Ramzi Barakat

Founder / Creative director B, | welovebrand

AN ALL TIME LOW I think the current state of advertising and branding is at an all time low. It is clear that the state of the economy is the sole responsible of this situation. There is no true light at the end of this tunnel, since it is rather a political / economic situation that the creative business has nothing to do with.

The main challenge is the lack of initiative, lack of funds and a lack of trust in moving forward on any front. This is putting a lot of pressure on clients to campaign at the very minimum keeping their focus on quick results, which in no way helps their brand health. We all can tell from the horrific decline in the quality of the work.

There are no too many options. It is either the economy stands up on its feet again, or else every business shall suffer this demise.

We are not being pessimistic, on the contrary, as a creative partner, we are coming up everyday with new solutions, and are forced to find ways in cutting costs, and bring the extraordinary to find new ways to make any piece of communication or project help our clients build up their business and ultimately their brands.

However if there is one word to describe the situation in Lebanon ? It would be: Struggle.