Lebanon’s Creative Decline: A Reflection of a Nation in Crisis

Lebanon, once a powerhouse of creativity and a dominant force in the advertising world, has witnessed a profound decline that mirrors the nation’s broader socio-political and economic collapse. As a Lebanese adman, I have watched this transformation unfold, from the post-war resurgence of 2006 to the current struggles in 2024. This journey is not just about the fall of an industry but the erosion of a country’s spirit, talent, and hope.

The 2006 Resurgence: Creativity in Crisis

Following the 2006 war, Lebanon’s advertising industry experienced an unexpected renaissance. Local and multinational agencies alike harnessed the national crisis to create campaigns that embodied resilience, unity, and hope. Advertising was more than just marketing; it became a tool for storytelling, healing, and national pride. Brands stood for something beyond profit—they became symbols of a collective identity, channeled through creative works that captured the hearts of the nation.

During that period, advertising transcended commercial objectives. Agencies took risks, embraced bold ideas, and told powerful stories that resonated deeply. The Lebanese ad world was flourishing, and our creatives were celebrated globally for their ingenuity. Lebanon was at the forefront of innovation, producing campaigns that rivaled the best in the world.

2024: A Silence Echoing a Nation’s Decline

Fast forward to 2024, and the vibrancy of Lebanon’s advertising industry has all but faded. Several factors have contributed to this silence, each deeply intertwined with the country’s ongoing crises.

1. Economic Collapse: The Demise of Business and Creativity

Lebanon’s financial crisis, which began in 2019, has devastated key sectors, including advertising. With businesses shutting down and consumer spending shrinking, advertising budgets have been slashed to survival levels. Agencies, once bustling with creative energy, have scaled back operations or shuttered entirely. Brands are now focused on staying afloat rather than telling bold stories, and advertising has become a luxury they can no longer afford.

2. Brain Drain: The Exodus of Lebanon’s Best and Brightest

Lebanon has always been home to some of the region’s most talented creatives. However, the ongoing instability has forced many of these professionals to seek opportunities abroad. The 2006 generation, who once led Lebanon’s creative revival, have left, taking their experience and innovation with them. This exodus has created a vacuum in the industry, stifling the creativity and ambition that once defined Lebanese advertising.

3. Political Paralysis: A Nation in Apathy

In 2006, there was hope for change—a belief that Lebanon could rebuild and thrive. Campaigns during that time reflected this optimism, rallying people around shared causes. Today, that hope has been replaced by political paralysis and widespread fatigue. The country is more polarized than ever, and there’s little incentive for brands to engage in the social or political discourse that once energized the industry.

4. Shift in Priorities: Survival Over Storytelling

Lebanon’s multiple crises have fundamentally shifted the focus of both citizens and businesses. With basic survival needs—fuel, food, and shelter—now taking precedence, creative industries have been pushed to the background. Agencies that once produced viral, bold campaigns have had to adopt more subdued, practical approaches to meet the immediate needs of their clients. Ambitious storytelling has taken a backseat to the realities of day-to-day survival.

5. Digital Fragmentation: Lost in the Noise

The rise of digital platforms has transformed the advertising landscape globally, and Lebanon is no exception. Back in 2006, Lebanon was ahead of its time, blending traditional and digital campaigns. Today, the fragmented social media landscape and the dominance of global platforms have made it harder for Lebanese agencies to stand out. Campaigns that once united people are now lost in the noise of competing commercial interests and fleeting digital trends.

6. Global Competition: Lebanon’s Lost Edge

The global advertising world has shifted its focus to more stable, high-growth markets. Lebanon, once a creative hub in the Arab world, has lost its competitive edge, overshadowed by regions like the UAE, which now dominates the MENA advertising space. As global agencies divert their attention elsewhere, Lebanon’s advertising industry has been left behind, struggling to keep pace.

The Shift from National Pride to Apathy

In 2006, brands and agencies in Lebanon felt a sense of duty to represent something greater—nationalism, unity, and resilience. Leaders in the industry had skin in the game, taking personal and professional risks to push boundaries. Over the last decade, many of these pioneers have exited, leaving the industry in the hands of global players with little connection to Lebanon’s unique challenges.

The rise of global "walled gardens" has also siphoned off a significant portion of advertising revenue, with 80% of the region’s ad spend now going to global platforms. This shift has stifled investment in local talent, infrastructure, and innovation. At the same time, technology has disrupted traditional agency models, with tools like AI and CapCut enabling faster, cheaper content creation that undermines the value of deep, creative storytelling.

In 2024, Lebanon’s people are grappling with basic survival needs—food, shelter, and security. The ambitious desire for national pride and creative excellence that once fueled the industry has given way to apathy. After the government-led financial collapse of 2019, the Lebanese have lost faith in their leaders, and with that, the spirit of collective ambition has faded.

Conclusion: Lebanon’s Lost Creative Glory

Lebanon in 2024 is far from the vibrant, creative force it once was. The advertising industry’s decline is a reflection of a country struggling to stay afloat, both economically and socially. While the creative spark is still there, it has been diverted elsewhere—a casualty of Lebanon’s larger decline.

What was once a thriving hub of creativity, resilience, and national pride has become a landscape of muted ambitions and dwindling resources. Lebanon’s advertising industry, like its people, is simply trying to survive.

But perhaps, like in 2006, there is hope that adversity can once again spark a new wave of creativity—if and when Lebanon finds its way back to stability.