We were lucky to catch up with Abby Alem recently and have shared our conversation below.
Abby, thanks for joining us, excited to have you contributing your stories and insights. We’d love to go back in time and hear the story of how you came up with the name of your brand?
Branding can be incredibly difficult as it takes a hybrid approach of “art and science”. For me, the name AMBESA came to me with ease because of its organic nature and impact it’s personally had on me. Growing up as a child of immigrants, Like many other 1st generation born Americans, I had the unique privilege to come to age being exposed to a range of languages, styles of communication, register tones, and culture. For any Eritrean or Ethiopian kid, you now that when someone called you AMBESA, it was a very special and encouraging term of endearment. AMBESA means lion in the Eritrean and Ethiopian native tongues. AMBESA is an ode to that feeling of being championed and celebrated by your elders and community. The Lion’s Vision is to move culture forward through the creative arts for brands and creators in the pursuit of the next generation of growth. The Pride’s Mission is to provide leadership for brands, creators, and innovators in their quest to connect with consumers through creativity, innovation, storytelling, and memorable experiences rooted in culture. We bring your ideas to life through the many creative services we offer. One of the core values of the agency is the belief that authenticity in connectivity is what makes the world go round. We take this approach of togetherness and embrace the many facets of the creative process. You never see a lion by themselves in their natural habitat and environment.
Abby, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Abeselom Alem, I go by the nickname Abby and the alias, HONDO, in the entertainment industry. I’m passionate about making a positive impact through the creative arts. My dream is to inspire people through the different mediums of arts, music, food, beverage, and hospitality. I am an award-winning marketer and business leader with over 15 years of experience working with some of the largest, most iconic global brands. I’ve have been blessed to be a part of so different campaigns, activations, and partnerships throughout my career, driving amplification engagement and achieving business goals.
I am the founder of AMBESA, a full service creative agency, that focuses on creative solutions to close the cultural competency gaps of brands and organizations looking to connect with consumers in our communities. AMBESA means lions in the Eritrean and Ethiopian native tongues. The Lion’s Vision is to move culture forward in the pursuit of the next generation of growth. The Pride’s Mission is to provide leadership for brands, creators, and innovators in their quest to connect with community through creativity, innovation, storytelling, and memorable experiences rooted in culture. We specialize in strategy, photography, video, design, production, experiential, social, business development, consulting, & talent management services. We bring your ideas to life and help you achieve your business performance ambition.
Is there mission driving your creative journey?
The creative arts have saved my life so many times. In high school, I used to get dropped off super early (like 5AM, public transportation back then was almost non-existent where we lived) so my Mom could make it on time for her early morning classes. She was a single mother studying for a degree in Nursing while working full time. I would be on campus by myself with nothing but my backpack, my thoughts, and my Sony Discman. I listened to Jay-Z’s “Vol. 2…Hard Knock Life” and “The Blueprint” to help coupe with the anxiety I would experience during those times. To this day, I lean in on the creative arts as a form of therapy to get me right whenever I feel off balance. I started AMBESA an ode to those experiences and to create fair and equitable opportunities for creatives to shine and make an impact on business through brand and commercial marketing.
What’s a lesson you had to unlearn and what’s the backstory?
Every feeling experienced isn’t necessarily real. Being in touch with our feelings is important but not being consumed and confined by them is also as important, especially if you are ambitious. I became aware of the term emotional intelligence in 2018 through a friend who happens to be a professional occupational therapist. He put me on the term during a friendly catch up over coffee. During our conversation, I was complaining about how unorganized yet demanding my manager at the time was. He reminded me to heighten my awareness and take control of my focus to prevent absorbing the chaotic energy of the situation, to focus in on positivity, and lock in on my goals. As I observe the world around me, I’m often reminded the importance of that conversation and how important it is to not be chained to your emotions.
Contact Info:
- Website: https://ambesa.co
- Instagram: https://www.instagram.com/ambesaagency/ or https://www.instagram.com/abbyhondo
- Linkedin: https://www.linkedin.com/in/abeselom-alem-81639780/
Image Credits
Photos courtesy of AMBESA Agency