My three wishes for the current advertising industry in the region are:

Edmond Saada Group Head of Strategy Ad Council - KSA Nehme Lebbos CEO, Nelcom France & Lebanon In 2017, my wish for the advertising industry in Lebanon is that digital become the first advertising channel, just the way it is in several Western countries.

I hope that the communication specialists will adopt an omnichannel logic, to offer brands holistic solutions instead of simple slogans. Today, creative heads working on a campaign, no longer have to only create a slogan but a full universe.

To reach this stage, given the importance and multitude of possibilities offered by the digital sphere (creativity, processes, platforms...), the Lebanese Government could create its own Ministry of Innovation & Digital Solutions. This ministry’s function would be to unite the experts of this industry, define the direction of a development policy to allow Lebanon to become a digital avant-gardist and a symbol of modernity in the region. This would also help the country retain its brains and innovative entrepreneurs.