Elda Choucair has been named as the new general manager for PHD’s Dubai office. She has been with Omnicom Media Group for close to three years. As group director at OMD, she has been handling some of the agency’s highest profile accounts, including du and Dubai Holding. Choucair has over 10 years of media experience, gained both in Dubai and Jordan. Her mission is to work closely with PHD’s teams to consolidate the business in Dubai and strengthen its position in the market.

Choucair comes at a time when PHD is on a roll, with the agency almost doubling in size since the beginning of the year thanks to the team’s hard work. This was achieved with the strengthening of the Dubai portfolio, through local and international wins, but also thanks to an impressive new business success in Abu Dhabi. PHD also witnessed a solid organic growth from existing clients.

“The time has come to harness the growth we’ve seen in the UAE and capitalize on the excellent results of the past few months,” commented Elie Khouri, regional managing director of Omnicom Media Group. “There has been a great deal of fantastic work at PHD and the team is a powerful asset that will help Elda hit the ground running. Not only is she a people person, she also brings with her solid technical skills and a strong business sense. With Elda’s positive energy to drive it forward, PHD’s team will be unstoppable.”

“Having heard a great deal about PHD’s Pioneering spirit, I am very eager to be a part of it and contribute to further developing the agency,” Choucair explained. “It’s an exciting challenge that I am very eager to embrace. I must thank my current colleagues and clients for the excellent partnerships we’ve established over the last few years and I certainly look forward to creating equally strong ones at PHD.”

Choucair will work closely with Elie Khouri to develop and activate PHD’s plans for the coming years. This comes at a time when the global PHD network is also forging ahead with a renewed energy under the stewardship of Mike Cooper, worldwide CEO. Recent openings have taken place in Australia, Belgium, Italy and Switzerland, as well as several Latin American countries.

“PHD hasn’t lived up to its Pioneering positioning by standing still,” Khouri added. “Our ambition is to be the agency of choice, the destination brand, for clients who want to capitalize on the changing world around us. Like them, we can and want to go beyond the obvious. We are working on a few developments that will illustrate what Pioneering means today, including an enhanced version of our planning framework ETNA.”

Following its string of new business wins earlier in the year, PHD will also witness geographical expansion in the coming months, adding further reach to its fast growing global network.

The appointment is effective immediately.

About PHD

PHD is part of the Omnicom Media Group (www.omnicommediagroup.com), the media division of Omnicom Group Inc. Launched in the UK in 1990, it was acquired by Omnicom in 1999 and now operates in more than 80 countries around the world. Its Middle Eastern office opened in late 2005. PHD’s pioneering approach to communications planning relies on neuroscience and its exclusive planning process and systems, ETNA and neuroplanning.

OKI Printing Solutions, the leader in the global colour printing market, and its distributor in the UAE, Utmost Electronics, announced today that is has signed an agreement to make Precedence Infotech the preferred partner for OKI XF products targeting the UAE’s thriving high end graphics market. Precedence Infotech is based in the UAE and provides world-class professional services and software solutions. The highly advanced EFI XF technology is set to produce new, ground breaking printers which create new standards for speed, quality and performance in the Middle East graphic arts market.

“Working with a dedicated expert channel partner such as Precedence gives us the ability to deliver high quality professional graphic solutions into a demanding end user base that understands colour and print.” said John Ross, general manager, Middle East, India and North East Africa, OKI Printing Solutions. “At the same time it allows our distributor to concentrate on standard IT solutions into other market segments, whilst providing support and services to Precedence as it works with the UAE’s dynamic graphics market.”

The OKI XF solutions is based upon the award winning OKI ES3640 range of oversized A3 digital LED single pass toner based colour printers running EFI XF software. This series enables graphics designers to produce outstanding results as a low cost press for layouts, content and final proofing as well as photographic output and short print runs for brochures, flyers, tickets and many others. 

Commenting on the deal, Mr. Niaz Hussain, Managing Director of Precedence Infotech said: “Becoming a preferred partner for OKI XF products allowed us to complete our range of offered solutions. We see great potential in the Emirates especially with the rise in the graphics sector and the demand for state of the art technology which OKI successfully provides for this segment.”

The ES3640 series is capable of handling the needs of the most demanding users in this market segment. It offers an impressive printing speed of 36 pages per minute in colour and 40 pages per minute in monochrome. Its paper capacities range from 760 sheets to 2350 sheets and it’s also capable of printing on media of up t o 260gsm.  

“Having a partner like Precedence opens many doors for us and OKI into the graphics market.” said Pradeep Kumar general manager, Utmost Electronics. “We are confident that with Precendence on board we will be able to address the challenges of the demanding, fast growing market of graphic arts. We are looking forward for this cooperation to increase awareness of OKI XF products and what it can offer to this specialised sector.” 

