Viva the advertising Revolución!

In its October issue dedicated to Lebanon, Arabad put together a comprehensively-informative and entertaining three-part report. The story, covers some of the ad industry’s previous players who discussed their careerbuilding experiences, lessons learned and tools acquired, which ultimately led them to the top before they opted to pursue different paths.

We then moved to learn more about the admen who have been employed by the industry for over 15 years by asking whether the best time to be in the ad business has passed or is yet to reveal itself, in addition to the things they miss about the good old days

Going that extra distance, we thought it opportune to investigate whether or not this age will go down in history as the death of the advertising agency’s traditional business model. For that very specific reason, and in line with the numerous changes unfolding, we polled the views of locally-active agency MDS on the state of the Lebanese ad industry in particular and the business of advertising, creativity and consumerism in general.

The schism brought about by change-inducing factors has forced a complete re-evaluation of the definition and role ads play, thereby necessitating agencies to also expand their services beyond creating ads and buying media space.

To keep up with this exhaustively-evolving competitive landscape, we asked these MDS what they are doing differently and how has their agency profile changed? As is the case for change, we went further by inquiring what some of the daily challenges facing them are, especially when it comes to the Lebanese market be it the talent crunch, digital capabilities, programmatic, data vs. creativity, and agency-client relationships.

From trends in technology to changing business models to evolving consumer behaviours, there’s a lot to consider in order for today’s marketers to really have a handle on what’s important about what’s next.

So, dig in, read, and enjoy!