What are the main differences of working with a local as opposed to multinational agency? Dani: On the local level, the founders of the agency are the ones doing the work themselves. They also are the ones in direct contact with the owners of the accounts they are servicing. So, when the owner of an agency is personally communicating with the owner of a brand, great things are bound to happen. This is the kind of trust we enjoy and build on, which is the case for 90 percent of our clients. As a result, half of our clients recommend us to the other half of the clients we eventually acquire. On the other hand, when the owner of a brand hires a multi-national company, he usually deals with a mid-level employee instead of the head of the agency. This presents a major drawback because these account handlers lack the authority and confidence. They also are reluctant, if not scared to take risks. This is when the tremendous experience a client has selling his brand is lost on the guy chosen to service the account. If the former challenges the ad man, the latter will retreat out of fear. Waddah: Also, keep in mind that the process a client goes through when working with a multinational is quite fragmented as that individual will have to separately meet with the media department, PR, digital, creative department manager… to agree on a final approach. Worse still, no one is coordinating between all the people involved, so different parts of the work are being executed in isolation and the client does not like this at all. Dani: Worse still, each MD servicing a different side of the same account wants, at year’s end, to report back to their CEO with the best PNL (statement of Profit and Loss). This is pure corporate cannibalisation of the client’s money and I am proud to say that we do not have this at our agency. The returns on our performance merit and benefit one and all, thereby eliminating the greed factor by fully focusing on the job in hand.
Waddah Sadek and Daniel Georr