Lebanese chaotic dynamics, by Bridge of Minds’ Sarah Araigy

By Sarah Araigy, COO, Bridge of Minds.

” Tough times never last, but tough people does.”  Indeed, as the instability has been storming across Lebanon since 17 October 2019, following from the nuclear explosion of Beirut port on the August 4, 2020 and the tremendous devaluation of the Lebanese currency since 1997, Lebanon stands at a historical crossroads.

While the world is facing the consequences of Covid-19, this pandemic came as the cherry on top of our country, draining it more into a pit and having an impact on major Lebanese sectors.

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As Lebanese entrepreneurs and owners of a marketing and communications agency,  like everyone in this field, this period gave us the time to reflect and mirror our vision to the world. We are here, we are working, we are providing the latest advertising solutions, we are competing with the international agencies.

We are steering international clients’ PR plans, digital platforms, marketing strategies and creative requests from Lebanon, the most unstable country nowadays in the region. We do this by offering customized approaches and modernized content with a dedicated team working closely and effectively together, ensuring everyone is on the same page with the client’s vision throughout the entire work process.

It’s all in the agency’s communication style, which is vital nowadays for any campaign to succeed regardless of the backstage work.

With the dive of the Lebanese currency, the Lebanese labour cost decreased. Regional and international brands are seeking more and more the services of the Lebanese local agencies for revolutionised and tailored advertising for low-cost fees.  This pick in clients gave the home-grown agencies the chance to invest more in young, fresh talents giving them hope to stay in the country and wider exposure to test their creativity while again putting Lebanon on the map as the creative and marketing hub of the region.

International grants and funds for the Lebanese NGOs and SMEs are a fresh injection for the economy, giving hope to the local community to gather their efforts and plan a better future for their businesses’ growth from Lebanon. Will these initiatives set the ground for the rebirth of Lebanon?