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24/04/2008 - Memac Ogilvy Dubai Collects 7 LYNX Awards
Creatives passionately talk about their
Award-winning work
Dubai, 24th April 2008: Memac Ogilvy Dubai’s creative team took home a grand total of 7 awards- 2 Gold and 5 Bronze. Out of all the work submitted by the agency, an outstanding 33% came back bearing an award. Both Gold awards, one for the Outdoor category and another for the Direct Marketing category, were won for the same outstanding idea- the Volvo Cars soft speed-bump campaign.
James Purdie and Sascha Kuntze, two innovative creatives from Memac Ogilvy Dubai’s team, hatched this proactive idea for Volvo in order to make potential Volvo customers aware of the superb Active Four-C suspension system which is available as an option in most models. Till Hohmann was the Executive Creative Director for this project and gave his full support in bringing this refreshing new concept to Dubai’s Outdoor Marketing setting.
“The idea is a tailor-made ambient stunt that is based on a regional insight: In the UAE, roads are cluttered with speed bumps and this is where you really need a good suspension” explained Kuntz. With this in mind, Memac Ogilvy produced very special speed bumps for the entrance to dealership parking lots. They looked like the real thing – with one crucial exception: they were made of a soft sponge material. People slowed down expecting a bounce. But surprisingly they felt nothing. A sign right next to the bump said: “Never feel a bump again. With Volvo’s Active Four-C suspension.”
“As a result of this campaign, interest in the suspension system rose significantly” explained Purdie. Salesmen at the dealerships were frequently asked about the Active Four-C suspension, helping them to sell Volvo cars and upgrade to the suspension system. The idea was so successful and cost-efficient in the UAE that Volvo decided to produce the speed bumps for other countries in the Middle East.
AWARDS
1 Gold Award for the Volvo soft speed-bump idea in Outdoor, category ambient large scale
1 Gold Award for the Volvo soft speed-bump idea in Direct, category point-of-purchase displays
1 Bronze Award for the MBC Action break-through idea in Outdoor, category ambient small scale
1 Bronze Award for the Wild Wadi dry floor sign idea in Outdoor, category ambient large scale
1 Bronze Award for the expatpetfinder.com little doggy idea in Direct, category charity and NGO
1 Bronze Award for the expatpetfinder.com little doggy idea in Media, category best use of ambient
1 Bronze Award for the Volvo soft speed-bump idea in Media, category best use of ambient
13/04/2008 - TBS leverages Middle East growth with Memac Ogilvy PR
13 April 2008, Gulf - Turner Broadcasting System, Inc. (TBS, Inc.), a Time Warner company, delivers some of the world’s most successful and well-known news and entertainment brands around the world, has awarded Memac Ogilvy in Dubai their regional PR business with the intention to reinforce their entertainment brands in the Middle East.
Dima Boulos, Regional Director for Middle East said, “Our channels, Boomerang, TCM and Cartoon Network cater to varied audiences across the Middle East. We are focused on entertaining our viewers with customized programming that suits their needs. With the appointment of Memac Ogilvy PR, we intend to pursue and grow our brand development initiatives in 2008 and onwards.”
Ronald Howes, Managing Director, Ogilvy UAE, added, “Turner is an acclaimed international brand and is known to represent excellence within its genre. We are proud to work for Turner and intend to approach their PR strategy with a fresh perspective, while continuing to leverage and add value to the power of their internationally renowned brands. We intend to partner with them and expand their legacy across their current and new geographies.”
13/04/2008 - Dubai Creatives are Judging Art in Europe
Memac Ogilvy’s Executive Creative Director will judge the
German Art Director’s Club award show in Berlin
Dubai, 13th April, 2008: Earlier this month creatives from Europe, North America and many other parts of the world came to Dubai to judge the creative output of the region at the prestigious LYNX award. This week one of our very own creatives is leaving for Europe to judge the creative output at the prestigious German Art Director’s Club award in Berlin.
Till Hohmann, Executive Creative Director at Memac Ogilvy Dubai, has been appointed to be a judge at the 42nd edition of this famous award show. The show and award ceremony will be running for five days, with a large exhibition – unlike other awards, all works entered are exhibited for the public - with more than 9,000 entries this year that will be judged by 20 different juries in hundreds of different categories. Out of which, Till Hohmann will judge more than 1,000 pieces in the media and BTL categories of the show.
The fact that a Creative Director from the MENA region is part of the jury should be a promising hope for all aspiring Directors in the region. It shows that the creative industry in the region is on par with the rest of the world. While the LYNX award has shown that the output from the MENA region is getting better and better, Till Hohmann’s appointment underlines the expertise of the staff and creatives in Dubai and the region. “Dubai today is a highly attractive melting-pot, a true global hub of creativity. In our team at Memac Ogilvy we have people from more than 20 countries. This brings about two things: firstly, a unique cross-cultural quality of our work that you do not easily find elsewhere, and secondly, an influx of great talent – I’m sure that the number of creatives from the region asked to judge award shows abroad will increase rapidly in the near future” says Till Hohmann.
19/03/2008 - Memac Ogilvy Kuwait hosts its first Group Bi-annual Management Meeting
- Upbeat about growth potential in local market -
Memac Ogilvy Kuwait hosted Memac Ogilvy & Mather’s (MENA) First Bi-Annual Management Meeting from 17th March through the 19th to review performance indicators and confirm targets for 2008. It was attended by the Heads of Disciplinary Divisions, Managing Directors, HRD and Finance representatives of all ten Memac Ogilvy branches.
The Group’s Kuwait office is poised to renew its focus on integrated marketing communications for the year ahead. Much progress was made in 2007…
• A concentrated focus on new business development expanded the client roster to include Burgan Bank, Ikea, MS Retail (Baroue), Gulf Investment House, Tawasul Telecom, Dar Al Shifa Hospital, Ali Alghanim and Gulf Franchising Company.
• Disciplinary offerings were augmented to engage the expertise of OgilvyOne – the Group’s specialists in one-to-one communications and customer relationship management - as well as Public Relations verticals such as CSR, financial PR and internal communications.
• Major management restructuring was followed by strengthening of the Agency’s human resources across the advertising, creative and public relations departments as well as getting aboard an account planner to streamline and confirm brand communication priorities.
On the Agency’s checklist for 2008 are…
• A continued business development program as well as optimizing media usage to cover non-traditional media which will embrace digital marketing and interactive interfaces.
• Employing the competency of specialized units such as Ogilvy One and that of Ogilvy Action which works to enliven brands through the highest possible level of customer engagement.
