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Advertising/Markarketing/Media/Publicetineting/Media/Public Relationsg/Media/Public RRelationsele ations Issuesusue 0046e 00004646 18 October 20091818 OOctoberctober 22009009
The Brand Union’ion’s Free sweets and How the Oil Baronsns
Hermann Behrens on rens on friendship can help Ball marketed itself toelf to
why family businesses sinesses small brands compete attract bling, bigwigswigs
are the next ‘big thing’big thing’ with the big boys and benevolence
p12 p14 p22
Al Ittihad plans
Yahoo! to
run Arabic
$1.6m relaunch
ad campaign
The UAE’s oldest paper celebrates 40 years with full redesign and marketing drive
By PAUL McLENNAN old but is becoming more modern—it
UAE Al Ittihad, the oldest newspaper in will now appeal more to younger read-
the country, is being treated to a Dhs6 ers, without alienating existing readers.
million ($1.6m) makeover and marketing In terms of content it’s institutional—the
campaign to mark its 40th anniversary. paper of record.” He adds, “It was crucial
A redesigned, full-colour version of to get the balance right between a new
the Arabic daily, which is owned by Abu contemporary look for Al Ittihad while re-
Dhabi Media Company (ADMC), will be specting its rich, 40-year heritage.”
unveiled at a lavish ceremony at Emirates Lacava Design, the team involved with MIDDLE EAST The new Ara-
Palace on Tuesday. designing ADMC’s English language bic-language Yahoo! Maktoob
Under the guidance of editor-in-chief daily The National, also redesigned Al website is to be launched with
Rashid Saleh Al Orimi, the paper will Ittihad. a regional version of Yahoo!’s
boast a fresh editorial layout with new Karim Saeed, marketing director for $100 million “It’s You” global
masthead and typography. Its style will be publishing at ADMC, says the company TVC campaign.
more photo-led than the old design. The is launching a country-wide outdoor Maktoob general manager
tagline ‘Al Ittihad lekol al Watan’ (or ‘The advertising campaign. He adds, “There Ahmed Nassef (pictured) says,
Union: for all the nation’) will remain. will be three TVCs, we are going heavy “We’ll go heavy [on advertis-, has also been refreshed. with PR and there will be a huge launch ing] when the homepage and
Al Ittihad, which translates to ‘The Un- event on Tuesday for 600 VIPs. The re- email are ready in Arabic. The
ion’ in English, was launched on October design and marketing spend is around “It’s You” advert will definitely
20, 1969—even before the UAE was offi- Dhs6 million.” be in Arabic, with recognisa-
cially formed in 1971. In order to achieve faster distribution ble pictures of Arabs.” The ads
Gavin Dickinson (pictured), executive throughout the UAE, Al Ittihad will be won’t appear soon though,
director of ADMC’s publishing division, published at the new ADMC-owned UPP as work on the website isn’t
tells Media Week, “Al Ittihad is 40 years facility in Shahama, north of Abu Dhabi. expected to be finished until
“the first half of 2010”.
Clients ‘misled’ by ad agencies’ branding claims
can now officially state is has
16.2 million unique users, af-
MIDDLE EAST Advertising Hermann Behrens, CEO “Unfortunately, clients are Ashish Banerjee, du’s vice ter its first BPA audit figures
agencies are misleading their of The Brand Union Middle often very easily misled into president for brand and com- were made public last week.
clients by making exagger- East, says that in the midst of thinking that they’re receiv- munications, last week gave an
ated claims about additional the recession ad agencies are ing the same level of delivery address at the IAA in Dubai on
‘branding’ services, according pressured to offer more serv- from an advertising agency as this subject. “I don’t think ad
to the regional head of a glo- ices like branding—leading to a branding consultancy,” says agencies are equipped to design
bal brand agency. “confusion” among clients. Behrens. a brand experience,” he said.
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