost to advertise today?
The Dubai Shopping Festival wanted to reach the world, so you cannot have a small-time ad. Everything had to be done on a grand scale. Budgets can range from something as small as $10,000 to $450,000.
What's the key ingredient to make a successful commercial?
You have to understand your market. There's a lot of clutter out there, so don't expect to get home on the first shot. You need to see the gap … then position your product so at least you will get a hearing, a look into what the product is all about.
Do you advertise your own business through TV ads?
No. No way. For a long time it was word of mouth. Unless a client knows you, it's very difficult to ask him to put [thousands of dollars] behind you.
Why don't you use commercials?
You're not selling a tangible product. You're selling a creative product, you see? That is very difficult to translate to someone. You cannot hold it, you cannot see it, you cannot feel it. In my business, as an advertising and film-maker, my clients are agencies. My clients are the marketing guys who provide the entire marketing mix.
How has your own business been as of late?
Since 2008, it's been slow. [During a downturn,] advertising is the first thing to go. I joke that I should have got into the food or taxi business. They get cash up front.
* Neil Parmar
UAE currency: the story behind the money in your pockets
Countdown to Zero exhibition will show how disease can be beaten
Countdown to Zero: Defeating Disease, an international multimedia exhibition created by the American Museum of National History in collaboration with The Carter Center, will open in Abu Dhabi a month before Reaching the Last Mile.
Opening on October 15 and running until November 15, the free exhibition opens at The Galleria mall on Al Maryah Island, and has already been seen at the Jimmy Carter Presidential Library and Museum in Atlanta, the American Museum of Natural History in New York, and the London School of Hygiene and Tropical Medicine.
Global state-owned investor ranking by size
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China
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UAE
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Japan
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Norway
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Canada
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Key facilities
- Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
- Premier League-standard football pitch
- 400m Olympic running track
- NBA-spec basketball court with auditorium
- 600-seat auditorium
- Spaces for historical and cultural exploration
- An elevated football field that doubles as a helipad
- Specialist robotics and science laboratories
- AR and VR-enabled learning centres
- Disruption Lab and Research Centre for developing entrepreneurial skills
More coverage from the Future Forum
Benefits of first-time home buyers' scheme
- Priority access to new homes from participating developers
- Discounts on sales price of off-plan units
- Flexible payment plans from developers
- Mortgages with better interest rates, faster approval times and reduced fees
- DLD registration fee can be paid through banks or credit cards at zero interest rates
Tips%20for%20travelling%20while%20needing%20dialysis
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RESULT
Bayer Leverkusen 2 Bayern Munich 4
Leverkusen: Alario (9'), Wirtz (89')
Bayern: Coman (27'), Goretzka (42'), Gnabry (45'), Lewandowski (66')
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The five new places of worship
Church of South Indian Parish
St Andrew's Church Mussaffah branch
St Andrew's Church Al Ain branch
St John's Baptist Church, Ruwais
Church of the Virgin Mary and St Paul the Apostle, Ruwais
At a glance
Global events: Much of the UK’s economic woes were blamed on “increased global uncertainty”, which can be interpreted as the economic impact of the Ukraine war and the uncertainty over Donald Trump’s tariffs.
Growth forecasts: Cut for 2025 from 2 per cent to 1 per cent. The OBR watchdog also estimated inflation will average 3.2 per cent this year
Welfare: Universal credit health element cut by 50 per cent and frozen for new claimants, building on cuts to the disability and incapacity bill set out earlier this month
Spending cuts: Overall day-to day-spending across government cut by £6.1bn in 2029-30
Tax evasion: Steps to crack down on tax evasion to raise “£6.5bn per year” for the public purse
Defence: New high-tech weaponry, upgrading HM Naval Base in Portsmouth
Housing: Housebuilding to reach its highest in 40 years, with planning reforms helping generate an extra £3.4bn for public finances
F1 The Movie
Starring: Brad Pitt, Damson Idris, Kerry Condon, Javier Bardem
Director: Joseph Kosinski
Rating: 4/5
Labour dispute
The insured employee may still file an ILOE claim even if a labour dispute is ongoing post termination, but the insurer may suspend or reject payment, until the courts resolve the dispute, especially if the reason for termination is contested. The outcome of the labour court proceedings can directly affect eligibility.
- Abdullah Ishnaneh, Partner, BSA Law
UAE currency: the story behind the money in your pockets
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Abu Dhabi Sustainability Week
Results
International 4, United States 1
Justin Thomas and Tiger Woods (US) beat Marc Leishman and Joaquin Niemann (International) 4 and 3.
Adam Hadwin and Sungjae Im (International) beat Xander Schauffele and Patrick Cantlay (US) 2 up.
Adam Scott and Byeong Hun An (International) beat Bryson DeChambeau and Tony Finau (US) 2 and 1.
Hideki Matsuyama and C.T. Pan (International) beat Webb Simpson and Patrick Reed (US) 1 up.
Abraham Ancer and Louis Oosthuizen (International) beat Dustin Johnson and Gary Woodland (US) 4 and 3.
