About that second IAA Hall of Fame gala....

Was the excitement off the charts after last year? (here). It was indeed.

First let us start with the inductees:

Faris Abouhamad (IAA Global Chairman and President 2013-17), Alain Brenas (Director of Graphic Arts abd Advertising and the School of Cinema at ALBA), Elie Kai (Founder of MIS), Nabil Kazan (IAA Honorary Life Member), Ramzi Raad (Founder of TBWA\RAAD), Elias Hanna Al Rahbani (Composer), Rafic Saadeh (Founder of Horizons Holdings), Fadi Kalim Salameh (President CEO of MCN Holding), Jean-Pierre Sikias (Founder of Laser Films), Alex Slim (IAA Lebanon Board Member 1995-1997), Raja Trad (Chairman & CEO Publicis Groupe MENA).

I think the organizers learned from some of the issues last year - no neighing horses in videos, no people claiming that the litmus test of the success of an inductee was working with them, and no extremely lengthy speeches from sons who did not mention their inductee father (no names you know who you all are). As a matter of fact, speeches were very short (not even cut with the Oscars orchestra!), totally on point, actually quite emotional (OK, we did not get a redux of Josyane Boulos almost losing it in crying like last year though), and trilingual (Arabic, French, and English but the audience was sophisticated enough to get all of them). One can understand the enormous work the "Council of Judges" had to do (Naji Boulos, Roni Jazzar, Dani Richa, Georges Jabbour, Joe Ayache, and Naji Irani) to cut the possible number inductees as last year there was a backlog.

Of course, last year with the late Walid Azzi and the incredible Farid Chehab being inducted the emotional factor was too high for me. Still, if I am to give one major issue with this year, it would be - believe it or not - the main dish in the menu (that duo filet de boeuf et poulet does not hold a candle to last year's whatever it was "sur pave de saumon"). 

And interestingly, I heard - live during the evening "oh but last year was better", and "oh but this year is way better". So in which camp do I fall?

Considering I am introverted, extremely so actually by nature (don't believe the hype or the image I project), seeing people who knew me when I was incredibly young (hello Hanna!), seeing someone I love dearly (hello Farid!), seeing connections I speak to on the net but never met (hello Krix, George and Rami!), having side meetings to talk shop (hello Ghada, Geoana, and Ali!), seeing IAA members despite them running the show (hello Joe!) and with the help of the - like last year - incredible wine, guess who had a much better time than last year?

Guilty as charged. 

And on to the next year indeed. Just let us fix the main dish haha!

The IAA Hall of Fame, now in its second edition (Save the date)

And there you go, you heard it first from me! The IAA Hall of Fame is back this year in its second edition (and yes, I do wonder how they will top last year's incredibly well-coordinated, super-fine orchestrated, totally well-oiled machine - see it here). This year, and the info just fell - the nominees are: 11 in the advertising field, 1 in the academic/advertising, 1 in media, and 2 in production. 

So indeed "save the date" if last year is any indication the Lebanon chapter of the IAA have raised the bar so high and need to top it, for some reason, I have an inkling they will. And watch this space (already dusting my formal costume!).

IAA-Ipsos: Millennials and Gen Z - Insights from Lebanon's Next Generation

IAA and Ipsos have delved into Lebanon's new generations in an exhaustive, very detailed, methodologically-flawless, and well designed and presented study which sweeps across the needs, wants, and behaviors of the millennials (born between 1981-1996) and Gen Z (1997-2012). The study covers many elements - from their work, education, sources of entertainment, salaries, online behavior (hours spent online, methods of shopping, etc...). 

The final output, is actually very believable. I say so because too many studies and statistics are obviously tainted in make-believe and the IAA-Ipsos seems to get results which truly make sense for their prospective audience which eventually are actually advertising/marketing agencies and anyone working in communication.

69% of the sample whose average age was 25.5 are still single, 38% are secondary educated, followed closely with 35% who have a bachelor's degree (logical, Lebanon still enjoys a university-aspirational education despite the drop in level of said universities), half are paid in USD, also almost half chose their careers based on financial considerations, however 72% are not working in the field they majored in which in extenso means that also half of them would change the careers they work in (interestingly, based on financial considerations as a motive). 73% are not interested in studying abroad (however among the 27% interested only 18% are working on it) with France leading the pack as a potential destination for studying.

