A resonant image of a shark confined within a small aquarium, a powerful metaphor for the innate desire to break free and claim the vastness of the oceans. From day one, this sense of confinement and aspiration for freedom has inspired Phenomena founder and CEO Sami Saab’s journey into the dynamic world of communication: “My dream was to craft a legacy.”
With a remarkable career that spans nearly three decades, Sami has established himself as a trailblazer in innovative political communication strategies and disruptive marketing campaigns. In 2013, he took a bold step by founding Phenomena, a creative and production boutique agency.
Before that, he served as Regional Creative Director at Publicis Beirut until 2008, then held pivotal roles as Creative Director at Impact BBDO in Qatar and Executive Creative Director at Fortune Promo Seven McCann in Saudi Arabia.
Sami's exceptional work has earned him over 52 prestigious awards at local, regional, and international levels, showcasing his influence in the industry.
Despite his success in renowned multinational agencies like Publicis, Impact BBDO, and McCann, he often felt like a mere cog in a vast machine. This experience ignited his desire to create something more intimate, a small yet dynamic system where he could be a significant player.
By 2008, Sami recognised the advertising industry's impending stagnation and concluded that the path to thriving in this environment was to scale down while amplifying impact.
"My dream was to craft a legacy that would endure over time," he reflects. "Why not create extraordinary cases, successful stories, and ambitious campaigns on my own terms?” he added.
Sami believes in the power of uniqueness and insists on the importance of inspiring others while embracing challenges. “Why not transform the concept of advertising into something phenomenal, setting a benchmark for creative excellence?" That said, the Lebanese visionary entrepreneur envisions his agency as a distinct entity that perseveres to unlock the potential of ideas and the power of creativity when executed flawlessly.
His mantra is clear: "Be phenomenal or be forgotten; if you do anything less, you risk becoming just another name in the crowd."
