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Region stumbles as Cannes kicks off

It’s been a pretty inauspicious start to the Cannes Lions festival for the Middle East and North Africa, with only 13 pieces of work making the cut in the first seven shortlists unveiled this morning.

The region has picked up no shortlists in the direct, promo and PR categories, leaving it to Y&R Dubai to wave the flag in print and outdoor.

Y&R Dubai has work for clients Harvey Nichols, Neenah Paper and Microsoft shortlisted in the press category, with JWT Dubai bagging one for its Reynolds Fine Carbure Pens campaign. TBWA\Raad has one shortlist for The Fridge and Elephant Cairo also has one for Lika Gum’s ‘Out of this world’.

In outdoor Y&R Dubai has been shortlisted for its ‘Wolves’ work for Harvey Nichols; its Xbox campaign for Resident Evil 5; and for its ‘Splitting Steven’ campaign for Paras Pharma.

There are only two agencies with a chance of winning any metalwork in media – Impact BBDO Dubai for ‘Emirates take off’, and Leo Burnett Beirut for its ‘Make a move’ campaign for Exotica.

In radio, both Memac Ogilvy Dubai and Leo Burnett Beirut made the cut, for ACDelco and Alfa respectively.

The shortlists mean that, so far, only one of the grand prix winners from this year’s Dubai Lynx – Elephant’s ‘Out of this world’ – has a chance of winning anything at this year’s festival. Starcom’s ‘Confessions of Corporate Spies’, which won the media grand prix at the Lynx, and Memac Ogilvy’s ‘Dustvertising’, which won the direct & sales promotion grand prix, are already out of the running, as is Saatchi & Saatchi Dubai’s ‘Abandoned cars’.

The shortlists for cyber and design will be unveiled tomorrow, whilst film, film craft, titanium and integrated will be revealed on Friday.

Cannes Lions glory could be out of reach

If I were a betting man and someone had offered me decent odds, I would have placed a wager on the winners of this year’s Dubai Lynx and made a tidy sum. But I didn’t. And no one offered me odds either.

I’m not going to bet on the Cannes Lions festival either – the odds are too long. But I am going to play a fool’s game and attempt to predict. Cannes, of course, is a totally different ball game to the Lynx. In the five years I’ve been in the Middle East, only four gold Lions have been won – two of them by FP7 Doha, the other two by Tonic and Wunderman. Leo Burnett Beirut won a PR Lion last year, but it was not classified as gold, silver or bronze thanks to it being the first year the category had been included at the festival.

Now, there’s obviously a distinct possibility that I’m going to end up with egg on my face, but I believe the only true chance of gold lies with Elephant Cairo. Its ‘89 Fans from ‘89’ campaign, which won the integrated grand prix at the Lynx in March, is in a tough category but it is a genuinely excellent piece of work that deserves to put Egyptian creativity on the map. Conversely, everybody’s favourite – and another Lynx grand prix winner – Leo Burnett Cairo’s ‘The Mother of All Foreign Films’, will, in all probability, walk away with nothing. It was shortlisted at the Clios, but left empty-handed. For whatever reason, the Melody work just doesn’t travel well.

Starcom’s ‘Confessions of Corporate Spies’ for Chevrolet deserves to win and could pick up gold. I am, however, opting for a silver. Similarly, Memac Ogilvy Label’s ‘Boga Cidre’ could win a bronze, but Memac Ogilvy Dubai will be left almost entirely out in the cold. The agency’s unprecedented success at the Lynx, where it was named agency of the year, will not be replicated at Cannes, purely because, although its work in non-traditional fields stands out in a regional crowd, it lacks the killer instinct necessary on a global level. I’m not saying Memac Ogilvy will not pick up anything, but the level of success will be tamed considerably.

As for print, well, in theory the region should do well. It makes up the bulk of the Middle East and North Africa’s entries and Y&R Dubai alone has submitted 55 pieces of work. A couple of silvers may be awarded, but for what is anybody’s guess. The chances are we may never have seen any of the print or outdoor work before. But if anyone’s going to win a silver or bronze, it’s Y&R, which has numbers, history and a 2010 winning streak on its side.

Anyway, now that I’ve alienated everyone, let’s hope that those who truly deserve to win, do. Best of luck.

