Adel Kanaan

Executive Board Member M&C Saatchi MENA

WAKE UP AND SMELL THE COFFEE!

“Awful” would be the shortest and most accurate answer to describe the current state of the ad market in Lebanon. And it is not evolving it is regressing, just like the country.

As for identifying the means we think would help the industry change for the better, well we would love to tell you that we need to concentrate more on creating relevant content for people to engage better while having a permanent relationship with the brand that goes beyond love or adoration. Or that we need to analyze data faster to have instant connection and results that would lead to faster customer conversion. Or talk about brain analysis to be able to determine the sensorial activities of a shopper… You know, the usual BS.

Instead, we need to wake up and smell the coffee! It is like talking about a bad pedicure, when the person has a stagefour cancer. Unfortunately, the problem is bigger than the industry itself. If the conditions do not improve, it won’t. If clients don’t start making money again, it won’t. If the country doesn’t pull a complete U turn, the industry will naturally - go where the country goes. And our industry should know this best: if the destination sucks, so will the journey.

Unfortunately, the problem is bigger than the industry itself.