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Banking & Finance

Excess Instability

by Executive Editors March 21, 2011
written by Executive Editors

In search of the stronger credit ratings brought by more stable markets, Lebanese banks have long been conquering new territories and Egypt is no exception.

While only Bank Audi and BLOM Bank have their own franchises in the recently revolutionized country, many of Lebanon’s other banks have correspondent relationships with existing banks in Egypt. Where others have not, Audi and BLOM have dug in deep and the effects on their operations there from the recent upheaval and its resulting power shift and are worth more than a passing glance.

Of the two Lebanese banks operating in Egypt, Bank Audi has the largest presence by a long shot, though both made relatively similar entrances into the market. Audi, the biggest bank in Lebanon by assets and market capitalization, has 30 branches in Egypt, which is set to become the bank’s number two location after Lebanon.

Audi entered Egypt in 2006, outbidding four other regional competitors to acquire complete ownership of Cairo Far East Bank for $94.4 million. At that time, Cairo Far East had three commercial banking branches and one Islamic branch.

BLOM Bank was the first Lebanese bank to enter the Egyptian market, but has taken a much more measured approach, provisioning all of its lending and taking its time with expansion. BLOM came into the Egyptian market through a 99 percent acquisition of Misr Romanian Bank in 2005 for $97.8 million. It is also active on the securities and insurance fronts, having acquired Investia, a brokerage firm, in 2006 and having begun an Egyptian arm of the bank’s insurance company, Arope Insurance, in 2008. BLOM Egypt currently has 26 branches in the country.

According to Nassib Ghobril, head of research at Byblos Bank, Bank Audi brought in $24 million in profit from its Egypt operations while BLOM brought in approximately $5 million.

In the chaos

During the protests, BLOM Bank’s Egypt general manager, Mohamed Ozalp, was in the office by day and defending his home with a baseball bat by night. He spent his days in the closed bank staying in contact with his 720 staff members as best he could, until February 13 when he was able to open nine of the bank’s 26 branches.

“There was orderly conduct of business. Even exchange rates — maybe the first day they edged slightly higher, but then by day two [they] came back to more or less the level before January 25,” said Ozalp.

He continued, “I think it was really a confirmation of confidence in the banking sector when we opened,” Ozalp said over the phone, as the hubbub of his newly returned staff could be heard in the background. After that Sunday, the Central Bank of Egypt (CBE) decided to close the banks again for three days due to protests by employees of Egyptian banks, which conveniently bookended the holiday of the Prophet Muhammad’s birthday. Now, the banks are open and by all accounts functioning normally.

Ozalp said security staff were present at BLOM’s branches throughout the protests. “Except for one branch that had minor damage, most of our assets, if not all of [them], had no problems. At the downtown Cairo branch glass was broken,” he said.

The financial toll

With investment comes risk; no doubt right now international banks with regional outposts are tallying their potential losses. Moody’s’ Mardig Haladjian, general manager of the ratings agency’s Cyprus operations, named Bank Audi and BLOM Bank as some of the regions most significantly exposed banks to fluctuations in the Egyptian economy, along with National Bank of Kuwait and Arab Bank.

“Depending on how their Egypt loan portfolios perform, especially with respect to delinquencies, these banks’ group net profits for 2011 may be negatively impacted,” said Haladjian.

But Egypt remains generally under-banked and with lending ratios low across the board a quick economic rebound could give this dark cloud a silver lining. According to Haladjian, the loans-to-gross domestic product ratio is 30 percent, compared to 77 percent on average in the Gulf Cooperation Council.

“The very low loans-to-GDP ratio in Egypt is an indication of the potential for lending in the country, subject to a well-functioning economy and legal system,” Haladjian said.

Byblos’ Ghobril said that loan delinquencies could well prove a problem for Lebanese banks whose growth strategies depend on aggressive consumer lending.

“The bigger question over the medium term is how much will the quality of assets be affected? Will non-performing loans increase? How will the banks react? Will they continue to lend as aggressively as before?” said Ghobril. “It’s easy to lose confidence. It is very difficult to restore it.”

The recent turmoil will not only have an impact on the numbers but could affect the integration of foreign banks into the Egyptian market; since the early 1990s, gradual privatization has led to increased exterior investment throughout the economy. Since reforms were initiated, 150 state entities, from myriad industries, have been sold to the private sector.

But public support for privatization of government assets has waned in recent years due to the resulting unemployment, and the dregs of the state’s assets have not been fetching attractive bids.

In 2008, the Egyptian government pulled out of a plan to sell Banque du Caire, Egypt’s third largest bank, when lower-than-expected bids came in. The highest bid was $1.4 billion for an 80 percent stake in the bank, lower than the desired $1.6 billion. The privatization program has since been dropped, with many regional banks anxious yet unable to enter the Egyptian market.

In a WikiLeaks release of United States diplomatic cables printed in The Telegraph on February 15, a US diplomat stated that the “restructuring” phase of Egypt’s financial sector reforms ended in 2008 and that there were no plans to revive it.

The cable said: “The CBE is not planning to privatize any of the public commercial banks, but instead is focusing on increasing their efficiency by holding their management accountable and improving their workforce and IT infrastructure.” These cables, however, were from December 2009 and new leadership could change this strategy.

