Aline Bad­dour: How about we stop pre­dict­ing our own ex­tinc­tion? Re­becca Mourani: On agen­cies’ tra­di­tional struc­ture

ArabAd - - CONTENTS -

Year af­ter year, the ad­ver­tis­ing in­dus­try in Le­banon is suf­fer­ing more and more from the three crises that are pil­ing up, which are: the global re­def­i­ni­tion of our busi­ness, the re­gional tur­moil and the lo­cal eco­nomic tur­bu­lence. The sur­vival of the fittest has never been as real as it is this year. How­ever, it seems that what’s slow­ing down the ad mar­ket here is the ad mar­ket it­self! I be­lieve that the re­birth of the in­dus­try should come from within.

We must re­new our faith in the added value we of­fer, so that clients have faith in us again. In fact, whether in ad­ver­tis­ing or in any other in­dus­try, or sim­ply in life, re­silience and hope­ful­ness are in the DNA of the Le­banese peo­ple. What we lack is proper plan­ning and def­i­nitely a bit more reg­u­la­tions es­pe­cially when it comes to bud­gets: well-de­served-not-to-be-jus­ti­fied fees aka the dream of ev­ery pro­fes­sional in our field.

Chal­lenges were al­ways part of the game and we’ve al­ways looked at them as op­por­tu­ni­ties. Yes the mar­ket is chang­ing, yes we need to adapt; but how about we stop pre­dict­ing our own ex­tinc­tion? I have never seen any in­dus­try dwell that much on its own dra­matic end! Ad­ver­tis­ing is age­less and the se­cret to sur­vival is pro­vid­ing prop­erly planned busi­ness com­mu­ni­ca­tion so­lu­tions rather than just com­ing up with cam­paigns.

At Hori­zon FCB, we al­ways em­brace change and adapt to mar­ket re­al­i­ties, keep­ing our clients our first and fore­most pri­or­ity. An­other chal­lenge that we face and ac­cept with open arms is the new wave of mar­keters who pre­fer do­ing things in-house or hire small agen­cies and ven­dors on a short-term or/and project-by-project ba­sis – we love these, for they make us go out of our way to re­main in­dis­pens­able to our clients!

Re­silience and hope­ful­ness are in the DNA of the Le­banese peo­ple.

Aline Bad­dour Gen­eral Man­ager - Hori­zon FCB

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