Communicate

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The marketing and advertising resource • December 2012 • Issue N° 96 • www.communicate.ae New program: Horizon Holding’s Raĉc Saadeh on the launch of BPN Page 52 in the region

Global local: Time for ad men to look closer, says Publicis Groupe’s Maurice Lévy Page 54

Fond farewell: Mustapha Assad says his goodbyes to Publicis-Graphics. So Page 56 what’s next?

AWARDS Baffling wins Communicate attended the Gemas Effie Mena Awards and gives you a detailed account of who won what, who said what, and who got the most unexpected results, for this was a (Page 30) night full of surprises.

SPECIAL REPORT Sweet memories December is when we look back at the past year, a season to happily recollect everything that went well and, at times, frown in despair at the things that didn’t. Communicate digs back into its archives, searching for all that made 2012 a year to remember. (Page 38)

OPINION Bitter pills We asked the industry about the worst lie they’ve been told. It turned out that industry people can be creative in more than just their job, between disillusioned statements, stolen work and inflated egos. By the way, it looks like Santa Claus is here to stay. (Page 16)

CAMPAIGN Masked wonders

(Page 70) Registered in Dubai Media City. Cover Image: Corbis

A MediaquestCorp publication 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

LETTER FROM THE EDITOR | DECEMBER 2012

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DECEMBER 2012 | CONTENTS

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COVER: Agencies of 2012 20

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The award goes to: we looked, we compiled, we crunched the numbers, we added up, we multiplied, we checked and rechecked, and now we give you Communicate’s Creative Agency and Media Agency of the Year. To your calculators, folks... Metal shower: we looked, we compiled, we crunched the numbers, we added up, we multiplied, we checked... Wait, haven’t we done this before? Yes, but here you ďŹ nd out which campaign is the most awarded of 2012. Place your bets, folks...

SHORTS 6

NEWS 8 9

10 12 14

DEPARTMENTS 52 54

Media. IPG’s BPN launches in the Middle East Forum. Mindshare’s Media Summit focuses on the multiscreen generation Media. OMD MENA celebrates 10th anniversary and wins McDonald’s account Digital. Google sets up Arabic Web Days initiative Advertising. Dentsu revises optimistic projections

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We ask the industry: What is the worst lie you’ve been told

FEATURES 32

50

Digital. PHD holds Brainscape 2012

THE COMMUNIQUESTION 16

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Awards. EfďŹ ciency recognized: the Gemas EfďŹ e MENA awards was held this month, with a few surprises in store for the participating agencies. Communicate was there when the Grand Prix was announced – and everybody looked stunned, including the winners

Special report. Down memory lane: we look back on a very busy year, and outline the main events, trends and moments that marked 2012 Marketing. Appetite for growth: Food habits are changing in the US, and marketers have a hard time keeping up Digital. Free tips: Everybody wants to make friends, particularly online and particularly brands; but it’s high time marketers recognize the simple fact that users only care about themselves

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Q&A. Keep smiling: RaďŹ c Saadeh, chairman and CEO of Horizon Holdings, sees a bright future for his group and the region Q&A. Respectable outlook: Publicis Groupe’s CEO Maurice Levy says the key to his success was accepting all differences Q&A. Time for goodbyes: Mustapha Assad, founder of Publicis Graphics, lets go of his network, but that doesn’t mean he retires Q&A. Without mercy: Ketchum PR’s David Rockland says it’s time to crack down on AVEs X-pert ďŹ le. All you need to know: Joumana Hage from Cheil MENA unveils ten key ways to reach UAE women’s hearts X-pert ďŹ le. Good tidings: Insignia’s Gaurav Sinha explains how luxury hotels can beneďŹ t most from the end-of-year holidays Media Work. Freeze: UM and LancĂ´me get Lebanese consumers’ attention by surprise Work. Selections from the regional and international creative scenes The Dish. Chain emails, insurers on ďŹ re and new Mad Men

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DECEMBER 2012 | SHORTS

PHD Brainscape 2012 Brainscape ’12 explores the DNA of ‘challenger brands’ and the ‘automated consumption’ trend by Priyanka Pradhan

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DECEMBER 2012 | REGIONAL NEWS

IPG and Horizon launch BPN in the Middle East Dubai. *OREDO FRPPXQLFDWLRQV QHW ZRUN ,3*·V PHGLD XPEUHOOD 0HGLD EUDQGV ODXQFKHG LQ 1RYHPEHU %UDQG 3URJUDPPLQJ 1HWZRUN %31 LWV WKLUG PHGLD DJHQF\ LQ WKH 0LGGOH (DVW LQ SDUWQHUVKLS ZLWK +RUL]RQ *URXS·V %UDQG &RQQHFWLRQ QHWZRUN 7KH ODXQFK LV EHLQJ UROOHG RXW DFURVV VHYHUDO LQWHUQDWLRQDO PDUNHWV LQ WKH 0LGGOH (DVW DQG LQ (XURSH %31 ZLOO UHSODFH %UDQG &RQQHFWLRQ VHH ´(\H RQ WKH KRUL]RQµ SDJH )RFXVHG RQ SURJUDPPLQJ LQVLJKWV SDUWLFXODUO\ RQ VRFLDO PHGLD %31 DLPV WR VHW XS D QHZ EXVLQHVV PRGHO GHVLJQHG WR ´RIIHU VPDOO DJHQF\ DW WHQWLRQ DORQJ ZLWK ODUJH DJHQF\ DG YDQWDJHVµ DFFRUGLQJ WR D VWDWHPHQW 5DÀF 6DDGHK FKDLUPDQ RI +RUL]RQ *URXS VDLG GXULQJ WKH ODXQFK ´:LWK EXVLQHVV WUHQGV DFURVV NH\ LQGXVWU\ VHFWRUV VXVWDLQLQJ DQ XSZDUG WUHQG RYHU WKH SDVW \HDU ZH EHOLHYH WKLV LV WKH LGHDO WLPH WR LQWURGXFH D QHZ DQG UREXVW SURGXFW LQ WKH 0LGGOH (DVW %31 LV D SHUIHFW PDWFK IRU RXU JURXS DQG ZH DUH FRQÀGHQW WKDW RXU YDVW & I AGENCIES

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TAKE US ON A BORING JOURNEY, BECAUSE WE’VE NEVER BEEN ON ONE. Nissan Patrol gives your family the freedom to watch their favourite movies on individual screens with the Multi-screen DVD Entertainment System. As for you, the Music Box stores all the songs you need to keep you going. Experience all the class-leading features with a test drive at your nearest Nissan showroom.

NISSAN NISSAN

PATROL PATROL 3 Individual screens

Nissan Patrol. The Hero of All Terrain. Nissan. Innovation that excites.

