It was all action at Memac Ogilvy Lebanon as its staff was put through a rigorous two-day workshop. The training, which took place at Memac Ogilvy’s offices in Lebanon was aimed at empowering members of the newly established OgilvyAction division with the latest industry tools and information as well as inducing them into the growing discipline processes and procedures.

Launched in Beirut in July 2009, OgilvyAction is the brand activation arm of Memac Ogilvy that focuses on driving sales and building brand equity for its clients. The fairly new discipline looks at developing a deeper understanding of modern consumer behavior and the dynamics between shopper, brand, and retailer.

The workshop, given by Regional Director of OgilvyAction Claus Adams, took employees through the main principles of the discipline, including “closing the sale”, “influencing customer behavior”, and the “last mile”™ that shoppers take from their home to a store.

Commenting on the workshop, Managing Director Naji Boulos said that it showed the serious intention of Memac Ogilvy Lebanon to get this department up and running in the country. “This training marks an integral step in the formation of the OgilvyAction unit in Beirut and has armed the team who is now fully equipped to hit the ground running and demonstrate ways through which we can help our clients during these times of economic stress through this highly sales-oriented discipline.”

OgilvyAction has already witnessed huge success in Africa, Asia Pacific, Europe, Latin America, North America and the Middle East region where clients such as BAT, Chili’s, Unilever, Kraft, KAEC, Kimberly Clark, Mars, BP Castrol, Heineken and Coca-Cola are beginning to tap into what OgilvyAction labels “Winning in The Last Mile”™ – a marketing term that signifies the defining moment when the potential consumer becomes an actual buyer of a product.

“Lebanon is a relatively evolved market in which clients are becoming more and more marketing savvy and we are confident they will grow to understand and value the positive impact OgilvyAction can have on their business.”

Already well established in Dubai, Jeddah, and now Lebanon, OgilvyAction is also being launched in four other offices around the MENA region by 2010. This latest expansion drive is part of Ogilvy’s 360 marketing philosophy that offers more comprehensive advertising solutions to its clients.

With 62 offices in 46 countries, the result of OA's involvement in each company has culminated in a string of prestigious events, high-profile coverage and awards, such as a Gold Ex Award, a Silver Reggie Award for the “Brew Some Good” Campaign for Maxwell House, the GEMAS Effie MENA Grand Prix Award and a Gold in the ‘Automotive’ category for ACDelco’s ‘YES Campaign’ as well as two Gold Effies for the launch campaign of Pond’s in the GCC in the ‘Non-Food FMCG’ and ‘Best New Product Launch’ category