Advertising expenditure in Bahrain fell by about six per cent from $109 million in 2008 to $103 million last year, said a top official of an international advertising body.

There has been an increase in the pan Arab advertising market which has seen total advertising spend across the region increase by about 9 per cent but locally things have been different, said International Advertising Association Bahrain Chapter president Khamis Al Muqla.

"Bahrain has done quite well compared to the UAE where spending was down by 27 per cent," he said.

"In Bahrain spending by the financial sector was down about 18 per cent while hotel and tourism and vehicle advertising were each down 13 per cent.

"Real estate was hard hit with a fall of 44 per cent," he said.

"It is too early to say how the year ahead will fare, though there have been some signs of more activity since October with a monthly spend since then of between $6 million and $10 million," he added.

"Clearly we have been affected by the economic crisis but brands have to stay and advertising is a long term investment. Advertising has an active role to play in the economy,” Al Muqla explained.

"The advertising industry has to get creative for its clients, not just in design, but in showing them how it can add value.The industry has to start thinking out of the box and encourage clients to invest in sales.

"We have to be much smarter in the industry in the current economic situation," he added.

He said the advertising industry had a crucial role to play in economic recovery.

"In Bahrain we should be looking at an annual spend of around $150 million to drive the economy forward," he said. – TradeArabia News Service