18/03/2008 - 360° of Pure Adrenaline
Memac Ogilvy launches the new, global, multi-channel campaign for Power Horse
18th of March 2008, Dubai, UAE – The adrenaline is running high on both the client and agency side, as the new campaign for Power Horse energy drinks kicks off across the MENA region. The campaign has been selected as one with “global” potential by Power Horse, a rare occurrence for a campaign that has been developed entirely by a regional agency hub in Dubai.
Walter Schönthaler, global CEO of Power Horse and Managing Director of Spitz Beverages Austria said, “The MENA region is a key global growth area for us. It is a quickly developing market with a very young population – a great fit for our product. We were looking for a campaign that not only harmonized with the region but one that would also deliver world class communication.”
The campaign has been created and produced by a large cross-functional team at Memac Ogilvy in Dubai, with a core idea that was selected during the pitch phase, when Power Horse was on the look out for a suitable agency to re-launch the brand, targeting one of the most demanding and advertising-wise audiences in the world: modern, urban male, 15 to 25 years old.
The core idea is based on a strong strategic insight: Today’s young Arab man is on the look out for more challenges, actively seeking drama and thrill and the chance to prove himself. He thinks, “Power Horse helps me release the energy from within.” The new strategy aims at making Power Horse the first brand that taps into this insight and transfers it into an attractive positioning. Power Horse will not be just another energy drink to promote the brainless use of muscle or to focus solely on extreme sports; instead Power Horse is the final injection of confidence needed to: TAKE IT ON.
“We wanted to strengthen the Power Horse brand by creating an aspirational brand attitude that combines charisma, strength & stimulation in a new and more involving context for young Arab males and their peer groups. Our strategy allowed Power Horse to own an attitude of modern masculinity – in the sense of intelligence, confidence, courage and bravery.” explained Till Hohmann, Executive Creative Director at Memac Ogilvy.
Omar El Banna, Regional Head of Marketing, Power Horse said, “The new tagline, ‘Take it On,’ works well in both English and Arabic. But it is also much more than an exchangeable advertising line. It is a bold and encouraging statement that reaches out and involves the target audience. It is our brand’s attitude. It is the big idea.”
In close cooperation with Omar El Banna and Mohammed El-Gamal, CEO Power Horse Middle East and India, Memac Ogilvy Dubai implemented the new concept, with components covering TV and Cinema commercials, events, in-store communication packages, direct mails, web banners and a high-end interactive micro-site.
In order to bring the positioning, the brand attitude and the new tagline to life, the creative concept needed to be dramatically different from a standard product campaign.
Mr. Till Hohmann adds: “Power Horse is a post-modernist brand for the 21st century. A brand owned by the audience, by its users. They turn it into something cool and great – not us. Our job is to provide the initial kick. And, more importantly, to give the users things they can pick up on, participate in. The multimedia campaign for Power Horse achieves this by focusing on the idea of taking on challenges. That’s what we talk about, that’s what we show people doing – and that’s what we offer the audience to do: challenge yourself, challenge your friends and ‘take it on’!”
Let the challenge begin – TV and Cinema
In order to build up awareness and communicate the new brand idea, two very different commercials were produced for TV and cinema (Production: Still King Films Prague and Cape Town; Director: Anthony Hoffman), depicting attractive, daring, cool and modern young men ‘taking on’ two very different challenges.
In the first film “Storm”, the audience is led to believe that the hero is fleeing from an approaching hurricane. He then turns around and gets ready to surf the big crashing waves – he ‘takes it on!’
In the second film “Stud”, the scene is set at a Sheikh’s stable, and our hero is caught flirting with the Sheikh’s daughter. In revenge the Sheikh challenges him to ride an untamed stud. He steps into the rink and ‘takes it on’.
As different as both the stories and settings may seem – the irreverent attitude and behavior of the heroes unites them. Hohmann explains: “It’s a simple truth: The bad guy is usually the most interesting character. That’s why we are not showing a happy go lucky hero. We are showing tough guys taking on a challenge – and behaving a bit roguish at the same time. That’s the Power Horse attitude.”
This attitude is also what visitors of the website or roadshow events will need in order to take on the challenges posted to them. The website allows the users to send personalized video messages to their friends inviting them to take on some very funny challenges. At the roadshow events (concept and implementation: phd Dubai) the visitors can take on bull-riding, fierce car races or electronic gaming battles.
While the website and the roadshow turn the communication idea into brand experiences, other communication elements employ strong headlines and the new, vivid design in order to drive home the message. In-store communication packages have also been designed to stand out clearly at shop level and serve to enhance product visibility. Car signage and branding of sponsored venues have added value to the brand’s awareness.
Each channel is treated differently, using the specific strengths of the medium itself. Through this approach, the campaign has developed a strong, dynamic character, surprising the audience with new interpretations of the brand’s attitude and idea at every touch-point. A real 360 campaign born in Dubai, ready to ‘take on’ the world.
28/02/2008 - Memac Ogilvy launches the New Chili’s Brand Campaign
No one does it like Chili’s !
Dubai, 28th February 2008: Memac Ogilvy Dubai has launched its first major brand campaign for Chili’s since being appointed by the Tex Mex chain in June 2007. The agency has launched an animated new brand campaign, characterized by its vibrant colors and exaggerated phrases.
“Our enthusiastic team is having a great time working on the Chili’s account and looks forward to the exciting and challenging road ahead” comments Till Hohmann, Memac Ogilvy’s multi-award winning German Executive Creative Director. Having just launched the brand campaign across the Middle East, the agency will now be busy pursuing ongoing promotional campaigns for the family-centric restaurant, best known for its sizzling hot Fajita’s, zesty cocktails and down to earth appeal.
The Chili's campaign does not aim at forcing a completely new face on the brand, in fact, it is a reinforcement of the restaurants ethos which has been embraced the world over. The big challenge was: Bringing to life what Chili’ really is about rather than creating an artificial advertising idea and imposing it on the brand. This challenge has been met. “Chili’s is a very traditional family-centric, fun loving restaurant. Memac Ogilvy’s campaign spiced up the brand’s image by inserting modern in-your-face vitality to the already well recognized food chain” comments John Dalton, Senior Global Marketing Manager for Brinker, the holding company of Chili’s franchisees worldwide.
Utilizing the concept of ‘moments’, the brand campaign reaches out to existing customers by building up a feeling of nostalgia. For example, the ‘moment’ your sizzling fajita platter arrives before you and an instant ‘fajita facial’ occurs. The campaign will reach out to anybody who identities with or wishes to owns these ‘moments’.
Upon a survey conducted on Chili’s it was unveiled that the cheery and casual experience is the reason why people keep coming back for more. Using this information, the tagline ‘No one does it like Chili’s’ emerged. The tagline transcends across various platforms, for example, ‘No one does to-go like Chili’s’ (with “it” being replaceable in this case) which emphasizes the quality of take away food. In the US, the new tagline for Chili's will be "Pepper in some fun" with "fun" being replaceable. “It is a very similar concept to ours, which means our agency is inline with top agencies in the US and Chili's is inadvertently aligning globally” explains Robin Smith, Creative Director, Memac Ogilvy.