OKI is to combine the EFI XF software and supply it to Precedence via Utmost Electronics who will provide service and support to Precedence. On the other hand, Precedence will provide pre and post sales support for the end user, backed by Utmost and OKI.  There are currently three models available within the Oki XF solution range, the ES3640aXF Pro, the ES3640a3XF Pro Lite and the ES3640a3XF. 

Online media may attract increasing ad revenues in the Middle East's diversifying marketplace, but the role of traditional news outlets is still very much intact, says Saudi Arabia-based advertising sales leader Al-Khaleejiah Advertising & Public Relations Co.

'It is inevitable that online advertising will become more established in an increasingly tech-savvy market like the Middle East, but traditional newspapers and magazines will remain the primary advertising tool for global brands in the meantime,' said Al-Khaleejiah's MD Bander Asiri.

Speaking during the 1st Dubai International Advertising Festival, Asiri added: 'Online expansion represents an opportunity, not a threat to established news outlets. The key challenge will be to harness the equity of famous offline titles in the digital space. Web-based and traditional media complement each other, and the potential in the Middle East for publishers and advertisers alike is greater than ever.'

Al-Khaleejiah, which is responsible for the 15 titles put out by the Saudi Research & Publishing Company, including Asharq Al Awsat, Sayidaty, Arriyadiah and Arab News, will sponsor the print media category of the 2nd Dubai Lynx, the Middle East and North Africa Advertising Awards for Creative Excellence.

Dubai Lynx draws on an international jury of creative and media experts, and this year's awards night ceremony takes place on April 2. The 1st Dubai International Advertising Festival, held inside in the Sheikh Rashid of Dubai International Exhibition Centre, will showcase entries into the awards and host seminars and presentations from globally-renowned industry speakers.

Bander Asiri said: 'We're excited to be a sponsor at Dubai Lynx for the first time. Supporting the best advertising talent is critical to the development of the media industry, be it print, broadcast, digital or outdoor.'

Despite storm clouds on the horizon of the international economy, prospects for Middle East advertising are upbeat, with the Olympics and Euro 2008 promising an ad windfall for regional media, especially print media said Asiri.

'In the last World Cup year, 2006, ad sales for the sports daily Arriyadiah saw year-on-year growth of 122 per cent in the summer period, and the regional print advertising market in general grew 12 per cent. This year's sports schedule promises equally rich opportunities for regional media.'

Cooperation aims to boost Raffles Dubai's business portfolio as tourism continues to generate excellent growth prospects for hospitality sector

Al Basel Consultancy, a leading consultancy firm and a member of Al Basel Group, has announced today (Monday, March 24, 2008) that Raffles Dubai has joined Al Basel's pool of high-stakes clients after the two parties signed a consultancy contract that will boost Raffles Dubai's business portfolio in the Middle East. The new agreement is part of Al Basel Consultancy's strategy to partner with prestigious business organisations to strengthen its reputation as a premier consultancy firm in the region.
 
Under the terms of the agreement, Al Basel Consultancy will leverage its extensive regional network, well-placed connections and deep knowledge of the regional market to create awareness of the Raffles brand and deliver more business opportunities, particularly in the GCC market. The cooperation also takes advantage of the excellent performance of the tourism sector, which accounts for up to 28 per cent of Dubai's GDP, presenting excellent growth prospects to key hospitality players such as Raffles Dubai.

"Al Basel Consultancy has prepared a portfolio of premium services specifically designed to increase market visibility for Raffles Dubai in the Middle East, particularly in the Gulf's hospitality sector. This agreement aims to aggressively promote the Raffles Dubai brand in key markets in the region through our extensive network of partners and high-profile connections," said Basel Al Kasem, CEO, Al Basel Consultancy.

"Raffles Dubai can also greatly benefit from Al Basel Consultancy's intimate knowledge of the regional temperament, which will help Raffles Dubai pinpoint high-yielding market segments and boost its competitive edge," added Al Kasem.

Hagop Doghramadjian, GM, Raffles Dubai, commented: "This agreement manifests our strong belief in the expertise and competency of Al Basel Consultancy to deliver the results that we require. In this highly critical market, the premium value offered by a highly reliable consultant is beyond measure, and Raffles Dubai trusts that Al Basel Consultancy has the right tools to improve our business value in this specific region.

The full range of services to be offered by Al Basel Consultancy includes general business consultations, partnership opportunities, market consultancy, advising on marketing tools, consultations to sell or buy shares, targeting important GCC events, and advice and due diligence in all aspects of Raffles Dubai's business including segmenting the right agents for businesses from abroad, indirectly bringing businesses, and boosting Raffles Dubai's portfolio of high-end clients.

