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Sami Saab, founder and creative director of Beirut-based PHENOMENA agency, addresses the challenges facing the advertising industry in Lebanon and globally. He notes the absence of effective communication strategies, thoughtful creative processes, and well-crafted brand stories and poses the question of whether this is a turning point in advertising history. Despite the economic turmoil and cultural war taking place in Lebanon, Saab is determined to preserve the integrity of the communication industry and maintain the balance between creativity and technology.
The advertising industry is currently facing a challenging period, not just in Lebanon but globally. It's hard to ignore the absence of effective communication strategies, thoughtful creative processes, and well-crafted brand stories. The industry seems to have lost sight of what made it successful in the past - strong creative concepts, relevant content, and impactful messaging. It's worth questioning if this is a turning point in advertising history.
Lebanon is currently facing a significant challenge as it navigates through a difficult period. The country is in the midst of a battle to preserve creativity and maintain the integrity of the communication industry. This is made even more challenging by the cultural war that is taking place, as well as the budget cuts and withdrawals of multinational accounts. Furthermore, the "neutral" approach adopted by big players such as the banking sector, and their mute communication strategy, has added to the complexity of the situation. Despite these challenges, the communication industry in Lebanon is determined to persevere and find ways to keep the pulse of creativity alive.
In Lebanon, our current objective is to combat the challenges facing the advertising industry, specifically the economic turmoil on a global, regional, and local level. Additionally, we aim to preserve the balance between creativity and technology, preventing the industry from becoming entirely digitized.
Our ultimate goal is to overcome the current crisis and restore Lebanon's status as the "Creative Hub" of communication in the MENA region.
Creating in challenging circumstances is a true test of creativity and ingenuity. To not only survive, but thrive in these circumstances, it is essential to create job opportunities, develop new initiatives, and generate big ideas. To achieve this, we have adopted a reverse approach, where we develop our own briefs and present them to clients in order to initiate new projects and keep the industry moving forward. True creativity is demonstrated when one is able to create something extraordinary from nothing.
Many network agencies, as well as smaller local ones, currently service the Arab region from their offices in Beirut. Companies in the Gulf are willing to take advantage of the low-priced local creative services offered by these agencies, which provides a vital source of income and support for the local market.
“This is a wake-up call for the most powerful, seductive and creative profession in the world to return to its roots and focus on the principles and pillars that define it.”
As we enter a new era of communication, it's important to remember that digital media should not be seen as a threat to the advertising industry. While digital platforms are becoming increasingly important, they cannot replace the importance of strong messages, creativity, and smart concepts in any campaign, post, or content, regardless of the medium. It's a mistake to believe that digital media will take over the entire communication field or dilute the role of traditional methods.
Digital media is a reality and has become an essential tool for communication. However, it is important to remember that digital media is still a medium that requires a strong, cohesive idea to be successful. This idea should be shared across all platforms and should respect the brand's image, history, and positioning.
This is a wake-up call for the most powerful, seductive and creative profession in the world to return to its roots and focus on the principles and pillars that define it. It is important that we act immediately to preserve the creativity, authenticity, and initial principles of our industry before it's too late.
To regain our status as the creative hub of the MENA region, we must act to protect and elevate the advertising industry. This includes sharing our knowledge and expertise with the academic system, with a focus on fostering critical thinking and aesthetic skills, rather than solely emphasizing technical aspects. We must work towards developing a new generation of creative, motivated, and passionate individuals who understand the power of messaging and the impact of simple, yet impactful creative concepts.
The communication field needs are individuals who possess a creative mindset and approach, rather than relying solely on technical skills. While technical proficiency is important, it should be considered a bonus rather than the main focus of the discipline. What the industry desperately needs are individuals who are passionate about their work and believe in the magic of communication.