51% would want to work abroad (obviously more in the Gen Z than millenials) with UAE being the choice (much more than any other destination) with respondents being swayed with higher salaries and benefits. 

The study extensively covers AI, internet access and use, favorite apps, social media notifications, impact of social media on wellbeing, communication choices and technology's influence on relations, television viewing habits and multi-screen usage habits, radio listening trends and shifting habits, entertainment preferences and frequency, online shopping habits and preferences (with some major findings in there), drivers of online shopping and preferred methods of payment (again, ad agencies might really look closely into these sections) in addition to features/issues, online security and grocery shopping preferences, delivery apps and user experience (again, ad agencies might look into all these, the whole let's-drop-a-bucket-to-the-vendor-downstairs no longer works!) and app choices (for food delivery).

Any communication, marketing, advertising agency should run to buy a copy of the study. And yes, some results are predictable but other are so totally "Lebanese" they would make any international executive/creative worth their salt stop dead in their track if handing any advertising or marketing in Lebanon.

IAA Lebanon chapter finally looks where it should be

Well, so the IAA (Lebanese Chapter) is announcing the relaunch of the International Advertising Association Young Professionals chapter. Per their own words: "The IAA YP chapter is dedicated to nurturing and empowering young talents aged below 35, providing them with opportunities for growth, networking, and professional development. To kickstart our relaunch, we are organizing a gathering where attendees will have the chance to learn more about the IAA YP and participate in a Creative Masterclass titled "The 5 C's of Creativity." The participation is free of charge."

Let us be honest, when one says IAA one not think young advertising people, it is more like elderly individuals who already had flourishing careers. Actually at the recent IAA Hall of Fame induction ceremony (here), there were 2 tables for young NDU students - I can think of that student dressed in a suit (not exactly fitting) along with white New Balance sneakers. But I actually looked at them with pride, I mean it is important for them to know the history of communication and advertising. And truth be told, since I moved to the field at the age of 27, I think it would have been crucial for me to have someone tell me a few words about it rather than me rolling my sleeves and do my own digging.

Which is why I am excited the IAA Lebanese Chapter is looking where it ought to be - at the new young generation. As I said previously, too few people from the new breed even know how much they owe to the many many generations that came before them. Many move to Dubai not knowing that there was a crop of ad people who did so when moving there was akin to going to a land which only had the Toyota building as a landmark (here). Heck, in one of my courses (technical English) an assignment was a motivation letter to join Saatchi in their Beirut office and the student wrote "I will help make your company famous" - yes, it is that bad. And yes, all universities are included.

So I am truly glad the IAA is now guiding the new crop of people entering the fray. They need it, believe me.

About that IAA Lebanese Chapter Hall of Fame event...

So the time has come. Yesterday was the launch event of the IAA Lebanese Chapter Hall Of Fame. An event, literally, years in the making - between the malaise Lebanon has gone through, and then the pandemic, and whereas originally programmed to happen on November 25 2023, the events which unfolded in Gaza in Palestine, postponed it till Jan. 27, 2024.

To be clear, the induction is not a easy thing. As a matter of fact, rules stipulate that the "induction into the IAA Lebanon Hall of Fame is reserved for Lebanese men and women, either living or deceased, from the ranks of advertisers, agencies, media and communication organizations, and academic institutions. They should have distinguished themselves in the advertising industry, have had careers spanning at least 35 years, have contributed to the development of advertising and its reputation in Lebanon or the Middle East, have made significant volunteer efforts outside the workplace particularly within the IAA (International Advertising Association) or the AA (Advertising Association). To be eligible, individuals must be retired from their advertising careers."

Still, this year, due to the "backlog" 17 people made the cut. Something that will decrease substantially with the years to come - I heard the original number was 45 which was culled to the 17 in question. But truth be told, the ambiance of the evening was truly one of camaraderie and chumminess.

Note that the communication industry in Lebanon rarely meets en masse. And since the event was not one of "competitive nature" (i.e. an "awards show"), basically everyone was there to enjoy themselves and "let their hair down" (interestingly, some of the women had their hair up but I digress). So, seeing so many admen and adwomen in the same room, basically at their best behavior and enjoying themselves was in itself a lovely sight.

The IAA also had the kindness to invite me. Well, tickets would usually set you back 100 USD or 150 for the VIP seating and considering this was taking place at the Casino du Liban, the whole setting was synonymous of the price tag. IAA Lebanon president Naji Boulos and Joe Ayache (one of the former presidents of the chapter) both in their black tie attire really made everyone welcome all while attending to the nitty gritty details of such a well-orchestrated event.

