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Memac wins MBC creative brief

Memac Ogilvy Dubai has landed the creative account for the pan-Arab satellite movie channel MBC2, Campaign can reveal.

Memac Ogilvy Dubai has landed the creative account for the pan-Arab satellite movie channel MBC2, Campaign can reveal.

The creative agency won the account, held previously by Impact BBDO in Saudi Arabia, after fending off several other agencies in a three-round pitch.

Memac will undertake an overhaul of the station’s “Feel It” branding and produce work for television, print and outdoor, as well as promotional work.

The win is the first significant client for the agency’s new boss.

Ronald Howes, managing director of Memac’s Dubai office, told Campaign that significant investment into the company’s creative department had paid off.

He was brought in from McCann Russia late last year by Edmond Moutran, chairman and CEO of Memac in the Middle East, and Roger Hawa, chief operating officer for the group, to beef up the agency’s creative output.

“We’re absolutely thrilled, really delighted,” Howes said. “MBC is a great product to work on and a brand that’s very well-known in the Arab world. We have really been investing and improving the quality of our creative by bringing in new talent. We now have 10 new people in creative — I have literally picked the best of the best.”

Howes said that the agency had impressed MBC bosses with the work it had carried out for MBC’s music and entertainment radio station MBC FM.

“We had a good relationship with them [MBC] and so it was an honour and a challenge for us because the team there are very switched on and want the best they can get,” he added.

Howes said that the channel’s “Feel It” slogan needed to celebrate and get closer to MBC consumers and that the agency would develop it in a fresh and international way.

Mohammed Al Mulhem, group director of marketing PR and commercial at MBC, said: “Memac Ogilvy took the account of MBC FM and from that we saw that they were a great success and we invited them to pitch for MBC 2.”

P Meanwhile, satellite TV network ART, which is the official broadcaster for the FIFA World Cup 2006 in the Arab world, has selected OMD as its media agency after a full-service pitch against eight other agencies.

The appointment, effective immediately, is designed to support ART’s campaign ahead of the start of the competition on 9 June in Germany.

The account covers the World Cup effort and all post-World Cup brand-building media initiatives.

“OMD has won our account not only because of its strength in research and media know-how, but because of the passion for the project,” said Karim Younes, general manager for International Sports Events and head of the World Cup project at ART Sports.

Elie Khouri, regional managing director of Omnicom MediaGroup, the holding company of OMD said:
“The ART appointment is a clear validation of the difference an acute understanding of the target audience makes in media.”

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