3 Individual screens Unlimited music choices Unlimited music choices Navigate in Arabic Navigate in Arabic

Multi-screen DVD Entertainment System

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9.3GB Hard Disk Music Storage System

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• Saudi Arabia: Alhamrani United Co., Jeddah, Tel: +966 2 6696690 • Dubai & Northern Emirates: Arabian Automobiles, Tel: +971 4 2952222 • Abu Dhabi & Al Ain: Al Masaood Automobiles, Tel: +971 2 6811118 • Kuwait: Abdulmohsen Abdulaziz Al Babtain Co., Tel: +965 1804888 • Oman: Suhail Bahwan Automobiles, Tel: +968 24560111 • Qatar: Saleh Alhamad Almana Co., Tel: +974 4 4283333 • Bahrain: Y.K. Almoayyed & Sons BSC(C), Tel: +973 1 7732732 • Lebanon: Rasamny – Younis Motor Co. S.A.L. – RYMCO, Beirut, Tel:+9611 273333 • Jordan: Bustami & Saheb Trading Co.L.T.D., Amman, Tel: +962 6 5532456

DECEMBER 2012 | REGIONAL NEWS

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DECEMBER 2012 | INTERNATIONAL NEWS

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OPINION | DECEMBER 2012

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COVER STORY | DECEMBER 2012

Agencies of the year Which creative agency and which media agency grabbed the most awards in 2012? by Nathalie Bontems

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DECEMBER 2012 | COVER STORY

MOST AWARDED CREATIVE AGENCIES AGENCY

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Y&R Dubai

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Memac Ogilvy Label Tunisia

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Memac Ogilvy Dubai

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Impact BBDO Beirut

40

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Leo Burnett Dubai

37

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TBWA\Raad Dubai

33

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FP7 Dubai

28

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Leo Burnett Cairo

19

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JWT Beirut

18

10

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MOST AWARDED MEDIA AGENCIES AGENCY SMG Dubai

20

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Mindshare Dubai

15

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Media Direction OMD Cairo

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UM Dubai

6

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OMD Dubai

6

4

Mindshare Bahrain

3

5

Initiative Dubai

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NO RIGHTS NO WOMEN No Rights No Women Leo Burnett Beirut Nada Abi Saleh Deputy managing director Leo Burnett Beirut :KDW ZDV WKH EHVW SDUW DERXW ZRUNLQJ RQ WKLV FDPSDLJQ" ,W ZDVQ·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AS ADVERTISING AND TECHNOLOGY COME TOGETHER, SO DO OUR PEOPLE. CONGRATULATIONS TO FORMER SMGERS @FUNKYOZZI AND @AHMADKHWILEH ON YOUR NEW JOBS AT facebook & Google.

CAMPAIGN AND CLIENT

AGENCY

Return of dictator Ben Ali – Engagement Citoyen

Memac Ogilvy Label Tunisia

No Rights No Women – No Rights No Women

Leo Burnett Beirut

Cheyef Halak – LBCi

Impact BBDO Beirut

6

1

Fake It All – Brand Protection Group

Leo Burnett Beirut

3

3

The Headline News Cup Sleeve – Al Nisr Publishing

Y&R Dubai

VIP Fridge Magnet – Red Tomato

TBWA\Raad Dubai

Break the Silence – Himaya

Leo Burnett Beirut

3

2

1

Cono is Different – Egypt Foods

Leo Burnett Cairo

1

3

1

Sprite Cricket Stars – Coca-Cola Middle East

Memac Ogilvy Dubai & Ogilvy Action

2

2

Batelco Directory – Batelco

FP7 Dubai

2

1

Mountain, Orangutan, River – Land Rover

Y&R Dubai

3

1

The Perfect Storm Cadillac – GM

SMG Dubai & Leo Burnett Dubai

2

1

Rare – Land Rover

Y&R Dubai

The Last Summer on Earth – Gravity Brewing

Interesting Times

The Tide Smart Bag – P&G

Leo Burnett Dubai

2

2

Read the Country's Fortune – Café Super Brasil

Leo Burnett Beirut

3

1

Today I Will – Coca-Cola

FP7 Dubai

3

1

Kuwait Rising – Red Bull

Lowe MENA Dubai

1

1

1

Fast Lane – MTC Touch

M&C Saatchi Beirut

2

Reporters Without Borders – Censorship Awareness

Memac Ogilvy Dubai

2

That Kind of White – P&G

Leo Burnett Dubai

The Coughing Poster – NAQA Anti Smoking Charitable Association

FP7/RUH Riyadh

1

1

What's Xmas Without Red and Green – Heineken

JWT Beirut

1

1

Wild Cards – NGC Abu Dhabi

Leo Burnett Dubai

Coke Studio – The Coca-Cola Export Corp

FP7 Dubai & UM

The Sticker Wall – Nike Middle East

Mindshare Dubai & JWT Dubai

Edible Desert Survival guide – Land Rover

Y&R Dubai

Women and Work, Domestic Violence – Tunisian Women's Rights Association

Memac Ogilvy Label Tunisia

American Garden Popcorn – Global Export Co

Y&R Dubai

Sheikh Zayed Grand Mosque – Abu Dhabi Authority for Culture and Heritage

Shawati Abu Dhabi

Red Cross – Red Cross Lebanon

Y&R Dubai

Keep Walking Lebanon – Diageo

Leo Burnett Beirut

Digital Love Durex – Reckitt Benckiser

Buzzman

1

The Multiple Girlfriends App Axe – Unilever

Memac Ogilvy Label Tunisia

1

The Smallest Ikea Store – Ikea

Memac Ogilvy Dubai

Ana Arabi – Qtel

Leo Burnett Qatar

Jacket, Dress, Handbag – Harvey Nichols

Y&R Dubai

Barbican Hatha Filmi – Aujan

Mindshare Dubai & Face to Face

Dove Nourishing Oil Care – Unilever

Memac Ogilvy Dubai

Payment Plans – Wataniya Telecom

Impact and Echo BBDO Kuwait

12

1 2

Ȉ1

GRAND CRISTAL (4)

LYNX BRONZE (1)

LYNX SILVER (2)

LYNX GOLD (3)

LYNX GP (4)

DECEMBER 2012 | COVER STORY

3

1

3

1 1 5

1

1

1

1

1

1 1

1

1 2

1 2 1

1

2

1

2

SCORE

RANK 3

4

27

4

23

5

19

6

19

6

18

7

17

8

11

9

9

10

8

11

8

11

8

11

8

11

7

12

7

12

6

13

6

13

6

13

1

6

13

1

6

13

1

6

13

6

13

1 2

2

1

1 1

EFFIE SILVER (2)

32

1

EFFIE GOLD (3)

6

5

EFFIE GP (4)

2

3

LION BRONZE (2)

47

LION SILVER (4)

1

LION GOLD (6)

58

LION GP (8)

1

CRISTAL (2)

EFFIE BRONZE (1)