The future

Lebanese banks have long sought international expansion with the intention of raising their credit ratings, which are kept below investment grade by heavy exposure to the domestic sovereign; but with a ‘BA2’ rating from Moody’s (sub-investment as well), Egypt may not be the place to look to rectify that.

With other countries of interest in the region also experiencing unrest, Byblos Banks’ Ghobril surmised that regional expansion plans for Lebanese banks were likely “on hold” for the moment. Marwan Barakat, head of research at Bank Audi, agrees: “What is happening in the region is something quite important and, at least in the near term, banks will not be aggressive in their expansion while waiting for the [outcome of all the changes].”

It is on the long-term outlook where divergent opinions emerge. Barakat remains confident that the overarching plan to increase Lebanese banks’ international business to 50 percent of their balance sheets will hold.

 “The needs are there in all of those markets. [They] are passing through short-term challenges. This does not mean that those are not important markets with important needs for financial services,” he said.

But Ghobril said that regional events call into question the validity of the entire strategy. “I wouldn’t look at it on a country by country level. The more relevant question to ask is how will the whole expansion strategy of Lebanese banks in the Arab world be affected, given what is happening? Nobody could have possibly expected this to happen.”

But for now, Ozalp said Lebanese banks in Egypt are returning to their normal functions. “As far as our bank strategy is concerned nothing has changed,” he said. “I think that once the dust settles it will create a lot of opportunities.”

“Is the whole expansion strategy of the Lebanese banks going to backfire given what is happening? Nobody could possibly have expected this”

March 21, 2011 0 comments
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Banking & Finance

For your information

by Executive Editors March 21, 2011
written by Executive Editors

LCB in US crosshairs

Lebanese Canadian Bank was accused by the United States Treasury Department of money laundering in connection with a drug operation with ties to Hezbollah, on February 10. The department released a 14-page notice of finding, which concluded, “Lebanese Canadian Bank SAL is a financial institution of primary money-laundering concern.” Stuart Levey, the US treasury undersecretary for terrorism and financial intelligence, said he believed the fault lay with the bank’s “management complicity, failure of internal controls, lack of application of banking standards” and other “vulnerabilities” in Lebanese banking standards. In response, The Association of Banks in Lebanon put out a statement stating its support for the bank. Riad Salameh, governor of Banque du Liban (BDL), Lebanon’s central bank, travelled to Washington, DC, on February 24 to discuss the matter with US officials. Salameh and others have suggested that the investigation could be the result of Western dissatisfaction with the recent shift in power in Lebanon’s government. A statement from Salameh was broadcast on the popular television show “Kalaam Al Nas” in order to discourage Lebanese depositors from withdrawing their money from the bank, as some experts have suggested was happening. “We wish to assure Lebanese markets, and those who are dealing with [LCB], that their dealings with it are secure,” Salameh said in a BDL release. Though BDL management has made no comment on the issue, the bank has posted a statement on their website saying, “[LCB]…is committed to fully cooperate and coordinate with the relevant regulatory authorities in an effort to demonstrate the integrity and transparency of its operations and accordingly denies knowledge of any involvement in any manner whatsoever in illicit transactions or wrong doing.”

Libya unrest hits banks

The United States Treasury Department announced on February 25 that it would be monitoring transactions for possible links to the unrest in Libya. The treasury department’s Financial Crimes Enforcement Network requested that financial institutions “apply enhanced scrutiny” to accounts which could be held by Libyan officials or Muammar al-Qadhafi himself. “Financial institutions should be aware of the possible impact the events in Libya may have on patterns of financial activity when assessing risks related to particular customers and transactions,” said the statement.  A WikiLeaks cable released in late February containing a message from the US Embassy in Tripoli valued Libya’s sovereign wealth fund at $32 billion and said that “several American banks are each managing $300 million to $500 million.” According to US State Department spokesman Philip Crowley, Libya’s finances had become so entwined with the US that the country suffered significant losses with the fall of Lehman Brothers and was also approached by now debunked ponzi-schemers Bernard Madoff and Allen Stanford. Libya announced that it would be accepting bank license applications from foreign players in February of last year. The country’s central bank only ended up issuing one license, however, with Italy’s UniCredit SpA the now perhaps not-so-lucky recipient. Three Gulf Cooperation Council banks had entered the running — it was reported that Mashreq Bank, Emirates NBD and Qatar Islamic Bank were put on the short list for licensure but in the end none was granted. Byblos Bank and Fransabank have representative offices in Libya.

BDL posts full 2010 figures

Lebanon’s banking sector showed a slowdown in deposit growth and a relatively robust year for lending according to Banque du Liban (BDL), Lebanon’s central bank, which released full financial figures for 2010 performance. Deposits represented 83 percent of the sector’s total balance sheet. Customer deposits grew 11.9 percent to reach $107.2 billion by end-2010; this growth is 37 percent lower than the growth posted in 2009 when the financial crisis encouraged depositors to seek out the safe haven of Lebanese banks. Loans grew by 23.1 percent in 2010 to reach $34.9 billion at end-2010. Dollarization of lending was 64.1 percent. The expectation at the start of 2010 was for the ratio of dollar lending to decrease based on relative political calm and encouraging policies from BDL in lifting reserve requirements on the majority of Lebanese lira lending; political unrest in the fourth quarter slowed this trend, leading to comparable figures to 2009.

