Fox International Channels (FIC), the world's leading producer and distributor of branded entertainment, selected three of the Leo Burnett Group of companies' MENA agencies to handle its regional communications including the launch of Fox Movies - the movie channel from the movie makers - which started broadcasting in May.

Speaking on the triple appointment, Rohit D'Silva General Manger of FIC Middle East FZ LLC commented; "All three of Leo Burnett's agencies exhibited a profound sense of enthusiasm, dynamism and passion for the Fox brand, while demonstrating the many ways that our brand messages could be creatively communicated across the region.

"Overall, we were inspired by the innovation that the Leo Burnett Group of companies stands for, and the fact that together they offer seamlessly integrated communications across their entire brand portfolio," he added.

The celebrated Fox Movies channel, the first to be launched by FIC, offers viewers world-class movie entertainment brought to the region through a partnership between the successful local group, Rotana Media Services (RMS) and the internationally well-known Fox International Channels (FIC).

Kamal Dimachkie, Managing Director of Leo Burnett Dubai and Kuwait speaking on behalf of the Leo Burnett Group of companies said; "We are passionate brand builders and are thrilled to offer our unique blend of capabilities - that will generate and deliver maximum impact for the brand - all from under one roof. Alongside our Group-wide practice of innovation, our collective creative ability to build brands will affirm Fox Movies' position as the region's leading movie channel and a brand name synonymous with the best in entertainment."

Fox Movies is the region's latest free-to-air channel, available on Nilesat N101 11.766 GHz Horizontal and Arabsat BADR03 11.843 GHz Horizontal, providing discerning Hollywood viewers across the Middle East world-class, non-stop movie entertainment.

The new channel offers the region's movie lovers an innovative range of viewer-choice components and interactive viewing experiences. Viewers also have access to the Fox Movies website www.foxmovietv.com, where movie lovers can enjoy a fun forum to gather information on movies, participate in contests, and browse upcoming Fox Movies listings.

FIC complements the Group's broad base of clients in the MENA region, which span a number of different industries.

Leo Burnett Middle East North Africa (MENA) held its 2007 Annual Plan Meeting in Lebanon despite the tragic events that shook the country two months earlier as a sign of faith in the country and the agency’s unshakable spirit.

The meeting, presided over by Tom Bernardin, CEO of Leo Burnett Worldwide, brought together Farid Chehab, Chairman MENA and Chief Creative Officer CEEMEA (Central & Eastern Europe, Middle East & Africa), Raja Trad, CEO MENA region, with members of the MENA and the European region management teams.

During his two day visit, Mr. Bernardin insisted upon the importance of holding such a meeting in Beirut, which has proven time and again to be a city for the ages and a city that breaks through the clutter by defying all challenges to create world-class advertising. But most importantly, he wanted to demonstrate through his visit his and Leo Burnett Worldwide’s personal commitment to the Beirut agency and its staff.
Taking the floor at a gathering attended by all Leo Burnett and MS&L Beirut staff, Tom Bernardin said: “I am truly amazed by the outstanding creative results delivered by the Beirut office throughout the past two years. Despite the difficult and dangerous working conditions, the Beirut affiliate for Leo Burnett was committed to constantly delivering exceptional advertising, and with its creative results it kept standards as high as ever with inspirational ideas that were on a truly international level.”

Raja Trad, CEO of Leo Burnett MENA region was quoted as saying: “We are sincerely thankful to Tom Bernardin for choosing to hold the annual plan meeting in Beirut. This yearly gathering could have been done anywhere in the region, but despite the risk of having it in Lebanon, Tom insisted on holding it in Beirut as a sign of faith in our country and in the agency’s staff.”

Founded in Chicago in 1935 with eight employees and three clients, today Leo Burnett Worldwide, Inc. operates a global network of over 200 operating units across 83 markets, including 97 full-service advertising agencies and a variety of specialty marketing services including direct, database and interactive marketing, sales promotion and brand consulting. Leo Burnett's mission is to be "the best in the world, bar none, at turning brand buyers into brand believers," and does so utilizing its proprietary Brand Belief System. Leo Burnett currently handles many of the world's most valuable brands including McDonald's, Walt Disney, Marlboro, Kellogg’s, Tampax and Nintendo.

Contact:

Jo Chemali
Manning Selvage and Lee PR, Beirut
Tel: +961 1 205350
Fax: +961 1 215793
Email: jo.chemali@beirut.mslpr.com