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Branding in Qatar, more competitive than ever

Article - August 26, 2011
From multinationals to local start-ups, advertising is becoming a big business in Qatar
As one of the world’s fastest growing economies, Qatar is attracting a special class of businesses and expats. Meanwhile, Qataris are enjoying an increasingly high quality of life and greater spending power. Consequently, companies who vie for a greater share of this robust market turn to global marketing and advertising leaders to help them boost their brand and reach a greater audience.

Pioneer and market leader DDB, for example, is one multinational that has been responsible for some of Qatar’s most successful campaigns. Present in nearly 100 countries, DDB innovated advertising back in the mid-1900s, turning what was once a unidirectional message into an interactive dialogue that leads to action and mutual benefit.

Local house was founded in 2004 and has already grown into the largest media provider in Qatar and one of the largest in the region. The company is renowned for its innovative and efficient approach to utilizing media tools for premium audience delivery. Three years ago, joined forces with JCDecaux to combine the knowledge and expertise of this powerful company for outdoor advertising with’s understanding of the local and regional market. The result has been an exciting new class of advertising that takes into consideration the architectural and urban characteristics of Doha.

Even newer on the scene is Firefly Communications, founded in 2007 by two ambitious and entrepreneurial Qataris who identified the vast possibilities for marketing and advertising that opened up as the country’s economy achieved sustained growth. Just one example of the several new start-ups in this sector, Firefly is a complete end-to-end creative communications company that aims to become a platform of innovative and cutting-edge solutions. Though just four years old, Firefly’s clients include heavyweights such as Aljazeera, Chevrolet, Jaidah Group, Qatargas and Burger King.