Shaky start for Egypt’s banks

Egypt’s net foreign reserves at the country’s central bank fell by $1 billion in January down to $35 billion, leading to a balance-of-payments deficit for the month.  Deputy Central Bank Governor Hisham Ramez said in early February, upon the reopening of the country’s banks, that the foreign reserves would be used to cover withdrawals and transfers in an effort to stabilize the Egyptian economy.  Foreign holdings of treasury bills dropped as well in the first month of the year, decreasing by $2.8 billion as foreign investors were spooked by unrest in the country. EFG-Hermes expects reserves to continue to decline in 2011, compounded by the Central Bank of Egypt’s efforts to weaken the Egyptian pound.

Arab stock market losses

General unrest in the Middle East and North Africa led to losses totaling approximately $24 billion in February on regional bourses. The majority of the losses were in Saudi Arabia, Qatar and Kuwait, while Abu Dhabi managed slight gains. After the $24 billion in losses, market capitalization of the region’s 14 stock exchanges was left at $930 billion on February 23, down from $954 billion at the end of January.

Bank of Beirut heads to Oz

Bank of Beirut announced on February 21 that they had acquired an 85 percent stake in Australian Laiki Bank. Laiki Bank was majority-owned by the Cypriot Marfin Poplar Bank, which put out a joint statement announcing the sale. Regulatory bodies from all three countries have approved the deal, which has been reported to be valued at $420 million. “Entering the Australian banking sector is a direct materialization of our strategy to expand outside Lebanon and serve our customers wherever they are. After highly successful operations, whether in the United Kingdom, Germany, Cyprus, Oman and other overseas markets, the acquisition of a majority ownership in Laiki Bank will allow us to further improve our performance and offer our customers an expanded international platform that caters to all their needs,” said Salim Sfeir, chairman and general manager of Bank of Beirut. Including Laiki Bank, Bank of Beirut now has 65 branches worldwide with 50 in Lebanon and 10 in Australia. The Lebanese bank also has two branches in the UK and Germany, one branch in Cyprus and one in Oman. These locations combined give the bank a total consolidated balance sheet of $9 billion with $6.88 billion in deposits.

March 21, 2011 0 comments
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AdvertisingSpecial Report

Chuck Brymer

by Executive Editors March 21, 2011
written by Executive Editors

DDB Worldwide CommunicationsPresident and Chief Executive Officer Chuck Brymer sat down with Executive to give his perspective on the Middle East’s advertising industry. DDB Worldwide was one of the initial building blocks of Omnicom, the New York-based communications holding which just reported $12.5 billion in earnings for 2010. Brymer was in Dubai on the occasion of an internal merger of three Omnicom-owned agencies into an entity called DDB FZLLC.

  • We established that you do not talk about the value of your unit here in the Middle East…

We do not talk about revenues anywhere in the world. But you can look at the [overall] revenues of Omnicom, where we reported our results just yesterday. 

  • But we would love to understand more of how much the Middle East represents of the total.

What I can tell you is that the Middle East and Africa is a market that in my view is still somewhat in its infancy compared with [where it will end up]. We look toward the region with optimism; we look toward the region as having growth potential. We have invested into the Egyptian market; we have invested into this [the United Arab Emirates] market, the Saudi and the South African markets. These are the core hubs that are the important markets for us.

  • What do the events in Egypt say about the role of social networks?

Egypt demonstrates the power of social networks and the power of people talking to people. My business has been historically about connecting people to a product and connecting people to a brand. Today it is just as much about connecting people to people. It’s much more powerful sending you a television commercial that you take in. If it’s well done, it will motivate you not only to buy the product but hopefully to send that message through to your network of friends and community. If I’ve done that it creates a greater opportunity for communication.

  • Middle Eastern brands are missing from the list of top global varieties. As an expert on global brands, how can brand owners in the Middle East make the list?

I happen to believe that brands are, in many ways, not only an engine to a company’s profitability but can be the engine for growth and prosperity of a country. Look at a market like South Korea, which  was able to raise and enhance the quality of life through exportation of goods. The exportation of goods was predominantly driven by the success they had with brands. China as a market has yet to create brands. There are a number of brands on the horizon that China will begin to export and with that they will create an even more powerful economy.

If you look at the Middle East, the same thing applies. The ability to create strong brands will generate significant revenues back to the home markets and there are none that currently exist in this market at that level. That being said, I do think hospitality brands like Emirates have the potential to be well known and globally established.

  • Does the Middle East currently play any role for you as a source of talent?

I think the creative product here in the Middle East is good but I think it’s going to get a lot better.  We’re investing in our people, in cross-pollination and in training, so that we can create even better work here and use the people here to build up that work in a bigger way.

  • Senior members of the industry here told us that agencies in this region in the past won international awards but these campaigns were created only for award shows and never ran commercially. What does this say about the acceptance of creativity in the market?

