MIDDLE EAST
REGIONAL NEWS
Ad spend growth
JWT sparkles at MENA Cristals
Agency picks up 23 honours in advertising awards
set to fall
MIDDLE EAST Ad agencies from across the region sparkled at this year’s MENA Cristal
Awards in Lebanon, with JWT—the most awarded network—clinching 23 honours,
including two Grands Prix and a Special Jury Mention.
OMD won five of the 10 advertisers’ Media Cristals, including a Grand Cristal for the “Let
Majority of regional markets will see a major slow-
it glow” campaign for Wrigley’s.
down this year, says new report
2009 Grand Cristal roundup Advertiser: HSBC
Agency: JWT Dubai
Creative directors: Chafic Haddad,
Alessandro Antonini
MARKETING
Campaign: Hepatitis Box
Advertiser: Hep.Attitude Positive
Agency: JWT Beirut
Creative director: Iyad Zahlan
FILM
MAGAZINE (pictured)
Campaign: Stop the Suffering—Pert Plus
Campaign: Helmets—L’Oreal gel
Advertiser: Procter & Gamble
Advertiser: BDP Group
Agency: Leo Burnett, Beirut
Arab Media Outlook panel
Agency: Fortune Promoseven, Doha
Creative directors: Bechara Mouzannar,
Creative director: Fadi Yaish
Ghida Younes
MENA Growth in advertising revenue Despite the downturn, the UAE still rules Production house: Bent Image Lab
is set to plummet this year, with certain the region for total advertising spend and ADVERTISERS’ MEDIA
markets seeing a reduction of more than will see almost $2 billion (Dhs7.3 billion) Campaign: Let it glow INTEGRATED
40 percentage points following years of invested in 2012, closely followed by Saudi Advertiser: Wrigley Middle East FZ Co. Campaign: Khedeh Kasra
stellar rises. Arabia at $1.5 billion (Dhs5.5 billion). Agency: OMD Middle East Advertiser: Women Empowerment
In Kuwait, there will be 0.2 per cent growth The study also forecasts that the Program
in advertising revenue this year compared ‘digitisation’ of media content will become CORPORATE Agency: Leo Burnett Beirut
with 43.3 per cent in 2008, according to particularly important over the next Campaign: We’ve covered it Creative directors: Bechara Mouzannar,
figures by PricewaterhouseCoopers in our years. Advertiser: Mobily Chermine Assadian
the second annual Arab Media Outlook, Bates Pan Gulf chief operating officer, Agency: OMD Middle East
released by Dubai Press Club last Tuesday Satish Maya, agrees with some of the report’s Creative director: Jean Jabbour MEDIA
(pictured; see also ‘People’, p.33). findings. He says, “Online is definitely key for Campaign: We’ve covered it
In the UAE, ad spend grew by 41.5 per 2009—it’s the most effective medium when OUTDOOR Advertiser: Mobily
cent last year, but will stand at just 6.7 per budgets are down. There are certain sectors Campaign: One Breasted Mannequin Agency: OMD Middle East
cent in 2009 as the global recession takes that didn’t contribute too much last year due Advertiser: Bare Essentials Creative director: Jean Jabbour
its toll. However, this is expected to recover to the dominance of property advertising, Agency: Memac Ogilvy Group Dubai
somewhat, rising to 12.2 per cent in 2010 and so retail and FMCGs will make a comeback. Creative directors: Till Hohmann, PRODUCTION
remaining at a similar level through to 2012. We will see some growth but advertisers will Dalbir Singh Campaign: Link DSL
Egypt, Qatar and Yemen, each with a generally be paying less.” Advertiser: Link DSL—Internet Service
forecast of over 20 per cent growth in 2009, The report also shows how broadband CYBER Provider
are showing the strongest signs of staving access and TV content delivered to mobile Campaign: Blueberry, Inverted Commas, Production: The Producers
off recession in the sector. devices will drive strong growth in the region. The Boss, Powerpoint Director: Mohammed Hamdallah
Sky News opens Dubai base
TMH prospers
DUBAI Sky News has chosen Dubai over Sky News reporter Ashish Joshi (pictured)
Abu Dhabi as the location for its new has been named as correspondent, and will
at print awards
foreign bureau. have a full-time producer and cameraman
DUBAI Brand management consultant
The plan to open a new Middle East working alongside him.
TMH and Rashid Printers picked up
office has been in the pipeline since early Sky’s head of foreign news, Adrian
Design Innovation gongs at the 2009 Dubai
2008, during which time executives from Wells, says, “With the current financial
Print Awards. They were credited for a
the London-based 24-hour news channel crisis deepening every day amongst most
new, elegant swatch book for paper maker
made frequent visits to the UAE to discuss of the world’s leading economies, the
Fedrigoni, conceptualised by TMH design
the move. UAE economy is one of very few examples
director James Wood.
It was unclear whether the network of resilience. This, coupled with current
At the same event, Abu Dhabi Media
would chose to set up in Dubai Media City cultural shifts in the Middle East, make it a
Company’s United Printing and Publishing
or its Abu Dhabi rival TwoFour54. But last compelling region to cover in more depth.
scooped the Gold award in the newspaper
Thursday, Sky said it would open at DMC in It is the perfect time to cement our presence
printing category, for its production of
mid-March. in the region.”
The National.
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www.mediaweekme.com 08 FEBRUARY 2009 / 07
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