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.

Mediaedge:cia, the first global communications planning and implementation agency, launched its first Middle East Academy in Dubai today as part of its commitment to delivering world-class media planning services to the region.

The Academy was opened at the Emirates Towers hotel this morning by Joseph Ghossoub, Chairman and World President of the International Advertising Association and CEO of Mediaedge:cia MENA; Mohan Nambiar, Regional Managing Director of Mediaedge:cia; and Yves-Michel Gabay, International Business and Development Director, Mediaedge:cia MENA.

The Academy offers comprehensive learning opportunities for MEC's 185 staff throughout the region and at every level from directors to junior executives and newcomers to veteran employees.

'The media landscape in the Middle East is becoming increasingly cluttered and increasingly difficult to navigate,' said Ghossoub, CEO of the The Holding Group conglomerate of marketing services firms. 'There are now more television, radio, print and online channels than ever before, which must be matched by an equally high level of industry expertise. The Mediaedge:cia Academy will address this challenge head-on by raising standards of practice.'

Mediaedge:cia (MEC), recently named '2006 Global Media Agency of the Year' by leading industry titles Advertising Age and Adweek, is witnessing rapid growth in the MENA region, Nambiar said. MEC Middle East, part of The Holding Group, reported 2006 regional billings in excess of USD 340 million.

'In the last few years, MEC has experienced 25 to 30 per cent growth year on year,' Nambiar said. 'A small part of this can be attributed to overall industry growth, but we believe the majority is fuelled by our company philosophy of Active Engagement. Active Engagement differentiates us from our competitors - it is the way we think, work and act.'

'Even the best talent requires constant skill improvement,' Nambiar added. 'We in the industry need to live up to the responsibility of not only training and moulding our junior talent, but also making it possible for our senior talent to take on bigger roles.'

A year-long training exercise, The Academy works on a modular basis, with field experts managing each of the industry-focused modules. Module topics include the importance of media in the marketing function, how to translate marketing objectives into a communications planning strategy, how to drive media research for better strategic thinking and insight generation tools. The learning cycle will also include sessions to improve personal skills and development across a broad range of topics such as team and client management.

Yves-Michel Gabay, International Business and Development Director, Mediaedge:cia MENA, said the MEC Academy is also a strategic response to the dearth of specialist talent in the region.

'Rather than complain about the difficulty of finding the right people, we have chosen to train and attract the right people and give them all the tools they need to do their job better,' Gabay said. 'Mediaedge:cia around the world follows a policy of Active Engagement in all its relationships, not only with clients and media owners but also with employees. We are committed to retaining our industry leadership, which begins with our people.

Our desire is to reach world-class standards in media planning insight and service. No matter where they are in the world, our clients want an international level of service - the same level of service they would receive in New York, London or Singapore.'

Mediaedge:cia MENA handles an impressive portfolio of blue-chip multinationals, in addition to leading regional and local companies. Its current roster, for example, includes Colgate-Palmolive, DHL, Visa, Sony Ericsson, Ford, Emaar and Etisalat.