One of the most remarkable features of this campaign is its ability to travel to all markets in the Middle East. The campaign has a consistent look and feel which can be used in all 8 markets, even in KSA where there are numerous restrictions on advertising. By using exaggerated phrases and colorful templates, a tool-kit for all applications has been developed, which balances the consistency of the whole region while reacting to individual needs at the same time. For example, in KSA, instead of stressing on individual moments due to the face restraint, food moments are captured e.g. the moment the chocolate gushes out of the chocolate fondant. A fairly simple approach which captures the essence of the Chili’s brand.
American cuisine has gained popularity in the region, combining hearty portions and a family friendly atmosphere. Chili’s relaxed yet spirit-lifting culture appeals to both expatriates and locals alike. Chili’s has a total of 46 outlets across the region. 2008 will see Chili’s expanding to Turkey, Morocco and Jordan.
22/01/2008 - OgilvyAction takes regional marketers to The Last Mile™
Chairman and CEO of Memac Ogilvy believes that the OgilvyAction business will grow across 10 markets in the Middle East in the next 3 years
22 January 2008, Dubai, UAE – The Memac Ogilvy Group today in Dubai launched a new company in the Middle East, called OgilvyAction.
The launch is significant for businesses because OgilvyAction will be the first company in the Region that specializes in the ‘The Last Mile™’ or the path along the decision to purchase.
With studies showing that anywhere between 40 - 70 percent of purchase decisions are made in the store, OgilvyAction enables marketers to cut through the clutter and reach consumers at key moments of truth, ultimately to influence their actions at the point of purchase.
OgilvyAction will help drive sales and brand equity in what they call ‘The Last Mile™ - the distance a consumer travels between an attitude and an action’. They develop communications which ensures that their clients’ brands are the ones chosen by shoppers, whether the purchase decision takes place in the street, at events, online or in-store.
The company’s brand activation ideas and practices already have achieved outstanding success for major businesses around the world. Now, OgilvyAction is coming to the GCC for the first time, starting with Dubai, UAE.
With an escalating GDP of $600 billion in 2006 and a population of 34 million, the GCC stands as the world’s 17th largest economy*. As the economy booms, so does the level of sophistication in retail environments, with the Gross Leasable Area (GLA) expected to exceed 130 million square feet by 2010*. Given this rapid growth, OgilvyAction believes that today, marketers are coping with the transition from low-end grocer to high-tech, one-stop shops with a consequent shift in buying habits and overall consumer behaviour.
Whilst some changes are a global phenomenon, others are uniquely local. For example, with the development of high-end shopping malls in all major parts of Middle Eastern cities, a regional trend of ‘mall shopping’ has become a part of the consumers’ lifestyle. The dominance of mall shopping has led to more experiential communications to reach potential buyers. It is also the reason why, in this market, the point of purchase experience is so key in converting shoppers to buyers.
Mr. Moutran founder and CEO of Memac Ogilvy states, “We have brought OgilvyAction to the Middle East because we see a big need for these specialized “Last MileTM” services and experts in consumer behaviour and activation. The growth potential for such services is so extensive that we expect to grow from 8 employees in the UAE to 20 employees by April 2008 and across 10 markets in the next 3 years. OgilvyAction is a proven expert on driving sales and building brand equity by favorably influencing consumer purchasing patterns. It is all about the ‘big’ brand idea that is communicated to consumers at various touch-points to steer consumer behavior along the path to purchase. Whether it’s sampling, point-of-sale material, retail merchandising or experiential marketing.”
Steve Harding, CEO, EMEA, OgilvyAction added, “OgilvyAction begins the process by analyzing the relationship between the brand, the shopper and the retailer. Then we develop insights using our proprietary planning tools such as MarketAnalytics and ShopperAnalytics. These tools enable the measurement of not only the impact of messaging i.e. clarity, quality, distribution and trade compliance of in-store communication, but also allow the importance of the various touch-points along the final path to purchase. These insights provide invaluable information on the impact of the brand’s messaging during The Last Mile™.”
Richard Woodward, Business Director, OgilvyAction concluded, “MarketAnalytics and ShopperAnalytics, both allow reporting at a summary level, various segments (channel, region, retail group, salesman or distributor territory) all the way down to the individual outlet, giving brands both visibility and insights on what is really happening at the point of purchase.”
*According to Simon Thomson, Principal of Retail International in ‘The Middle East Retail Real Estate Dynamic – Survey of the Region’s Markets’
28/01/2007 - WPP set to increase its stake in Memac
Marketing communications giant WPP is set to take a controlling stake in Memac Ogilvy after its boss revealed he is selling a further 30% of the company.
The decision by Edmond Moutran, Chairman and CEO of the Beirut-heardquartered ad agency, will mean that Sir Martin Sorrell’s WPP will control 70% of Memac Ogilvy in the region. The value of the deal, which is still under negotiation, is not know.
He told Campaign: “I think it’s the right thing to do.”
“You must have heard Sir Martin say on several occasions that he wants to increase his involvement in the Middle East and, of course, that means people like us who have enjoyed a great relationship with WPP are the first people he talks to about increasing his share.”
Memac initially sold 20% of the company to Ogilvy & Mather in 1998. A further 20% was sold a few years later.
Moutran says he plans to run the business full-time until 2010 when he will step down as CEO but will still remain as the agency’s Chairman.
28/01/2007 - Why Memac’s Moutran never misses a target
Memac Ogilvy’s Edmond Moutran is one of the most powerful men in the Middle East advertising.
“I’ve never missed a target,” says Edmond Moutran confidently after a quick drag of his cigarette.
Staring at me intently from across an immaculately veneered wooden desk, the Chairman and CEO of Memac Ogilvy looks as sure in this words as he sounds.
“I am a very optimistic person and I’m a very positive man,” he adds. “Usually I go into a project thinking there are no negatives come we address them at the time. Very rarely have I seen a negative that has slowed me down.”
Moutran is in the midst of his latest project, a five-year plan to quadruple the size of Memac Ogilvy. Last year the agency’s revenue grew 37% on 2005, he says, while its profit grew by 85%. The agency is currently working on 17 new business pitches and is also planning further expansion into North Africa, the Sudan, Qatar and Iran in the next two to three years.
But, for now, new business is a priority for Moutran, who is working from his agency’s offices in Dubai when we meet.
Our hour-chat on the 26th floor of the Al-Attar Business Tower on Sheikh Zayed Road, represents our third meeting. On all three occasions he has been chain smoking.
