Leading Communications Planning & Implementation Agency, Mediaedge:cia (MEC) MENA, has won a competitive six-way pitch to become Canon Middle East's media handling agency for 2007.

This is a significant win for MEC MENA as a part of a comprehensive three-month pitch process to manage all media planning and buying activity across Canon's 16 key markets in the Middle East, North Africa and Levant regions. Last year, Canon accounted for more than US$4 million in advertising spend in the region (Ipsos monitored figures), with plans to strongly reinstate communications campaigns for 2007 and beyond.

MEC MENA International Business and Development Director, Yves-Michel Gabay, said he was proud to be named media partner to Canon Middle East as the win further extends MEC's involvement with Canon in more than 19 European countries since 2000. This major account win also reinforces MEC's position as Global Media Agency of the Year, named by the USA's Advertising Age and Adweek in 2006.

"Gaining Canon Middle East as a key client is a great coup for MEC MENA," Mr Gabay said. "MEC has been awarded for its strategic handling of Canon in Europe year after year. Add to this our local expertise and proven 'active engagement' philosophy, and MEC MENA is equally well placed to achieve Canon Middle East's goal to further cement its leading brand position across the region."

Canon Middle East Regional Head of Marketing, Mr Mohamed Salama, said: "Canon Middle East was impressed with the MEC MENA team's creative energy behind providing a strategic way forward for our media communications. A further strength is the history MEC and Canon has shared in Europe in knowing our brand, and achieving significant results and industry accolades."

"Canon Middle East is working towards a strong communication campaign in 2007 to build closer relationships with consumers and companies in the region and we look forward to working with MEC on this united approach."