I think it is an ethics question. There is a lot of skepticism toward work that has been created just for winning an award show. We’re trying to achieve recognition for work that is run in the market that has brought recognition to our clients’ brands, so we don’t really support that whole premise.

  • And how do you see your role as a global owner of a unit here in the Middle East in pushing standards in this market to more compliance with best practices?

Well, I think the more that we invest in the market the more we expect our markets to comply and to deliver that work. At the end of the day it comes down to talent — nothing else. If you have good talent, you will create great work.

It used to be if you have a great client, you’ll create great work, and I suppose there is a little bit of that as well, because you need clients that are willing to take a step out and to take chances and to support the creative product through work that is edgy.

If you want to get noticed in this world, sometimes you’ll have to step out and do something different and clients that understand that give us greater opportunity to do that.

  • This brings us back to the question of how to better nurture talent that comes from this region to succeed on the global stage…

The most important thing is to allow the local talent here to see and to participate in global work. By understanding and seeing how other markets do it, Western markets and increasingly those in Asia, it brings a greater appreciation for creativity.

I think the second thing is getting our offices to engage in that kind of work. We might take a global assignment and say ok, ‘I want to see the work from Australia, Dubai, Paris, London and New York’ and we’ll drive all five or six of those markets together to look at the work.

I think getting the local talent here to be a part of that process and see the work coming from other markets is very helpful. It’s like playing tennis. You play a better tennis player and theoretically you raise your game.

  • The ‘American Idol’ method of defining talent for entertainment has been very successfully translated to the Middle East. Would you expect the same for the advertising industry where consumer-generated advertising spots can generate huge attention at an event like the Super Bowl?

Will we see more of that? I think so. ‘Crowd-sourcing’ ideas — soliciting ideas from anywhere — can make sense. My own point of view is there is no wrong way to create a great idea.

Many of these ideas need to be polished, taken from a raw state and built into a more expressive way of communicating it, but wherever it comes from I think is fine.

No agency or individual has a lock on creativity. The most important thing is that the idea has been polished in a way that it is presented in a most effective way to consumers.

And the instant response rate that you get nowadays will show you very quickly where you went wrong. Absolutely.

  • Is that the end of marketing or just the beginning?

The beginning. Marketing has a future. The one great thing about the business I’m in is that our currency is ideas. The world will never turn off the need for ideas.

“Marketing has a future. The one great thing about the business I’m in is that our currency is ideas. The world will never turn off the need for ideas”

March 21, 2011 0 comments
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AdvertisingSpecial Report

Trouble at home

by Executive Editors March 21, 2011
written by Executive Editors

Lebanon may be the birth-place of the Middle East’s advertising empires but a host of issues hold it back from being a big regional player in terms of what matters at the end of the day: client spend.

In 2010, an estimated $1.22 billion was spent on advertising in Lebanon, according to ZenithOptimedia. This is expected to grow by 5.8 percent to reach $1.3 billion in 2011 and upward to an estimated $1.43 billion in 2013. This growth is consistent with gross domestic product growth estimations but ask industry leaders and they will tell you that the numbers don’t mean much.

As with all regional (and perhaps global) advertising figures, the published numbers only represent those on the surface. They hide the discounts and deals underneath, leaving valuations of the industry in Lebanon unreliable and inflated (see story page 52). Several industry leaders told Executive that the true value of the industry may be as low as $110 million.

Advertising executives confirm that these deals, offers and discounts are commonplace to the market and of no great surprise or detriment to the industry. But Carole Hayek, general manager of Optimedia Lebanon says that this practice is causing a slow erosion of the industry’s integrity and sustainability.

Weakening the foundations

“Once you are used to having a lot of discounts, a lot of offers and packages offered by the media, then the client will feel that he doesn’t really have to put effort behind spending on advertising,” said Hayek.

She continued: “That doesn’t mean that I am pointing at the media for doing this. I understand that they need to reach a certain amount by the end of the year to cover their expenses so they are using a lot of [methods] to achieve their targets. But this should be a little bit more studied because you cannot continue this way.”

Furthermore, Hayek says that these practices common to Lebanon are growing in prevalence in other markets like Saudi Arabia and the United Arab Emirates, where they were formerly less of a problem, demonstrating a ramping up and not a tamping down of the practice. Exacerbating this issue is the lack of direct involvement between the clients and the agencies.

“Unfortunately, most of the clients in Lebanon are not the principals, they are agents — they are distributors so they don’t care about brand building. They only want to make short-term money,” said George Slim, chief operating officer of Lowe Pimo.

Standing out, outdoors

Besides industry culture, the physical environment of Lebanon’s advertising landscape makes for some challenging competition — especially out of doors. The great acknowledged challenge for the industry in today’s media landscape is which “touch point,” or point of contact between a brand and a client, is right for which brand. Outdoor advertising has been, and remains, a large part of that discussion with 10.5 percent of Lebanon’s advertising spend going to outdoor ads.

This may not seem like a large proportion but outdoor is second only to television in terms of media spending. With much lower prices, it represents a greater portion of advertising focus than the numbers would suggest. But the efficacy of outdoor ads is eroding as unmonitored and unregulated areas of the country grow clogged with billboards; agencies and media companies are frustrated with the effort it now takes for a campaign to jump out among the noise.