COVER STORY | DECEMBER 2012

1

1

1

2 1

1

2 1

1

1

2 1

1

1

1

1

1 2

1

5

14

2

1

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14

5

14

5

14

4

15

4

15

4

15

4

15

4

15

4

15

4

15

4

15

4

15

1

4

15

2

4

15

4

15

1

1

1 1

1 1

1

TOP-RANKED ADS – METHODOLOGY To find out which were the most awarded campaigns in 2012, we looked at four big award shows: the Dubai Lynx (UAE); the MENA Cristals (Lebanon); the Cannes Lions (France); and the Gemas Effies MENA Awards (UAE), organized by *VTT\UPJH[L’s publisher’s event branch, Mediaquest Events. We tallied up the awards each campaign won. For the Lynx and the Gemas Effies, we gave four points for a Grand Prix, three for a Gold, two for a Silver, and one for a Bronze. For the Lions, the Lynx’s international big brother, we doubled those scores. At the Cristals, we gave two points for a Cristal and four for a Grand Cristal. We gave points each time a campaign took one of these prizes. So, if several executions were cited in the winning of one Lynx, Cristal, Lion or Effie, we awarded points only once. (At the Lynx, there were occasions when single executions won Gold, and campaigns of related executions won the Gold Campaign category. In that case, we awarded three points for the Gold, and three for the Gold Campaign). If a campaign won in more than one category (Print and Outdoor, for example) we gave points for both awards. However, if executions received an individual Gold, Silver or Bronze (not ‘Gold Campaign’, etc) in different sub-categories of the Lynx categories, we took those into account. For example, if in the Media category, campaign X won one Gold for ‘Use of digital media’ and one Gold for ‘Use of broadcast,’ we counted them as two Golds. At the end, we tallied up each campaign’s points and put the ones with most points on top. You can see our list on the left (but note that some didn’t get enough points to appear in the list, scoring only 3s, 2s or 1s). As many of the campaigns scored the same overall, we worked out our rankings in a way similar to the awards shows. In total, we have awarded one Grand Prix, one Gold, one Silver and one Bronze. Congratulations to the winners!

DECEMBER 2012 | MARKETING

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DECEMBER 2012 | MARKETING

GEMAS Effie showcase /LYL PZ ZVTL ^VYR [OH[ ^HSRLK VMM ^P[O H^HYKZ >LSS KVUL [V [OL JSPLU[Z [OH[ ^VU HUK [OL HNLUJPLZ [OH[ OLSWLK [OLT

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GRAND PRIX TITLE THE LAST SUMMER ON EARTH AGENCY INTERESTING TIMES CLIENT GRAVITY BREWING

SILVER SHOPPER MARKETING/RETAIL TITLE NIKE – THE STICKER WALL AGENCY JWT DUBAI & MINDSHARE DUBAI CLIENT NIKE MIDDLE EAST

GOLD RETAIL TITLE THE ‘HEADLINE NEWS’ CUP SLEEVE AGENCY Y&R DUBAI CLIENT AL NISR PUBLISHING – GULF NEWS

SILVER FMCG TITLE SPRITE CRICKET STARS AGENCY MEMAC OGILVY & OGILVY ACTION CLIENT COCA-COLA MIDDLE EAST

SILVER BEST YOUTH MARKETING CAMPAIGN TITLE COKE STUDIO AGENCY FP7 DUBAI & UM CLIENT THE COCA-COLA EXPORT CORPORATION

SILVER PERSONAL CARE CATEGORY TITLE DOVE NOURISHING OIL CARE AGENCY MEMAC OGILVY DUBAI CLIENT UNILEVER

CONGRATULATIONS TO ALL OF THE WINNERS

CHECK OUT GMR’S COMMEMORATIVE ISSUE

EFFIE® AND “E LOGO” ARE REGISTERED TRADEMARKS OF EFFIE WORLDWIDE, INC. AND ARE USED UNDER LICENSE BY MEDIAQUEST CORP. ALL RIGHTS RESERVED.

20 12

PPR RESENTED BY

gemas

mena

GEMAS MARKETER OF THE YEAR Hala Badri, Executive Vice President, Brand and Communications, du GRAND PRIX The Last Summer on Earth, Gravity Brewing, Interesting Times SPECIAL COMMENDATION Break the Silence, Himaya, Leo Burnett Beirut

PERSONAL CARE CATEGORY - Dove Nourishing Oil Care, Unilever, Memac Ogilvy & Mather LLC, Silver - Let’s get it on(line)...and talk about sex, Reckitt Benckiser, Havas Digital Middle East, Bronze

AUTOMOTIVE - Ford “Can a Car” Primary Brand Campaign, Ford Middle East, Team Detroit USA, Silver - House Hunter Test-Drive, Arabian Automobiles Co, TBWA\RAAD Dubai & OMD UAE, Silver - Desert Nemesis, Nissan Middle East, TBWA\RAAD Dubai, Bronze - Speed Personified, Nissan Middle East, Mindshare Dubai & TBWA\RAAD Dubai, Bronze

NON-FOOD FMCG - Dove Nourishing Oil Care, Unilever, Memac Ogilvy & Mather LLC, Silver - GLAD – Keeps Good Food, Good, The Clorox Company, DDB FZ LLC, Initiative & Socialize, Silver - Dove Master Brand Campaign, Unilever Gulf, Memac Ogilvy/OgilvyAction, Bronze - Bringing Double Doom to the Germ World and Competition, Unilever Gulf, Memac Ogilvy/OgilvyAction, Bronze - Pif Paf Gas Mask, Reckit Benckiser Arabia FZE, Havas Worldwide Dubai, Bronze

BANKING, FINANCE AND INSURANCE - The Billion Dirham SME Fund, HSBC Middle East Limited, Mindshare & JWT Dubai, Silver - Pay Yourself First, Emirates NBD, FP7/DXB & Starcom MediaVest Group, Silver

BEST USE OF SOCIAL MEDIA - Inches to Togetherness, Subway Middle East & Africa , Momentum Abu Dhabi and Dubai, Gold - No Rights No Women, No Rights No Women, Leo Burnett Beirut, Silver - The Last Summer on Earth, Gravity Brewing, Interesting Times, Bronze - Coke Studio, The Coca-Cola Export Corporation, FP7/DXB and UM, Bronze

RETAIL - The ‘Headline News’ Cup Sleeve, Al Nisr Publishing, Gulf News, Y&R Dubai, Gold - Nike The Sticker Wall, Nike Middle East, JWT Dubai & Mindshare Dubai, Silver - Loose Change Menu, McDonald’s Egypt, FP7/CAI, Silver BEST USE OF CSR - Break the Silence, Himaya, Leo Burnett Beirut, Gold - Who Deserves the Pepsi?, PepsiCo Egypt, Impact BBDO & OMD Cairo, Silver - BLOM Demining, BLOM BANK, IMPACT BBDO & OMD Lebanon, Silver - Sprite Cricket Stars, Coca-Cola Middle East, Memac Ogilvy/Ogilvy Action, Bronze - The Return of Dictator Ben Ali, Engagement Citoyen, Memac Ogilvy Label Tunisia, Bronze BEST YOUTH MARKETING CAMPAIGN - Coke Studio, The Coca-Cola Export Corporation, FP7/DXB & UM, Silver - Barbican Hatha Filmi, Aujan, Mindshare Dubai & Face to Face, Silver - Alfa U-Chat, Alfa – Managed by Orascom Telecom, Leo Burnett Beirut, Bronze SPORTS MARKETING CAMPAIGN - Unleash Deadly – adidas Predator Lethal Zones, adidas Emerging Markets, Starcom Mediavest Group, Silver - Nike Middle East I Run Beirut, United Sports of Lebanon, Mindshare Lebanon SAL, Bronze - Nike – The Sticker Wall, Nike Middle East, JWT Dubai/Mindshare Dubai, Bronze

