Pas­sion Re­mains In­tact

ArabAd - - COVER STORY -

Within a dif­fi­cult and chal­leng­ing eco­nomic state, our main pri­or­ity is to en­cour­age ad­ver­tis­ers to ad­ver­tise and push them to re­alise that dur­ing re­ces­sion, com­mu­ni­ca­tion is highly im­por­tant for their brands, clients, and com­mu­ni­ties. We think that re­ces­sion can­not be pushed away, and lead­ing brand cus­to­di­ans usu­ally use pe­ri­ods of in­se­cu­rity to make as­sur­ances of qual­ity and to emit re­as­sur­ing signs to their clients and com­mu­ni­ties. The moral sup­port de­liv­ered by brands dur­ing un­easy pe­ri­ods could go a long way to­wards build­ing en­dur­ing bonds with the brand’s cir­cles. That is the phi­los­o­phy that we fol­low and ap­ply. Get­ting there is a daily and con­tin­u­ous chal­lenge with the agency's clients...

We also be­lieve that hu­man cap­i­tal and tal­ents con­sti­tute the most im­por­tant as­set that we ever had and that we’ll ever have. It is there­fore very im­por­tant to main­tain a high de­gree of op­ti­mism within the agency and among the team and we fight to sus­tain it on a daily ba­sis. In or­der to en­cour­age clients to ad­ver­tise and not hes­i­tate to spend, we also try to spread this op­ti­mism to them de­spite the mo­rose sit­u­a­tion.

More­over, I think that one of the great­est chal­lenges fac­ing the ad­ver­tis­ing busi­ness in Le­banon to­day is to main­tain a high level of cre­ativ­ity, which has to be in the cen­ter of every­thing that is de­liv­ered by the ad­ver­tis­ing industry. Fol­low­ing the same line of thoughts, the industry also has a na­tional pri­or­ity to fight ug­li­ness, which is un­for­tu­nately in­vad­ing the cit­i­zens’ daily lives. Fi­nally, and most im­por­tantly, the ad­ver­tis­ing busi­ness faces the chal­lenge of repo­si­tion­ing Le­banon as the hub of cre­ativ­ity in the Mid­dle East.

Keep in mind that through­out the six years we've been in op­er­a­tion, a lot has un­de­ni­ably changed within our agency, but one thing re­mains in­tact: our pas­sion. Six fruit­ful springs, count­less cre­ations, and suc­cess­ful cam­paigns have con­trib­uted to the blos­som­ing of our lit­tle Clé­men­tine.

I can def­i­nitely say that with time, we have grown wiser, swifter, and sharper in the man­age­ment of our clients’ di­verse com­mu­ni­ca­tion needs and re­quests. Need­less to say, we have also be­come more ex­pe­ri­enced and mas­terly crafty, hav­ing a deep un­der­stand­ing of the Le­banese mar­ket. On a more grounded level, we have also ex­panded in size, in terms of hu­man resources, client port­fo­lios and busi­ness.

In keep­ing with the times and be­cause change is a con­stant pa­ram­e­ter in our agency’s en­vi­ron­ment, as op­posed stag­na­tion, which we be­lieve kills, we find our­selves on an end­less jour­ney to stay up­dated in a rig­or­ous man­ner and on all lev­els. On an in­ter­nal level, we con­tin­u­ally strive to grow smarter, faster, more ef­fi­cient, more pro­duc­tive, and more cre­ative. We also be­lieve in do­ing things dif­fer­ently vis-à-vis the mar­ket. We fight to be ac­ces­si­ble, strive to democra­tise ac­cess to ad­ver­tis­ing with clever and more ef­fi­cient global communications, cre­ative con­cepts adap­ta­tions and im­ple­men­ta­tions.

…It is about how quick and ag­ile we are ready to fol­low

the pace of change.

Ge­orges Najm Clé­men­tine Part­ner - Di­rec­tor

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