Adel Kanaan

ArabAd - - COVER STORY -

Ex­ec­u­tive Board Mem­ber M&C Saatchi MENA


“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.

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