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www.mediaw.mediaweekme.ceekmeeekmmee..cocoomm Issue 003030
UNSUNG HEROES BE PREPBE PREPAREDARED WHEN MUM’S
OF THE MEDIA FOR EXPOR EXPANSIONANSION THE WORD
From billboard fixers to Why BE International’Why BE International’s A look at how adverts
newspaper delivery staff, Shadi Bteddini will be hadi Bteddini will be exploit the fact that it’s
we meet the industry’s spending even more pending even more the mothers who hold
front-line workers time travelling me travelling the purse strings
p12 p16p16 p18
High hopes
for JWT boss
New managing director Rabi’ Sweidan says he has been
appointed to grow business, not wield the axe
By PAUL McLENNAN office is looking in good shape. when there’s not much in the
DUBAI Rabi’ Sweidan, the “We are in a very healthy situ- way of growth. Before it was
newly appointed managing ation and our organisation is easy, but growing in times such
director of JWT Dubai, says he quite lean,” he says. “We will as these will be challenging. We
has been brought in to grow have to expand the business but cannot afford to do what people
the business—not to oversee how do you do that in the cur- did before, which was to go run-
rounds of redundancies. rent crisis? It could mean open- ning after everything. Instead
Speaking exclusively to Me- ing a new office, and when the we must be more choosy about
dia Week, the former worldwide opportunity comes then that how we focus our growth.”
account director of Saatchi and will happen, but at this stage it’s The overall goal for Sweidan
Saatchi Paris says, “I’ve not sustainable growth we are look- is to raise the level of creativity
been made the axe man. I’ve ing at. I’m talking about grow- and competitiveness at JWT, so
been brought in to improve the ing what we offer to clients.” that the agency stands out from
quality of our offering and I will Prior to joining JWT as man- the others within the region.
do whatever it takes to make aging director, Sweidan spent “This is about taking JWT to
that happen.” 17 years with Saatchi & Saatchi where we want to be,” he says.
Sweidan says a number of in cities across the globe, in- “Rather than just the region, we
redundancies—some volun- cluding Paris, Frankfurt and want to be competing with the
tary—were recently made as Sydney. “This is my first assign- world and with the kind of work
part of a “mild reorganisation”. ment outside Saatchi,” he says. you see coming out of Latin
And now, the Beirut-born Aus- “The biggest challenge will be America and Asia. Our bench-
tralian believes JWT’s Dubai managing an agency in a time mark will be higher.”
Hohmann named the ‘Big Won’ in awards rankings
MIDDLE EAST Memac Ogilvy director, although organisers emony organised by The One York, the event had only one
Dubai’s Till Hohmann (pictured) were last week deciding wheth- Club in New York. The agency UAE finalist, JWT Dubai, which
has been ranked the world’s er to demote him following the picked up the gong for its Yel- was nominated for its Nicola Fi-
number one executive creative ‘fake ads’ controversy at this low Pages “Colours of Life” ads. netti print campaign.
director by The Big Won, which year’s Dubai Lynx Awards. The One Club also organises
lists agencies on the number of Meanwhile, Grey Dubai The One Show international
awards they have won. clinched Silver in the Outdoor ad awards bash—renowned
FP7 Doha’s Fadi Yaish was Campaign category at One as having tougher criteria than
ranked number one creative Show Design, an awards cer- Cannes Lions. Also held in New
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