THE WORLD BECAME A BIG CIRCLE
Technology and Communication have not only affected people’s lives but is also creating a new generation of consumers who react and interact spontaneously at high tempo, a phenomena that has radically changed our habits and shifted our perception. The world became a big circle where you can reach anyone anywhere from the comfort of your couch.
Consumers exchange more than thousand pieces of information alone on Facebook, Instagram, Twitter…
The mission of advertising agencies is not limited to building awareness, message, and slogan... It’s about attitude; it’s about feeling great, not just looking great.
Inevitably, survival is all about adaptation, not nostalgia.
We also see the social media era as an invasive way to reach potential consumers more directly and efficiently with our creative concepts. It’s becoming even easier to target a specific group or class directly on their own personal screens.
I believe that the printing industry is more under threat than the advertising sector. Media outlets and agencies have started to adapt to digitisation and will try to sneak into the world of social media.
Our advertising agency is simply evolving and adapting to a constantly changing media world, while keeping the same creative consistency and the same strive to provide new ideas and concepts. After all, whether it’s digital or print, our work will remain the same with new challenges to differentiate our clients from their competitors.
The circle has widened and it’s a positive way to see things: the supply chain is larger and it’s becoming more challenging to create and adapt the same concept into a 360-degree campaign.
The only worry I might place in the actual Lebanese propaganda scenario is that we tend to become overly “populist” with our communication in order to reach the widest target audience instead of staying respectful and educated, and lifting up the masses. Advertising seems to be using only the lowest possible vocabulary and expressions, which drives people to overuse them too.
Ten years from now, Purple will still be creating communicative concept messages for our clients but we will definitely be using wider means of delivery.
Whether it’s digital or print, our work will remain the same with new challenges to differentiate our
clients from their competitors.
Ghada Chehaiber Purple Managing and Creative Director