Beirut, Lebanon — The advertising world is gearing up for the Athar Awards 2024, and this year, the panel of judges will be graced by the presence of Elie Charbel, CEO of A2Z Media Group. Known for his sharp business acumen and innovative thinking in media, Charbel’s inclusion on the jury is anticipated to bring a fresh perspective to the evaluation process of the region’s most creative advertising campaigns.
The Athar Awards, highly regarded in the Middle Eastern advertising community, aim to showcase and honor outstanding creative achievements in advertising, digital media, and communications. It is an event where the brightest of creative minds are spotlighted and celebrated.
Elie Charbel, who has successfully steered A2Z Media Group to become a key player in the media and advertising industry, brings to the table extensive experience in media content and strategic communication solutions. His expertise is expected not only to influence the judging criteria but also to elevate the standards of the selection process.
Speaking about his role, Charbel expressed his excitement and emphasized the importance of innovation and creativity in driving the industry forward. His focus will be on identifying campaigns that not only communicate messages effectively but also embody the essence of innovation that resonates with diverse audiences.
The jury, comprising veterans and newcomers in the industry, will assess entries across various categories. These include digital integration, social media strategy, and creative use of technology among others. The assessment criteria focus on originality, execution, and impact of the campaigns.
This year’s edition of the Athar Awards comes at a time when the advertising sector is experiencing a transformation, largely fueled by advancements in digital technology and changing consumer behaviors. The proliferation of digital media has introduced new challenges and opportunities in advertising, making the role of the jury critical in highlighting work that successfully adapites to these changes.
Moreover, Charbel’s participation is seen as a positive step towards fostering greater regional collaboration in the advertising sector. It is hoped that his insights will help bridge the gap between traditional advertising mediums and modern digital approaches.
The anticipation for the Athar Awards 2024 underscores a growing recognition of the Middle East’s potential to be a center of creative excellence in advertising. With professionals like Elie Charbel at the forefront, the industry eagerly awaits the unveiling of innovative campaigns that are set to define the future of advertising in the region.
As the event draws nearer, participants and observers alike are keen to see how the convergence of varying expertise on the jury panel will shape the outcomes of the awards and set new benchmarks for creativity and effectiveness in advertising across the globe.