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

ArabAd - - CONTENTS -

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.

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