“Three or four years ago, with 300 faces [individual billboards] you could have a ‘wow’ campaign. Now even with 2,000 faces you are not achieving this affect,” said Hayek.

Solidere is an example of an area where existing regulations are being enforced, but outside of central Beirut any regulations that do exist are surely being ignored; the billboards jostling for drivers attention on the highways of Doura and Dbaye are nothing short of a forest.

This is not seen as a problem by all, so long as spending in this medium continues. “I think there are already some regulations that are not being respected or enforced but this is not holding back the advertising industry. More money is being spent there,” said Nabil Maalouf, managing director of Euro RSCG Beirut.

Perhaps all of these challenges are simply a part of the market’s evolution. Regardless, most agencies Executive spoke with seemed to accept it as the nature of the game. A concentrated effort, then, is the only way to bring about a change of culture. As of yet, no one is stepping forward. Even simple issues of payment seem to be an insurmountable problem to industry players who are generally at the mercy of the clients. “I wish there were laws that prevent clients leaving an agency without paying them. There is no respect for that,” said Slim.

With an energetic industry regionally acclaimed for forward and creative thinking, Lebanon is still leagues behind what it could be. Sadly, this is a familiar refrain. As Maalouf attests, “Lebanon is known to be the land of missed opportunities when it comes to business, to governments, [at] all levels.”

March 21, 2011 0 comments
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AdvertisingSpecial Report

Eli Khoury

by Executive Editors March 21, 2011
written by Executive Editors

Eli Khoury, chairman and CEO of M&C Saatchi MENA, is about to complete his first year of running an independent regional agency after ending a relationship with one of the big four holding companies. Executive sat down with him to discuss his experiences as an independent partnering with an international but unaffiliated network.  

  • Are you celebrating your independence?

Big time. There are two reasons why it is bad to be part of the big ones. The first is technical and commercial. If you have a global client, New York, Europe and the rest will keep most of the money because they are in dire straits too. In the Middle East advertising market you get only the crumbs but they are not demanding monkeys to operate. They want real people to operate. There is no match.

  • And the second reason why it is in your opinion not good to be with one of the top groups?

The second reason is that they really don’t care if you develop your creative talent or not. In the old days, those who started the networks were ad men who loved it and they used to drive around trying to teach a thing or two to their people. With the mega-groups today, they don’t care. In my opinion, the big mega-groups are dead.

  • Creatively dead or economically dead?

I think one will drive the other. I think those who will be the industry makers in the future will be independent agencies who are somehow a network, because you have key market offices. Besides, over the Internet, you can be [everywhere].

  • What made you seek to move from affiliation with a big group to preferring the status of a smaller, independent agency?

When I was a kid and joined agencies, the big dream was a big international name. That was achieved not because of a business deal but because there was compatibility in thinking. At one stage, one would feel that the brand is his and have love for it. But as you grow older and as the world changes, you start realizing it could just as well have been Khoury and Co. or ‘xyz’. In our days, everybody is a client and the world is everybody’s. Who would prevent me from running an ad in New York as Khoury & Co? If I have a client in the Middle East who is willing to pay for a spot on the Super Bowl, I’ll run it. Unfortunately, that is something one learns later in life.

  • But you have an international minority stakeholder. Couldn’t they aim for majority?

You said it: minority. There are only two worries: culture and people. When another company wants to buy your company, if you are a decent practitioner you are worried about the culture because it has your name on it and [you worry] about those who spent years making your success. If these are well taken care of, plus a good price, why not? But this won’t happen today with a mega-group.

  • Wouldn’t a mega-group provide more resources, stability and global clients?

You cannot count on an international partner. Global clients, by the way, are becoming ridiculous clients. I can assure you that since the 1970s no one has made the money they think they should have made out of global clients. Recently, it has become much worse.

I prefer a large Middle Eastern client who has hopes and expansion plans over your average big multinational [company].

  • And that has something to do with the fact that global companies are looking at Middle Eastern markets as…

As secondary, to begin with. Brazil, India, China and Russia are way ahead of us, and that is understandable. In terms of advertising, we are followed only by Africa. And I would expect that Africa will surpass us at some point.

March 21, 2011 0 comments
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AdvertisingSpecial Report

Running after Digital

by Executive Editors March 21, 2011
written by Executive Editors

When it comes to social media, players on all sides of the regional advertising industry are pointing fingers. Who is keeping the region’s ads behind the times? If you are an advertising agency, it is the media not offering the platforms or infrastructure to properly display creative genius. If you are the media, you are hesitant to make an investment until there is a large enough audience to warrant the expense.

In early 2010, members of the industry had an air of panic over whether the spending of ad dollars in the Middle East would mirror the online transition that was happening all over the world.

“[In 2009] we saw some major brands double their spending online, but we saw other major brands not spend a penny online,” said Hussein Freijeh, Yahoo’s director of advertising sales at Dubai Internet City.

Talking a good game

Today, the industry players are confident, if not boisterous, about their ability to incorporate digital media into their communication strategies. “In my opinion, any advertising agency that is not capable of delivering to the client a total communication solution based on neutral thinking is an agency that will not survive the future. It [has] to talk to the people and not to talk at the people,” said Raja Trad, chief executive officer for Leo Burnett MENA. Agencies have been hiring new staff, bringing in trainers from international networks and creating entirely new departments dedicated to digital strategy and creativity.

