A bit of optimism and much hope
It’s been yet another unforgettable 12 months in the world of advertising and marketing in general and in Lebanon in particular.
2023 was a year of trials and errors, although mostly errors. The market has not recaptured any mojo yet; there were glimmers of hope here and there. Nothing like the major resurgence economists had promised us, but also less of the doom and gloom that enveloped the sector between 2020-22. Moreover, we’ve seen AI dominating conversations; and it looks like we’re on the edge of a paradigm shift that is set to redefine our world.
As we enter a new year, agencies are adapting to a set of new and changing industry challenges.
What 2024 has in store still remains to be seen, but as per our annual tradition, members of Lebanon adland are kicking off the year with their thoughts about the 12 past months and what’s around the corner-- a talk that touches on a journey of persistence, determination, passion and love for advertising paved with struggles but also beautiful opportunities and mostly a fresh mindset.
Most of the ad players we polled for this issue recognize the need to instill some optimism for the future to encourage motivation and innovation, which means, despite the troubling times they are continually developing, and sharpening the saw in order to serve clients better. However, plotting a road map to success in Lebanon can be a tremendous challenge, as Moe Minkara, CEO of boutique agency Mink, stated: “You can’t plan, predict, invest or build based on a cash economy. It is a live day by day situation.”
Yes the advertising world isn’t what it used to be, and in Lebanon more so. But that’s not necessarily a bad thing. Today there is less money, less time and less adventure than advertising had in its halcyon days. But the good news is, we believe and sensed the industry is witnessing a takeover by a new blood of young entrepreneur who have in their repertoire an insatiable curiosity for what drives human behaviour, combined with a love for the business and a desire to make advertising matter.
Flip through this issue to get great insights on how agencies have been fairing in Lebanon and what is top of mind for marketers going into 2024. This is an overview about what looks as our business as usual, which is quite distinguished at all levels because Lebanon’s ad industry has its own trends, rules and pace. And it’s all reflected in this cover story. Hope you enjoy the read!
Ad Knights
The IAA Lebanon Hall Of Fame
Carte Blance
Marketing: a way of thinking, a way of living by Roger Halaby