Aline Baddour: How about we stop predicting our own extinction? Rebecca Mourani: On agencies’ traditional structure
Year after year, the advertising industry in Lebanon is suffering more and more from the three crises that are piling up, which are: the global redefinition of our business, the regional turmoil and the local economic turbulence. The survival of the fittest has never been as real as it is this year. However, it seems that what’s slowing down the ad market here is the ad market itself! I believe that the rebirth of the industry should come from within.
We must renew our faith in the added value we offer, so that clients have faith in us again. In fact, whether in advertising or in any other industry, or simply in life, resilience and hopefulness are in the DNA of the Lebanese people. What we lack is proper planning and definitely a bit more regulations especially when it comes to budgets: well-deserved-not-to-be-justified fees aka the dream of every professional in our field.
Challenges were always part of the game and we’ve always looked at them as opportunities. Yes the market is changing, yes we need to adapt; but how about we stop predicting our own extinction? I have never seen any industry dwell that much on its own dramatic end! Advertising is ageless and the secret to survival is providing properly planned business communication solutions rather than just coming up with campaigns.
At Horizon FCB, we always embrace change and adapt to market realities, keeping our clients our first and foremost priority. Another challenge that we face and accept with open arms is the new wave of marketers who prefer doing things in-house or hire small agencies and vendors on a short-term or/and project-by-project basis – we love these, for they make us go out of our way to remain indispensable to our clients!
Resilience and hopefulness are in the DNA of the Lebanese people.
Aline Baddour General Manager - Horizon FCB