Along with his smart appearance and deep voice, the cigarettes help lend him the air of a don from The Sopranos – a fact that he is aware of as he complains about looking like a Mafioso boss to Campaign’s photographer. He is also aware that there are dangers associated with the agency’s rapid growth.
“We always try to make sure that our existing clients do not suffer from the activity to attract new business,” he admits. “Sometimes we manage it and sometimes we don’t, unfortunately. This is the balancing act we have to conduct all the time – how do you go after new business without using the same resources you have in the office, and without making your existing client suffer from that activity?”
But Moutran is supremely confident that his target will be met, not only due to his own business acumen, but also because of the positive vibe without the industry.
One spanner in the works may be staff instability, particularly in Dubai where a transient population often counts as a negative. But overall there seems to be little Moutran thinks can hold him back.
He is one of the region’s biggest and most powerful advertising figures. He has been in the industry for 35 years and was one of the first Lebanese admen to venture into the Gulf in the early 70s. Initially with Intermarkets, he decided to go solo in 1984 and formed Memac (Middle East Marketing and Communications) in Bahrain with just a secretary and an art director.
A tie-up with Ogilvy & Mather in 1998 let to WPP eventually owning 40% of the company – a figure that is soon set to rise – and the agency becoming Memac Ogilvy.
The Ogilvy connection means Moutran is also Chairman and CEO of below-the-line agency Ogilvy-One, and Chairman of media agency MindShare.
Such power means Moutran has both his supporters and his detractors. Even his wife admits he is ‘fierce’ when it comes to business, but Moutran is clear in his response to queries about how he is perceived within the industry.
“I’ve never bribed anyone, I’ve never cheated anyone and I’ve never stolen from anyone,” he says.
“I’ve been very sharp, but I’ve never been a shark. I’m a tough negotiator and if I give my word to someone there’s no stopping me delivering on my word. There are a lot of people who will tell you they would rather have my word than my signature.”
As for business, he admits that being number one was never his goal. “What matters to us is that we have a relationship with the client where we really, truly, feel part of their team and they feel that we are part of their team, and that we deliver the results by selling their products or service,” he says.
“We truly believe that our business comes second to the client’s business and behave in that way everyday.”
Memac Ogilvy is now the fifth largest advertising agency in the region and has ten offices in nine countries across the Levant, North Africa and the GCC.
Moutran’s three sons have followed him into the business, while his wife Liliane, is the agency’s training and business development director. His daughter Natasha is at university in the UK, but his two stepdaughters have decided not to enter the business.
So can the agency be viewed as a family business any more?
“It was a family business, but I’ve decided to sell another 30% to WPP”, admits Moutran.
“I think it’s the right thing to do. You must have heard Sir Martin [Sorrell] say on several occasions that he wants to increase his involvement in the Middle East and of course that means that people like us who have enjoyed a great relationship with WPP are the first people he talks to about increasing his share. And because we re very comfortable working with WPP, we took it very positively.”
By the time the negotiations have been finalized, WPP will end up owning 70% of the business.
The decision to sell could be viewed as part of show run-in to Moutran’s gradual retirement and an added means of securing the continued success of Memac Ogilvy.
“My plans are drawn”, he says. “I will run the business until 2010, if God gives me the energy and the health, then I will step down as CEO and hand over to somebody capable. I will remain Chairman just to have something to do. I can’t see myself fishing all day. I’ll work about 20 hours a week, doing things that would be to the benefit of the agency using my experience.”
A less prominent role will enable him to dedicate more time to leisure – he loves classic cars and is the proud owner of three Jaguar E-Types – and charity, in particular the Al-Nahda foundation which was set up by his father in the 1920s and currently helps 109 less privileged families in Lebanon.
But there’s still plenty of fire in Moutran yet. He is particularly critical of the way in which advertising agencies have failed to work together to improve the industry and attacks inter-agency rivalry.
“Sometimes it’s associated with jealousy and sometimes, unfortunately, it carries a lot of disrespect, and I don’t like that,” he says of the rivalry. “I have enormous respect for everybody. It doesn’t matter how big they’ve made it or how small they’ve made it, these are colleagues, these are friends, these are people who believe in the same thing I believe in and I have to respect them, no matter how big or small they are.
A sparkle lights up Moutran’s eyes when we talk about the old days – the days of cycling to Sharjah to put an ad for Unilever in the open-air cinema – and it is because of such humble beginnings that Moutran is justifiably proud of what he’s achieved.
“I’m proud of what we’ve done, I’m proud of the way we’ve done it. I’m extremely proud of the ethics we hold, the principles, and the values. All in all, after all these years, time may be running out for me but I know I’m leaving something behind that is not going to disappear when I disappear. And that’s something I’m very proud of.”
25/08/2006 - Memac Ogilvy wins MBC 4
Memac Ogilvy's Dubai office has been awarded another piece of business from the MBC Group, and is currently devising a campaign for the MBC 4 satellite TV channel.
MBC 4 is the groups' English language station targeted to the modern Arab woman, with programming including talk shows, comedy, reality shows, news, drama, and celebrity information.
"We are delighted to have been given the opportunity to work with the MBC 4 team. The brief is an interesting one, as we are tasked with developing a fresh campaign that, like MBC 4 itself, celebrates women and looks at situations from a female perspective," explained Ronald Howes, Managing Director, Memac Ogilvy Dubai.
"Our MBC portfolio covers two different mediums and three distinct target audiences. That is why internally we are treating our MBC 4 win as a completely new client. We have different creative and account management teams working on the business," added Howes.
Since the brief demands that the creative team understands not only the Arabic but the female psyche, copywriter Sophie Clark and sister art director Fiona Clark are at the center of concept development. The twins recently picked up a silver award at the Young Lions Middle East Awards.
"We look forward to working with the Memac Ogilvy team on the new MBC 4 campaign, which we hope will generate a higher awareness, particularly amongst the Arab female population that MBC 4 has a lot to offer to", explained Andrew Maskall, Marketing manager, MBC 4.
The new MBC 4 campaign which includes TVC, print, and outdoor is set to launch by beginning of 2007.
07/07/2006 - Memac Ogilvy spends KREA night on stage
Memac Ogilvy took home 9 awards during the recent KREA (Kuwait Rewards Excellence in Advertising) night held at the Hilton Resort.
The initiative led by ArabAd and IAA took place for the very first time in Kuwait and gave over 24 agencies the chance to showcase works developed for Kuwait based clients.
Following a thorough review of memac Ogilvy's entries that included advertising campaigns, corporate identities, and designs, the nine judges made a decision; Memac Ogilvy would snatch 4 Silver and 5 Bronze trophies for its outstanding work on Jazeera Airways, Marina FM, Kuwait Cable Vision, Kuwait Oil Company, and Nutrition Diet Center.
