Nour Jurdi

Communication Director - Joefish

‘AN EQUALLY APPREHENSIVE AND EXCITING TIME’

The advertising industry has been going through changes on a global scale to reinvent itself in a well connected and overinformed world, while maintaining its value

to clients who are scrutinizing more and more the heavy traditional agency structure. In Lebanon, this is being felt even more profoundly due to an ongoing economic crisis that is growing by the day and threatening businesses across the country.

On the other side of the coin, the media landscape that we are accustomed to is facing huge changes. Even though we as an industry have become comfortable with digital marketing and social media, user behavior on these platforms, from the type of content they desire, to their fears about privacy, have forced a shift in the way companies like Facebook facilitate businesses’ visibility to users.

With businesses and influencers all over the globe converging on social media to fight for your attention, we have to be innovative in the type of content we produce to cut through the clutter, while keeping in mind that clients are allocating their budgets more prudently. It’s an equally apprehensive and exciting time that we are facing, challenging agencies in Lebanon and all over the world to redefine effective creativity in a changing world.