PHD expands into Saudi Arabia

Media agency PHD is expanding into Saudi Arabia with the opening of an office in Riyadh.

The move has been made following the capital’s rapid rise to prominence in terms of media spend, with parent company Omnicom Media Group (OMG) saying the expansion reflects not only Saudi Arabia’s political status but also its financial and economic role.

The agency, whose sister company OMD already has offices in Riyadh and Jeddah, will support regional and global accounts as well as seek to grow its portfolio of Saudi-based clients. PHD already manages several Saudi accounts, including Bank AlBilad, Mazola Oil and Domino’s Pizza, as well as regional ones such as Arla Foods. The new office will be headed by Jean Jabbour.

“An office opening is a sign of optimism and confidence at any time but particularly now, as the region begins its recovery after the global downturn,” said Elie Khouri, OMG’s CEO for the Middle East and North Africa. “Our operations in the kingdom have proved their mettle in 2009, managing to maintain their lead and business performance overall, in spite of challenging conditions. This has confirmed our optimism and ambition for the kingdom, making the launch of PHD there not only a move for the future but also for the present.”

Choucrallah Abou Samra, OMG’s managing director for Saudi Arabia, added: “We know that Saudi Arabia is turning a corner and is now ready for something different to better communicate with today’s consumers and manage the challenges of tomorrow. PHD is the fresh approach advertisers are looking for.”

PHD launched in the UK in 1990, was acquired by Omnicom in 1999 and entered the Middle East with an office in Dubai in 2005. It has 70 offices and over 2,000 staff globally.

Media Insight and MediaCom to merge

Media buying and planning unit Media Insight is to merge with Grey Worldwide’s MediaCom in the Middle East and North Africa.

Media Insight and its clients are in the process of being folded into MediaCom’s operations across the region, with the new entity retaining the MediaCom moniker. Both agencies are part of the WPP network.

MediaCom is fully owned by Grey Worldwide in the region, whilst Media Insight is a 50/50 joint venture between Memac Ogilvy and JWT and does not have a presence outside of the MENA region.

The new venture will be 40 per cent owned by Grey, with Memac Ogilvy and JWT holding a 30 per cent share each. A spokesman at Grey Worldwide was unwilling to comment on the merger, insisting that a full statement would be issued by WPP within the next few weeks. However, it is understood that a holding company is currently being registered in Bahrain that will take ownership of all of the regional offices belonging to MediaCom and Media Insight. Where there is a duplication of offices – such as in Dubai – the two offices are merging, with no loss of jobs, according to a reliable source.

It is proposed that the CEO will come from Grey, while the CFO will be from JWT. The head of Media Insight will take a backroom role across both MediCom and Mindshare.

The future of MediaCom in the Middle East had been the source of some speculation, especially after the worldwide head office decided not to defend its hold on Nokia’s estimated $415 million global media account. Locally, chief operating officer Hisham Tannir left in October to take up the position of CEO at Initiative. His departure was followed by the loss of other members of staff.

Khan leaves Y&R for Saatchi & Saatchi

Adil Khan has quit his position at Menacom and taken on the role of regional CEO for the Middle East and North Africa at Saatchi & Saatchi.

Khan, who was managing director of Y&R Dubai until March, was recently promoted to the position of CEO for strategy and development across Y&R, Intermarkets and The Classic Partnership following a reshuffle of senior management at the Menacom group.

Now he is set to join Saatchi & Saatchi on 15 June, taking on the regional CEO position that has been vacant since Elias Ashkar ‘resigned’ from the role in January following a year of upheaval at the agency.

It is understood that Khan will spearhead the agency’s regional growth, including the creation of new, wholly-owned Saatchi & Saatchi offices across the region following the ending of the agency’s 18-year association with Quantum Holding, its partner in what were formerly its Beirut and Amman offices.

Simon Francis, Saatchi’s CEO for Europe, the Middle East and North Africa, said: “Adil has the spirit, energy, expertise and determination that fit perfectly with Saatchi & Saatchi’s belief that ‘Nothing is Impossible’. We are delighted that Adil has come on board to lead the MENA region through what will be an exciting time of growth allayed to our continuing culture of creative excellence in this most dynamic of regions.”

