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Today and despite the manifold challenges facing Lebanon’s advertising sector, TBWA\RAAD Beirut, which earned its place in the network, and through its creative campaigns, is not only making a mark on the local and regional market, but also attracting the best talents out there. Walid Kanaan, Chief Creative Officer, TBWA\Raad MENA discusses the agency’s strategies and efforts implemented to overcome obstacles and keep on thriving and flourishing throughout a deepening economic crisis.
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?
Indeed, 2022 witnessed a growth in the media and advertising scene, as many agencies, media outlets and suppliers benefited from an election year that generated some aggressive spending specially on generic platforms like TV and outdoor. It was also the World Cup year, and we witnessed a growth in locally produced campaigns…
At TBWA\RAAD Beirut, we took the decision not to engage politically with any party. Instead, in these challenging times, we decided to support the country institutions and raise awareness campaigns to help the country’s security and economy whenever possible. So we launched The Lebanese Army post-election campaign with a call for unity, we created multiple campaigns for The Ministry Of Tourism like “Bjnounak bhebak”, “Ahla bhal Talleh” and “3ida 3al chetwiyyé”, which all had an extremely positive impact on the country’s economy, in addition to a few health and social awareness campaigns in partnership with Mtv and Beirut Heritage Initiative.
This year, we were also proud to launch new locally manufactured products, like Liamo Pasta, aila chocolate and Talaya sparkling water, to name a few. Having to promote “Made in Lebanon” brands gives a glimpse of hope that investors, despite the gloom and doom, still believe in our country.
Clients have become very smart with whom they work and where they place their advertising. Where does “new business” typically come from today?
Clients were always smart, always placing their interest and the interest of their brands above everything. That is why smart clients realize that a compromise on the marketing and creative level is a recipe for disaster.
When in relationship, agencies and clients are supposed to be in total harmony. For the partnership to produce world-class work, it needs to be based on transparency and trust. This model of partnership was mirrored during 2020-21with TBWA\RAAD Beirut’s current clients, when the agency decided to maintain full support and keep offering premium services despite the cuts, the local currency devaluation, and the melting economy.
Today, this partnership is readjusting, and we are both getting out of it with a great potential for organic growth, over and above the business opportunities that are coming from regional markets.
“Our network saw the potential of Lebanon from the start, and the decision was to invest. That is why we relocated to the downtown area in 2019, rented a bigger space and increased our headcount drastically.”
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?
This is not new. Creative services were offered to various regional markets, since decades. Since then, it was the obvious strategic plan to adopt. After all, it is a win-win scenario.
So, the issue was never about opening-up to other markets and offering a competitive creative output. Also, having a suffering economy doesn’t require agencies to relocate physically to other markets.
As a matter of fact, if the pandemic taught us one lesson, it’s that nowadays there are no more boundaries.
People are collaborating remotely, work is being produced on teams and zoom calls, campaign ideas are being generated through WhatsApp.
Over and above, the Lebanese talent proved to be extremely essential for the marketing culture in the MENA. We do have the cultural platform, the talent, the knowledge, and most importantly, we have the power of adaptability.
Our young network saw the potential of Lebanon from the start, and the decision was to invest. That is why we relocated to the downtown area in 2019, rented a bigger space and increased our headcount drastically.
Today TBWA\RAAD Beirut, which earned its place in the network, and through its creative campaigns, is not only making a mark on the local and regional market, but also attracting the best talents in the market.
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 for the past few years, with barely a couple of advertising campaigns that have stood apart?
Shit produced with a budget of 1 million USD… is still shit.
Creative excellence should never be linked to the size of the budget. An idea is measured by how unique and disruptive it is, even if it comes in the shape of a small business card.
It is true that the level of many campaigns we witnessed lately was mediocre, and you can only blame the people behind it. However, there are agencies and clients who kept believing in the power of creativity. In fact, many Lebanese clients won Grand Prix and Gold metals in regional and international creative award shows, such as for example Rymco, Connect, Beirut Heritage Initiative and Bankers Insurance, to name a few.
On another hand, clients are ready to go out of their way if they see the potential of an idea. As an example, this year we produced a commercial film in Milan to launch Liamo, a locally-made pasta, because the requirement of the script demanded it. The client, who took a leap of faith, agreed to invest more, and the launch was one of the most successful this year.
