Ge­orge Slim: Wel­com­ing the age real

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The econ­omy of our coun­try is far from be­ing at its best, and as we all know, this means cuts on all sorts of bud­gets, in­clud­ing – of­ten start­ing with – com­mu­ni­ca­tions and ad­ver­tis­ing bud­gets.

But there’s also a dif­fer­ent kind of change hap­pen­ing as a re­sult of that: com­pa­nies, big and small, now need to know why they’re spend­ing on ad­ver­tis­ing. They need to know what will work for them, how it will im­pact their bot­tom-line, then see the re­sults. This means that ad agen­cies are now, more than ever, ex­pected to think like their clients, keep­ing the fo­cus on what truly works, hold­ing them­selves ac­count­able for the di­rect im­pact of their cam­paigns on the client’s busi­ness.

But there are also more op­por­tu­ni­ties to build, launch, and com­mu­ni­cate brands than ever. With all the start-ups, the in­cu­ba­tors, ac­cel­er­a­tors and entrepreneurship pro­grams that have been blos­som­ing in Beirut and the rest of Le­banon, an agency that can rein­vent it­self un­der a leaner, more flex­i­ble struc­ture has a lot of po­ten­tial for growth. Of course, the trick for us “old model” agen­cies is to em­brace the change and get ex­cited by the new­ness – rather than hold on to what used to work and no longer does.

We at PIMO have started our trans­for­ma­tion last year, when we rethought what we did and why we did it, re­de­fined the kind of clients we wanted and the pro­files of the tal­ent we wanted to at­tract, and sum­ma­rized it all in our new tagline: “PIMO - Wel­come to the Age of Real.” We have since in­te­grated new tools that al­low us to un­cover the true needs of an or­ga­ni­za­tion, and new ser­vices to bring about the change in­ter­nally first – for ex­ter­nal com­mu­ni­ca­tions and con­sumer ex­pe­ri­ence to match. We have also reshuf­fled our dig­i­tal team setup to cre­ate a mul­ti­dis­ci­plinary

An agency that can rein­vent it­self un­der a leaner, more flex­i­ble struc­ture has a lot of po­ten­tial for growth

cre­ative team that thinks of brand nar­ra­tives across chan­nels.

And we are now work­ing on a new tal­ent hub project that will al­low us to con­nect to and col­lab­o­rate with the tal­ented young cre­atives of our beloved Le­banon.

Be­cause this might be the most im­por­tant chal­lenge for us agen­cies in these fast-evolv­ing times: how will we at­tract and keep tal­ents who need trans­parency, mean­ing, and free­dom in or­der to per­form? How fast can we re­think our busi­ness to make room for the new?

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