BIGGER DOES NOT NECESSARY MEAN BETTER
Every piece of communication should mirror our culture
The market is witnessing further exodus of clients from larger agencies towards boutique ones for many reasons. First reason is the personalized service. With boutique agencies, clients engage directly with leadership principles who are jack of all trades, and hence they get optimum solutions and fresh ideas.
Second is cost and time-effectiveness. With big agencies, clients are often paying more for amenities and overheads while being frustrated with multi-layers bureaucracy. With boutique agencies, clients pay for the actual results.
Third is flexibility. boutique agencies are going the extra mile since the solution proposed are tailor made with a lot of passion.
THE CHALLENGES
Certainly the economic situation and political instability has its major toll on the whole country and our industry. Many clients are hesitant to engage in major communication activities hoping for better days. Unfortunately, clients look at marketing communication as an expense rather than an investment. Studies show that if companies invest in marketing communication activities during economic recession, they will diffidently enjoy multiple gains later once the situation improves.
Another challenge is finding young, motivated, committed and passionate talents given that Lebanon is the main supplier of creative talents for the whole region. Now a day, it seems that fresh graduates or talents with 2-3 years of experience are more interested in titles instead of creativity and hard work. It feels like many choose marketing communication and advertising because it is trendy!
Also one of the key challenges is to balance excellent and outstanding results specially in the production with very small allocated budgets.
We at Phenomena have a challenge to keep injecting the high end Lebanese feel in our concepts. Every piece of communication should mirror our culture.
We always strive to change the world and that is our major mission. This responsibility fuels us to have a 2 in 1 Phenomenal approach: a big concept that improves brand’s equity and the very big idea to address a specific situation, a specific opportunity or a specific message being patriotic, political, humanitarian or environmental. We always feel this dual responsibility towards the brand in specific and its market in general.