“The era when innovative advertising campaigns like Exotica and Almaza dominated outdoor and TV spaces is long gone”, states Marwan Arban, CEO, ORIGIN who explains in this talk with ArabAd what is needed for Lebanon ad industry to thrive again. Arban also shares what he believes are some of the emerging threats marketers will face in 2024 and his top priorities for the year ahead.
Can you say that we are back to ‘business as usual’ in Lebanon?
Lebanon has strayed far from its illustrious past. The era when innovative advertising campaigns like Exotica and Almaza dominated outdoor and TV spaces is long gone. The collapse of Lebanon's advertising industry is symptomatic of the nation's broader issues, with advertising often seen as a non-essential luxury rather than a priority, unlike in first-world regions such as the USA and Europe where brand building is recognized as vital.
And what is needed to re-build a prosperous and thriving industry that resembles for instance the one of the golden age of advertising in Lebanon?
For Lebanon to thrive again, education is crucial. It's essential to enlighten the business community and nurture new talent. Moreover, substantial investment is necessary. With 99% of Lebanese businesses merely trying to survive, demanding advertising from them when they're struggling to meet payroll is unrealistic. Yet, the dilemma persists: should advertising precede or follow financial stability?
Finally, a paradigm shift is needed in the Lebanese business mentality. The prevalent focus on quick profits runs counter to the long-term commitment, innovation, and experience required to build enduring brands.
What are some of the emerging threats marketers will face as they look for sources of growth in 2024?
Lebanon's business landscape has undergone a drastic transformation. Once celebrated for its high-caliber advertising, the country now sees a prevalence of low-quality, often provocative videos. Contemporary advertising trends in Lebanon are characterized by satire, inappropriate language, and portrayals of violence, frequently captured on smartphones.
“The era when innovative advertising campaigns like Exotica and Almaza dominated outdoor and TV spaces is long gone.”
Also what key trend you believe will disrupt existing global marketing practices in 2024?
Artificial intelligence stands as the forefront trend capturing global attention. Encouragingly, statistics indicate that Lebanon ranks among the top 10 nations utilizing Chat-GPT, suggesting a bright future if businesses integrate AI into their operations. The capabilities of AI extend far beyond mere prompts. Its application in enhancing customer experiences and streamlining automation is set to become a fundamental aspect of all businesses within the next decade.
What are your top priorities as an agency for 2024 in terms of business objectives?
In 2024, our key business goal is to advance the implementation of our cutting-edge technology, NeuroCom. Integrating neuroscience and communication into the Lebanese market will markedly impact the industry. We're currently rolling out this technology among Lebanon's leading retailers, airlines, and financial institutions to elevate their consumer shopping experiences and customer service.
Our aim for 2024 is to further extend this deployment, reaffirming Lebanon's role as an industry innovator and signaling to the world that Lebanon is reclaiming its position as a significant industry contributor.
