brandon's Story: From Inception to Industry Leader, With Jad Semaan

Introducing Jad Semaan, the visionary Managing Director of brandon, a leading digital creative agency in Lebanon. In this exclusive interview, Jad shares the fascinating journey of brandon, from our humble beginnings to our status as industry leaders. Get ready to uncover the secrets to brandon's success and gain valuable insights into the world of creative agency management.

Can you walk us through the inception journey of brandon since its establishment in 2012? What inspired its founding?

brandon was founded at the end of 2011. After graduating with my higher education in graphic design from USEK University, I worked with several major marketing agencies. Saatchi & Saatchi was the last of these agencies where I spent six years. During my time there, I launched a side project called Frank Wurst Fine Hotdog, which started growing rapidly, and I was also juggling numerous freelance jobs. Eventually, managing all these commitments alongside my full-time role became challenging.

I began to feel constrained in my role at Saatchi, and that motivated me to pursue my own venture. I decided to establish my own agency. Initially, it was named Cory and Cornel, but it later evolved into brandon, inspired by my passion for branding. Magda Hosri, now our communications director, and Rouwa Keyrouz, who currently serves as our account director, joined me as key members over a decade ago and have became partners last year. Their invaluable contributions were instrumental in shaping our journey into brandon 2.0.

We started in a small office in Byblos city, and I initially worked there alone after Shady stepped down. Over time, our team grew significantly, eventually consisting of around 17 people, and the office space became too small to accommodate us. Despite the modest beginnings, the foundation of brandon’s success was built in that small office.

We began as a branding agency and expanded our services over the years to include digital, communication, content creation, and more, adapting to the evolving industry.

One of our strengths is our close-knit, family-like atmosphere. Many of our team members who have moved on from Brandon have started their own agencies, equipped with the experience and support they gained here. Some might see this as a loss, but I view it as a point of pride. It signifies that brandon nurtures not just creative talent but also entrepreneurial spirit.

2023 was a turning point for Brandon. Could you share more about the significant developments that occurred during this time?

In the first 12 years at our old office in Byblos, we achieved remarkable success due to our fast delivery and strong ethical values. Our team was prolific and incredibly fast, consistently delivering work that could rival the output of five agencies.

As our team grew, our office became too small. This prompted the decision to relocate, but we were determined to stay in Byblos. Despite its distance from the capital, I have a deep love for this city and am committed to both living and working there. My commitment to Byblos also meant contributing to its development: Since 2010, we've worked with the Municipality on various projects, including political campaigns and city events like the famous Christmas trees. brandon played a part in Byblos’s evolution from 2010 to 2017, and this motivated us to initiate more projects for the community.

Our new location brought a new philosophy. We became a community-based agency, dedicated to developing ourselves, our clients, and our community. We fostered closer connections with our clients and team that go beyond merely executing briefs. And despite the economic and COVID-19 crises from 2019 to 2022, while many agencies scaled back, brandon expanded into regional and international markets, opening offices in Dubai, Saudi Arabia, and France.

We proved we are much more than a social media agency, as social media constitutes only 5% of what we do. We are brand-builders, as our core competency lies in developing comprehensive strategies, communication, and content centered around the brand.

As a community-centric hub, how does brandon nurture strong relationships with both clients and employees?

Part of our ethos as a community-based agency is fostering growth and collaboration among ourselves, our clients, and the broader community. We believe in collective advancement, ensuring no one is left behind. To achieve this, we strive for equality among employees, clients, and the community.

Every Thursday, we host team meetings attended by clients or community members. These meetings offer transparency into our internal operations, including employee evaluations and discussions about successes and failures. This openness helps clients understand our team as human beings, and our community to understand our scope of work.

Following the team meeting, we conduct a 45-minute session on various topics like mental health or global marketing trends. These sessions aim to educate and enrich our team, clients, and community. Afterward, we provide an open bar and barbecue, facilitating informal discussions and networking. We carefully select invitees to encourage collaboration on potential projects.

We host these sessions at our office, a renovated three-story villa that embodies this welcoming home-like environment, encouraging clients and visitors to feel comfortable and engaged. It's not a co-working space but rather an open space for anyone aligned with brandon's values.

Brandon recently introduced hybrid workdays. Why was this decision taken, and how has it impacted the work environment?