But so far the figures that do exist regarding regional spending on online advertising don’t seem to warrant the rush of attention that the industry would have us believe and the ambitious talk of industry executives seems more wishful thinking than statement of fact.

In ZenithOptimedia’s estimations of the size of the digital advertising spend by pan-Arab clients, the total for 2010 was $52 million out of $5.1 billion in total spending. This represents a 550 percent increase since 2007, when the estimation was $8 million, but nonetheless still only makes up 1 percent of the total spending.

The projection for 2013 anticipates online spending to increase to just $134 million, or 2.3 percent of the total spend. To be fair, the pan-Arab client group constitutes only 40 percent of total spending for the region, but the group is a good indicator of regional trends as it comprises the biggest spenders from within the Middle East and North Africa itself.

Though the spend may not be gaining as fast as chief creative officers would like, the consumers are leaps and bounds ahead; social media usage statistics for the region are growing at a breakneck pace. Using Facebook as the best example of the possible reach of social media in the Arab world, the Dubai School of Government’s “Arab Social Media Report” puts the United Arab Emirates on the list of the top 10 countries by Facebook penetration, with 45.38 percent of the population registered on the site at the end of 2010. This is well above the 6.7 percent country average for the Middle East. Still, the number of Facebook users from the Arab world grew 78 percent in 2010 to reach more than 21 million. 

But growing popularity doesn’t necessarily mean a bigger spend. Omar Nasreddine, regional director at Grey Group, says that Lebanon, the region’s creative hub, is one of the places where infrastructure is an impediment to progress.

“On one hand we boast about being progressive and leading the trend in the Middle East but when it comes to digital in general we don’t have a decent [broadband] connection, so how do you recommend digital initiatives to clients when you don’t know how reliable the internet will be?” said Nasreddine.

When it comes to developing digital media advertising in the Middle East, it’s a lot more complicated than merely capitalizing on trends. Agencies will need to work around some serious barriers to be able to creatively compete with their international peers. Until the spend increases, the talk is just that.

March 21, 2011 0 comments
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AdvertisingSpecial Report

Hoping for a Knock at the Door

by Executive Editors March 21, 2011
written by Executive Editors

Strategies regarding hiring practices in the Middle East’s advertising industry are as divergent as the market research on which perceived needs are based. Though each agency thinks that not only is their strategy the best, it is also the norm. But opinions vary as to whether a largely local workforce or an international mélange is best.

The staff at ad-giant JWT’s office in Dubai, for example, are made up of 66 nationalities. JWT MENA Chairman and Chief Executive Officer Roy Haddad says that this creates a dynamic work environment which breeds creativity, although some markets need more local sensitivity than others.  If there are regional norms in advertising hiring then two prevailing trends seem to emerge. The first is that Lebanese talent is predominant and the second is that local talent is essential in markets with distinctive cultures such as Egypt and Saudi Arabia.

Edgy or understanding?

“You cannot have sustainability without having local staff,” says Haddad. “Every corporation has a role beyond its own welfare. It also has a role to contribute to the society; that’s why we are very keen on hiring locals.”

Still, qualified local hires with cutting-edge skills remain difficult to find, thus many management positions are held by expatriates from regional creative hubs or from outside of the region altogether. This phenomenon, according to Bechara Mouzannar, executive creative director for Leo Burnett MENA, encourages creativity but may do so to the detriment of cultural authenticity.

“It’s very difficult — not only in the [United Aran Emirates] — to find good fresh talent who speak Arabic in the region,” says Mouzannar. “You find some people who come from all over the place in Dubai but they don’t speak Arabic. The only thing that brings them together is the fact that they work in communication but when you analyze the departments you realize that there are very few Arabic speaking people working in creative departments.”

Frustrated by the prevalence of English in regional advertising, Mouzannar appears committed to changing this trend in the regional industry. He adds: “Our focus will be to evolve the Arabic culture of communication. It makes more sense to have campaigns and ideas that mean something to the people, in the language of the people, in the societies where they live.”

Even with Lebanon popularly accepted as the spring from which much advertising talent flows, George Slim, chief operating officer at Lowe Pimo in Beirut, says that the lure of higher salaries and bigger spends draws much local talent away from home.

“We are constantly looking to recruit and you cannot find good applicants anymore because they are all outside… getting higher salaries, more exposure and security,” he says.

This competitive atmosphere makes the constant struggle to find and keep new talent a key concern for agencies throughout the region.

March 21, 2011 0 comments
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AdvertisingSpecial Report

Tarek Miknas

by Executive Editors March 21, 2011
written by Executive Editors

While advertising agency Fortune Promoseven’s team awaited the announcement of winners in the MENA Cristal Festival advertising awards in February, Executive asked Tarek Miknas, Promoseven Group chief executive officer, about the bottom line on talent.

  • What is the main benefit of winning an award for creativity?