Located adjacent to Wafi City, the legendary Raffles Dubai is the latest destination and the only branch in the Middles East of Raffles Hotels & Resorts, a worldwide collection of luxury hotels and resorts and winner of such accolades as "Top 100 Hotels of the World", "World's Best Places to Stay" and "Top 25 Hotels in Asia". Built in the form of a stunning pyramidal structure, Raffles Dubai offers 248 opulent suites, including two royal, four presidential, 24 landmark and 24 diplomatic suites. It also features the unique, one-hectare Raffles Botanical Garden, which depicts the four elements of life – earth, wind, fire and water – promising an enchanting experience to all visitors.

Culinary preferences at Raffles Dubai span the globe through its 11 food and beverage outlets, while it also offers excellent health and fitness facilities with the decadent RafflesAmrita Spa. Raffles Dubai is part of Raffles Hotels & Resorts' seven branches deployed all over the world, including those in Beijing and California, while a total of 13 branches are under development, including branches in France and the Maldives. Raffles also plans to open numerous new hotels in several key cities in the Middle East.

Al Basel Consultancy is the newest member of Al Basel Group, which has a number of business interests in various sectors in the UAE and in the greater GCC region. Al Basel Consultancy boasts a highly competent team of professionals led by the company's CEO Basel Al Kasem, recognised as one of the region's leading figures in real estate consultancy with his comprehensive knowledge of the regional market and hands-on experience with elite projects such as the iconic Burj Al Arab.

Blueprint Communications is considered to be the first Saudi advertising and marketing agency of its kind in the Kingdom and particularly specialized in the field of real estate marketing.

This comes from the belief that being specialized in your field is the first and most important element of excellence and success.

The agency depends on the competencies of Saudi experts in the field of marketing, advertising and real estate development. As well as it provides variety of different advertising and marketing services in the real estate field and this is reflected through the remarkable achievements that has been made since its inauguration and until now. In addition to their current projects, Blueprint is still the exclusive advertising and marketing agency for the 'Headquarters' project that is located on the Corniche, Jeddah, which is going under the development of 'Al-Dar Al-Khasa company.

Mr. Rakan Tarabzoni, the Managing Director of the agency stated, 'After conducting several research studies, we discovered that advertisement needs to be accurately allocated for the provision of specific services that is serving clients in a professional way, hence that we realized the importance of establishing Blueprint Communications as an advertising and marketing agency with the specialty in the field of real estate, which is one of the most important pillars of the international economy. Moreover, Mr. Tarabzoni added ''We always strive to provide the best creative ideas to our customers' by professional Saudi expertise who understand the local market and its trends.'

It is noteworthy that Blueprint Communications was founded by a group of young Saudi businessmen who believe that the successful work is based on the experience and creativity of the working group, and rely on the idea that the field of real estate is changing from being an everyday work to a creative and civilized measure of the evolution of nations.

TNC (Tarek Nour Communications) Group have made a good start to the year with several signings.

TNC now in Saudi Arabia
Tarek Nour, Ehab Shalaby, Ahmed Tarek, Tarek Makhlouf & Karim Nour just returned from a business trip in Saudi Arabia to finalize the partnership between TNC (Tarek Nour Communications) and FULLSTOP.

FULLSTOP is the next creative independent advertising agency established in 2002 by Saudi talents with a growing portfolio of both national and international brands in Saudi with offices in Jeddah & Riyadh.

Brands like Radwa Farms, Rana Hot Chili Peppers, and the Saudi Supreme Commission for Tourism, Dar Al Hekma College, Saudi Post, Dr. Erfan & Bagedo Hospitals, Al Hasana, Al Nahdi Factory, Swatch, and Honda.

Being provocative and having a daring attitude makes FULLSTOP stand out. The word STOP is not just limited to traffic lights and punctuation marks, nor is it just about standing still; it is the power to make a statement. FULLSTOP believes that once you notice quality, you STOP.

In January Tarek Nour gave a speech to over 900 advertising executives at the Jeddah Chamber of Commerce Assembly on January 29, 2008. He was given an award by the president of the Advertising Committee for his contribution to the field of advertising in the Middle East. Karim Nour, GM of TNA and Kasawara Khatib GM of FullStop sat on the panel.

Tarek Nour lectures on mass marketing culture at the MBO in Jeddah

Tarek Nour gave a lecture to the Minaret Business Organization, an international business organization focused on business owners, CEOs, and senior management. Dr. Ghassan Al Sulaiman, International Board Chairman of the Minaret Business Organization in Jeddah presented Tarek Nour with an award and thanked him for his lecture on Mass Marketing Culture.

TN Media becomes exclusive agent for Panorama Drama TV Channel
TN Media just recently became the exclusive agent in Egypt and the rest of the Middle East for Panorama Drama, a new TV free to air satellite channel. Starting March 1st, anyone who has a satellite dish will be able to tune in 24 hours a day to this new channel's never ending broadcast of Egyptian and Middle Eastern episodes, soap operas and serials.

