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ABOUT US

LIONAR IN A NUTSHELL:

Lionar is a digital production and performance marketing agency that specializes on brands built around lifestyle communities.

The bet we founded our company on is that cultural intelligence data will become the new gold-rush of the marketing industry and that Lionar will emerge as a leading gold miner within that movement.

That said, Lionar’s vision is to humanize marketing, transform brands into vehicles of expression, and to help lifestyle organizations capture more value from their emerging influence over both local and popular culture.

We do this because we think culture matters and those who embrace it give their audience more opportunities to better express their own cultural identities with the rest of the world.

With a deep commitment to this cause, we believe too many people feel misunderstood and disconnected from the larger society and that this planet would be far better served if more folks felt a greater sense of belonging.

Therefore, fueled by our mission to spread culture, our higher purpose is to help people better identify and connect with the cultural communities in which they aspire to be a part.

Where we come from - New York City

OUR STORY

WHERE WE COME FROM

Lionar’s founding team has over 15 years of experience from previous partnerships with
some of the world’s leading names in New
York City’s most exclusive nightclubs, restaurants, and boutique hotels.

Our Origins

Once upon a time, we owned and operated an industry-leading event production company. We would secure partnerships with some of the most exclusive New York City nightlife and hospitality venues (1Oak, Marquee, Gramercy Park Hotel, and Soho Grand Hotel to name just a few) in exchange for filling their venues with a hyper-specific type of crowd. In any given week, we were driving thousands of people to various venues spread across the city.

THE STATUS QUO

Each day, we were exhaustively tasked to recruit, train, and manage hundreds of subcontracted promoter-driven marketers. They would build large networks of social relationships, host them at our events throughout the week, and we would pay them industry-standard rates, from subjective-based performance criteria. Under our guidance, these promoters were able to build independent units of control around the customer relationships and they were being rewarded handsomely for it.

CRISIS STRIKES

All seemed to be going well, until one day, we realized that we were stuck in a trap of repetition, performing operational functions that we no longer enjoyed. Our options were limited, as we chose to adopt the standard industry model of outsourcing our marketing to subcontracted promoters. In pursuing this short-term growth hack, we subsequently forfeited the control of our customer relationships and had very limited flexibilities to pursue any significant changes in our business model. Like the majority of the industry, we were stuck in the rat-race, overly reliant on outside entities for the success of our marketing operations.

THE ANXIETIES OF CHANGE

Because of this, we started exploring opportunities within the digital world that could replace our dependence on third party promoters. In doing so, we reached out and tried partnering with some of the more established digital marketing agencies in the area, so they could help us build more controls around our customer relationships. As a result, we worked with three separate agencies over the course of 3 years. Unfortunately, none were able to unlock the subculture of our audiences and although we tried, we never had enough time to walk them through all the subtle nuances of our industry, as we were too busy running the day to day operations of our own business. Consequently, the marketing fell flat, never able to culturally connect with our target audience. Thus, we were back to square one.

QUESTIONING EVERYTHING

And so, we abandoned the idea of outside help and instead turned our
focus to within. Convinced that digital marketing held the keys to our industry’s salvation, we refused to lay down to the status quo and decided to push on. Subsequently, we began asking ourselves, what if there was an agency that had the cultural intelligence to effectively market to our audience? What if this agency was incentivized and willing to integrate systems and processes directly within the organization, so that lifestyle hospitality organizations could finally become independent from third party entities, putting them in complete control of their own marketing and customer relationships?

LEAVING COMFORT BEHIND

With backgrounds in marketing, design, and a passion for digital technology, we knew that if we focused hard enough on these problems, we would be the best agency to tackle these unique challenges. Realizing how well positioned we were, we began daydreaming on the impact we could make by solving these issues for lifestyle hospitality, and the much larger and far-reaching effects it could have on the marketing industry as a whole. For these reasons, we decided to walk away from the comfort and safety of everything that we knew so well, to dive into the deep unknown of all things digital.

THE WILDERNESS YEARS

Investing hundreds of thousands of dollars of our own money and over the subsequent five years, we began deconstructing the relationships between lifestyle hospitality organizations and their customers. Fixated on the simplest and most cost-effective ways to scalably build, grow, and monetize personal relationships with customers, we had to rethink traditional digital marketing from the ground up. Specifically, we looked into all the points of friction between these relationships, drilling down into which components would scale, with the aid of digital technologies and cultural strategies, and which could not.