We are a creative business and I think the awards work on two levels. Whether we like it or not, it is the currency in advertising. It is like the film business; when a movie gets awarded, people take more notice. The way that awards are working in this day and age is that clients want results. They want tangible, tractable, auditable results and they want solutions to business problems. Ninety-nine percent of our case studies are business solutions delivered creatively and effectively. We are not in the business of creating art; we are in the business of creating commercial art. 

  • Do advertising awards give you a boost in the public eye when compared with, for example, an Oscar?

It gives us industry boost. We are purely a talent-led industry. It is an ideas business and people are not our most precious asset – they are our only asset. And the only way to attract people is when they get excited about working for the brand that you represent. It is very different when people work from an emotional place than when they are working from paycheck to paycheck.

  • In your quest to make the creative life pay, were there any impacts on the business side from the economic downturn in 2008? 

If we are talking about financial reward, being part of the creative industry has made it always very challenging to get paid. Especially during the recession, clients will always challenge you and say, ‘other guys will do it for half [as much].’

But… I think if you have a substantially better product, clients will make the budgets for it because they need their brands to become famous.

  • Did the recession in 2009 result in layoffs in agencies and did those include layoffs of creatives?

We had to lay people off, of course. It is probably the worst part of the job. Cuts were across the board. No part of the agency was protected but we retain our best talent and are constantly trolling for the best you can get. Probably all agencies are.

  • Is retaining talent a challenge in this region?

I think it is; you see a lot of the great talents move from one place to another.

  • How difficult is it to manage creative talent from the HR side?

Managing creative talent is probably the hardest thing in the world because the emotions are always all over the place and there is a certain level of ego. It is not like a typical business where you ask, ‘Did you clock your hours? Did you fill out your time sheets?’ But the most important thing for creatives is that you understand what they are going through and that you care about the product as much as they do.

  • Does caring for the product and creative impulses cause a conflict with bottom line targets?

Of course it will create that conflict. [But] I don’t think for one minute that we can take the foot off the gas on the product.

“Managing creative talent is probably the hardest thing in the world”

March 21, 2011 0 comments
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Talkin’ ‘bout a Revolution

by Executive Editors March 21, 2011
written by Executive Editors

The rebuilding of Egypt’s political structure will likely take longer than the recovery of its economy. With a population of almost 80 million, it was set to be a major source of growth for most advertising agency networks in 2011. ZenithOptimedia research put the overall advertising spend in Egypt at $1.24 billion at the end of 2010 with projections that it would grow to $1.32 billion in 2011, reaching almost $1.5 billion by 2013. But these were predictions made in December 2010. After the protests and power shifts, all bets are not completely off, but much of that forecasted investment is in flux. Executive asked the advertising industry’s luminaries to gauge what effect recent events will have on Egypt’s future as a powerhouse market for the industry.

“The first reaction certainly was [to ensure] that the people within DDB were safe. We have quite a substantial business in Egypt and the number of our employees there is quite big. We wanted to make sure that everybody was safe and fortunately they have been. We still have yet to see what those events represent when it comes to commerce, whether business, as it is starting up again, will come back to where it was or perhaps even be better, depending on where this thing ends up.”

Chuck Brymer, DDB Worldwide Communications, chairman and CEO

“I have no long-term worry regarding Egypt. It is very positive what is happening. Luckily, for us, it happened in the first quarter. The first quarter will be slightly hit; it will not be dramatically hit, because we are back to normal levels now. A month was lost and I think we will catch up during the rest of the year. Overall, the year will look the same… [In the] long-term, adspend in Egypt has the potential to quadruple in size in about four to five years. Egypt’s [domestic advertising market] can become as large as Turkey; Turkey is about five or six times larger than Egypt today, so we are looking at this as an opportunity. It will not happen overnight; it depends on the speed of facilitation and improvements in the economy.”

Elie Khouri, Omnicom Media Group MENA, regional managing director

“Egypt tends to be a stand-alone as a hub for multinational clients and I think that Egypt is separate from the rest of the region. I don’t think that from a business perspective in the Levant and in the Gulf it will have an immediate impact.”

Roy Haddad, JWT MENA, chairman and CEO

“If anybody doubted digital in the Arab world, this should put things to rest. If you knew any Egyptians, I am sure that many of these guys wanted to say the same things five or 10 years ago. Digital [consolidated their voices] for them. I think the hard part is yet to come.”

Philip Jabbour, Starcom MediaVest Group, CEO MENA

“What has happened in Egypt has told us a lot about the power of the Internet and the power of online communication. People are enjoying the power of participation. I was there two hours before things blew up. I knew it would blow up and changed my flight from the afternoon to the morning, because the day before somebody I was sitting with got a [BlackBerry Message] giving the list of places where people should meet and saying what they should bring. [On the business side], if you had asked me a week ago about our most dynamic market in 2011, I would have said Egypt. Egypt will bounce back and I don’t think it will take an extraordinary amount of time. I am not thinking about if we will be affected [financially]. I am thinking I hope [the people] are ok. We live in a volatile world, we have to be able to find a way.”

