Ramzi Barakat

ArabAd - - COVER STORY -

Founder / Cre­ative di­rec­tor B, | welove­brand

AN ALL TIME LOW I think the cur­rent state of ad­ver­tis­ing and brand­ing is at an all time low. It is clear that the state of the econ­omy is the sole re­spon­si­ble of this sit­u­a­tion. There is no true light at the end of this tun­nel, since it is rather a po­lit­i­cal / eco­nomic sit­u­a­tion that the cre­ative busi­ness has noth­ing to do with.

The main chal­lenge is the lack of ini­tia­tive, lack of funds and a lack of trust in mov­ing for­ward on any front. This is putting a lot of pres­sure on clients to cam­paign at the very min­i­mum keep­ing their fo­cus on quick re­sults, which in no way helps their brand health. We all can tell from the hor­rific de­cline in the qual­ity of the work.

There are no too many op­tions. It is ei­ther the econ­omy stands up on its feet again, or else ev­ery busi­ness shall suf­fer this demise.

We are not be­ing pes­simistic, on the con­trary, as a cre­ative part­ner, we are com­ing up ev­ery­day with new so­lu­tions, and are forced to find ways in cut­ting costs, and bring the ex­tra­or­di­nary to find new ways to make any piece of com­mu­ni­ca­tion or project help our clients build up their busi­ness and ul­ti­mately their brands.

How­ever if there is one word to de­scribe the sit­u­a­tion in Le­banon ? It would be: Strug­gle.

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