TNS recognized for best creative work in 2007 for MTN
Tarek Nour Sudana (TNS) received recognition and appreciation from MTN Chief Commercial Director Fadi Agha for their great creative concepts and exceptional work on the 2007 'Big Ball' MTN Guinness world record campaign in Sudan.

A judging panel (including Eric Frank, the new Global Creative Director from Jupiter) was set up to review all the creative work from the different operations companies and agencies throughout the MTN network and the winner of the best creative/advertising work completed across the different advertising mediums was MTN Sudan in conjunction with their agency, TNS.

MTN Sudan was also nominated as one of the top 5 countries that have done consistent excellent creative work across all mediums in line with the Global Brand Corporate Identity rules.

Every MTN Sudan and TNS team player received a ticket to attend the AFCON Football finals held from February 8th - 11th in Ghana including travel and accommodation.

DUBAI, January 2008  – Zaman the Dubai based branding consultancy, has embarked on a first of its kind initiative, aimed at awakening Middle Eastern cultural values in a modern context, called Modern East.

Beginning with an art exhibition opening in Dubai’s historic Al Bastakiya on February 2^nd, to be followed soon afterward by a specialist seminar, Modern East will initially be looking at the relationship between the English and Arabic languages. It will also embrace forums, workshops and other activities which promise to stir debate about subjects of importance to peoples’ lives in the region.

According to Grace Yacoub, founder and CEO of Zaman and the initiator of Modern East, the main objective will be to highlight and boost what many see as a new renaissance happening in the Middle East. Through a series of events and a blog, Modern East will trigger an ongoing discussion among figures in the worlds of business, design, aesthetics and public services in the Middle East.

“The idea of Modern East starts with design and all that touches it from lifestyle, socio-economic behaviour and aesthetics,” said Ms Yacoub. “We see Modern East resulting in wide ranging articulations of new ideas inspired by the conditions we are living in – the refinement of traditional concepts and creative expressions inspired by the Middle East,” she explained.

Ms Yacoub pointed out the reality of the business world and the fragmentary character of Arabic culture in Dubai as examples of the need to rethink the current climate whilst preserving local heritage.

“The Arabs left a strong impact on Europe’s learning and culture during the Renaissance and golden age”, said Ms Yacoub. “Conversely, today’s Middle Eastern economy reflects mainly Western values which do not necessarily relate to Arabic identities. We see fragments of Arab culture in the local dress, the way people eat, religion, calligraphy and architecture but many of these elements are slowly disappearing. On the other hand, Arabs are living new realities that will shape their cultures,” she concluded.

While modern Arabic companies and institutions are projecting their futures, the question becomes how they should consider ‘Arabness’ in their identities – a key area which Modern East will strive to explore.

To join the Modern East debate log on: http://zamanmoderneast.blogspot.com/

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The Gulf Chapter of the International Public Relations Association has elected a new board of directors for 2008-2009.

The Brand Union announced that the global agency dedicated to brand mastery has transformed NCCI into Tawuniya.

The Brand Union's initial relationship with Tawuniya has resulted in much more than a superficial name change explains the agency's Head of Strategy, Michael Hughes.

'We wanted to leverage NCCI's brand heritage in Saudi Arabia, where the company has the reputation of delivering dependable, cooperative products and services. We used this status to reposition the new brand in the light of its internal reorganization and renewed market position as the premier insurance company in the country.'

'What we did was to evolve the brand with a new name, identity and created a strong and distinctive personality that reflects Tawuniya's true character and position. The new name and identity takes ownership of the co-operative insurance category and evokes a strong emotional connection to customers,' adds Hughes.

The brand evolution Hughes speaks of stemmed from a number of factors affecting Tawuniya's business including new competitive entry, internal structural reorganization and the insurer's establishment as a joint stock company.

NCCI's vast network and local experience had already ensured that the company was considered as the most trusted insurer in Saudi Arabia. However, The Brand Union still set about researching NCCI's retail and corporate customers, concluding that a course of brand revitalization would consolidate this strong position and eradicate any potential areas of brand weakness.

'The insurance market in Saudi Arabia is very competitive and smaller companies are merging in order to meet the challenges the environment presents. However, our new brand achieves several objectives, the most prominent of which is customer awareness of the changes the company has gone through in the recent past and driving forwards our mission and vision,' commented Ali Al-Subaihin, CEO, Tawuniya.

The result is a stronger brand and The Brand Union continues to further grow its business in Saudi Arabia. In the meantime, Tawuniya's new brand is assisting it in bolstering its strong position in Saudi Arabia thanks to its partnership with the GCC's brand masters.

Impressive work by The Brand Union, which has its Middle East business headquartered in Dubai. On the ground research and regular face-to-face co-operation with Tawuniya, before administering the new brand demonstrated how committed the agency is to this particular market.

'The Kingdom is the largest market in the region and our partnership with Tawuniya is a clear manifestation of our abilities and intention,' points out Hermann Behrens, CEO of The Brand Union.