ARMED FOR CHANGE

After interviewing hundreds of lifestyle consumers and working closely with many organizations, we believe we have the best insights available for creating marketing strategies around cultural communities. By extension, we believe that building an amazing product and service experience requires an intelligence around the culture for which you are creating. And so, by developing digital marketing strategies that target the needs and aspirations of hyper-specific audiences, we can now help businesses to grow much more personal and meaningful relationships with customers.

PIONEERING
THE FUTURE

Where lifestyle hospitality organizations previously could not participate in the opportunities and promises of digital marketing, now they can.

WELCOME TO LIONAR.

OUR VISION

WHAT MAKES US UNIQUE AND THE
PURPOSE FOR WHICH WE EXIST:

Where we are going - 5, 4, 3, 2, 1..

WHERE WE
ARE GOING

GOING SOMEWHERE NEW

With the marriage of our lifestyle hospitality experience and a lifelong passion for digital technologies, we believe Lionar is uniquely positioned to rethink how organizations look at the economics around acquiring customer relationships, while fundamentally reshaping the future of lifestyle marketing.

We are a product of the culture.

HOW WE
ARE DIFFERENT

A PRODUCT OF THE CULTURE

Our careers were conceived from within the belly of the nightlife capital of the world. We are not just indirectly connected to the business, we are ingrained within, and a product of the culture. Our ties are strong with the subcultural shape shifters of the night — the folks at the bleeding edge in pushing against societal boundaries, while pioneering the future of contemporary and popular culture.

What we stand for - the art of being understood

WHAT WE
STAND FOR

THE ART OF BEING UNDERSTOOD

We pledge our allegiance to the power of self-expression and the art of being understood. Above all else we rage against the complexities of the digital world, while celebrating where technological simplicities enhance human connection.

What drives us - a mission for belonging

WHAT
DRIVES US

HELPING OTHERS FIND BELONGING

We believe that every person has a right to experience a sense of belonging within a community that fully embraces their individualism, unique existence, and desire to creatively express themselves. Armed with purpose and fueled by our mission to spread culture, we help folks connect to the cultural communities in which they aspire to be a part.

OUR VALUES

Here Lies The Foundation From
Which We Frame All Decisions:

 

01/Cultural
Authenticity

Study Humans.Build Expressions.Lead Culture.

 

02/Innovative
Creativity

Challenge Assumptions.Fight For Excellence.Create The New.

 

03/Focused
Simplicity

Use First Principles.Maniacally Focus.Habitually Edit.

 

04/Opinionated
Flexibility

Have Strong Views.Hold Them Loosely.Admit Mistakes.

 

05/Inclusive
Humility

Embrace Diversity.Practice Humility.Be Kind To All.

Collaborating globally
How we work

HOW WE WORK

Collaborating Globally

As a fully distributed company, we have the ability to work anywhere in the world with our clients. We believe this is the future of creative collaboration and our infrastructure was built around the idea that local constraints should never inhibit our access to the best available talent, regardless of geographic location.

With a digital arsenal of user-friendly tools for remote collaboration, we have been able to simplify and scale the entire creative process. Guided by our values to simplify the complex, we are constantly looking for new and unique opportunities to ‘wow’ our partners with delightful customer service experiences.

WHO WE ARE

a closer look inside The Pride

 

King of the Digital Jungle - delivering a wide range of digital marketing services.

We are a fearless pride of creatives, cultural investigators, planners, designers, developers, and tech-savvy problem solvers, with a sweet tooth for delivering on a wide range of digital marketing services.

More specifically, we are the architects behind that perfect sentence, we are the code you never want to stop clicking, and we are the directors behind those memorable ad campaigns that move culture.

Who we are: a look inside the pride

We shed tears over sublime typography and lose sleep, agonizing over the ultimate expression of a uniquely positioned idea. Spending countless hours trying to make things simple, effortless, and obvious, we live for moments when folks recognize the time we put towards our craft. With the undeniable attraction to our work, we hope you enjoy it too.

Who are you? Join the Pride!

WHO
ARE You?

Come On And Join The Pride!

If you are the kind of person that thrives within the demands of pursuing excellence, desires to impact culture, pushes against conventional wisdom, and daydreams of a better world while simultaneously trying to figure out how to build it, then you should know that we would love to have you join the pride.

JULY SPECIAL

FREE

ONE-ON-ONE
MARKETING
ASSESSMENT

A LIMITED-TIME FREE PROMOTIONAL OFFER

We spend time with your business to uncover new digital opportunities that enable you to out-think the competition, stand out from the crowd, and scalably grow personal relationships with your customers. Take advantage of this $1,000 value and book your free marketing assessment now!

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