For a very long time, Lebanese entrepreneurs developed a very good reputation in marketing and advertising, not only in Lebanon but everywhere else, like in the United Arab Emirates, Saudi Arabia, Gulf countries in general and all around the world. The main reason for this highly perceived value is the creativity of the Lebanese individuals, in addition to the very talented Content Creators, Graphic Designers, Video Producers and Directors.
Also, behind this success, we find a set of higher education programs and universities contributing in the creation of Lebanese talents, such as ALBA University (Académie Libanaise des Beaux Art), the American University of Beirut, the Lebanese University and Saint Joseph University, La Sagesse University and others.
A successful history and track record in the advertising and marketing industries is very well documented and attributed to the Lebanese successful entrepreneurs in the Arab Region. And that by offering a wide variety of services, from Strategic Marketing to implementing Marketing and Communication plans, then going more micro to Social Media Management, video production, etc. Add to these, other related disciplines where Lebanese are recording achievements on the international level, notably Journalism, media and TV.
“Despite the current economic crisis in the country, Marketing Agencies in Lebanon are trying hard to stay in the game. Even though the local business volume is dramatically decreasing, there are always ways to create a competitive edge and target a specific segment to get results. And that’s what Marketing Agencies should be doing”, said Sam Khoury, Communication Strategy Partner at Sharks Creators, https://sharkscreators.com a Marketing Agency having more than 15 years of experience in Lebanon and the GCC.
When asked about the business sustainability in the current situation: “It is absurd to sacrifice one’s long-term vision and look for small tiny bits and pieces of income here and there like scavengers, said Mr. Khoury. Even with the great devaluation of the Lebanese Pound, we decided to only take part of projects we’re enthusiastic about, to keep us motivated, and to produce the best results for our customers. Fighting plastic pollution and decreasing the use of plastic material at the beach resorts with the Lebanese Environment Forum and the European Union, or the local economic development of El Mina city North Lebanon by promoting the city amazing touristic attractions, or with MASAR project to support Union of Municipalities and subgovernment entities in the current situation. We serve a good cause and we get paid to do it. Actually, we always look to maximize our humane potential, even if sometimes it affects our bottom line. And still, we know it’s a goal we will never achieve, but we are very satisfied and highly driven on daily basis. And that gives us an edge in the industry, while allowing us to sustain our business model.
Many new agencies are being created simultaneously while many are not able to survive and end up closing down. Specialization can be a pathway to success during crisis, if laid out and thought thru properly, with creativity remaining one of the most prominent pillars of success in this industry.