Agency quits MBC4 creative account

Saudi Arabia’s 3 Points Advertising has resigned the brief for pan-Arab satellite channel MBC4 after objecting to some of the programmes being broadcast by the station.

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By  Tim Addington Published  May 14, 2006

Saudi Arabia’s 3 Points Advertising has resigned the brief for pan-Arab satellite channel MBC4 after objecting to some of the programmes being broadcast by the station. Campaign understands that the agency had “cultural issues” with some of the shows being aired on the English-language general entertainment channel. It is believed that an episode of American chat show Oprah, which featured a gay man talking about his experiences, and US reality show Race to the Altar, which sees engaged couples compete in a series of mental and physical challenges to win a dream wedding, caused offence at the agency. The Jeddah office of 3 Points Advertising was behind the relaunch of MBC4 earlier this year. The agency, which started work on the MBC4 account in September last year, developed a new identity for the channel and its slogan “It’s for you!”. The creative shows Saudi women dressed in modern clothes that adhere to local dress codes, photographed against colourful backgrounds. A spokesman for 3 Points declined to comment on the story. Sharif Badreddine, director of corporate marketing at MBC Group, dismissed the claims. He said: “We fundamentally and categorically deny the story. We had a good relationship with them and parted on amicable terms.” Memac Ogilvy and Face to Face are understood to be in the running for the business.

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