Personally, I have always held a traditional work mentality, but I've come to realize the importance of adapting to evolving trends and considering the preferences of others. Thus, the idea of implementing hybrid workdays emerged.

In meetings, I often shared my own experience of working long hours fueled by my dedication to success. I questioned why some employees were eager to leave at 6 PM, suggesting it indicated either a lack of workload or a lack of passion for their work.

Initially, I was resistant to the concept of hybrid work, as I thrive in a bustling office environment with all team members present (I get really happy when I see lots of cars parked outside). The direct connection and energy exchange among colleagues are essential to me. However, recognizing the growing demand for this flexible system among both current and potential employees, I decided to prioritize their well-being and preference and implement the hybrid work system.

While efficiency and productivity remain crucial, we also value the comfort and happiness of our team members. We trust in their ethics and dedication to deliver quality work, regardless of their location or work environment.

You once mentioned that Brandon has a 'flat organizational structure'. Could you explain what a flat organization is for those who may not be familiar and how it operates within your agency?

A flat organizational structure is characterized by minimal levels of hierarchy, where employees operate on the frontlines with clients and the agency. They have the autonomy to make decisions within their respective roles without constant approval from higher-ups. While there is still oversight for final approval, this streamlined approach facilitates quicker decision-making and workflow.

It's worth noting that the effectiveness of this structure relies on having team members who align with the agency's values and ethics. At brandon, everyone is accountable within this structure, fostering a culture of responsibility and empowerment. This allows for faster thinking and delivery, enabling the entire team to progress together at a quicker pace.

What sets Brandon apart from its competitors in Lebanon's marketing industry, particularly in terms of?international standards?

While brandon is proudly a local company, we operate at international standards in values, programs, and client service. Unlike multinational agencies in Lebanon who are constrained by global network rules, we strive to offer a blend of close client relationships akin to local agencies, coupled with international standards. This approach has earned us some of the biggest clients in Lebanon, many of whom have remained loyal for over a decade—a rarity in our industry. Our commitment to transparency, integrity, and client success distinguishes us. Last month, as two of our clients expressed, ?“There are challenges like any work relationship, but brandon deeply cares about our business”. This encapsulates our belief that when values and creativity intersect, client loyalty follows suit.

In addition to our values and client relationships, what further sets us apart is our comprehensive service offering. In the past, marketing agencies often specialized in a single service like branding, advertising, or digital media buying. At brandon, our philosophy is to build a creative hub, providing a comprehensive range of services under one roof.

We believe in being a one-stop shop for our clients, offering everything from initial planning to full execution without outsourcing services. To achieve this, we've added departments for media buying, content creation, and PR services, including partnering with a sister company for additional support. This approach allows us to deliver complete, cohesive solutions that have a significant impact on our clients' businesses.

Can you share a specific success story that had a significant impact on a client's business?

Branding is essential to me because we are brand-builders, not just creators of logos and color palettes. True branding involves creating a solid identity that changes perceptions, whether it's for a person, a city, or a business.

One of our significant success stories is the work we did for Byblos on two levels:

• Political and Municipality Campaigns: The success of these campaigns is immediate and tangible. We poured our efforts into election campaigns, and seeing the direct impact of our work on election day, when our supported candidates won, was incredibly authentic and fulfilling.
• City Branding: The success of our city branding efforts for Byblos can be measured by the change in perception among visitors. In 2005, Byblos was often seen as a remote and isolated area. After our work on its branding and development, people's views shifted dramatically. Byblos became known as a vibrant, evolving city. I'm proud to say that I am from Byblos, live here, and that brandon is based here. This transformation shows how brandon can positively impact the environment and community. This approach applies to all our branding efforts, including retail and other sectors.

Finally, what’s one piece of unconventional advice you would give someone looking to start their own creative agency?

For anyone looking to start a creative agency, my advice is to first gain experience by working at an established agency. Talent alone isn't enough; an agency isn't just about delivering good work. It's about building individuals and teams who can think alike and work together seamlessly to serve clients better.

Managing people in our field is particularly challenging because creative individuals are often emotional, stubborn, and need constant motivation. You can't manage them like you would in a distribution company, bank, or retail business, where processes are clear and structured. In a creative agency, you need to be prepared to adapt structures to foster a collaborative environment.