TELECOMMUNICATION/MOBILES & INTERNET - Alfa U-Chat, Alfa – Managed by Orascom Telecom, Leo Burnett Lebanon, Silver - Nokia N9 NFC Amazing Movie Experience Activation, Nokia, JWT Dubai, Bronze - Tunisiana – The Future Can Only be Bright, Tunisiana, JWT Tunisia, Bronze - Qtel – Arab and Proud, Qtel, Leo Burnett Qatar, Bronze, FMCG - The Last Summer on Earth, Gravity Brewing, Interesting Times, Gold - Sprite Cricket Stars, Coca-Cola Middle East, Memac Ogilvy/Ogilvy Action, Silver - Coke Studio, The Coca-Cola Export Corporation, FP7/DXB and UM, Silver - McDonald’s Quality, McDonald’s, Leo Burnett Dubai, Bronze - Family Time Forever, McDonald’s, Leo Burnett Dubai, Bronze MEDIA - The ‘Headline News’ Cup Sleeve, Al Nisr Publishing. Gulf News, Y&R Dubai, Silver - LBCi Drama Launch – Ward elkhal stunt, LBCi, Impact BBDO Lebanon, Silver - Wild Cards, National Geographic Channel Abu Dhabi, Leo Burnett Dubai, Silver TRAVEL, TOURISM & TRANSPORTATION - Hello Tomorrow, Emirates Airline, Starcom MediaVest Group, Gold - The Family Friendly Airline, Sky Nanny, Gulf Air, Mindshare Bahrain, Silver - Vote for Jeita Grotto, Ministry of Tourism, Impact BBDO Lebanon, Silver

ELECTRONICS/COMPUTERS - LG Electronics – 6 Motion Washing Machine for men, LG, Mindshare Dubai, Silver - IBM Integrated Services Campaign, IBM, OgilvyOne Dubai, Bronze

NEW PRODUCT CATEGORY - Molto Cheese – News Bigger Than Any Other, Edita Food Industries, FP7/CAI, Gold - Maxibon Egypt Launch 2012, Nestle Egypt, JWT Cairo, Silver

COSMETICS & FRAGRANCES - Tough Men Choose Nivea Sensitive, Beiersdorf Middle East, Horizon Draftfcb & OMD Dubai, Bronze

SHOPPER MARKETING - Nike The Sticker Wall, Nike Middle East, JWT Dubai/Mindshare Dubai, Silver - Simple Touches...Better Life, Lifescan, Initiative Dubai, Bronze

TO ADVERTISE IN GMR’S SPECIAL COMMEMORATIVE ISSUE EMAIL: M.KAHIL@MEDIAQUESTCORP.COM 0DLQ VSRQVRU

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DECEMBER 2012 | SPECIAL REPORT

Dare to look? What happened, what could have happened and what should have happened in 2012 by Priyanka Pradhan

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DECEMBER 2012 | DEPARTMENTS

Q&A

Eyes on the Horizon RaďŹ c Saadeh, chairman and CEO of Horizon Holdings, explains BPN’s introduction to the region and his massive plans by Nathalie Bontems 6KRSSHU DQG %OXH %DUUDFXGD ZLOO IROORZ 7KLV FRXOG EH FRPSOHWHG ZLWKLQ PRQWKV :KDW ZH QHHG DQG ZKDW ZLOO EH NH\ WR RXU VXFFHVV LV WKH WDOHQW What will the BPN introduction imply in terms of structural and strategic changes? %31 LV D JOREDO DJHQF\ DQG D QHZ PRGHO WKDW KDV WR EHFRPH SDUW RI RXU FXOWXUH LQ WKH 0LGGOH (DVW ZH KDYH WR DELGH E\ LWV JOREDO WRROV DQG SURFHVVHV 7KHVH QHZ WRROV DUH PRUH IRFXVHG RQ VRFLDO PHGLD UHDO WLPH HYDOXDWLRQ &OLHQWV ZRQ¡W KDYH WR ZDLW IRU WKH HQG RI WKH PRQWK WR SRVW HYDOXDWH WKHLU FDPSDLJQV DQG DGMXVW DQ\PRUH ZKLFK LV D JUHDW FKDQJH %31 ZLOO EHQHĂ€W RXU FOLHQWV LQ WKH UHJLRQ PRUH DQG LW ZLOO SHUIHFWO\ FRPSOHPHQW RXU JURXS¡V VWUDWHJLF FDSDELOLWLHV :KDW GULYHV RXU FRPSDQ\ LV WKH SRZHU WR FKDQJH DQG WKH SRZHU RI RSWLPLVP ZH DOZD\V KDYH D JRRG RXWORRN RI WKH UHJLRQ¡V IXWXUH DQG ZH NQRZ ZH KDYH WR DGDSW WR IDFH WKH FKDOOHQJHV One of BPN’s approaches will be to introduce a pay-per-performance system. How do you expect clients to react to this innovation? ,Q P\ H[SHULHQFH VRPH FOLHQWV GHDO ZLWK WKHLU DJHQFLHV DV SDUWQHUV DQG ZLWK FOLHQWV OLNH WKHVH \RX FDQ GHĂ€QLWHO\ ZRUN RQ D IHH EDVHG RQ SHU IRUPDQFH %XW QRW DOO FOLHQWV DUH UHDG\ WR UHYHDO WKHLU VDOHV Ă€JXUHV HYHQ WKRXJK LW¡V LQ WKHLU EHVW LQWHUHVW LI ZH FRQWULEXWH WR WKHLU VDOHV :H¡OO EH GLVFXVVLQJ WKLV RQ D FOLHQW EDVLV

