My three wishes for the cur­rent ad­ver­tis­ing in­dus­try in the re­gion are:

ArabAd - - IN­DUS­TRY TALK -

Ed­mond Saada Group Head of Strat­egy Ad Coun­cil - KSA Nehme Leb­bos CEO, Nel­com France & Lebanon In 2017, my wish for the ad­ver­tis­ing in­dus­try in Lebanon is that dig­i­tal be­come the first ad­ver­tis­ing chan­nel, just the way it is in sev­eral West­ern coun­tries.

I hope that the com­mu­ni­ca­tion spe­cial­ists will adopt an om­nichan­nel logic, to of­fer brands holis­tic so­lu­tions in­stead of sim­ple slo­gans. To­day, cre­ative heads work­ing on a cam­paign, no longer have to only cre­ate a slo­gan but a full uni­verse.

To reach this stage, given the im­por­tance and mul­ti­tude of pos­si­bil­i­ties of­fered by the dig­i­tal sphere (cre­ativ­ity, pro­cesses, plat­forms...), the Le­banese Gov­ern­ment could cre­ate its own Min­istry of In­no­va­tion & Dig­i­tal So­lu­tions. This min­istry’s func­tion would be to unite the ex­perts of this in­dus­try, de­fine the di­rec­tion of a devel­op­ment pol­icy to al­low Lebanon to be­come a dig­i­tal avant-gardist and a sym­bol of moder­nity in the re­gion. This would also help the coun­try re­tain its brains and in­no­va­tive en­trepreneurs.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.