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Instant communication on a global scale, provided by social media, could be classified as the current epitome of communication. While actual start date of social media is debatable, its effects on the region have certainly been profound.

Global ad holding company Omnicom Group has reported a 10% gain in net income for the fourth quarter of 2011, totaling nearly $272 million on a 7.4% gain in revenue to $3.85 billion. Furthermore, the company has reported a net income increase of more than 15% to $952.6 million as revenues climbed 10.6% to almost $13.9 billion for 2011.
Following a closely fought three-way pitch, Beiersdorf Middle East FZCO (BME) has awarded OMD, part of the Omnicom Media Group, its media buying and planning account for 2007 onwards.