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PG has launched this month in the region its third global media agency, BPN. How will the transition between your own media network, Brand Connection, and the new IPG network be managed? ,3* 0HGLDEUDQGV LQFOXGHV 8QLYHUVDO 0HGLD ,QLWLDWLYH DQG QRZ %31 ,3* ZDQWHG D WKLUG JOREDO PHGLD DUP LQ RUGHU WR IDFH WKH IDVW WHFKQRORJL FDO FKDQJHV DQG DOVR EHFDXVH WKH\ EHOLHYH WKHUH¡V HQRXJK JOREDO EXVLQHVV IRU WKDW %UDQG &RQQHFWLRQ ZDV DOVR SDUW RI 0HGLDEUDQGV EXW LW RQO\ H[LVWHG LQ (XURSH DQG WKH 0LGGOH (DVW 6R ZKHUHYHU WKHUH¡V D %UDQG &RQQHFWLRQ %31 ZLOO WDNH RYHU DQG ZKHUH WKHUH LVQ¡W DQ\ %UDQG &RQQHFWLRQ D QHZ %31 RIĂ€FH ZLOO EH HVWDEOLVKHG 7KH\¡UH ODXQFKLQJ UHJLRQ E\ UHJLRQ %31 DOUHDG\ KDV RIĂ€FHV RSHUDWLQJ DURXQG WKH ZRUOG LQFOXGLQJ LQ WKH 86 (XURSH $VLD /DWLQ $PHULFD DQG QRZ WKH 0LGGOH (DVW

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Does Brand Connection cease to exist as of now? )RU D WUDQVLWLRQ SHULRG RI SUREDEO\ WKUHH WR VL[ PRQWKV ZH ZLOO XVH ERWK QDPHV VLPSO\ EHFDXVH VRPH FOLHQWV ZLOO QHHG UHDVVXUDQFH WKDW WKLV LV WKH VDPH FRPSDQ\ 7KHQ %UDQG &RQQHFWLRQ ZLOO GLVDSSHDU How rapidly do you plan to expand the number of BPN ofďŹ ces in the region? :KHUHYHU ZH KDYH DQ RIĂ€FH RSHUDWLQJ ZH DUH SODQQLQJ WR KDYH DOO RI RXU RWKHU FRPSDQLHV XQGHU RQH URRI +RUL]RQ 'UDIWIFE %31 *ROLQ+DU ULV )URQWOLQH 6KRSSHU DQG %OXH %DUUDFXGD )RU H[DPSOH ZH¡UH PRYLQJ WR 'RKD LQ WKH FRPLQJ WKUHH PRQWKV ZLWK +RUL]RQ 'UDIWIFE DQG DOO RI WKH RWKHU EUDQGV ZLOO IROORZ LQ 5L\DGK ZH KDYH %UDQG &RQQHFWLRQ DQG *ROLQ+DUULV VR %UDQG &RQQHFWLRQ ZLOO EHFRPH %31 DQG VRRQ )URQWOLQH

What is the state of the regional market today? 7KLV PDUNHW KDV SDVVHG WKURXJK PDQ\ ZDUV XSKHDYDOV DQG UHYROXWLRQV DQG LW KDV VXUYLYHG ,¡P D Ă€UP EHOLHYHU WKDW LW ZLOO HYHQ Ă RXULVK :KDW HYHU DIIHFWV XV LV D WUDQVLWLRQ RQ WKH ORQJ WHUP WKH UHJLRQDO UHVRXUFHV WKH SRSXODWLRQ WKH SHRSOH ZLOO WDNH XV WR JUHDWHU KHLJKWV $V IRU RXU FRPSDQ\ ZH ZHUH YHU\ RSWLPLVWLF DW WKH EHJLQQLQJ RI WKH \HDU WKHQ ZH ZHUH ZRUULHG E\ PLG \HDU EHFDXVH RI DOO WKDW ZDV KDSSHQLQJ %XW DW WKH \HDU¡V FORV LQJ ZH¡UH PHHWLQJ RXU EXGJHWV DQG VKRXOG EH DQ HYHQ EHWWHU \HDU 2Q D FRQVROLGDWHG EDVLV , H[SHFW D WR SHUFHQW JURZWK LQ GolinHarris London was named PR Agency of the Year at the PRWeek Awards held in New York in October. Does this set a benchmark for its ofďŹ ces in the region? :H MRLQHG IRUFHV >ZLWK *ROLQ+DUULV@ VHYHQ \HDUV DJR ,W¡V D JOREDO FRPSDQ\ WKDW KDV ZRQ PDQ\ DZDUGV ,W¡V EDVHG RQ HWKLFV DQG WUXVW DQG RQ WKDW EDVLV WKH\ NHHS ZLQQLQJ \HDU DIWHU \HDU ,W VKRZV Q LWV FRQVLVWHQF\

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DECEMBER 2012 | DEPARTMENTS

Q&A

The global citizen The CEO of Publicis Groupe, Maurice Lévy, says the future will be about respecting all differences by Atique Naqvi ZLOO VHH PRUH DQG PRUH FRPPXQLFDWLRQV DGDSWHG WR ORFDO FXOWXUHV ,W·V ZURQJ WR WKLQN WKDW ZH ZLOO VHH PRUH JOREDO FDPSDLJQV LI ZH ZDQW WR EH VXFFHVVIXO ZH KDYH WR EH GLIIHUHQW LQ WKH 0LG GOH (DVW LQ &KLQD LQ ,QGLD« 7KHUH ZLOO EH VRPHWKLQJ RI D SDUDGR[ PRUH JOREDO PHGLD ² VXFK DV *RRJOH )DFHERRN RU <DKRR ² DQG DW WKH VDPH WLPH PRUH ORFDO RU RULJLQDO FRPPXQLFDWLRQV VLPSO\ EHFDXVH SHRSOH ZDQW WR EH UHFRJQL]HG DQG ZDQW WKH EUDQG WR EH DWWXQHG WR WKHP 3XEOLFLV GLVWLQJXLVKHV LWVHOI IURP RWKHU FRPSDQLHV EHFDXVH PRUH WKDQ \HDUV DJR , GHFLGHG WKDW LWV PDQWUD ZRXOG EH ´7KH GLIIHUHQFHµ UHFRJQLWLRQ RI WKH GLIIHUHQFH RI ODQJXDJH FXOWXUH UHOLJLRQ KDELWV« :H PXVW EH H[WUHPHO\ UHVSHFWIXO RI GLIIHUHQFHV DQG WKH FRPPXQLFDWLRQ PXVW EH DGDSWHG WR HDFK FRXQWU\ DQG LWV FXOWXUH How is the only originally French global communication group being perceived in the GCC, a market naturally inclined to favor a more Anglo-Saxon culture? 2QH RI WKH UHDVRQV ZK\ ZH·YH EHHQ VXFFHVVIXO LV QRW EHFDXVH ZH DUH )UHQFK EXW EHFDXVH ZH WU\ WR EH D YHU\ JRRG FLWL]HQ LQ HDFK UHJLRQ DQG ZH UHDOO\ UHO\ RQ RXU SHRSOH LQ WKH UHJLRQ WR DGDSW , OLNH ZKDW ZH DUH ² D )UHQFK JURXS ² DQG , DP YHU\ SURXG RI ZKDW ZH KDYH DFKLHYHG EXW LQ HDFK FRXQWU\ >LQ ZKLFK ZH RSHUDWH@ ZH DUH D FLWL]HQ RI WKDW FRXQWU\ DQG QRW D )UHQFK RQH