O2 Marketing Communications is pleased to support the Leaders in Dubai Forum through its involvement as the Official Communications Partner of the event.

The forum will take place November 18th to the 20th at the Dubai International Convention Centre and will feature some of the most influential leaders from across the globe.

The Forum's Director, Mr. Alan Kelly, warmly welcomes O2 Marketing Communications' participation in the event, saying: 'O2 is a fresh marketing agency that has achieved great success through its unique, research-based communications services. Representing numerous distinguished regional companies, it is known throughout the region for its winning reputation. We are honoured to have them as partners of Leaders in Dubai Business Forum.'

Mohammed Johmani, Managing Director of O2 stated, 'This is a great opportunity for us at O2, we are thrilled to be pledging our support for such an influential global event. We seek to participate in prominent events hosted in Dubai and throughout the UAE and GCC; Leaders in Dubai presents an ideal platform wherein we can contribute substantially.'

'O2 will be offering distinct expertise in Marketing Communications in support of this greatly anticipated forum that brings some of the world's most prominent leaders in Business and Finance together,' he added.

Mr. Johmani reiterated his satisfaction of being part of such an exciting event where leading figures will be presenting unrivaled ideas and strategies, provoking thoughtful discussions, and addressing important leadership issues in our evolving world. Furthermore, he added that O2 will be showcased in an exhibition, held the same date and venue as the forum, with a creative stand promoting O2 and their services.

Some of the globe's most remarkable figures, government officials and business executives from the United Arab Emirates, the Gulf region and the world will be featured at this event. This year's headline speakers will be Kofi Annan - former Secretary General of the UN and Nobel Prize recipient, Sir Richard Branson - notoriously successful Business Mogul knighted for his services to entrepreneurship, Steve Forbes - President, CEO and Editor-in-Chief of Forbes magazine, Sallie Krawcheck - Chairman and CEO for Citi Global Wealth Management, Professor Philip Kotler - voted the fourth most influential business thinker by the Financial Times, and featuring the Al Rouad panel debate made up of the leading Gulf Nationals in the world of business.

Durrat Al Bahrain Marina, a world-class residential, leisure and retail development project in Bahrain, has signed a landmark agreement with O2 Marketing Communications that will launch the D1.3bn mega project to centre stage.

One of the grandest real estate projects in the Gulf, Durrat Al Bahrain Marina is the joint venture of Al Khaleej Development Company (Tameer) and Durrat Al Bahrain. Designed to be the most exquisite marina in the Gulf, it will boast state-of-the-art luxuries like waterfront cafes, elegant restaurants, promenades, retail gallerias, and lavish resorts with 4,000 residential units, destined to be a prevailing tourist attraction.

Al Khaleej Development Company (Tameer) is recognized as one of the leading real estate developers in the Gulf. With a long list of housing and industrial projects to its name, including the renowned Bahrain Investment Wharf and Tala Island, it is clear that Durrat Al Bahrain Marina will not disappoint.

The signing ceremony took place in Seef Tower, appointing O2 Marketing Communications as the chosen agency to execute all the Marketing and PR strategies for Durrat Al Bahrain Marina. Mr. Ahmad Al Qattan, Board member of Marina Durrat Al Bahrain & Vice Chairman of Al Khaleej Development (Tameer), and Mr. Mohammed Johmani, Managing Director of O2 Marketing Communications, eagerly signed this appointment, decreeing O2 as the official marketing and PR representative of this key project. With the top executives from Durrat Al Bahrain Marina in attendance, including Mr. Majid Al-Khan, Board member, Mr. Othman Janahi, Chief of Investment Officer and Yasir Al Hammadi, Communications & PR Manager, the ceremony was a successful event.

Based on the agreement, O2 Marketing Communications will launch an extensive marketing and promotional campaign to market the Durrat Al Bahrain Marina project internationally, through comprehensive media channels including satellite TV, newspapers and magazines. All marketing and PR strategies will be based on thorough market research to effectively and brilliantly launch the marina project to eminence.

Commenting on the agreement, Ahmad Al Qattan, Durrat Al Bahrain Marina board member said, 'O2 Marketing Communications was selected to handle the promotional and marketing undertakings of the project due to their exceptional, steadfast reputation and tremendous successes in the field of communications and marketing. O2 has successfully launched a number of big companies in the region to stardom, including its winning PR campaign for Bahrain Investment Wharf. It succeeded in selling nearly the entire project within one year, because of their targeted, research-oriented approach. This campaign earned them the title 'Best Public Relations Agency' at the 2007 CNBC Arabian Property Awards.'

Mr. Mohammed Johmani, Managing Director of O2 Marketing Communications said, 'O2 Marketing Communications is definitely up to the challenge to achieve Durrat Al Bahrain Marina's ambitious objectives. We are very excited about this undertaking, and all of us at O2 look forward to working with Durrat Al Bahrain Marina to come up with a comprehensive, bullet proof marketing and PR plan that will bolster its reputation and propel the marina to world recognition. Scientific research guides all our plans so that we can execute highly targeted marketing strategies. At O2 we have a winning team of young, vibrant marketing specialists. We are very confident in their abilities; they are experienced, ambitious and incredibly creative.'

