Joe Ayache Managing director, Impact BBDO
E Where does Lebanon stand today in terms of developing new media outlets?
‘New advertising’ services refer to media outlets outside the basic vehicles that we know, such as television, radio, print, outdoor etc. The new approach today is that, when you have done your basics, as a communicator you will find yourself compelled to tread new avenues in order to further maximize audience reach.
For that we are talking about ‘touchpoints’ with the target audience. These touchpoints vary with the attitudes and behaviors of consumers. There is, therefore, not one given solution. The error would be to stereotype once again and replicate what has been done in the basic media. To some people, direct marketing is the answer, for others product experience works better, while to others digital marketing solutions are key.
In Lebanon, we are still in the early stages of this new era. The rest of the world is already seeing its ‘new advertising’ services outgrow traditional media in market share, as well as in growth trend.
Antonio Vincenti Chief executive officer, Pikasso
E Should Beirut follow Amman’s example, which heavily reduced and regulated the use of billboards?
Everyone in the sector agrees that something needs to be done about the overgrowth of outdoor [advertising] in the country, yet we should definitely not take Amman as an example. That is too extreme. Amman has reduced the outdoor sector to such an extent that the city is today facing a shortage of billboards.
Of course, good regulation is beneficial for everyone. If done well, less means more. A reduced number of billboards improves the city’s image, leads to better visibility and thus more effective campaigns. We should start by implementing the existing regulation.
Paul Boulos Regional director of business development, Drive Communication
E Where does the Lebanese advertising industry stand today?
After a period of growth in joint ventures with international chains, and expanding both vertically and horizontally in the Middle East and North Africa region, it is as if the industry today is living on past laurels. The idea that “the Lebanese are coming” is a myth. The question is: how do we measure success?
If we take an in-depth look at the market, what factors do we judge? Annual ad spend? If so, we have not seen significant change over the years, and the discrepancy between rate card and real figures is beyond any healthy business explanation.
Advertising plays an important role in building brands, sales, jobs and funding media. If the Lebanese advertising industry found business even during the blackest days of the Civil War, why can’t we do it today?
If it takes going back to the drawing board to redefine what we do, it is about time we have the courage to do so, without grudges. I think it is time to earn respect at home, so we can add value and create a positive change in the region, and be looked upon as ‘leaders.’ We have become too comfortable.