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ow has the global communication sector fared in 2012? 7KH VWDWH RI WKH PDUNHW WRGD\ LV H[WUHPHO\ LQWHUHVWLQJ LW ZDV UHODWLYHO\ JRRG JOREDOO\ HYHQ WKRXJK (XURSH ZDV VXIIHULQJ D ELW ² DQG WKHUH ZDV QRWKLQJ GUDPDWLF WKHUH %XW VLQFH WKH HQG RI $XJXVW WKHUH KDYH EHHQ PDQ\ VLJQV RI DEUXSW UHGXFWLRQV DQG FXWV LQ DGYHUWLVLQJ 7KH HQG RI WKH \HDU LV PXFK WRXJKHU WKDQ H[SHFWHG SDUWLFXODUO\ LQ (XURSH What is your strategy in this context? ,W UHYROYHV DURXQG WZR PDLQ D[HV ÀUVWO\ ZH·UH LQYHVWLQJ KHDYLO\ LQ HPHUJLQJ PDUNHWV ZH·YH UHFHQWO\ DFTXLUHG 0DOD\VLDQ GLJLWDO FRPSDQ\ $UDFKQLG 'LJLWDO LV RXU VHFRQG PDLQ SLOODU ZH KDYH VLJQHG DQ DJUHHPHQW ZLWK GLJLWDO VSH FLDOLVW ÀUP /%L WR DFTXLUH DQ SHUFHQW VWDNH RI LWV FDSLWDO 7KH GHDO ZLOO WDNH DURXQG WKUHH PRQWKV WR FRPSOHWH :H DUH IRFXVLQJ RQ WKHVH WZR VHJPHQWV EHFDXVH WKH\ DUH IDVW JURZLQJ

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What challenges for the communication industry do technological innovations entail? >7HFKQRORJLFDO SURJUHVV@ KDV JRRG DVSHFWV ² ZH FDQ WDUJHW PRUH SUHFLVHO\ WKH SHRSOH ZH ZDQW WR UHDFK ZH FDQ RSWLPL]H RXU LQYHVWPHQW DQG PRUH LPSRUWDQWO\ ZH FDQ KDYH LQWHUDFWLYH FRPPXQLFDWLRQ ² DQG DVSHFWV WKDW DUH PRUH GHEDWDEOH WKH PHGLD ODQGVFDSH LV VR VFDWWHUHG QRZ WKDW DQ DGYHUWLVHU FDQ HDVLO\ JHW ORVW \RX KDYH WR FRQVWDQWO\ NHHS XS ZLWK WKH QHZ WHFKQRORJ\ LI \RX GRQ·W ZDQW WR RIIHU REVROHWH VROXWLRQV WR \RXU FOLHQW %XW WKHUH LV RQH WKLQJ WKDW KDV QRW FKDQJHG GXULQJ WKH \HDUV RI P\ FDUHHU WKH ELJ LGHD $QG \RX FDQ KDYH WKLV ELJ LGHD RQ WKH QHW RQ 79 DQG HYHQ ZKHQ \RX DUH GRLQJ PHGLD SODQQLQJ RU D &50 SURJUDP 7KH ELJ LGHD LV VWLOO OHDGLQJ WKH ZD\ What trends do you see emerging in the communication industry? 0RELOLW\ FOHDUO\ LV WKH PRVW LPSRUWDQW RQH DQG LW·V JURZLQJ H[WUHPHO\ IDVW ,Q WHUPV RI FRQWHQW ZH

How is the process of naming your successor coming along? ,W·V XQGHU ZD\ DQG LW ZLOO WDNH D ELW RI WLPH WKH QRPLQDWLQJ FRPPLWWHH DQG WKH ERDUG KDYH WR PDNH WKHLU RZQ RSLQLRQ DQG , KDYH EHHQ UH DSSRLQWHG DV WKH &(2 IRU IRXU \HDUV , KDYH GHFLGHG WKDW , ZLOO SUREDEO\ QRW GR WKH IXOO IRXU \HDUV >EXW@ ZH KDYH WLPH WR PDNH WKH ULJKW GHFLVLRQ DQG FRQGXFW WKH ULJKW HYDOXDWLRQ DQG DVVHVVPHQW Can you comment on the recent and heated verbal exchanges between yourself and WPP’s Martin Sorrell about Publicis’ hypothetical acquisition of IPG? %HWZHHQ 0DUWLQ 6RUUHOO DQG P\VHOI LW·V D ORYH VWRU\ D JUHDW ORYH VWRU\ +H·V P\ EHVW IULHQG DQG , ORYH KLP You have been in the industry for more than 40 years; what advice would you give to the new generation of communication professionals? 1HYHU XQGHUHVWLPDWH WKH HPRWLRQDO DVSHFW :H DUH LQ WKH SHRSOH EXVLQHVV DQG WKH SHRSOH DUH PDNLQJ WKH GLIIHUHQFH LW·V QRW WKH PDFKLQH LW·V QRW WKH WRROV« 7KH LGHD WKDW FDQ EHVW FRQQHFW WKH SHRSOH ZLWK WKH EUDQG LV WKH ZLQQLQJ RQH Q

DECEMBER 2012 | DEPARTMENTS

Q&A

Moving on Mustapha Assad explains what’s next for Publicis-Graphics, now that he has stepped down from management and sold his remaining shares to Publicis Worldwide by Nathalie Bontems What are the best memories that you’re keeping from these 39 years with Publicis-Graphics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hen you look back, is there anything you’d do differently, and if so, what would that be? :KHQ , ORRN EDFN LQ DOO PRGHVW\ ,¡P SURXG RI ZKDW ZH DFKLHYHG ´ZHÂľ EHLQJ WKH JURXS¡V WHDP RXU FOLHQWV WKH PHGLD DQG RXU YDULRXV VXSSOLHUV $V P\ RUGHU RI SULRULWLHV ZDV SHUVRQDO VDWLVIDF WLRQ GHULYHG IURP SURIHVVLRQDO VDWLVIDFWLRQ WKHQ IROORZHG E\ Ă€QDQFLDO VDWLVIDFWLRQ , ZRXOGQ¡W GR LW GLIIHUHQWO\ What advice would you give to the new generation of advertising people? $OZD\V WKLQN VWUDWHJLFDOO\ RI KRZ WR UHDOO\ EH DQ H[WHQVLRQ RI \RXU FOLHQW¡V PDUNHWLQJ DUP DQG DOO WKH PRUH VR LQ ZKDW UHJDUGV ORFDO FOLHQWV ,Q DGGLWLRQ 7KLQN SRVLWLYH OHDUQ DV PXFK DV \RX FDQ EH UHVXOWV RULHQWHG IRFXV DOO RI WKH WLPH RQ \RXU REMHFWLYHV DQG QR PDWWHU KRZ WRXJK WKH JRLQJ JHWV NHHS VPLOLQJ