Commenting on the event, Rami Ikbal, Business Development Director said: "We would like to thank KREA for recognizing our efforts but most importantly, we would like to thank our clients for allowing us to think big."
This event marks a major milestone for Memac Ogilvy who started its operation in Kuwait in 1989. The success achieved at the KREA is a testament to its solid commitment to quality work.
"Our great ideas would have never seen the light had it not been for our clients' vision and open mind", stated Elie Bouchaaya, Creative Director at Memac Ogilvy Kuwait.
Memac Ogilvy Kuwait offers a multitude of communication services which include advertising, media buying and planning, public relations and CRM. Their client portfolio covers a wide range of industries including banking, travel, oil sector, retail, food and beverage, technology, entertainment, and several other industries.
26/05/2006 - Memac PR boss to introduce practice groups
The new boss of Memac Ogilvy Public Relations in Dubai plans to introduce practice groups for the agency in order to build more "balanced business".
Laurence Cook, who was most recently group head of practice at WPP-owned Batey/Red Cell in Singapore, said the agency needs to develop its services to keep pace with clients who are taking more integrated approaches to their communications.
The PR director is aiming to establish practice groups in areas including corporate and financial, healthcare and entertainment, with specialists working in each area.
Cook said: "Traditionally, we are known for our consumer expertise across a wide variety of brands.
"That will not change but we want to build a more balanced business that reflects the changing economic nature of the UAE and the region", he added.
"It is ambitious and it probably won't be ready tomorrow but companies are taking a more integrated approach to managing their communications. If we want to advise them at the most senior levels, we have to make sure we can keep pace."
The agency has also sealed three new account wins – Royal & SunAlliance, Limitless and Castrol. Memac will represent Royal & SunAlliance for its online insurance service Fasterquote, and its pet insurance. Limitless is an integrated real estate developer which has just launched across the region.
The agency will also manage trade and consumer marketing for global lubricant giant Castrol.
Cook said: "These are significant wins for us, not only because of the international nature of these businesses, but also because it reflects our own business strategy of expansion across a range of industry sectors and services."
12/02/2006 - Facing a National Emergency
Here’s a poser for you. You’re a Gulf national who has just finished school/university and are contemplating your career. Do you a) work for a company that pays well and gives you 50 days of annual leave a year; b) work for the government; or c) join the advertising industry and work 12 hours a day, seven days a week, with barely enough cash to pay for your apartment?
As exaggerated and as simplistic as this scenario may seem, it raises a very real issue for the industry.
While advertising may be booming in the Middle East, recruiting locals remains a huge problem. Advertising is a mass importer of talent. And this, is an industry that thrives on local knowledge and insight.
Speaking to Campaign last year, Fadi Salameh, president and CEO of the Middle East Communication Networks, which includes the Promoseven network said:� This is the toughest thing the whole industry is facing right now. You need local talent and this is a strategy we follow.�
This is a sentiment echoed by Edmond Moutran, chairman and CEO of Memac Ogilvy. “We are unable to attract young nationals in the very markets in which we live,� he says. “I can’t get enough Egyptians trained. I can’t get enough Saudis to train and I can’t get enough Emiratis to train.�
And given the options available to locals, he knows why there is such a death of local talent.
“It’s a hard-work industry,� he says. “We compete against government jobs, we compete against financial institutions that have less hours and more pay. The advertising agency business is a lucrative business, you will lead a good life in it, but you’ve got to work extremely hard to reach the top. And to reach the top you’ve got to burn a lot of midnight oil, you’ve got to burn a lot of your soul to get there.
“So the choice of shall I get a job with the government or a bank working from 8 am to 2 pm and have my afternoon free is easy when you compare it to what we have to offer.�
Tarek Nizameddin, human resources manager at FP7 in Abu Dhabi, says wages are also an issue, “The packages we pay are very high compared to other agencies, but still very low compared to those of oil companies,� he says, “I cannot afford to pay a fresh graduate AED 20,000 or AED 25,000 (US $5,500 to US $6,800).�
While there are no concrete figures, Adel Jendli, associate professor and internship coordinator at Zayed University’s college of communication and media sciences in Dubai, estimates that as little as 5% of his students end up in the advertising business. The majority either opt for PR, go client side or leave to have families once the course is finished.
It is also estimated that Emiratis (who make up less than 20% of the UAE population) account for about only 1% of the work force in any private sector industry.
There are similar problems across the Gulf, although in Saudi Arabia, where companies must employ a set of quota of nationals, they are having more success.
Still, Fathi Hadaya, managing director of Impact BBDO in Jeddah, says it is a constant battle to attract locals: “Our business is not a nine to fiver. It’s a constant dynamic environment and you have to work around the clock. Sometimes you stay late and this is a situation that can be difficult for many locals, especially women.�
Bob Gulovsen, associate professor and internship coordinator at the college of communication and media sciences at Zayed University in Abu Dhabi, agrees that cultural differences can be an issue.
All of Gulovsen’s students on the four year course in integrated communications are Emirati women.
“The students are quite enthusiastic about advertising,� he says, “They like the idea, they like the creativity of it, but when it comes down to reality, these are young Emirati women whose fathers and brothers don’t like them to work the hours that are required in an advertising agency.�
“The ones who really like advertising at
e not concerned about the hours, they’re not concerned about the amount of work, but the family pressure is such that it’s hard for them.�
And the problem of attracting locals isn’t restricted to advertising. Christine Van Hoerde, director of planning and head of training at OMD (which employs a number of GCC nationals), believes a lack of knowledge of what the advertising and media industries actually do is a stumbling block.
“Media in the Middle East is still a very young industry and as a business is especially not too well known among the GCC population,� she says. “The fact that media specialist networks are still frequently referred to as buying agencies don’t help clarify the real scope of what we actually do.�
So what can the advertising industry do to improve the situation?
“One of the things agencies can do is create training programs or create internships, where they allow flexibility, they allow students to come in and perhaps work at a somewhat different time schedule to expose them to the stimulation and the enjoyment of working in an advertising agency�, says Gulovsen. “Right now I’ve got one student who is going on an internship with an advertising agency in its client contact area. She’s going to be the test case in as far as real advertising job goes and her parents know what she’s going to be doing and they’re approving of it. Hopefully she’ll come back with some stories about how good it is and how much fun it is and will get some of the other students interested.
One company that is doing its best to attract young graduates and locals to the advertising industry is Memac Ogilvy, which has a training programme in place since 1996.
Its latest class graduated from the course in December last year.
