Mustapha Assad, one of the region’s most prominent adman, introduced the French version of his most recent publication, chronicling the story behind the inception of Publi-Graphics, during the 23rd edition of ‘Le Salon du Livre’ at BIEL.
After its English original was published under the title “Play it Again”, and its Arabic counterpart, this French version, titled “Une Vie de Pub”, relates the story of how the Beirut advertising agency was built and eventually became a powerhouse spanning the MENA region between 1973 through 2012.
Manning the stage, Assad, under the theme, ‘The Passion of Communications’ gave an inspiring talk, specifically aimed at the new generation, which chronicled his experience spanning four decades. He then opened the floor to the three co-panelists, namely, Camille Menassa, Chairman of Front Page Communication, who spoke of ‘The Power of Communications”. This was followed by a talk entitled, ‘Advertising, a Love Story’ by Alain Khouri, Founder and Honourary President of Impact/BBDO. The talks concluded with a memorable speech by Prof. Alain Brenas, Director of ALBA’s School of Cinema and Audio-Visual Direction as well as the head of the Graphic Design and Advertising programmes, who spoke about ‘Taught Communications, Between What’s Acquired and What’s Innate’.
Prior to the book signing, the audience was privy to a Q&A session that created a stimulating debate. As with its English original and its Arabic version, all proceeds from the sale of book will be in support of local charities.