How agencies win work in Egypt
The brief starts on Facebook or WhatsApp and stays there
Egyptian brands find their agencies socially: a campaign admired, a friend asked, a message sent to the agency's page or a partner's WhatsApp. What follows is informal and fast-moving, with scope discussed in voice notes and budgets negotiated in chat. The agency that treats those threads as a pipeline, with owners, stages, and scheduled follow-ups, converts noticeably more of them than the agency that treats them as conversation.
The second sale is the invoice
Winning the work is half the cycle in Egypt; collecting the fee is the other half. Payment terms stretch, instalments appear, and the chase falls to whichever partner is least embarrassed to ask. An agency that systematises collection, with automated reminders and a clean record of every promise, protects its margin without spending its relationships.