“The aim is to make the advertising agency attractive to young people�, says Moutran. “We have been extremely open and honest with people about the industry we live in. I talk more about the hard times and the hard work than I do the fun because I don’t like people to be disappointed.
“We always paint a darker picture than reality. And I think for a group of them it has really paid off. Some of the graduates of the first class of ’96 are today deputy managing directors within the industry.�
Yet even such a rare initiative has problems. The retention rate is only 30% and, although December’s course had Jordanian, Syrian, and Saudi students, Moutran is not happy with the number of Gulf and Levant nationals on the course.
“Next time we will work extremely hard in Dubai universities, Bahrain universities, Saudi universities, Egyptian universities, Jordanian universities. I do not want more than 40% of the next class to be Lebanese,� he says.
Impact BBDO’s Hadaya also faces problems. The company has a training programme that is implemented when a graduate joins the agency and a lot of money is put into making sure the graduate is retained.
“In the first 6 months you don’t expect a young grad to contribute to anything�, he says. “They are there to learn, to listen, to acquire knowledge. So if they change their mind after 6 months, it’s quite discouraging because you’re back to square one again, having invested people and resources.�
Gulovsen believes many agencies need to concentrate more on interns interested in the advertising industry.
He says: “You’ve got to think through the purpose of what an intern is, especially herein the UAE where companies are under pressure to hire nationals. They’ve got to do essentially a missionary job to make them feel as though this is a great place to work and they should tell their friends about it.
“And I don’t think they are doing as much of this in Abu Dhabi as they could be, because the pressure is going to keep building for nationals.�
But the problem and the solution don’t lie entirely in the hands of the agencies themselves. Many believe governments of Gulf countries should stop mollycoddling their citizens with cosy public sector jobs. “The government should stop supporting them,� says Nizameddin. “Not all the locals can work in oil companies and banks.�
Moutran agrees that the situation will change when governments tighten their grip on employers and financial institutions become more realistic with their pay.
Yet there are some glimmers of hope. Salameh says 70% of his staff in Bahrain are local and there is now a well-established women’ division in Saudi Arabia.
What’s more, their presence points to why local knowledge is essential.
“We have nine creative Saudi ladies doing brilliant work because they understand their culture better than any foreigner we could bring in,� Salameh told Campaign. “I spent 23 years in Saudi but I will never know as much as a local.
But will this trend spread across the Gulf? Gulovsen is optimistic.
He says: “What’s happening now is that we’re educating the next generation, in the sense that we’re making these young ladies aware of what’s out there and that while they may not be able to get their parents to change, when they become parents, they will be in a better position to allow their children to do it.�
Nizameddin is also optimistic, although he believes it is going to be a long and slow process. He also believes that, with one eye on Saudi Arabia, it is only a matter of time before the industry is forced to hire a certain quota of nationals.
“The main thing I’m trying to do is to attract locals to work for our company,� he says. “So when they come here for an internship I make sure they see a nice environment, they understand the advertising business, and hopefully, when they graduate, they will come and join us.�
For Moutran, one option is for agencies to work together. “Maybe we should all get together and instead of one class, we should do 4 classes and graduate 200 students for the industry each year,� he says. “But training takes time, it takes dedication and not all agencies are willing to do this.�
Von Hoerde believes the situation can only improve as there are many people advocating change.
“It is particularly important that we rely on local talent to increase the amount of local insight and knowledge into our communication plans,� she says. “Their presence in advertising and media agencies across the region can only grow since many companies in our industry have made it a key goal.�
31/01/2006 - Memac Ogilvy strengthens Leadership
Memac Ogilvy has recently appointed Ronald Howes Managing Director of its Dubai office. Howes takes over from Roger Hawa, who previously combined the functions of Managing Director of the Dubai office and COO of the Memac Ogilvy Group. Hawa will continue to function as Chief Operating Officer to the network and will focus on his regional responsibilities.
According to Edmond Moutran, CEO and Chairman of Memac Ogilvy the move comes as a result of the expansion of both the Dubai office and the network as a whole, which is looking at increasing its presence in the North African region.
The Memac Ogilvy group has enjoyed uninterrupted growth ever since its launch in 1984 in Bahrain. Recognizing its talent and potential, the Ogilvy group became a significant stakeholder in Memac in 2000 and Memac Ogilvy is now one of the top ten largest agencies in the Middle East. It has 10 offices covering 15 markets in North Africa, the Levant, and the GCC.
Coming with an impressive record of senior management roles, Ronald Howes joins Memac from McCann, Russia, which became the second strongest agency in Russia under his leadership. Previously, he was Director of Strategic Planning and Client Servicing of McCann in Prague. Howes is not new to the Middle East, as he spent 9 years in Bahrain with FP7 McCann, 5 of which were as worldwide Account Director of the Gulf Air account, in addition to heading the client servicing department.
Ronald Howes said: “It is good being back in the Gulf after a 5 year absence, heading a great agency in Dubai with a highly reputable network such as Memac Ogilvy.
With an outstanding blue chip client portfolio an experienced an best in class team and a dynamic market, I am looking at a revitalized Agency that will achieve even greater results in the future.�
Roger Hawa said: “With Ronald coming on board, I am confident that the Dubai office will be in good hands and that he will take this office to new heights. As for me, I am looking forward to concentrating on the new and challenging regional role that I was assigned to, and to working closely with Edmond Moutran and Ossama El-Kaoukji on further developing the network in a region that is witnessing significant growth.�
After a successful pitch season, Memac Ogilvy recently added three new clients to its portfolio: Sharjah Mega Mall, US Rice Federation and Bin Hendi Enterprises (PR). The Agency’s creative team won three bronze awards at the New York Festivals International Design, Print and Outdoor Advertising Awards.
15/07/2005 - Memac Ogilvy PR acquires Al-Sayer Group accou
Kuwait- Memac Ogilvy PR has been appointed by Al-Sayer Group, the leading automotive company and distributor of Toyota/Lexus cars in Kuwait, to handle all its PR, event management, corporate communications and new product launch activities
Al-Sayer Group selected Memac Ogilvy PR for their in-depth knowledge of the automotive market and expertise in brand management. “Memac Ogilvy is well reputed for distilling brand building and communication activities. We are convinced that we will achieve outstanding results with the professional support of this agency,� said Mubarak Naser Al-Sayer, Executive Director and DMD of Al-Sayer Group
“Al-Sayer Group represents a key element is Memac Ogilvy PR’s client database. We are thrilled and ready to take on the new challenge. Over the years, we have proven to exceed our client’s expectations. It will not be any different with Al-Sayer Group. Our team is ready and dedicated to live up to the reputation we truly stand for,� responded Rami Ikbal, Managing Director Memac Ogilvy Kuwait.
