A computer engineering graduate from Canada, Lama Accary Bibi found success in the world of computer design, but marketing was always her one true passion. Her innate creative eye led her to explore the dynamic field of advertising, where she helped several renowned brands grow, before establishing her own integrated marketing communications consultancy.
Here’s an excerpt of our conversation with Lama Accary Bibi, Managing Director of Means Design.
Please tell us about your journey and how you ended up founding Means Design.
During my high school years, I developed a keen interest in advertising. I loved the way commercials, billboards and print ads could captivate people’s attention and convey powerful messages. Despite my passion for marketing, I made the decision to pursue a degree in computer engineering, recognizing that while university education shapes our mindset, it is our passion and practical experience that truly shape our path.
After learning the ropes of advertising in the practical field, I envisioned establishing the first agency centred around strategic creativity. In 2012, Means Design was brought to life by three talented individuals: Ihab Nassar, serving as the Creative Director; myself as the Strategic Thinker; and Baha Bibi, the Business Entrepreneur.
What are the key principles that make the foundation of Means Design?
Our key skillset is our ability to combine strategic thinking with creativity and this helps us to develop innovative and impactful campaigns that effectively communicate with the target audience.
Second, we are client-centric and we understand each client, their needs and their vision. This fosters a strong bond, providing a personalised experience and a long-term connection. I personally take great care to treat my clients’ businesses as if they were my own, comprehending their requirements, challenges, goals, and overall vision to achieve successful results.
Within our office, every team member is dedicated and passionate about their respective roles, creating a highly motivating and rewarding work environment. We are a vibrant team thriving in an open space environment, embracing multiculturalism and inclusivity, and forming one big family.
What top advice do you give to most of your hospitality and F&B clients?
Our top advice is to have a deep understanding of the market, be well-versed in the competition, possess a clear vision and head towards it with creativity. It’s not a one-size solution that fits all so to stand out from the crowd requires the analytical and structured aspects of strategic planning with the imaginative and unconventional aspects of creativity.
What is your work philosophy?
We believe in working with passion and being adaptable. We have wholeheartedly embraced the dynamic nature of the advertising industry and proactively stay ahead of emerging trends and technologies. It is with dedication that we are responsive to the market shifts and it is with agility that we can adapt strategies accordingly.
What inspires you to be better than others?
Our inspiration is to remain different and to stand out from the crowd. We believe our integrated marketing approach is our differentiator and this is supported by our foundation, our creative director working in parallel with my strategic thinking. We foster a 360 communication approach, promoting open communication and collaboration across all levels of the team in our open-space environment.
Tell us about your key clients. Are you be looking to onboard more clients?
As the Managing Director, I take great pride in the accomplishments of Means Design. We have successfully established a robust and diverse client base in the hospitality, F&B (Food & Beverage), beauty and art sectors. Over the years, we have successfully forged strong partnerships with esteemed establishments in these industries, delivering exceptional services and tailored solutions to meet their specific requirements. This consistent track record has solidified our reputation as a trusted and reliable partner.
However, as a forward-thinking organisation, we recognise the importance of exploring new opportunities and diversifying our client portfolio.
We are already serving the fashion industry and are excited to expand our presence in this rapidly growing global market, recognizing its potential for our business. We believe that our skills, knowledge, and experience gained from working with our current clients in the hospitality, F&B, art and beauty sectors will be valuable assets in providing exceptional support to clients in the fashion realm.