THE NEW NORMAL

Firas Mghames

For CEO Feer Mcqueen, he tends to think that a

“lot of new agencies have sprouted up in the Lebanese market. Most of these fresh faces have popped up with competitive pricing, despite their lack of experience – this has been okay for local clients over the past few years because they were looking for quick wins and lower prices, but now we’re expecting these clients to come back to base – back to depth, experience, and strategic marketing.”

The idea that some sort of strategizing is back on track seems evident for Mghames even if, truth be told, even prior to the malaise that started in 2019, Lebanese clients were very much into the “hurry up and wait” category: the kind that vanished for months then requests their work yesterday from the agency. At least Maghames had the courage to say that “to cater to this “new normal” we’ve had to minimize resources on local accounts.”

Hala Adaimy,

creative director at

Feer Mcqueen asks a little bit more existentially: “Can we remember the details of what was “normal” to compare to a “new normal”? Regardless, what will always remain true is that people always have something to say, and so brands continue to communicate.”

This idea of just going on for the sake of going on seems to be evident among the people Arabad has reached even if different people dipped it in different sauces, some more defiantly, some more pragmatically.

founder, CEO and creative director of Phenomena, exposes this attitude saying: “In this tumultuous environment, we have chosen to defy the tide. Instead of surrendering to the uncertainties of the evolving landscape, we, fueled by creativity, have declared war! A war on conformity, on stagnation, and on the erosion of creativity. […] Our decision

Sami Saab,

to fight is more than an act of defiance; it’s a strategic choice to navigate the changing currents by embracing innovation, originality, and a relentless pursuit of creativity.”

For Saab, “Creativity is nonnegotiable.” Period!

Interestingly, this same notion is seconded by managing director of TRACCS Beirut, where she goes “While we embrace this sense of normalcy, it’s essential to acknowledge that business in Lebanon remains slow and unpredictable.

The ongoing instability within the country has undoubtedly posed challenges, and navigating through these circumstances has become a learning experience for us. Despite the challenges, our adaptability and determination propel us forward, and our focus on continuous growth remains undeterred.”

Katia Yasmine,

´2XU YLVLRQ H[WHQGV WR PDNLQJ %HLUXW D PDJQHW IRU UHJLRQDO RIÀFHV enticing them to re-establish their presence in the city. This move is crucial for reviving the market and returning it to its golden age of advertising.”