Clementine - George Najm

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