Khan joins a managerial team that includes Lineveldt, regional CFO Kristine Varma, and Ben Roberts, regional human interests director. The group will push ahead with the MENA network’s strategy from its base in Dubai.

Khan had been at Y&R in Dubai for 11 years, having joined the agency from Bates Madco in 1999. He has previously worked for JWT and
Lintas India.

Aldar calls major advertising review

Property giant Aldar has called a review of its advertising business as part of a change in its communications strategy.

The Abu Dhabi-based developer, which has announced $75 billion worth of assignments since it launched in 2005, has invited 10 agencies to pitch for the account, with the review currently at the RFP stage.

Incumbents JWT and Impact BBDO are not involved in the review, which is understood to be the biggest new account up for grabs.
Sami Eid, deputy director of marketing and media at Aldar, said three of the 10 agencies would be shortlisted for the second round, before a decision was made later in the year.

“There’s a new strategy for the company and we are looking for an agency that will provide us with a creative solution to accommodate that change in the strategy,” said Eid.

“Because we are looking for a different approach we did not invite the agencies that used to work with us, including Impact BBDO and JWT. Not because we have anything against them, but because we need a change and it doesn’t make sense to go back to the same agencies.”

The company’s projects include Yas Island, Al Raha Beach, Central Market, Nareel Island, and Noor Al Ain. In April Aldar announced that it had incurred a net loss of $85.5 million during the first quarter of the year, compared with a net profit of $242 million for the period ending 31 March 2009.

Leo Burnett Cairo and Y&R win at Clios

The region’s advertising agencies have only managed to land one silver and one bronze at this year’s Clio Awards in New York.

The silver went to Leo Burnett Cairo in the print category for its Egyptian ‘burger’, ‘hotdog’ and ‘pizza’ campaign for Heinz, while Y&R Dubai grabbed a bronze for its ‘Wolves’ work for Harvey Nichols (pictured).

The lack of any golds will be disappointing for Leo Burnett Cairo, which had seen its ‘The Mother of All Foreign Films’ campaign for Melody Aflam shortlisted.

This year’s agency of the year was AlmapBBDO, São Paulo, while the advertiser of the year was Nike and network of the year BBDO Worldwide.

Germans take Lebanese plagiarism in their stride

When Jean-Remy von Matt, founder of respected German ad agency Jung von Matt, discovered that one of his TV commercials had been comprehensively ripped off by a Lebanese agency, he reacted with typical German composure.

Instead of fuming at the fact that Jung von Matt/Limmat’s TVC for Migros chicken in Switzerland had been copied frame-for-frame by a Beirut-based agency called Publimatt, he launched an online competition offering a free weekend in Lebanon or Switzerland.

Publimatt’s ad for Hawa chicken in Lebanon was busted as a piece of plagiarism by French copycat hunter Joe La Pompe at the end of last month, but Jung von Matt only found out later. The Hawa ad is virtually identical to its Migros counterpart, right down to the music – Migros, The Chicken Song – which was composed by Massive Amsterdam especially for the Migros spot.

“Instead of being offended, we used this ‘coincidence’ to publish a little contest, where people had to vote whether the Lebanese chicken or our Swiss chicken was first,” said von Matt. The competition website said: “Which chicken hatched first? And which one is the copy-chicken?”
“I have to admit that in 36 years of working in advertising, I’ve never experienced a crazy thing like this,” said von Matt.

Seductive viral video promotes Portfolio Night

A viral video featuring a speech made up of 30 advertising slogans is hoping to seduce young people to join the region’s advertising industry.

Created for Portfolio Night 8, which is taking place on 20 May at venues across the region, the spot was shot, edited and delivered by production company Muddville in three days.

Portfolio Night is the largest simultaneous advertising portfolio review in the world. Featuring a portfolio review process in a ‘speed-dating’ setting, the event helps students and aspiring young creatives break into the ad industry and involves the top creative directors in each participating city.

In Dubai, the event is being held by Memac Ogilvy at the Ritz Carlton. Doors open around 4.30pm but the first review session will begin at 6pm.

For a full list of creative directors attending the event go here. For a full list of countries participating in this year’s event, go here.