Adaptation is key
Coming from the old school of advertising, I am personally trying to adapt to this new era, but I still find some benefits in everything traditional, and try to mingle both ends, using both at the best service of each product, using the digital and social media at the service of traditional media.
The digital can target a certain clientele without reaching the old generation, which is still used to traditional media, especially in Lebanon and the Middle East, and this demographic target still detains a huge purchasing power.
As a traditional advertising agency, we are adapting to new structures. We are already used to follow changes and even create them, always innovating. We are already on the right path. There’s nothing to worry about. We are almost there.
As for the proliferation of small agencies and the new wave of marketers, there’s always a point of departure somewhere; every success, every story had its path, and the good ones will evolve little by little, and if they have amazing ideas, they will be helpful for everyone.
At the end, we shouldn’t be complaining a lot. Even if there are evident problems, we shall remain positive, and always strive to pursue our goals and mix the useful with a touch of creative fun to reach maximum potential. Lebanese are perseverant, and believe in their dreams.
Ghada Chehaibar Managing and Creative Director Purple advertising