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And Najjar, who died on Thursday due to complications from his infection with the “Corona” virus, the Lebanese agree that he is one of the most prominent publicists and media in Lebanon. He witnessed the stages of the beauty and marketing industry, participated in the making of two of them, and witnessed a third decline, but in the middle of that, he contributed to the making of the Lebanese stages in politics and economics, which was the reason for the inheritance of politicians.
When the sounds of cannons ceased and the wave of reconstruction began in the early 1990s, Lebanon was moving from one stage to another. It is not a security phase, but rather an economic transformation and a change in perceptions of governance. The late Prime Minister Rafik Hariri made that scenario, and Najjar contributed to its marketing, which is why his name was associated with Hariri behind the scenes, when he participated, along with his partner Elie Khoury, in drawing his advertising lines through the company. “Saatchi and Saatchi”, and made it easy to convince the Lebanese about it, which is what is ultimately required by the publicity.
From the world of commercial advertising and creating your image and visual effects, you moved in the late 1980s to the next “trend” marketing scene. The advertisements of the bank he supervised, technically formed and distributed Antoine Choueiri. It was the surname that appealed to all advertisers and the ambition of any advertiser who wanted to move from one stage to another. Najjar and his partner Khoury, considered one of Lebanon’s most accomplished designers, were able to fulfill the mission of convincing the Lebanese that Lebanon is no longer equivalent to a rifle, or equal to a cartridge in a war, and the Lebanese is not. he is isolated or fearful. The past, which I live, must be taken to broader horizons that keep pace with the expansion and changes of the world.
The fact is that the man’s association with Rafik Hariri was based on a business started by a company preparing “Solidere” advertisements and benches. The Beirut revival was associated with Hariri and therefore none of its annexes would be associated with it.
The two men, Ramzi Najjar and Elie Khoury, took the Lebanese self out of the war culture and replaced it, over a period of 8 years (from 1992 to 2000), by another figure who found his way into nostalgia for the Hariri era , who returned to victory in the 2000 parliamentary elections, after a political setback and marginalization that was evident in He removed the prime minister between 1998 and 2000, when Salim Al-Hoss headed it. However, the elder Hariri returned to the Lebanese political scene with economic concepts that encountered no obstacles to their acceptance by many in Lebanon. Lebanon, at the hands of Saatchi & Saatchi, was born again in a few years. The Lebanese, in himself, does not resemble what he was during the first years of peaceful life in the 1990s …
Arab advertising during that period was faced with two experiences: Egyptian advertising, which had not emerged from the direct mail song for 20 years, and Lebanese advertising which was conceptualized by the “Saatchi & Saatchi” company. Ramzi El-Naggar’s advertising, with visual brevity and exceptional aesthetics that matches international experiences, beyond marketing in its informational sense. It is an experiment in persuasion, which laid new bases for communication between the producer and the consumer, through an advertising message, turning Lebanon into a destination for advertisements in the Arab world, and the advertising agency (Saatchi) won a large number of prestigious local and international awards.
In 2002, Al-Najjar established Strategic Communication Consultancy-S2C, a strategic communication consultancy, through which he sought to transform the world of communication in the region by providing strategic advice to regional and multinational companies, governments and public institutions, and supporting to those parties in the field of communication. And helping them to improve and preserve their public image, and he worked in the Arab world as a consultant to market social and political campaigns, some of which are linked to respect for the law.
It is impossible to mention Ramzi Najjar without mentioning Elie Khoury. The latter was responsible for creating and implementing the ad, while Najjar evaluated and corrected the campaign. Ramzi was known for his elegant language and his ability to formulate the motto on which the “Cedar Revolution” on March 14, 2005 was based, most notably “We love life.” His skills in political marketing were very high, due to his mastery of the media, communication, training and consulting, and his skill in marketing, communication and persuasion of ideas.
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