Tarek Miknas, Promoseven Group, CEO

“In our plans for 2011, Egypt was to feature as the key growth market, because [it] has developed in 2010 as the largest advertising market in the Arab world. It overtook the [United Arab Emirates] and it overtook Lebanon, which was for many years the key market because the media was in Lebanon. Egypt was the promising market. I expect a quick comeback. I hope it will happen. Our growth in Egypt was to a large extent based on government spending. In fact, the whole market surged because of government spending. We were behind some pivotal campaigns, [such as] the launch of the new real estate tax law. We had in the pipeline all the materials for a campaign to teach Egyptians the use of coins and then came the revolution. We don’t know how the government is going to [end up] but for sure it is going to be a conservative step-by-step move. The hope is that the private sector will reactivate the market.”

Ramzi Raad, TBWA RAAD, chairman and CEO

“With the political situation in Egypt, oil price is starting to increase but that is not enough. If Egypt does not stabilize, the whole market could be dragged down, including the Gulf. We cannot make conclusive decisions now. It is still immature. There is positivity. When you talk with Egyptians today, they are all proud about this moment and this achievement and unanimously say they want to drive the country forward. With such a positive attitude, we would like to adopt a similarly positive [one] and say we will work hand-in-hand with our team in the local market and see how we can further drive this positivity.”

Firas el-Zein, ZenithOptimedia, CEO

“What is happening in Egypt will not just affect North Africa; it will have an impact on the whole region and it will have a spillover beyond the region itself. I have been talking with my colleagues in the other networks and we are all preparing our budgets. Our forecasts are important and affect the shareholders and we are all still kind of in the dark in terms of Egypt. We are a region and we are working hard at compensating possible losses in Egypt through growth in other markets but today’s priority is the safety of our people. The secondary objective is ensuring that we are very ready to quickly get on with business and bounce back to help Egypt, to help that market quickly recover. We have to let the dust settle and see what the people of Egypt really want. Once they have defined where they want to take their country, creative people that are Egyptian will play a great role in portraying it to the world as the new Egypt.”

Dani Richa, Impact BBDO, CEO MENA

March 21, 2011 0 comments
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AdvertisingSpecial Report

Raja Trad

by Executive Editors March 21, 2011
written by Executive Editors

It the MENA Cristal Awards from January 31 to February 4, Cairo was on everyone’s mind. Executive spoke to Raja Trad, chief executive officer for Leo Burnett Group MENA to ascertain what the advertising world can expect after 2011’s fiery start.

  • What effect will the events in Cairo have on the regional industry?

 In 2010 Cairo was definitely the fastest growing market in terms of advertising expenditures, as reported by PARC [Pan Arab Research Center]. Talking about myself as an agency, as Leo Burnett, we witnessed the highest growth in advertising spend in Cairo in 2010. I’d say there was also growth in Saudi Arabia but it was low single- digit growth. We had major growth in the Levant. So 2010 was not as gloomy as people are trying to project and, in my opinion, [for] any advertising agency that was able to secure single digit growth, that was an achievement and we did it.

The problem is you cannot sit and put a strategy in place because you don’t know what is going to happen. Everybody is saying that we will wait until the end of February. By the end of February we will sit and assess the situation and we will decide what are the next steps to be taken.

Honestly, my only concern for Cairo is for the safety of the people. When we had the war in 2006 [in Lebanon], we moved a regional team from Beirut to Cairo — 30 people —  in one week. We did not want to interrupt the business. So you cannot sit and put a strategic plan without really having more clarity of what is going on.

  • What are your expectations for 2011?

In my opinion the visibility is really bad. Cairo is an important piece of the MENA region. Pre-Cairo [revolution], when we were looking at 2011 we were forecasting growth. What will happen to this growth that we have forecasted? The answer remains to be seen.

Why were we forecasting growth in 2011? Because all of the new business that we brought in 2010 came toward the second half of the year so it will reflect on the full year in 2011. That’s why I was optimistic about 2011. It was single digit growth but it was looking good.

But with what is happening now, I honestly don’t know. If Chicago asks me tomorrow, I will say I cannot give you a forecast. I want to see how things are going to settle down in Egypt because Egypt represents part of this network and a good part of the revenue.

  • Most companies in the region have been faced with the challenge of cutting operational costs in the last two years. Have you had to do this as well and how did you do it?

In the [United Arab Emirates] there were some clients who did not reduce their spending, they totally eliminated [it] — some local clients. There was a logical drop, which we understand because at the end of the day it was a reflection of what was happening in the marketplace, but overall, in 80 percent of cases, we did not witness a drop in existing clients. In fact, some clients increased their spending.

In our case we didn’t [need to cut operational costs] because we took a decision at that time: we said we were going to give it three to six months before we make any decision [in May 2009].

We made the decision that we were going to focus on new business; to do new business you need people, so we kept the people and went after new business. I would say that 2009 and 2010 were outstanding in terms of bringing in new business. This not only protected the people we had in the agency but we had to hire in 2010. We hired around 35 to 40 people in 2010, across the region.

“We witnessed the highest growth in advertising spend in Cairo in 2010”

March 21, 2011 0 comments
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Since its first edition emerged on the newsstands in 1999, Executive Magazine has been dedicated to providing its readers with the most up-to-date local and regional business news. Executive is a monthly business magazine that offers readers in-depth analyses on the Lebanese world of commerce, covering all the major sectors – from banking, finance, and insurance to technology, tourism, hospitality, media, and retail.

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