In association with
The marketing and advertising resource • September 2010 • Issue N° 6 • www.communicate.ae Syria’s work: Al Bank Wal Mustathmer’s Nahla Al Namly on the Page 40 industry
Keeping pace: Two Booz consultants on how to cash in on modern media Page 38
Story board: Atelier’s Youssef Naaman on ten tales luxury brands tell consumers Page 37
MARKETING Luxury’s new look The bling is dead. Long live the new look of luxury. How have high-end brands weathered the financial storm? By ditching the glitz and going back to some good old values, apparently. (Page 34)
PRINT Teen spirit Young people don’t read enough these days, as any grumbling granny will tell you. And for magazines aimed at teenagers, this could be a big problem. But print needn’t lose out to television and the Internet if it’s done right. (Page 28)
RESEARCH Goal difference We pick over Ipsos-Stat’s matchby-match viewer data for the World Cup to see which games scored with Lebanese viewers, and which were left on the bench. Find out why the final wasn’t the most-watched game of the event. (Page 32)
CAMPAIGN Net result
PUBLIC RELATIONS GOES UNDER THE SCANNER We give Lebanon’s PR industry a check-up to see where it’s healthy, what ails it, and how it can get better (Page 46) Cover image: Getty/Gallo Images
Egypt. . . . . . . . . . . . . . . E£ 10 Jordan . . . . . . . . . . . . . . . JD 4 Kuwait . . . . . . . . . . KD 1.2
Lebanon . . . . . . L£ 5 000 Morocco . . . . . . . . DH 22 Oman. . . . . . . . . . . . OR 1.5
Qatar . . . . . . . . . . . . . QR 15 Saudi Arabia . . . . . SR 15 Switzerland . . . . . . . SFR 8
Syria . . . . . . . . . . . . . . S£ 100 Tunisia. . . . . . . . . . . TD 2.5 U.A.E . . . . . . . . . . . . . DH 15
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