I spent 60 years pursuing my first love – advertising. And then, I missed out on what could have been the most delightful evening of my life! An occasion where I was honoured by the International Advertising Association (IAA) in Lebanon.
This glittering celebration recognised many esteemed Lebanese figures from diverse fields of the industry, including prominent agencies, media, advertisers and academic institutions. I have known many of these stalwarts and to think that 60 years ago I was among those that first paved this road!
As I write this, my heart bursts with pride, my eyes fill with tears and my mind overflows with memories.
The ceremony, held in the bustling capital city of Beirut, recognised individuals whose impactful careers in advertising have spanned a minimum of 35 years. These men and women have made significant contributions to the advancement and renown of advertising in Lebanon and the broader Middle East. Themed the “Hall of Fame”, this inaugural event marks an annual initiative aimed at paying tribute to iconic figures who have played pivotal roles in shaping and elevating the advertising and media landscape in the region.
My nearly six-decade career commenced in Beirut. I then went to Dubai in the wake of the Lebanese civil war and on to Bahrain in 1976. During this time I witnessed tremendous personal and professional evolution. While physically relocating, I nurtured the growth and expansion of my ventures, culminating in the establishment of the holding company PromoSeven, which comprises approximately 40 entities. Among them, the marketing communication firm MCN holds a special place in my heart. It enjoys a widespread presence and has offices across several Arab nations and numerous countries around the world.
In 2000, I made the decision to transition out of advertising and explore diverse industries such as hospitality and real estate. While my capability to lead remained intact, I sensed that it was the opportune moment to pass the torch to the emerging generation of entrepreneurs within the company. I meticulously recruited and ensured the competence and integrity of these individuals, entrusting them with the responsibility of propelling the business forward, achieve expansion and attain success.
My confidence in them was well-placed. Today, they have surpassed not only my initial aspirations but also the expectations of employees, customers and markets. Recognition is not a mere gift descending from the heavens. It blossoms like flowers from the ground nurtured by sweat, diligence, perseverance and innovation.
Reflecting on the challenging beginnings, I vividly recall my endeavours in introducing the advertising industry to the Saudi market in the 1970s. During that time, certain advertisements, such as those for body lotion and hair creams, were deemed taboo and prohibited from being televised. In response, I collaborated with a friend to devise an alternative method, showcasing these ads to the public embedded in rented video films. This was a ground-breaking approach in an era where such videos constituted almost the sole source of entertainment for the people.
Over the course of time, our business has undergone significant expansion. I can assert with confidence that a majority of the world’s major brands have collaborated and relied on us to craft and deliver their advertising messages in a manner that resonates with local consumers. We have created truly unique ways of capturing their attention and interest. Our success has led companies to eagerly seek partnerships with us. This has, time and again, resulted in numerous accolades due to our ability to effectively convey messages despite prevailing challenges.
I would like to reiterate the sentiments expressed by Naji Boulos, president of the International Advertising Association, Lebanon chapter and the driving force behind the recognition initiative that acknowledges the pivotal role played by Lebanese advertising professionals. He affirmed that their contributions extend beyond bridging the gap between Western and Arab markets; they have achieved unparalleled success, exerting a substantial influence on consumer behaviour and industry trends across the region.
Lebanese advertising experts consistently stand out as trailblazers and innovators, leaving an indelible mark on the advertising landscape not only within Lebanon but also throughout the region, particularly in the Gulf countries. Their creative brilliance, innovative strategies and deep cultural insights have been instrumental in establishing prosperous advertising agencies and launching creative campaigns that resonate well beyond local boundaries.
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