Cle­men­tine - Ge­orge Najm

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PO­LIT­I­CAL AC­COUNTS UN­DER CLÉ­MEN­TINE MAN­DATE

I would like first to be­gin by say­ing that I am very pleased that Clé­men­tine ad­ver­tis­ing agency has ac­quired a large chunk of the po­lit­i­cal cam­paign­ing work in Le­banon per­tain­ing to the 2018 Par­lia­men­tary elec­tions. This proves our agency’s high stan­dards namely in con­cep­tion and cre­ation, pro­vid­ing su­pe­rior pro­duc­tion and ex­e­cu­tion, as well as be­ing on top of the me­dia plan­ning game. Since we are the agency of record of the Free Pa­tri­otic Move­ment since 2009, we worked for this ac­count in 2018 a 360-de­grees cam­paign in­clud­ing cre­ative, ex­e­cu­tion/pro­duc­tion and me­dia plan­ning. This is true as well for all the can­di­dates of the FPM all over Le­banon, and par­tic­u­larly Gen­eral Chamel Roukoz, while also cam­paign­ing for Fouad Makhzoumi and the Na­tional Di­a­logue Party.

All the cam­paigns we have de­vel­oped for the above men­tioned clients in­volved in the par­lia­men­tary elec­tions, follow the same rule-- a rule adapted for any nor­mal cam­paign; it has to be based on a smart con­cep­tion, on a sharp op­er­a­tion of pro­duc­tion and ex­e­cu­tion, and a strate­gi­cally led me­dia plan. For all these cam­paigns, cre­ativ­ity was cen­tral, whether aes­thet­i­cally, visu­ally, or in terms of copy­writ­ing. In terms of pro­duc­tion, high im­por­tance was given to de­tails. We never ac­cepted to go into “fac­tory mode” due to the large amount of po­lit­i­cal ac­counts we have for the elec­tions. So ev­ery sin­gle cam­paign got its share of ex­treme at­ten­tion no mat­ter the sit­u­a­tion. For the me­dia plan­ning op­er­a­tions, we con­cen­trated on so­cial me­dia as well as OOH, be­cause it is one of the most crit­i­cal elec­toral me­dia used world­wide (for elec­tions) and Le­banon is no ex­cep­tion to this rule. THE FPM CAM­PAIGN

The plat­form, which we used for FPM, for in­stance, is the “Power” which is car­ry­ing all the party’s mes­sag­ing for the 2018 elec­tions. From this plat­form sprung the slogan of Le­banon’s power, and the FPM’S power, and the link be­tween them. So from this we got the “Pow­er­ful Tay­yar for a pow­er­ful Le­banon”. In fact, the whole cam­paign’s strat­egy and ex­e­cu­tion are fo­cused on this theme, which is po­lit­i­cally jus­ti­fied and sup­ported. We are to­day par­tic­i­pat­ing in an elec­toral ex­er­cise that is for the first time con­ducted un­der the man­date of Pres­i­dent Gen­eral Michel Aoun, founder of the FPM- a strong move­ment that suc­ceeded in bring­ing to the Pres­i­dency its founder who is work­ing for a pow­er­ful Le­banon, from here stems our choice to adopt this plat­form or slogan. ON ELEC­TORAL ADS

As pre­vi­ously stated, the elec­toral ad cam­paigns re­sem­ble in process any kind of other cam­paigns in the Lebanese (and in­ter­na­tional) mar­ket(s); whether it is for a prod­uct or an event or what­so­ever, and re­flect the ca­pa­bil­i­ties of the agen­cies be­hind them. Yes, I do agree that lots of the cam­paigns we see in Le­banon for the elec­tions lack cre­ativ­ity

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