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hy did you decide to move away from Publicis-Graphics now? In the communiquĂŠ that was issued, you mentioned market changes and dynamics. Can you be more speciďŹ c? %\ PDUNHW FKDQJHV DQG G\QDPLFV , PHDQ WKH WUHQG RI LQWHUQDWLRQDO DJHQF\ JURXSV WR UXQ DQG FRQWURO FRPPXQLFDWLRQ QHWZRUNV RQ SXUHO\ Ă€QDQFLDO DG PLQLVWUDWLYH DQG EXUHDXFUDWLF SULRULWLHV WKXV ORVLQJ VRPH RI WKH IRFXV RQ FUHDWLYLW\ DQG VDFULĂ€FLQJ SDUW RI WKH H[FLWHPHQW LQKHUHQW WR RXU ORYHO\ EXVLQHVV RQ WKH ZD\ 1HHGOHVV WR VD\ WKLV WUHQG OHDGV WR VRPH GHPRWLYDWLRQ DQG MRE LQVHFXULW\

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How do you expect Publicis Worldwide to deal with Publicis-Graphics from now on? Will they be more involved, and if so, in what way? ,W¡V WKH Ă€UP¡V FDOO 2EYLRXVO\ , FDQ RQO\ VSHDN IRU P\VHOI EXW , H[SHFW WKDW LW ZLOO UXQ WKH VKRZ FRPSOHWHO\ DFFRUGLQJ WR LWV PDQDJHPHQW¡V SKLORVRSK\ DQG SROLFLHV

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Who did you hand over the company to? , KDQGHG RYHU P\ IXQFWLRQV WR WKH ERDUG KHDGHG E\ -HDQ <YHV 1DRXUL H[HFXWLYH FKDLUPDQ RI 3XEOLFLV :RUOGZLGH DQG FKLHI RSHUDWLQJ RIĂ€FHU RI 3XEOLFLV *URXSH

How do you look at the future of advertising in the region? 9HU\ SURPLVLQJ DV WKH UHJLRQ LV ULFK LQ \RXQJ KXPDQ UHVRXUFHV ZKR DUH JHWWLQJ PRUH DQG PRUH HGXFDWHG DQG GLVFHUQLQJ LQ WKHLU WDVWHV DQG ZKR YHU\ ZHOO XQGHUVWDQG WKH FXOWXUHV DQG SKLORVRSKLHV RI WKH (DVW DQG WKH :HVW ,W LV HYLGHQW WKDW RXU UHJLRQ EHDUV WKH VHHGV RI JURZWK KDV WKH SHU FDSLWD LQFRPH DQG DOVR H[SHULHQFHV D SUROLIHUDWLRQ RI ROG DQG QHZ PHGLD ZKLFK DUH DOO IDFWRUV RI WUHPHQGRXV SRWHQWLDO What are your plans for the near future? ,¡P GHYRWLQJ P\ WLPH WR FRUSRUDWH VWUDWHJLF FRPPXQLFDWLRQ GHDOLQJ ZLWK SXEOLF VHUYLFH DFWLYLWLHV DQG DGYLVLQJ HQWLWLHV IURP WKH SXEOLF DQG SULYDWH VHFWRUV How do you feel? , IHHO JUHDW VWLPXODWHG DQG ,¡P UHDG\ IRU QHZ H[FLWLQJ FKDOOHQJHV Q

DECEMBER 2012 | DEPARTMENTS

Q&A

Measuring up Partner and managing director of global research at Ketchum PR, David Rockland wants PR agencies to get cracking on real results by Priyanka Pradhan The Barcelona Principles also emphasize the importance of measuring outcome over output. Why? 2XWSXW UHIHUV WR PHGLD UHVXOWV ZKLFK LV RQH IRUP RI PHDVXUHPHQWV ,W PHDQV ´'LG ZH UHDFK SHRSOH ZLWK WKH ULJKW PHVVDJH"µ %XW HYHQ LI WKDW LV DFKLHYHG QRWKLQJ PD\ KDYH KDSSHQHG 2XWFRPH WKHQ UHIHUV WR KRZ SHRSOH FKDQJH WKHLU EHKDYLRU DV D UHVXOW RI WKH 35 H[HUFLVH ² LQ WHUPV RI VDOHV YLVLWV WR WKH VWRUH RU HYHQ UHFRPPHQGDWLRQV 0RVW FOLHQWV DOUHDG\ KDYH WKHVH DQDO\WLFDO WRROV VHW XS EXW WKH LVVXH LV WKDW WKH PDUNHWLQJ DQG 35 WHDPV GR QRW WDON WR HDFK RWKHU ,I WKH\ GLG WKH\·G ÀQG WKDW WKHVH WRROV ZLWK WKH PDUNHWLQJ DQG VDOHV WHDP DUH H[WUHPHO\ EHQHÀFLDO WR 35 PHDVXUHPHQW $ ORW RI WLPHV WKH ÀUVW VWHS LV WR EXLOG D EULGJH EHWZHHQ WKHVH WZR DUPV RI WKH FRPSDQ\ (YHQ LI WKH 35 LV RXWVRXUFHG WKH\ QHHG WR DVN WKH FOLHQW WR EH DEOH WR OLDLVH ZLWK WKH PDUNHWLQJ DQG VDOHV WHDP IRU DLG 7KH\ MXVW QHYHU DVN

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X-pert file

What women want Joumana Hage, senior strategic planner at Cheil MENA, unveils 10 consumer trends among UAE females KDW ZLOO PDNH WKH ZRUOG WLFN LQ " :KDW ZLOO FRQVXPHUV GR LQ " :KDW LV WKH IRUHFDVW UHJDUGLQJ WUHQGV" 3ODQQHUV DQG LQWHOOLJHQFH GHSDUWPHQWV GLG WKHLU VKDUH RI WKH MRE DW WKH EHJLQQLQJ RI WKH \HDU WKRXVDQGV RI UHSRUWV DUH HYDOXDWLQJ DQDO\]LQJ VWXG\LQJ DQG GHPRQVWUDWLQJ WKH FUXFLDO WUHQGV RI WKH FXUUHQW \HDU %XW DW &KHLO 8$( RXU REVHUYDWLRQ VNLOOV WUHQGVSRWWLQJ DQG SDWWHUQ UHFRJQLWLRQ DUH ´PDGH LQ WKH UHJLRQµ )URP GLIIHUHQW JOREDO DQG OR FDO UHVHDUFK WR VXSHUPDUNHW YLVLWV FDIp HDYHV GURSSLQJ VRFLDO EHKDYLRULVP DQG SUDFWLFDOO\ DQ\WKLQJ WKDW VKRZFDVHV RU KLQWV WR DQ\ QHZ SDWWHUQ EHLQJ EXLOW ZH GHYHORSHG RXU VHFRQG 0($ FROOHFWLRQ RI WUHQGV WKLV RQH IRFXVHG RQ ZRPHQ

