MIDDLE EAST
30 QUIZ
21 December 2008
THE QUIZ
:
2008
Do you know your Ghossoubs from your Trads? Your Memacs from your Impacts? Test your industry knowledge with
our year-end quiz.
WHO SAID THAT?
Quotes from the pages of Media Week
1. “I’m all for the gutsy female appointment. We’ll
proudly dropkick that happy Getty Image family the hell
out of this region. But most importantly we’ll spread
the thinking to those on our watch. The hunger. The
desperation. The balls. So when the client says, ‘I think
this idea is too clever,’ they’ll follow their fearless CD’s
lead and reply, ‘Yeah? Only for you.’”
a) Chantal Azzi, managing partner, Muse
b) Tanya Dernaika, strategic planning director, Memac Ogilvy
c) Razia Essack, head of copy, The Tribe
2. “The problem in this region is that a huge percent-
age of the work is being done for awards; we’re doing
what the rest of the world is doing but in a ridiculously
disproportionate manner.”
a) Joseph Ghossoub, CEO, The Holding Group
b) Dani Richa, regional COO, Impact BBDO
c) Ed Jones, creative director, Saatchi & Saatchi, Dubai
3. “Everyone loves it when some cocky journo makes
a stupid mistake, and everyone loves slagging off evil
media bosses.”
a) Dave Robinson, CEO, Hill & Knowlton
b) Meejatramp, moderator, Dubai Media Observer
c) Martin Newland, editor, The National
4. “Luxury goods advertising is everywhere in this part
of the world. It’s become wallpaper. It’s not advertising
at all. It’s publicity. They all talk in the same monoto-
nous voice. They drone on about prestige, indulgence,
blah, blah, blah… They’re devoid of wit and charm. They
fail to engage. They’re ignored. The client’s money is
wasted.”
a) Mike Sands, creative director and partner, Face to Face
b) Shehzad Yunus, chief creative officer, Pirana
c) Andrew Durkan, creative director, The Tribe
5. “A pitch is like a quickie. You go in, you make an
impression—whether good or bad—you leave and then
you just wait for the guy to call you back the next morn-
ing.”
a) Manal Khater, planning director, Leo Burnett
b) Joanna Chaker, art director, FP7
c) Anna Donnison, consultant, Impact Porter Novelli
6. “Local PR has no big personalities. They are all face-
less apparatchiks, hiding behind their clients. We need
people who can shake things up.”
a) Mamoon Sbeih, managing director, Jiwin
b) Anil Bhoyrul, editorial director, ITP
9. “My London colleagues encouraged me to use the 3. Which agency won the Direct Grand Prix (picture
c) Frank Kane, (then) director of business media, AMG
word ‘merkin’ with complete confidence in a key client below)?
meeting to describe the rather changeable weather. a) Wunderman
7. “You’d have to be an idiot not to get a global brand
I should have Googled it first, as it transpired. A little b) Bates PanGulf
out of this company. This isn’t brain surgery. We’ve got
knowledge…” c) JWT Dubai
this wonderful product, so we have a wonderful time
a) Martin Newland, editor, The National
presenting the brand.”
b) John Deykin, CEO, TMH
a) Mike Simon, senior corporate vice president for com-
c) Abdullatif Al Sayegh, group CEO, AMG
munications, Emirates
b) Thomas Lundgren, founder, The One
c) Shaun Oliver, business development manager, Freej
DUBAI LYNX
1. Which agency was named Agency of the Year?
8. “You can say, ‘I’m modern! I’m changing the world!
a) FP7 Doha
I’m a revolutionary!’ But I consider us to be the revo-
b) JWT Dubai
lutionaries. We are where we are today because we did
c) Face to Face
something right. The old dinosaurs did something good,
2. Which agency was responsible for over 10 per cent of
and we are still alive.”
the 2,023 entries?
a) Eddie Moutran, CEO, Memac Ogilvy & Mather
a) Memac Ogilvy
b) Raja Trad, CEO, Leo Burnett
b) The Tribe
c) Joseph Ghossoub, CEO, The Holding Group
c) JWT Dubai
www.mediaweekme.com
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