CHANGE INHERENT TO THE AD BUSINESS
The reality is that change is an integral part of this industry’s DNA. And in a world rattled more and more by political and economic instability, brand teams are on the lookout for famously effective solutions – as opposed to one off campaigns - to optimise their return on investment.
In this context, advertising has and will continue to change to adapt – and most importantly remain relevant - to new and evolving customer lifestyles. It is no secret that technology is reshaping people’s lives, elevating digital into underlying platforms to all communication strategies – from off line to retail media. As such, the challenge of all agencies in Lebanon (and beyond) is to continuously invest in talent (through training existing resources and welcoming new recruits) and nurture an open culture that encourages collaboration and exchange of knowledge – internally across all departments as well as with clients, industry suppliers and partners. At Grey, this approach allowed us to remain relevant and deliver ideas that exploit or build around popular cultures of the moment. Such ideas often become famously effective, encouraging people to rethink current choices in favor of the brand promoted..
The challenge […] is to continuously invest in talent and nurture an
Karim Nader Grey - MD