The inductees this year were:  Mustapha Assad (founder of Publi-Graphics), Walid Azzi (Founder of ArabAd), Farid Chehab (founder of H&C Leo Burnett), Jean-Claude Boulos (Founder of Inter-Regies), Antoine Choueiri (Founder of Choueiri Group), Samir Fares (IAA Worldwide President Elect 1988), Bernard Fattal (CEO Fattal Group), Erwin Guerrovich (Founder of Intermarkets), Alain Khouri (Founder of Impact BBDO), Akram Miknas (Founder of Promoseven), Edmond Moutran (Founder of Memac Ogilvy), Ramsay G. Najjar (IAA Lebanon chapter president 1995-1997), Fouad Pharaon (First IAA member from Lebanon), Andre Rizk (Founder of Publirizk and Rizk Advertising and associates), Ibrahim Tabet (Founder of Strategies), Mounir Takchi (Founder of TAMAM), Ghassan Tueni (CEO AnNahar).

Actually, considering I am one of those who dig deep into advertising and has a substantial archive, the evening struck a major emotional chord. Ask anyone from the "new crop" about this and that name and you are met with a blank stare. Which is, of course, a pity, because the person in question was someone risking his (sorry to be chauvinistic) life and crossing from East to West Beirut to get the films for the AnNahar presses under the shelling, or such other person was kidnapped when going to the studio to record a radio jingle. So the ad industry does owe its own existence to many, many people who sadly are not top-of-mind in terms of awareness for a newer flock of people.

Now of course, how do you actually do an event when your audience plans events for a living? I am sure the IAA Lebanon Chapter must have thought long and hard to come up with the answer considering who was showing up to the event.

Long, long ago when the first "Phenix de la Pub" event was held in 1995 (the defunct event to elect the best ads of the Lebanese industry), Josiane Boulos (yes, sister of current IAA Lebanese Chapter president Naji!) who was co-organizing the event and presenting it said: "the best thing about this evening? It's that it is about to finish". So you can imagine the stress related when your audience works in the communication field.

So the answer the IAA Lebanon came up with was a set of mini-musical numbers which summed up the advertising spirit of the decades starting with the 70s. Lovely interludes between the short speeches (no, unlike the Academy Awards there were no orchestra to cut you short but still most attendees stuck by very very short formats). Sure, the event was not without its moments - Josiane Boulos barely holding herself together as she received her late father's trophy (Jean-Claude Boulos), one attendee sending a speech to introduce an inductee by video with a live horse neighing behind him (which left people at my table incredibly puzzled), one person introducing an inductee ended up praising himself rather than the inductee (turns out the measure of success of the inductee was that he worked with him, the presenter). 

But the evening was truly a suave, very tightly-run and well-oiled machine considering the enormity of the event. And in a moment of self-indulgence calling two inductees "friends" (the late Walid Azzi and the wonderful Farid Chehab) made me giddy with excitement. Of course, the traces the inductees have left in the advertising industry - in Lebanon and the Middle East - were enormous so having them in the hall of fame is truly where they belong.

IAA Lebanon chapter is launching its hall of fame

The IAA Lebanon Chapter is launching its hall of fame. "This annual event, which starts this year, is a long term project,” says Naji Boulos, President of IAA, Lebanon Chapter. “It will allow us to reflect on the industry's past achievements but also invites us to gaze optimistically towards its future.”
As per the IAA Lebanon Chapter, the criteria for election are: Induction into the IAA Lebanon Hall of Fame is reserved for Lebanese men and women, either living or deceased, from the ranks of advertisers, agencies, media and communication organizations, and academic institutions. They should have distinguished themselves in the advertising industry, have had careers spanning at least 35 years, have contributed to the development of advertising and its reputation in Lebanon or the Middle East, have made significant volunteer efforts outside the workplace particularly within the IAA (International Advertising Association) or the AA (Advertising Association). To be eligible, individuals must be retired from their advertising careers.

From what I understood there are already 40 nominees of which 15 this year will make the cut. Boulos tells me that next year, there will be a smaller crop but this year seems studded. The council of judges will meet on the September 14th to issue list of this year's final inductees. And a gala dinner at Casino du Liban will take place on November 25th, 2023. Watch this space as they say.