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DECEMBER 2012 | OPINION

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X-pert files

Season’s greetings Gaurav Sinha, founder of luxury, travel and lifestyle branding agency Insignia, says festive fun is not for everyone GET FESTIVE. GO ‘SOLOMO’. :H·UH VWLOO PLOHV EHKLQG ZKHQ LW FRPHV WR ´VRFLDO ORFDO PRELOHµ WKLQNLQJ 6R/R0R LV VWLOO SHUFHLYHG DV WKH XJO\ FRXVLQ RI PDUNHWLQJ VWUDWHJLHV ZKLOH LW·V WKH EHOOH RI WKH EDOO 7KH FRPSODFHQW DSSURDFK ZRXOG EH WR OLPLW \RXUVHOI SXUHO\ WR WUDGLWLRQDO PHGLD EXW RQH QHHGV WR WKLQN RI LQQRYDWLYH ZD\V WR FUHDWH D ´IHVWLYH GLDORJµ $OORZ \RXU FXVWRPHUV WR HQJDJH ZLWK \RX DQG FR FUHDWH WKH IHVWLYH SDFNDJH DV WKLV OHYHO RI HPSRZHUPHQW ZLOO FUHDWH KLJKHU DGYRFDF\

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SEPTEMBER2012 DECEMBER 2011| |DEPARTMENTS DEPARTMENTS

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(S (PU AVV AHYHMH *HML! *VTL *OPSS H[ [OL AHYHMH *HML Advertising Agency: Y&R, Abu Dhabi, UAE Creative Director: ZorZi El Hoyek Art Directors: Sunil Das, ZorZi El Hoyek Copywriters: Avinash Subramanian, Charbel Moukhaiber Retoucher: Sunil Das

9HKPV:OHJR 7LWWLY :WYH`! )\` UL 2LLW @V\Y =PYNPUP[` Advertising Agency: AW, Cairo, Egypt Creative Director/Art Director: Ahmed Wahid Copywriter: Wael Khairy

+<! (KK 3PML [V 3PML Advertising Agency: Leo Burnett, Dubai, UAE Director: Anders Hallberg DOP: Jens Maasboel Executive Creative Director: Peter Bidenko Creative Director: John Smeddle Agency Producer: Anju Purushot Executive Producer: Andrea Ciarla Producer: Antonio Sabatella Production Company: Filmmaster MEA Productions Post-Production: Optix Digital Pictures Editor: David Zavadescu Composer: Reiner Erlings These ads (and more) can be found at adsoftheworld.com

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2P[ 2H[! ;HRL H )YLHR -YVT [OL <Z\HS Advertising Agency: JWT, Sydney, Australia Creative Directors: Mark Harricks, John Lam Copywriter: Will Edwards Art Director: Chris Badger Illustrator: Andrey Gordeev

4 5L_JHYL! -VY *HY[VVU 3V]LYZ Advertising Agency: Grey Group, Hong Kong Executive Creative Director: Keith Ho Creative Directors: Kym Ma, Jeff Tsang Art Director: Henry Kwok These ads (and more) can be found at adsoftheworld.com

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,ULYN`(\Z[YHSPH! <UKLYZ[HUKPUN @V\Y ,ULYN` <ZHNL /LSWZ <Z /LSW @V\ Advertising Agency: Leo Burnett, Sydney, Australia Chief Creative Officer: Andy DiLallo Art Director: Justin Carew Copywriter: Iggy Rodriguez

)H`LY (ZWPYPU *HÄHZWPYPU Advertising Agency: Almap BBDO, Sao Paulo, Brazil Chief Creative Officer: Marcello Serpa Executive Creative Director: Luiz Sanches Creative Directors: Marcos Medeiros, Andre Kassu, Renato Simões Copywriter: Ana Carolina Reis Art director: Marco Monteiro Account Directors: Wilson Pereira, Calebe Ferres, Fabiana Santucci

4HYTP[L! 3V]L 0[ VY /H[L 0[ [OPZ *OYPZ[THZ Advertising Agency: adam&eveDDB, UK Creative Directors: Matt Lee, Pete Heyes Art Director: Rob Messeter Copywriter: Mike Crowe Photographer: Hugh Kretschmer

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SEPTEMBER2012 DECEMBER 2011| |DEPARTMENTS DEPARTMENTS

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9PV:WVY[! :WVY[ :[PSS 3P]LZ 0UZPKL @V\ Advertising Agency: Giovanni+Draftfcb, Brazil Creative Director: Felipe Rodrigues Art Directors: Felipe Gomes, Thiago Di Gregorio Copywriters: Daniel Japa, Otto Pajunk

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SEPTEMBER2012 DECEMBER 2011| |DEPARTMENTS DEPARTMENTS

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4\ZL\T VM *OPSKOVVK Advertising Agency: BBDO, London, UK Art Director: Mark Fairbanks

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:PS]LY :UHPS *VTPJZ *VSSLJ[PISLZ! *VTL PU +PZN\PZL Advertising Agency: Cheil, Canada Executive Creative Director: Joe Mussico Art Directors: Donald Vann, Laura Kitching, Helene Larochelle Graphic Designer: Joe Borges

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SEPTEMBER2012 DECEMBER 2011| |DEPARTMENTS DEPARTMENTS

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+LWHY[TLU[ -VY *VTT\UP[PLZ 3VJHS .V]LYUTLU[! >OLU @V\ *OHUNL @V\Y *SVJR ;LZ[ @V\Y :TVRL (SHYT -PYL 2PSSZ @V\ *HU 7YL]LU[ 0[ Advertising Agency: RKCR/Y&R, London, UK Creative Directors: Mike Boles, Jerry Hollens Business Director: Nick Fokes Planner: Neasa Cunniffe Account Director: Graham Smith Photographer: Giles Revell Designer: Lee Aldridge

;V`V[H! :VTL 3VVR H 3P[[SL /HYKLY [V :LL >OH[ 5LLKZ 7YV[LJ[PUN ;V`V[H 7YV\KS` :\WWVY[Z /LYVLZ VM *VUZLY]H[PVU Advertising Agency: Saatchi & Saatchi, LA, USA Executive Creative Directors: Chris Adams, Margaret Keene Creative Director: Erich Funke Art Directors/Copywriters: Matthew Curry, John Kritch Copywriter: Anne Sanguinetti Associate Creative Director/Art Director: Juan Bobillo These ads (and more) can be found at adsoftheworld.com

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RANGE ROVER SPORT

INTRODUCING THE 2013 RED LIMITED EDITION landrover-me.com/rangeroversport

Athletic. Dynamic. Bold. Make a statement with the limited-edition 2013 Range Rover Sport with 375hp, unique 20� sports wheels, the exterior Red Sport badge and embossed Sport logo on headrests. Offering more excitement, individuality and luxury, it is available in different colours and designed to set you apart wherever life takes you. *HST Kit sold separately.

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