Asked & Answered

How do you visualise the future of advertising?

Do you see Lebanon contributing to that future?

Although the accelerating pace of technology is causing more media dispersion, for me advertising will always be the art of ideas that can move and change people. So no matter what the future holds, I think advertising is ready to enter its new golden age. As for Lebanon, let’s worry about our contribution in solving our present issues first…

Alain Shoucair Regional ECD Drive Dentsu

While some media categories will become more obsolete, new emerging platforms will sparkle the creative force and will inspire advertisers to explore, experiment and use new forms of technology to communicate. New positions are emerging within the agencies infrastructure to cope with this need, and digital interactive technology is at the heart of it. Currently Lebanon is playing a major regional and global role in the advertising arena, which was clearly established through the outstanding performance in international award shows. However, the country still needs a solid infrastructure, starting with telecommunication. Without a fast and reliable internet, we might be dramatically late in that race.

Walid Kanaan Regional ECD TBWA/RAAD

The industry’s framework is widening endlessly. Innovations and models are borrowed from other fields and injected in the mix; from a revolutionary packaging material to the most sophisticated artificial intelligence platform, anything that serves the communication business solution is good to use. The only constant however, is that it will always rely on ideas and talents. And Lebanon’s got a good reservoir of those

Alain Hochar Group MD M&C Saatchi