15/07/2005 - Memac Ogilvy and Burgan Bank re-marry
Kuwait- Memac Ogilvy & Mather, one of the largest Middle Eastern marketing communications networks, announced that Burgan Bank has selected the agency to handle all brand advertising, PR and CRM activities.
Memac won the Burgan Bank business after a very competitive pitch against fierce competition from several other reputed agencies.
Burgan Bank has achieved its leading role in the retail, corporate and investment banking sector through its innovative product offering and technology advanced delivery channels. Determined to stay ahead of the competition, the youngest commercial bank in Kuwait, is now utilising the creativity and communications expertise of Memac Ogilvy to undergo a fundamental re-branding process.
Memac Ogilvy and Burgan Bank have enjoyed a successful partnership since 1990. It is actually the longest partnership in Kuwait between any bank and its ad agency.
“All partnerships go through an evolution, ours hasn’t been any different, and we have changed and evolved with the bank throughout its management changes,� said Edmond Moutran, Chairman & CEO of Memac Ogilvy.
15/07/2005 - OgilvyOne comes close in Cannes
OgilvyOne’s ‘Space Invaders’ online ad for Blue From American Express got as far as the shortlist for a CyberLion at the 2005 Cannes Advertising Festival. As Cannes is widely regarded as the world’s most important and prestigious advertising festival in the world, showcasing the very highest standards of creativity and craftsmanship, reaching the shortlist is acknowledged to be a worthy achievement. In fact, only two other agencies in the whole of the Middle East reached the shortlist in any category at Cannes this year.
‘Space Invaders’ has been a highly successful ad for American Express and OgilvyOne, as it has now picked up several awards worldwide. These include a Gold Midas Award and an Ogilvy Giant, in an awards competition run internally by the Ogilvy Group and open for entry to all companies in the Ogilvy network throughout Europe, the Middle East and Africa.
15/06/2005 - Memac Ogilvy flies with Jazeera Airways
Kuwait, June 2005: Jazeera Airways has tapped the creative powers of Memac Ogilvy and media agency partner, MindShare, to develop a strategic brand and PR campaign as the Kuwaiti low cost airline enters the Middle Eastern and North African markets. Memac Ogilvy’s task is to create a carefully targeted long-term advertising, PR and brand positioning campaign that captures the spirit of Jazeera Airways and their dedication to providing outstanding customer service.
"We are committed to creating a customer-focused airline that is simple, stylish, reliable, comfortable and affordable," said Marwan Boodai, Chairman of Jazeera Airways. “Memac Ogilvy has been assigned to create a brand image campaign that will differentiate us in the minds of consumers and promote the products and services that enhance our customers' travel experience. We want long-term business partners, not just a launch advertising campaign, and we were attracted to Memac Ogilvy's proven history of creating brands and positioning companies for lasting success," he added.
Jazeera Airways is part of the prominent Kuwaiti based Boodai group.
15/06/2005 - Memac Ogilvy tunes in to Marina FM
Kuwait June 2005: Marina FM, the first privately owned radio station in the State of Kuwait, has recently appointed Memac Ogilvy as their official communications partner.
Named as one of four agencies invited to pitch for the Marina FM account, Memac Ogilvy summoned all their creative powers and presented a successful campaign, earning Marina FM’s business just two days after delivering the presentation.
“We are excited about the project. It is going to be a big challenge for us, a challenge we are eager to face. We want to bring a fresh new sound to the country. Our aim is to connect with our listeners and provide them with a trendy modern radio station to connect with,� stated Emad Hayat, Chairman of United Cable Company, the holding company of Marina FM. “We invited the agencies to bring a fresh perspective to our campaign. We were very pleased with Memac Ogilvy's engagement and their enthusiasm for our brand."
“The client’s brief was to present only a logo for the station. We walked in and presented a total marketing communications plan including the creative for the launch campaign,� said Rami Ikbal, Managing Director of Memac Ogilvy Kuwait.
“Our dedication to serve the best quality work is the agency’s top priority. The Kuwait team delivered terrific creative work for Marina FM. We are proud to acquire the account of Kuwait’s first privately owned radio station,� added Edmond Moutran, the Chairman & CEO of Memac Ogilvy.
15/05/2005 - OgilvyOne opens Bahrain office
May 2005: OgilvyOne has raised its Middle Eastern profile with the opening of a new office in Bahrain. Like its parent in Dubai and colleague offices around the world, OgilvyOne Bahrain provides specialist services in one-to-one communications and customer relationship management, with expertise that stretches across all media and disciplines.
Led by Nick Maynard, the new office currently services the Gulf Air frequent flyer programme, which has enjoyed enormous success and acquired over 100,000 new members since beginning its partnership with OgilvyOne in 2003. The new agency has also won substantial business from property developers DTZ, a company most actively involved in Bahrain’s ambitious regeneration.
07/01/2005 - Beirut CD turns film star
Tired of seeing the usual, run-of-the-mill CVs, Memac Ogilvy Beirut creative director Mario Agostine has produced his own....on video. With a soundtrack and action that makes it more like a pop video than a resume, it conveys all the necessary information about Mario’s career and achievements to date and also imparts a generous flavour of Mario’s larger than life rock and roll personality.
01/12/2004 - Memac Ogilvy further strengthens 360 Brand St
Senior appointments and promotions across disciplines ensure that distilling the brand experience at Memac Ogilvy is more effective than ever for clients
Dubai, November 2004: Memac Ogilvy, one of the leading communications agencies in the Middle East demonstrates a clear commitment to the development of the proprietary 360 Brand Stewardshipâ„¢ model with the announcement of several key senior promotions and appointments
Eymard Saldanha takes up the role of Deputy Managing Director of Memac Ogilvy’s UAE operations, which include Advertising, Planning, Activation and Public Relations. A 360 Brand Stewardship™ pioneer, Eymard has led key 360 businesses during his 8 years at Memac Ogilvy, part of a fifteen year international career in advertising.
To realise the full potential of 360 Brand Stewardship™ as the Middle East communication industry develops, a new role has been created within the Memac Ogilvy group, to be filled by Intesar Adenwala, as Brand Development Director. Intesar’s responsibilities will include strategic planning, new business development and brand stewardship training. Joining from Ogilvy India, Intesar brings more than 8 years of client servicing management experience on brands such as Unilever and Coca-Cola.
“As the communications industry becomes more sophisticated in the region, we are finding that 360 Brand Stewardship™ is something that should be applied to more and more of the brands we work with. It’s an Ogilvy tool that has worked well in both theory and practice here and in other parts of the world, but it is something that needs to be very carefully orchestrated if it is to work effectively, �explained Edmond Moutran, Chairman and Chief Executive Officer, Memac Ogilvy group.