He concluded by expressing his satisfaction in taking on such a large-scale project that will have a major, positive impact on the economy of Bahrain. He pledged that his agency, O2 Marketing Communications will fight tooth and nail to guarantee immense marketing and PR success of Durrat Al Bahrain Marina.

The Iberotel Group has awarded the marketing and branding consultancy to a joint relationship between two local hospitality specialist agencies: Genius Loci and Fusion Marketing Management.

Genius Loci, a newly formed leisure and destination branding consultancy based in Dubai, is specialised in the branding of large scale themed hotels, resorts and developments, together with the hospitality and tourism marketing agency, Fusion Marketing Management, they offered Iberotel a fully integrated solution to meeting the branding and marketing challenges of a new themed luxury property in the Emirates.

The branding and marketing services covered everything from brand positioning and communication strategy to design of all operational collateral elements of the property, inclusive of nomenclature, identity and collateral design for the food and beverage outlets, bespoke themed signage and the communication of the resort through PR and advertising in the Gulf region.

The brand strategy and management strategy of the resort created the opportunity to utilise a distinctive resort property brand approach, as opposed to the monolithic branded approach typically utilised at the other resorts operated by the holding company. The resort branded approach allows for engaging and intriguing destination specific experiences and design, thereby allowing for a distinctive and themed approach in the delivery of the brand and the creation of the Destination Story.

In developing the brand for the new property, the challenge was to integrate the regional and local culture, influence and geography into the design elements, communication and resort experience. The Moroccan influenced design of the property itself offered a myriad of colours, textures and presumed experiences to the design output. A combination of all these influencing elements allowed for the creation of a solid and flexible brand platform.

'The approach to this gem of a resort, like many other themed destinations, is a thorough consideration to all aspects of design and the delivery of the future consumer's resort experience. Visitors to a resort don't remember attributes, they remember experiences, and this is exactly where the necessity for a fully integrated and considered branding solution is most effective,' Graeme Erens, Principal Partner at Genius Loci.

In considering the operators needs, the overall ambition of the resort and the environment in which it exists, offered the brand and marketing manifestations the foundation to deliver on the requirements of creating a truly unique experience that is not only believable and consistent, but also intriguing and ultimately enjoyable. The launch advertising for example communicates the destination very much from a lifestyle and experience point of departure and is less focussed on the physical attributes of the place itself.

'Physical attributes can always be copied, a truly unique experience is far harder to imitate. The campaign has kept the reservation phone lines ringing non-stop,' added Graeme Erens.

The success of this property will ultimately rely on the actual delivery of the product and experience to the consumer during their stay, but the integrated approach to the branding and marketing has once again made it quite apparent that utilising the expertise of agencies well experienced in the field is essential in gaining that market share required for ultimate success.

Miramar al Aqah Beach Resort in Fujairah is open as of early November.

The new Miramar al Aqah Beach Resort on the UAE's East coast represents firstly the bold entry of the Iberotel Group into the ever-increasing competitive hospitality market of the region and secondly that the UAE's hotel and tourism boom has moved well beyond Dubai. The five star Miramar resort, once fully complete, will be a multi-facility property with two hotels, a souk and amphitheatre catering to the region's desire for high quality weekend getaways and the MICE market's needs for exceptional conference facilities.

The Moroccan themed resort, with its low level Arabian influenced architecture, rests comfortably and unobtrusively between the Hajjar mountains and the Gulf of Oman on Fujairah's prime resort beach strip. Offering the visitor a welcomed familiarity in its approach to hospitality and sensitivity to regional design. Even though the property has over 250 rooms, the warmth and feel of the environment reminds one of a quaint and delightful boutique-like hotel, a place to just relax and hideaway from the world for a few days.

The Egyptian group Iberotel, who already have numerous properties on the Red Sea and elsewhere, both themed and contemporary, operates Miramar Al Aqah Beach Resort. The challenge for the operator was to develop a premium resort property in a market that is highly competitive and resultantly often sceptical and spoilt for choice. The core branding challenges were to introduce a fairly unknown operator to the market, develop a distinctive property personality and brand positioning and achieve this for a region of the Emirates currently not associated with many premium resort offerings.

Genius Loci is a leisure & destination branding agency based in Dubai that helps their clients create and deliver their brand and experiences at all consumer interaction levels within an environment, before, after and during a visit.

Fusion Marketing Management is a specialised hospitality and tourism-marketing agency assisting their clients in launching and communicating destinations to all relevant markets for the region.

