ArabAd - 1 Feb 2025
A Pulse We Can’t Ignore
The inspiring story of Raphaëlle Macaron
Malek Ghorayeb on creating culture-defining campaigns
Eli Khoury: ‘Outspoken, not political
Ad Close & Personal
Asked & Answered:
Creativity
Art of Hope: Where creativity, innovation & purpose drive smart Lebanon’s rebirth
Creative Culture
Viewpoint
Interview
Research
Instasnaps
Cover Story
The Unfair Trade: The Arabian Gulf’s exploitation of Lebanese talent
Bookshelf
Naji Boulos: The Ad market in Lebanon, a brightening horizon
Awards
Decoding ‘55’: Marc Keyrouz’s revolutionary visual language
From Despair to Hope: Real-time marketing in times of war
Nada Abi Saleh: ‘Creative activism Is about acts not ads’
Lebanon Outlook: on governance, economy and work
Blast from the Past: when advertising meets meaning
The Levant: a media landscape gathering momentum
Agencies of the Future: flexible, fragmented & free
Antonio Vincenti on Lebanon’s OOH industry
Georges Jabbour: ‘Still very far from recovery’
The controversial world of creative activism
10 Lebanese-born content creators
Digging for Gold - the Pikasso d’or
Tarek Atrissi: A world of letters
Kango: the Ai-powered agency
A renewed sense of optimism
Creativity made in Lebanon
IAA Hal of Fame ceremony
Lebanon Agency Directory
Un-branding Lebanon
Planet of the Apps
Carte Blanche
Social Sphere
Ad Knights
Branding
Ad Spot
Ad Fun
LEBANON ADLAND: RECOVERY OR REBIRTH?
Still very far from recovery
BY THE NUMBERS
The Advertising Market in Lebanon: A Brightening Horizon
BY THE NUMBERS
From Despair to Hope Real-time marketing in times of war
A NATION’S VOICE IN EVERY AD
Lebanon RUNNING ON HOPE ... AND CREATIVITY
A fresh wave of hope and positivity
A DIFFERENT KIND OF ENERGY
Lebanon as “the” creative hub, no longer realistic
An UNMATCHED Creative DNA
Lebanon’s creative DNA remains strong
This is a very exciting time!
Lebanon CAN DO MORE THAN BOUNCE BACK; IT CAN LEAD
A GROWING APPETITE FOR CROSS-BORDER COLLABORATIONS
And that glimmer of hope? It’s contagious!
THE CREATIVE SPARK FEELS POWERFUL
New generation of creatives is stepping up
A shift toward innovation, resilience, and reinvention
Lebanon, a creative hub for offshoring services
Summer brings a sense of promise
Collaboration is essential in revitalizing Lebanon’s PR & event industry
A renewed sense of optimism
Agencies of the Future: Flexible, Fragmented & Free
Key Points:
Kango: the Aipowered agency
UN-BRANDING LEBANON
OUTSPOKEN, NOT POLITICAL
THE LEVANT: A MEDIA LANDSCAPE GATHERING MOMENTUM
ANTONIO VINCENTI ON HOW LEBANON’S OOH INDUSTRY MIGHT REGAIN ITS MARKETING MOMENTUM
The controversial world of creative activism
Malek Ghorayeb on creating culturedefining campaigns
‘Creative activism Is about ACTS not ADS’
Blast from the Past: when advertising meets meaning
The Unfair Trade:
A world of letters
A Canvas of Possibilities:
Decoding ‘55':
Karl Sfeir
Lara Zankoul
Fadia Ahmad
Aphrodite Is My Sister (Yasmina Keyrouz)
Michel Fakhoury
Roger Moukarzel
Be Phenomenal or Be Forgotten
Welcome To The Age Of Real
A Purple Story
SYNC Studios
CREATIVITY MADE in lebanon
MAAD
M&C SAATCHI
LUX on Women’s Day
OMO ‘from stains to stories’
COMFORT
Transparency International Lebanon: Unlicensed Protest
Al Joumhouria: Uncensored Press
Snips
Château Ksara’s
Dipndip’
CREPAWAY’S 40 YEARS
L’orient-le Jour,
Qi
LUSH
BLANCHOR
Sunsilk: Summer of Sunsilk
THE CREATIVE 9
Crunchyz
Mr. Brown
CREATE AGENCY
PUFFER STUDIO
LEBANON OUTLOOK ON GOVERNANCE, ECONOMY AND WORK
Valentine’s Day
Navigating Valentine’s, Ramadan, and Mother’s Day Ads in Lebanon
Women’s Day
Mother’s Day
Honorable Mention
Ramadan
IAA Lebanon Inducts 15 Industry Pioneers Into Hall of Fame
Faris Abouhamad
Joseph GHOSSOUB
DIRECTOR OF WPP (MENA) CHAIRMAN OF SWARMIO INC
Raymond Halim Hanna
Elie Jabre
Elie Kai
Nabil Kazan
Ramzi Raad
Elias Al Rahbani
DIRECTOR OF WPP (MENA) CHAIRMAN OF SWARMIO INC.
FADI KALIM SALEMEH
JEAN-PIERRE SIKIAS
ALEX Slim
RAJA TRAD
Advertising’s Take on Our Screen Obsession
LABELING: Empathy Ends at the Agency Door
YOU ARE TOO EMOTIONAL.
FROM SHIFT TO DOMINANCE
Dino Burbidge:
Brands on the therapy couch
About the authors
Arab Bank’s New Brand Identity: A Modern Shift or a Loss of Heritage?
BBDO’S new bold philosophy: to #Dobigthings
OMD Unveils Rebranding and Strategic Positioning
Adidas reinvents its brand message with ‘You Got This’
A BRAND CRAFTED IN BREAD
Reddit’s rebrand, a case study in smart digital evolution
Kellogg’s bold new look: a Masterclass in Lovemark branding
M+C Saatchi ME Kickstarts New Era of Cultural Power
When Corona aces its campaigns all the way
Adidas’ storefront turned into a giant shoebox
The Battle for Digital Dominance
7 Homegrown Creative Agencies
Mink | @mink.agency
Joe Fish | @joefishworld
Spoon | @spoonconsultancy
Sundried | @sundriedagency
Create Creative Agency | @createagencyme
Phenomena | @phenomena.agency
Wondermind | @wondermind.me
10 Lebanese-born Content Creators
Dann Sayegh | @isthatdann
Morissa Choueiri | @morissaa
Lea Hadidian | @leahadidian
Jana Kaddouh | @janakaddouh
Romy Nassar | @nassarromy
Rabih Rowell | @rabihrowell
Joa Matar | @joamatar
Elsa Kahwaji | @elsakahwaji
Nadim Safieddine | @nadsreviews
Taha Chanouha | @snapsbytaha
An-nahar’s bold marketing stunt backfires
The Zoughaib OOH controversy
Psychological Effects of Tiktok on Minors
Haifa Wehbe & Nour Arida against online sexual harassment
The Dubai chocolate craze
Meta testing Ai-generated comments on Instagram
A Design Identity in Crossfire
US Brands Face Growing Boycott in France
‘I am an optimist and wish
For Lebanon’s safety and stability’
IAA Lebanon’s Hall of Fame Celebratory Atmosphere
Digging for Gold
Do the Brave Thing. Do Big Things. Just Do It. But How?!
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