Nada abi Saleh: On Agencies’ Traditional Structure Aya Halabi: A well-deserved pat on the back

Aya Halabi Spirit Advertiisng relects on the state of the ad business in Lebanon

From agency rookies to global players, it is not a secret that the communication industry is stalling… facing what could forever reshape the ad business as we know it: Digitalization.

Brands now more than ever are in a growing hunger for a piece of digital attention. The live communication, viral calculated fame, and ease of production have left these brands in an ever evolving wonder.

While globally this has raised some red flags, the internet advertising growth has been exactly what Lebanese-born agencies like Spirit needed! You ask why? Because we are the global experts on working out-side the comfort zone and that is where we surpass.

The communication sector in Lebanon has always been extra sensitive with the socioeconomics of the region, and even amidst the toughest turmoils the industry maintained stability, signifying the greatness of Advertising for the Lebanese economy. Through that agencies developed a crucial survival trait: Adaptation. It is remarkable how within the first few breezes of digitalization, the ad business started hoping into seeking knowledge, following up religiously on online trends, and applying them smartly either separately or within full 360 strategies.

Speaking for Spirit, it has become a core challenge for the communication team to stay up to date with the latest digital advancements, equally as the social media department, for Spirit’s priority is to deliver the best tools to deliver the clients’ message whatever medium that would require.

Despite the fact that digital knowledge may not be fully developed, Lebanon’s ad sector deserves a pat on the back for skillfully reshaping the traditional agency structure without dethroning TV and Print.

Lebanon’s ad sector deserves a pat on the back for skillfully reshaping the traditional agency structure without dethroning TV and Print.