Asked & An­swered

ArabAd - - COVER STORY -

How do you vi­su­alise the fu­ture of ad­ver­tis­ing?

Do you see Le­banon con­tribut­ing to that fu­ture?

Al­though the ac­cel­er­at­ing pace of tech­nol­ogy is caus­ing more me­dia dis­per­sion, for me ad­ver­tis­ing will al­ways be the art of ideas that can move and change peo­ple. So no mat­ter what the fu­ture holds, I think ad­ver­tis­ing is ready to en­ter its new golden age. As for Le­banon, let’s worry about our con­tri­bu­tion in solv­ing our present is­sues first…

Alain Shou­cair Re­gional ECD Drive Dentsu

While some me­dia cat­e­gories will be­come more ob­so­lete, new emerg­ing plat­forms will sparkle the cre­ative force and will in­spire ad­ver­tis­ers to ex­plore, ex­per­i­ment and use new forms of tech­nol­ogy to com­mu­ni­cate. New po­si­tions are emerg­ing within the agen­cies in­fras­truc­ture to cope with this need, and dig­i­tal in­ter­ac­tive tech­nol­ogy is at the heart of it. Cur­rently Le­banon is play­ing a ma­jor re­gional and global role in the ad­ver­tis­ing arena, which was clearly es­tab­lished through the out­stand­ing per­for­mance in in­ter­na­tional award shows. How­ever, the coun­try still needs a solid in­fras­truc­ture, start­ing with telecom­mu­ni­ca­tion. With­out a fast and re­li­able in­ter­net, we might be dra­mat­i­cally late in that race.

Walid Kanaan Re­gional ECD TBWA/RAAD

The industry’s frame­work is widen­ing end­lessly. In­no­va­tions and mod­els are bor­rowed from other fields and in­jected in the mix; from a rev­o­lu­tion­ary pack­ag­ing ma­te­rial to the most so­phis­ti­cated ar­ti­fi­cial in­tel­li­gence plat­form, any­thing that serves the com­mu­ni­ca­tion busi­ness so­lu­tion is good to use. The only con­stant how­ever, is that it will al­ways rely on ideas and tal­ents. And Le­banon’s got a good reser­voir of those

Alain Hochar Group MD M&C Saatchi

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