IN A NUT­SHELL

ArabAd - - COVER STORY -

Fifty-one years later, Rizk­group, which re­mains the num­ber one 100 per­cent Le­banese agency, also in­cludes Gate Com­mu­ni­ca­tions, L&R Com­mu­ni­ca­tions, Bdig­i­tal and RPR (Rizk Pub­lic Re­la­tions), as well as Rizk Ad­ver­tis­ing Su­dan with rep­re­sen­ta­tions in Cairo and Tan­za­nia.

Re­flect­ing on this as­ton­ish­ing suc­cess Rizk says, “Our Phi­los­o­phy has al­ways been (it’s only cre­ative if it sells). Loy­alty goes a long way and proof to that ef­fect is that some of our clients have been with us for 35 years. We have cre­ated great suc­cess sto­ries of the brands and prod­ucts we ser­vice, which as a re­sult have lived in the hearts and minds of gen­er­a­tions. We took the time to help our clients to grow and change with the changes in the mar­ket. We also care­fully stud­ied the con­sumers’ habits and helped those same clients’ prod­ucts to be­come and re­main lead­ers in their re­spec­tive cat­e­gories.”

More to the point, an­other rea­son that fur­ther en­forces those facts are the agency’s in­no­va­tive ideas, such the first com­par­a­tive com­mer­cial for Bri­nol op­pos­ing Per­lex and Ariel, as well as the first “risqué” news­pa­per ads for Hom un­der­wear and Bi­jama (with a B) to name a few.

Be­fore end­ing on that high note, Rizk got to his feet and said, “Last year, we be­came ac­tive mem­ber of the Taan net­work, the largest net­work of in­de­pen­dent agen­cies in the world, which was founded in 1936 and com­prised of 51 agen­cies from 32 coun­tries. This will give the Rizk­group un­prece­dented in­ter­na­tional ex­po­sure and ex­pe­ri­ence, while si­mul­ta­ne­ously al­low­ing us to main­tain our in­de­pen­dence.

How won­der­ful is that!”

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