Mediaedge:cia (MEC), the leading global media agency, launched a new specialised sport, entertainment and cause marketing business division in the Middle East, known as MEC Access.

At a press conference in Dubai, Charles Courtier, Global Chief Executive Officer of Mediaedge:cia, said: 'The new division will offer clients a one-stop shop for the creation and delivery of strategic partnerships and sponsorships across nine different platforms, including the arts, brand-to-brand, broadcast, cause, celebrity, film, gaming, music and sport.'

Mediaedge:cia, part of the WPP Group worldwide and The Holding Group (THG) in the region, also announced that MEC Access has been appointed by Sony Electronics' sports marketing business in the Middle East and will be responsible for managing the activation of its football sponsorships across the region.

In a short time, MEC Access Middle East has already secured billings of over US$4 million with pan-regional and global MEC clients.

Mark Warne, a key member of the team at MEC Access London, has moved to Dubai to take on the role of Strategy Director in the Middle East.

He will work alongside Planning Implementation Director Leena Kewlani, both of whom will be jointly responsible for the development of the MEC Access offer across the Middle East.

Warne and Kewlani were instrumental in Mediaedge:cia's recent appointment by Sony Electronics in the region and will be fully involved in the programme activation.

Joseph Ghossoub, President and CEO of THG, said: 'There is an increasing need in this market for specialised and unified sport, entertainment and cause marketing services in media management. MEC Access will work across traditional and non-traditional media and provide our clients extensive expertise across all platforms.'

'Globally, sponsorships are growing faster than traditional advertising, and this trend is becoming increasingly visible in the region. Brands will increasingly need to create and own properties and platforms to break through the existing clutter, and showcase their products in a unique and innovative environment,' said Mohan Nambiar, Managing Director, Mediaedge:cia Middle East

'Our aim is to create and develop concepts whereby consumers can actively experience the benefits of a particular product or brand through sponsorships. Our focus is on the consumer's perception of a particular brand, and how they will integrate the product in their lives, to the point that they become brand ambassadors. We encompass all the traditional marketing mix elements within our concepts; with MEC Access, we strive to take this to a whole new level. We are extremely excited about this new regional offer,' concluded Yves-Michel Gabay, International Business and Development Director for Mediaedge:cia Middle East.

Headquartered in London, MEC Access currently employs over 350 specialised staff in more than 30 locations around the world.

Globally MEC Access has already produced award-winning work with clients including BDF, Citi, Colgate Palmolive, DHL, Energizer, Sony Ericsson, TomTom, Visa, Xerox, Virgin Atlantic and Dominos Pizza.

Wunderman Jordan, the leading direct and interactive marketing company, and the General Lightweight Concrete Company have signed an agreement whereby Wunderman Jordan will develop and roll out two product campaigns for GLCI.

GLCI is the premier building material manufacturer and supplier in Jordan that offers a variety of innovative products such as the lightweight concrete blocks under the brand name Thermostone and the popular dry mix cement under the brand name Mix It.

'Our company is offering products that are considered 20th century achievements. For such products to be properly introduced to real estate developers, owners, architects, designers, contractors, subcontractors and even workers, we have chosen Wunderman Jordan to be our communications partner,' said Engineer Helena Bannayan CEO of GLCI.

Known to be successful in Europe, Thermostone is a revolutionary material that offers a unique combination of strength, light weight, thermal insulation, sound absorption, unsurpassed fire resistance, and unprecedented building ability in addition to being environment friendly.

On the other hand, Mix It is a ready-to-use white cement where only water is required to be added for immediate use at the construction site.

Wunderman Jordan is the first direct marketing agency in the Jordanian Market, offering diverse marketing services with powerful creative campaigns. Ms. Claudia Lemlihi, Country manager of Wunderman Jordan commented on the company's agreement with GLCI: 'It is with great pleasure that we add GLCI to our current client roster. We have developed the corporate branding and messaging for the company and will develop and carry out product campaigns using trade magazines, advertorial, online support with websites and multimedia CDs, direct marketing, and events'

Wunderman Jordan is one of the leading agencies of The Holding Group (THG) Jordan, the Middle East's largest marketing communications conglomerate, which also includes advertising agencies Team Y&R, Intermarkets, and Objects, media buying arm Media Edge: CIA, and public relations firms ASDA'A and Polaris.

Pharmacy One, the Kingdom's leading pharmacy chain, signed an agreement with The Holding Group (THG) Jordan to enhance its internal communication skills and customer care services in all its branches.

With 84 trophies The Holding Group (THG) Jordan tops the list of marketing communication enterprises at the Jordan Advertising Awards 2007.

The Holding Group (THG) Jordan, the Middle East's largest advertising and communication enterprise and parent company of a number of leading advertising, PR and marketing disciplines, affirmed its number one position in the local marketing communication industry with the stunning victory of collecting 84 trophies out of 230 awards presented at the Jordan Advertising Awards 2007, held at the Grand Hyatt Amman on August 24th, which included the participation of more than 30 local advertising and marketing corporations.

THG's fabulous performance was confirmed in the outstanding collection of gold, silver and bronze accolades swept off by the Group's leading companies including Team Y&R, Wunderman, Intermarkets, and Objects. THG's majority of winnings came from the Middle East's leading advertising agency, Team Y&R, which picked up a remarkable 44 trophies comprising of 15 gold, 14 silver and 15 bronze awards, accounting for the highest number of awards collected by any one agency. Furthermore, Wunderman, THG's leading direct and interactive marketing agency, was awarded 2 gold, 2 silver and 6 bronze trophies. Morover, Intermarkets won 2 gold, 5 silver and 5 bronze trophies, whilst Objects successfully earned the collection of 5 gold, 7 silver and 7 bronze trophies.

'We are extremely delighted with this remarkable accomplishment which adds to our consistent series of significant achievements over the years. We would also like to congratulate our team of companies and extend our gratitude to their dedicated commitment in providing the highest levels of quality ever attained in the marketing communications industry and producing excellence that comes next to none. We see this triumph as another incentive to leverage from our exclusive well established expertise and to consolidate this achievement with a number of others that are surely to follow' commented Sharif AbuKhadra, Chairman of The Holding Group (THG) Jordan.

'The Jordan Advertising Awards represent a significant opportunity to receive objective highly professional evaluation of our creative production and accomplishments. Having topped the Awards again this year with our unmatched work is yet another demonstration of our superior level of creativity and unique innovative practice over the past 2 years. We thank the organizers and sponsors of this iconic event, and wish to witness further growth and advancement in the local marketing communications sector' added AbuKhadra.

Due to the tremendous growth witnessed in the local advertising and marketing communications industry demonstrated in local expenditure of $215 million during the last 2 years, Jordan Advertising Awards 2007 is the fifth and largest event of its kind. The event was organized by ArabAd and MediaScope and endorsed by the IAA- Jordan Chapter.