After the successful launch last year of the 1st Dubai Lynx, the Middle East and North Africa Advertising Awards for Creative Excellence, the organisers will extend the competition to a 3-day Festival in 2008.

The 1st Dubai International Advertising Festival will take place from 31 March to 2 April 2008 in the Sheikh Rashid Hall at the Dubai International Convention and Exhibition Centre, U.A.E. Presented by the Cannes Lions International Advertising Festival together with their regional partners, Motivate Publishing, the Dubai International Advertising Festival is held with the support of Dubai Media City ( DMC ) and in association with the UAE Chapter of the International Advertising Association (IAA).

The Festival will include a seminar programme featuring top international speakers, a series of topical workshops, exhibitions and screenings of the competing work and will culminate in the 2nd Dubai Lynx awards on the evening of 2 April.

Philip Thomas , CEO of the Cannes Lions International Advertising Festival, said, 'We are hugely excited to be working with the creative community in the Middle East and North Africa to generate a great networking platform, as well as helping to raise the creative bar in the region. After last year's overwhelming response to the awards, we are in no doubt that the region will embrace the idea of a fully-fledged Festival.'

'To complement the Dubai Lynx awards and to bring to the Festival an extraordinary learning experience, we will be introducing a fantastic line-up of seminars and workshops presented by a host of leading international and regional industry figures to focus on topical issues. We'll also be launching a Young Creative Print Competition and adding a Media category to the competition', commented Steve Lane, the recently appointed Festival Director.

Leo Burnett Kuwait announced today that it will help introduce Nando's restaurant brand to food lovers in Kuwait.

The agency has been appointed to develop the launch campaign and ongoing brand building communications for the South African restaurant chain known for its flame-grilled chicken, Peri-Peri hot sauce and Barcelos Cockerel rooster mascot.

Reflecting the creative innovation of Leo Burnett and the versatility of Nando's advertising globally, one key element of the multimedia communication program will be a viral marketing campaign, the first to be executed in Kuwait.

'Nando's is about great food and a great atmosphere inspired by an appetite for life and love of laughter and eating. This must carry through in all of our communications, and so we need an extremely creative agency that demonstrates lots of passion and dynamism,' said Choji Lamba, Managing Director, Nando's Kuwait.

'Leo Burnett showed they were the ideal partner for us as we introduce the special Nando's dining experience in Kuwait,' said Suhail Gidwani, CEO, Nando's UAE.

The restaurant industry is registering strong growth in Kuwait, a situation that means new and existing eateries must work harder to fill their seats through communication campaigns that offer something distinct from the clichéd and generic food quality claims.

Jad Hindy, General Manager of Leo Burnett Kuwait, said, 'Not only is the industry increasingly crowded, but Nando's is a brand that is world-renowned for its advertising campaigns. This makes for an exciting and challenging atmosphere that our enthusiastic team has fully embraced. Nando's is a fun brand to work on and offers lots of creative opportunities that have already inspired our team here.'

The appointment represents Leo Burnett's first food client in Kuwait.

Kamal Dimachkie, Managing Director of Leo Burnett Dubai and Kuwait, said the win not only reflects the agency's commitment to the Kuwait market but also the depth of expertise in the agency's local office. 'The Nando's account demonstrates our ability to bring creative solutions and introduce lateral ideas to this evolving market.'

The campaign, set to break in the fall, will use a variety of media, including print, outdoor, ambient and online.

USAID-funded Sustainable Achievement of Business Expansion and Quality Program (SABEQ) through its Deputy Chief of Party Carol Swan and the CEOs of six companies have signed individual indefinite quantity agreements to provide the marketing communications series for the coming four years.This is in line with SABEQ's objective to create opportunities for Jordanians.

The six companies were selected after an open competition process beginning with a request for proposal that was issued in June 2007. The companies selected to support the USAID-funded SABEQ Program in its initiatives are: Asdaa', Insight, I Relations, Borouj-momentum DDB, Prisma, and Razorview.

The selected companies will provide services in support of the SABEQ Program objectives in a variety of communications consulting activities, including, but not limited to the strategy development and planning for the public awareness campaigns as called for in SABEQ's Year 2 work plan. These awareness campaigns will support the efforts in key sectors such as Agriculture, Medical Services, Pharmaceuticals, Business Process Outsourcing (BPO) which concerns Contact Centers as a segment. In addition the campaigns will work to change mindsets among Jordanians relative to the perception of employment barriers.

Speaking at the event, SABEQ Program Chief of Party Rodrigo Ortiz noted the importance of such partnerships with local firms, 'The focus of our work in Jordan is in part to increase people's awareness regarding opportunities in the various areas of employment, and to encourage them to take pride in their work and to do that work well. We all have here an opportunity to tap into the talents and expertise of Jordanian firms to reach this goal.'

