Viva the ad­ver­tis­ing Revolu­ción!

ArabAd - - LETTER FROM THE PUBLISHER -

In its Oc­to­ber is­sue ded­i­cated to Le­banon, Arabad put to­gether a com­pre­hen­sively-in­for­ma­tive and en­ter­tain­ing three-part re­port. The story, cov­ers some of the ad industry’s pre­vi­ous play­ers who dis­cussed their ca­reer­build­ing ex­pe­ri­ences, lessons learned and tools ac­quired, which ul­ti­mately led them to the top be­fore they opted to pur­sue dif­fer­ent paths.

We then moved to learn more about the ad­men who have been em­ployed by the industry for over 15 years by ask­ing whether the best time to be in the ad busi­ness has passed or is yet to re­veal it­self, in ad­di­tion to the things they miss about the good old days

Go­ing that ex­tra dis­tance, we thought it op­por­tune to in­ves­ti­gate whether or not this age will go down in his­tory as the death of the ad­ver­tis­ing agency’s tra­di­tional busi­ness model. For that very spe­cific rea­son, and in line with the nu­mer­ous changes un­fold­ing, we polled the views of lo­cally-ac­tive agency MDS on the state of the Le­banese ad industry in par­tic­u­lar and the busi­ness of ad­ver­tis­ing, cre­ativ­ity and con­sumerism in gen­eral.

The schism brought about by change-in­duc­ing fac­tors has forced a com­plete re-eval­u­a­tion of the def­i­ni­tion and role ads play, thereby ne­ces­si­tat­ing agen­cies to also ex­pand their ser­vices be­yond cre­at­ing ads and buy­ing me­dia space.

To keep up with this ex­haus­tively-evolv­ing com­pet­i­tive land­scape, we asked th­ese MDS what they are do­ing dif­fer­ently and how has their agency pro­file changed? As is the case for change, we went fur­ther by in­quir­ing what some of the daily chal­lenges fac­ing them are, es­pe­cially when it comes to the Le­banese mar­ket be it the tal­ent crunch, dig­i­tal ca­pa­bil­i­ties, pro­gram­matic, data vs. cre­ativ­ity, and agency-client re­la­tion­ships.

From trends in tech­nol­ogy to chang­ing busi­ness mod­els to evolv­ing con­sumer be­hav­iours, there’s a lot to con­sider in or­der for to­day’s mar­keters to re­ally have a han­dle on what’s im­por­tant about what’s next.

So, dig in, read, and en­joy!

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