Walid Nas­rala

Founder & Ex­ec­u­tive Cre­ative Di­rec­tor Won­dereight

ArabAd - - COVER STORY -

A STAG­NA­TION AT ALL LEV­ELS

The Le­banese ad mar­ket is no ex­cep­tion to the gen­eral eco­nomic de­pres­sion; bud­gets are be­ing cut or put on hold un­til fur­ther no­tice and some­times even can­celed. In an in­dus­try where cre­ative qual­ity is the rai­son d’être of agen­cies and cre­ative tal­ent alike, it is be­com­ing a rare lux­ury for both clients and ad ex­perts to pro­duce award win­ning cam­paigns, es­pe­cially that bud­get drought is not the only wall they face, but also the quan­tity and vol­ume of com­mu­ni­ca­tion ma­te­rial the mar­ket is pre­tend­ing it needs.

As a re­sult, the in­dus­try is adopt­ing a “day by day” at­ti­tude where both brands and ad ex­perts are wait­ing and hop­ing for the still­ness to pass. There’s a stag­na­tion on all lev­els.

THE STRUG­GLES

Cash­flow is be­ing harder to man­age be­cause salaries can­not be low­ered yet and lay-offs are not the first thing to con­sider be­cause brands are in need of more mar­ket­ing due to sales drop ev­ery­where, but if the sit­u­a­tion pre­vails one will need to be cal­cu­lated.

THE SO­LU­TION

We are a re­sults-fo­cused agency so we have evolved in the last five years to study care­fully the ROI of each cam­paign for our clients in or­der to take them the dis­tance with the bud­gets they have.

I think this could be one of the so­lu­tions that can change the in­dus­try for the bet­ter mak­ing ad­ver­tis­ing more ef­fi­cient and ef­fec­tive in bring­ing more sales while build­ing brand value.

It is be­com­ing a rare lux­ury to pro­duce award win­ning cam­paigns.

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