PR is one of the key areas of growth within the Memac Ogilvy communications mix, with regional business increasing more than tenfold since we started four years ago. To drive business in 2005, Boryana Korcheva takes up the role of PR Director for the Dubai office, replacing Charif Wehbe. Boryana’s communications career spans both advertising and PR, agency and client side, working with blue chip and local companies in Europe and the Middle East. Ella Mayhew will also take on a more senior role and becomes an Account Director in the Memac Ogilvy Dubai PR team which she has been part of since the affiliation with Ogilvy PR worldwide in 2001.
“At Memac Ogilvy, we have been inspired by the rapid growth of disciplines like PR, and are investing particularly in terms of talent and resources in the development of 360 Brand Stewardship™ in the Middle East. I am really passionate about the effectiveness of our offering, and inspired by some of the great 360 work we have already executed in the region. I am expecting a tighter 360 circle than ever for 2005 and beyond,� commented Roger Hawa, Managing Director, UAE and Chief Operating Officer, Memac Ogilvy MENA.
Further strengthening and supporting the growth of regional PR, Memac Ogilvy will shortly be announcing the appointment of a Regional PR Director, who will be responsible for managing and streamlining the network of Memac Ogilvy PR teams in the Middle East and North African region.
08/09/2004 - Wiggins Teape Award for Cable Vision
Memac Ogilvy Kuwait received the runners up award for the Corporate Section of the prestigious Wiggins Teape Awards held in Dubai. The entry was a corporate brochure for Cable Vision to promote their broadcast services; the brochure was circular die cut and printed in silver ink with matt lamination and inserted into a 16mm film reel can. The film cans were specially ordered and flown from a producer based in London and the silk-screen printing on the cover of the cans were done in Kuwait. Visuals attached.
08/09/2004 - Nutrition Diet Center / Ice Cream Show
The agency found an opportunity for its client Nutrition Diet Center to participate in the Ice Cream Show taking place for the first time in Kuwait, and as our client deals with healthy food so it was recommended to take part in the show.
For that, some material were developed and produced such as an ad for the show guide, pull ups and display stand with decoration materials.
The client received the "Best Stand Decoration" award voted by the visitors.
23/06/2004 - Memac Ogilvy ramps up
Senior appointments, promotions and internal restructuring signals that Memac Ogilvy means business in 2004 and beyond.
Memac Ogilvy, one of the leading communications agencies in the Middle East is demonstrating its confidence in the recovering regional communications industry by announcing a series of senior management promotions, appointments and restructuring. These changes, affecting the 280 personnel strong network of 10 offices in the GCC, Levant and North Africa, are set to propel the agency into a new level of growth and diversification of consultancy and product offering.
Roger Hawa, who has led the Dubai office in achieving annual year-on-year business growth for 13 years now takes on additional responsibilities within the network as Chief Operating Officer (COO). With business in KSA growing significantly, the decision has been made to restructure the Riyadh and Jeddah offices, with George Laham overseeing operations within both offices as KSA managing director, installing Rabih Khoury as the Jeddah office manager, with Gilbert Rostom managing the Riyadh office. Tony Safarian has moved from leading the Memac Ogilvy Kuwait office to take over as managing director of the Bahrain office. Ramy Iqbal, a key figure in the Kuwait office for more than 10 years, takes over the reins from Tony Safarian as managing director of the Kuwait office.
“It may seem like a great deal of reshuffling and creation of new roles, but I can assure you that we are not just paying lip service to change with these new titles and appointments. We have dedicated the year 2004 as the Year of the Employee at Memac Ogilvy, and this means making sure that we have the right internal structure to offer the right consultancy to our clients – we believe that effective structure equals happy staff which in turn means satisfied clients,� explained Edmond Moutran, Chairman and Chief Executive Officer, Memac Ogilvy.
Middle East advertising industry followers will know that only 20 years ago, Memac Ogilvy started out with 4 people, one client, one office and a capital of only 13,000 US$. In 2004, the network services more than 70 clients across the GCC, Levant and North Africa.
“It’s all very well and good to grow in the way in which Memac Ogilvy has done, but this kind of success means that the executive committee spends a great deal of time looking at how we can refine our internal structure in order to best manage the increasing size of the operation. That’s why I am also proud to announce several important senior appointments which will undoubtedly have a huge impact on how we go about our daily business,� added Moutran.
Such senior appointments include Ephram Jeffy as Chief Financial Officer and member of the executive committee and Leyla Chammas as Group Human Resources Manager. Ephram Jeffy’s role will involve providing leadership in strategic thinking, finance, human resources and IT across the entire network, drawing upon his experiences with the Abela Group and Coca Cola. Leyla Chammas, a regional HR veteran with 23 years of experience joined Memac Ogilvy in April, taking up a newly created role that will involve her assessing and identifying the network’s HR needs to implement a fully-fledged HR function for the group. Memac Ogilvy, one of the leading communications agencies in the Middle East is demonstrating its confidence in the recovering regional communications industry by announcing a series of senior management promotions, appointments and restructuring. These changes, affecting the 280 personnel strong network of 10 offices in the GCC, Levant and North Africa, are set to propel the agency into a new level of growth and diversification of consultancy and product offering.
Roger Hawa, who has led the Dubai office in achieving annual year-on-year business growth for 13 years now takes on additional responsibilities within the network as Chief Operating Officer (COO). With business in KSA growing significantly, the decision has been made to restructure the Riyadh and Jeddah offices, with George Laham overseeing operations within both offices as KSA managing director, installing Rabih Khoury as the Jeddah office manager, with Gilbert Rostom managing the Riyadh office. Tony Safarian has moved from leading the Memac Ogilvy Kuwait office to take over as managing director of the Bahrain office. Ramy Iqbal, a key figure in the Kuwait office for more than 10 years, takes over the reins from Tony Safarian as managing director of the Kuwait office.
“It may seem like a great deal of reshuffling and creation of new roles, but I can assure you that we are not just paying lip service to change with these new titles and appointments. We have dedicated the year 2004 as the Year of the Employee at Memac Ogilvy, and this means making sure that we have the right internal structure to offer the right consultancy to our clients – we believe that effective structure equals happy staff which in turn means satisfied clients,� explained Edmond Moutran, Chairman and Chief Executive Officer, Memac Ogilvy.
Middle East advertising industry followers will know that only 20 years ago, Memac Ogilvy started out with 4 people, one client, one office and a capital of only 13,000 US$. In 2004, the network services more than 70 clients across the GCC, Levant and North Africa.
“It’s all very well and good to grow in the way in which Memac Ogilvy has done, but this kind of success means that the executive committee spends a great deal of time looking at how we can refine our internal structure in order to best manage the increasing size of the operation. That’s why I am also proud to announce several important senior appointments