ArabAd - - COVER STORY -

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.


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.

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