SABEQ's focus on various sectors is designed to improve productivity each on the sector to facilitate growth of the Jordanian economy. The other sectors the program is focusing on include: architecture and engineering, ICT, packaging, financial services, local economic development, as well as apparel and light manufacturing. The program is also involved in the crucial topics of water, energy and environment conservation.

The USAID-funded Sustainable Achievement of Business Expansion and Quality Program (SABEQ) is a five year broad economic development initiative implemented by BearingPoint, Inc. and a sizeable team of international and Jordanian partner firms. By both supporting improvements in the business environment and providing assistance to expand innovation and productivity in Jordanian businesses, to support the main objective of building up the private sector as a powerful engine of economic growth.

Raee Public Relations aligns with TNS Middle East for consumer insights research - Public relations consultancy to use TNS' 6th Dimension online research to build brand strategies for clients.

As consumers develop increasingly bigger blind spots for communication messages, brand owners and marketers are resorting to every means in the book - and outside it - to communicate with a highly disintegrated, varied and segmented base of audiences.

Public relations, which has gradually developed in the region from a press release service to a strategic tool for driving a brand's growth, now deserves center stage in every marketers tool kit. But to achieve this status, it has to first demonstrate effectiveness, accountability and consistent ROI's.

Raee Public Relations recently signed a strategic alliance with TNS (Middle East), the world's largest consumer insights and research company, to use TNS' 6thDimension online panels for generating consumer intelligence. The research will be used by Raee PR to create brand strategies for several of its clients using the firm's proprietary Opinion Management Model™ as well as to evaluate campaign performance.

'Next generation marketing requires not just a clear understanding of who the consumer is but also a detailed analyses of how she /he will act when exposed to certain communication stimuli,' said Ahmad Naved, Partner & GM at Raee.

'TNS' 6th Dimension is a research tool that taps into the opportunities offered by the Web 2.0 generation - consumers who are consciously and voluntarily participating in a dynamic and ongoing discourse with brands. While traditional mediums of research are still valid today, 6thDimension offers excellent speed-to-market including great value.' he added.

Commenting on the tie-up, Steve Hamilton-Clark, TNS' Managing Director Middle East and North Africa said: "We have been around to see the development of the communication industry in the Middle East to a level of sophistication where they now feel a need for a deeper understanding of the consumer's mind. I am positive that this use of research by Raee Public Relations can only benefit the brands they service - adding credibility and value to their offerings by basing their strategies on solid consumer insights."

What is opinion management?
The difference between building brand perception - the key task of traditional advertising - and brand opinion is significant. While perception is broad based and spreads evenly amongst everyone who is exposed to advertising messages, opinion is personal to every group of target audiences. Another key difference between the two is that while brand perception is key to awareness, the actual purchase decision depends on favorable opinion of the buyer - what an individual or group of individuals think of a brand. In the contemporary world, with highly disintegrated media and fast information flow, opinion counts a lot more than just perception when it comes to making a favorable impact on the business.

Raee PR has been using research as a strategic tool while applying its Opinion Management Module™, in several different ways:

• To understand the trigger points that can influence the opinions of a particular target audience
• To gauge the impact of a particular PR campaign
• For issues management
• To strengthen PR's accountability

'When Raee came to us looking for a robust and ongoing research solution for their Opinion Management Model™ which the PR consultancy uses to build brand strategies for their clients, we had no hesitation in recommending 6th Dimension, the world's foremost online research panels,' said Kaushal Upadhyay, TNS Group Account Director - 6th Dimension.

'Online panels provide market researchers with the ability to gain full control of very large panels; thereby, permitting more timely and effective research than before.'

Leading online media agency in the Middle East announced that it has been named a Google Advertising Professionals Qualified Company.

Qualification status is only granted to companies meeting specific qualifications set by Google. The firm passed Google's advertising certification program, which included a comprehensive exam and demonstration that the staff can effectively manage a variety of Google AdWords accounts.

Search Marketing function at the agency is run by a team of highly qualified and experienced professionals who has been certified as Google AdWords Professional Individual.

Mohammad Itani, Head of Media says, 'We are extremely delighted that we have attained Google Qualified Company Status. It proves that we have the experience, skill and knowledge to deliver effective and profitable paid advertising campaigns for our clients.'

'We would like to see more and more digital agencies and search marketing firms in the region to become qualified Google AdWords Professional Companies. A certification like this one from a credible third-party like Google will help increase overall industry professionalism and also bring in minimum threshold to gauge suppliers.

Neo Digital creates and manages paid advertising campaigns across multiple networks, including Google, Yahoo! and MSN. In all paid advertising campaigns, Neo Digital focuses on maximizing the return on investment for its clients, delivering the most highly targeted visitors possible to its clients' sites.

SEM spend at Neo Digital in 2007 has gown up by over 200% than in 2006 and still the count is on for a strong 3 more months to the year end.
Neo Digital with its experience of managing pay-per-click management for than 50 clients worldwide continues in its path of providing better search marketing service levels.