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Samer Abboud, Memac Ogilvy Regional Chief Growth Officer, MENA and Regional Managing Director, KSA/Lebanon/Iraq, explains how they managed to reel from Lebanon’s current socio-economic crisis, while he gives us a glimpse into the agency’s journey over the past year.
There has been a rumble in the market that 2022, was somewhat better than 2020 and 2021. However, the bar is exceptionally low in light of the havoc witnessed during those years, so how “good” in fact was the year and what would you consider your main achievement as an agency in 2022?
In terms of our performance in Lebanon, we can certainly say that 2022 was a more positive one for us in comparison to previous years — even though we continued to operate against an escalating socio-economic and financial crisis locally.
As a result of this and the lingering pandemic aftereffects, several sectors and businesses have needed to adjust and adapt. We’ve witnessed firsthand how this dynamic and ever-changing landscape has shifted consumer and stakeholder demands, resulting in the need for diversified products and services.
Taking a step back, Memac Ogilvy has made considerable strides in reviving the legacy of Lebanon as a pioneer and trendsetter in our industry. We strongly believe it’s our job to preserve the country's successful history. To this end, for several years, we’ve helped to shape Lebanon as the hub for the best talent in the region. It’s safe to say that Lebanon today is the offshoring model for all other Middle Eastern countries, playing a significant role in securing job opportunities, which has led our talent base to grow by over 300 percent.
Clients have become very smart with whom they work and where they place their advertising. Where does “new business” typically come from today?
Memac Ogilvy has always been selective when it comes to the clients we partner with. We want to make sure we can provide the right expertise and value. This approach has helped us to weather storms and successfully maintain and grow our client partnerships, meeting the needs of our brands through the good and bad. I’m proud to say that in 2022, we grew our existing client portfolio organically by 100 percent. This would not be possible without the bravery of our clients and teams in adopting new strategies that fit the era of modern marketing.
Many network agencies and even smaller local ones currently service the Arab region from their Beirut offices. Do you think that companies in the Gulf are taking advantage of the low-priced local creative services? And how do you make sure that your agency is still attracting brilliant people when obviously the salaries and conditions are not exactly very conductive to optimal working?
As mentioned, we’ve been actively working to revive Lebanon’s status as an international hub within the communications industry. Our agency has grown by supporting our network offices through the Beirut operation, securing projects and partnerships by collaborating across borders.
The services we offer complement and mutually reinforce our operations in the region. Meanwhile, we’ve worked with our people to build a culture of progression and an adaptability to business needs. As a result, this presents us with the opportunity to work alongside clients across the region regardless of their geographical location. We continue to provide our people with the tools and support to deliver at the standard our clients expect — and as the world continues to shift, we will always look to adapt where and as we need to. These characteristics make Memac Ogilvy a compelling proposition for talent regionwide, but especially for the countless talented communication professionals who want to call Lebanon home.
“It’s safe to say that Lebanon today is the offshoring model for all other Middle Eastern countries, playing a significant role in securing job opportunities, which has led our talent base to grow by over 300 percent.”
If like most people claim you believe that creativity isn’t linked to big budgets, then how do you explain this creative rut we have been witnessing in Lebanon for the past few years, with barely a couple of advertising campaigns that have stood apart?
Creativity isn’t linked to advertising campaigns, it’s the ability to deliver solutions that meet client and stakeholder needs. Memac Ogilvy has creativity in its DNA, and so it was entirely fitting that we were incredibly successful at the recent MEPRA awards held in Dubai. Some examples of award-winning work include the American University Beirut campaign we devised during the pandemic to encourage people to wear masks. This is just one example of how we’re applying creative communications to influence people positively across society.
The ratios are still the same, yet the value of advertising spend has declined; inevitably forcing leading clients and businesses to diversify their marketing efforts. But in terms of creative output, Lebanon is still delivering great work. We should not underestimate the creativity of our Lebanese talent who continued to develop smart, witty, and relevant campaigns that resonate and drive impact amid cultural, political, financial, and social tension across the country.
