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Business

‘Drafting’ mercenaries

by Claude Salhani June 1, 2004
written by Claude Salhani

If you think that soldiers of fortune went out with Frederick Forsythe and the last colonial war in Africa, think again. The dogs of war are back big time, compliments of the US occupation of Iraq. Except in our more politically correct world, the word “mercenary” has been dropped from our vocabulary and replaced with the more acceptable term: “civilian contractor.” It is difficult to say exactly how much their presence is netting the US private sector – the firms employing them are mum – but it is safe to assume that the US government is saving a great deal on costs that would otherwise be incurred if they used regular troops.

The brutal slaying of four unfortunate Americans in Fallujah made front-page news the world over, as did the prisoner abuse in the Abu Ghraib prison, where civilian guards were said to be involved. But just who are these mysterious “contractors,” what exactly do they do, why are they there, and who are they answerable to? Let’s start at the beginning. Ever since there were wars, there have been men – and sometimes women – who tag along with the military to carry out chores that soldiers do not want to do. For logistical reasons the military high command finds it easier, better, cheaper, and less complicated to have civilians do those odd jobs instead. But like everything else, there are both advantages and disadvantages in hiring outside help.

But to understand the current phenomenon that has drawn anywhere from 20,000 to 40,000 civilian contractors to Iraq, making them the second-largest military force in the country after the US, we need to understand first why such a large number of civilians has been “drafted” into a war zone.

Under the leadership of Donald Rumsfeld, and against the better judgment of some of his generals, the American secretary of defense took the decision to reduce the size of the US military around the world. The Cold War was over, and Rumsfled argued, there were no pressing needs to maintain large numbers of troops and bases around the world. Rumsfeld believed that modern warfare could be fought effectively with superior air power, good, solid intelligence – mostly electronic – and far fewer “boots on the ground.”

His rationale was proven during the Afghanistan war, which started shortly after the attacks of September 2001. The US quite simply dominated the skies with its air force and precise computer-guided missiles. American spy satellites could spot enemy movement from outer space and direct elite troops on the ground to take appropriate action as needed. They could listen to enemy communications and preempt their moves. Unmanned drones could spy on enemy troop movements and relay live data, including television images to frontline commanders for quick reaction by Special Forces.

The invasion of Afghanistan to oust the Taliban and attempt to capture Osama bin Laden required limited troops on the ground. Smaller tactical units of Special Forces, Army Rangers, Green Berets and Navy Seals supported from the air, indeed proved to be most effective. Rumsfeld’s idea of a smaller, leaner, military seemed to have worked; in theory, at least.

In Iraq a very different battle plan was needed with the generals calling for at least 350,000 troops in order to do the job properly. Certainly the United States could blitzkrieg, as it did, in record time, taking barely three weeks to occupy the entire country. Maintaining the occupation has been harder.

Rumsfeld insisted the occupation of Iraq could be properly maintained with roughly 130,000 troops. But what he did not tell the American people was that to sustain those troop numbers, he would need the support of another 40,000 civilians to back up the military.

Enter the civilian contractors, who can be broken down into two distinct categories. The first is the genuine civilians, such as truck drivers, cooks, cleaners, mechanics and builders. They drive supply trucks, repair tanks and provide housing for the troops. Their pay is significantly superior roughly ten time what they would make in the US, given the discomfort of living in a war zone and the dangers involved. Of those, there are roughly 20,000 working in Iraq today. Or at least there were, until Westerners became the target of kidnappers and many took fright and left.

The second group of civilian contractors – of which there were also about 20,000 – is armed. Some even use helicopters with mounted guns for protection. These are mainly former military Special Forces types, who enlist their services in exchange for money, much as a mercenary would. They provide security to government buildings where American employees work and live.

Almost all US agencies – the State Department and the US Agency for International Development, the Commerce Department, the Defense Department and the US army – all have contractors working for them, or are administering contracts that have contractors working for them. They are also tasked to provide security for the civilian contractors and to protect their convoys or their work and housing sites. The four contractors who were brutally killed and had their body parts hung over a bridge in Fallujah, were former US Navy Seals on irresistible contracts.

Some of these contractors have been involved in firefights with Iraqi insurgents, and others had to fight their way out of tense situations. But more stunning was the recent discovery, when the Abu Ghraib prisoner abuse scandal broke last month, that civilian contractors were used in the interrogation of prisoners, tactics previously unheard of in military annals.
It is important to note that we are not talking about civilians in the employment of the government, such as the CIA or FBI, but of truly just civilians, hired specifically for that purpose.

A number of US companies, such as Virginia-based CACI, have advertised for interrogators, among other positions that require US government security clearance. As a rule, those are usually people with prior experience in their field – like former intelligence officers who worked for the CIA, DIA or the FBI. Still, it remains highly unusual to bring in civilians to perform such tasks as interrogating prisoner.

Why is this happening? Well, in the case of the first category, the civilian-civilian contractors, as mentioned above, the US military has been reduced in size. To make up the deficit in manpower, the defense department is forced to turn to outside help. To enlist more troops would not solve the problem, as it’s also a matter of economics. It’s the bottom line that Rumsfeld is watching for.

In simple terms: it’s true that a civilian hired to drive a truck loaded with gas, ammunition or MREs (meals ready to eat) from Basra to Baghdad will on average earn 10 times more than a soldier doing the same job. However, consider this: the contractor gets a lump sum of money and that’s the end of the story. There is no insurance for the government to pay. If he gets hit, there are no medical costs involved. Most likely his employer, the one that contracted him, would cover insurance costs, or he would do so himself.

A wounded soldier, besides costing the government medical expenses, necessitates the support of doctors, nurses, medical technicians and staff. It takes an entire team to care for every wounded GI. All this requires resources and costs money.

Additionally, if the soldier is disabled, the government will have to pay him compensation and cover long-term hospitalization, if required, and the military would then have to replace him in the field. Not so with a contractor; he gets hit, he leaves, the government hires another one. End of story. Total savings for Uncle Sam are roughly in the thousands of dollars per man, while it remains difficult to pin down exact numbers, because no study was released by the Pentagon on this subject.

Another advantage is if contractors get killed. They don’t figure in the “official” US death toll. No one really knows how many contractors have been killed in Iraq. Nor, for that matter, does anyone really know how many are operating in Iraq. Not even the Pentagon has figures for them. The closest one gets is an estimate of “about 20,000.”


The second category, the armed civilian contractors, are more aptly described as ‘mercenaries.’ They are ready to kill and even be killed, not for God and country, but for financial reward.

Again, there are no published figures, nor casualty reports concerning armed contractors. The Pentagon only reports military dead and wounded and offers no insight into losses – if any – from the ranks of armed contractors. And their employers, usually firms who try to avoid publicity, tend to shy away from the press.

One frightening fact to emerge from the Iraqi prisoners abuse scandal was that no one was able to identify a proper chain of command concerning civilian contractors involved in the interrogations. The US military commanders in charge of the Abu Ghraib prison did not know who the civilian interrogators in the jail reported to, and who answered for them.

Strange times, indeed.

June 1, 2004 0 comments
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Business

Let’s get together

by Tony Hchaime June 1, 2004
written by Tony Hchaime

Did the Audi-Saradar merger hint at a possible consolidation trend in the Lebanese banking sector, or was it a one off? The sector has seen a number of waves of mergers and acquisitions in recent years, especially in the beginning of the post-war era, as some larger banks capitalized on the difficult situation in the early and mid-1990s to eat up smaller ones. Many large banks looked to expand their branch networks, and realized the most efficient way to achieve this was through the acquisition of smaller ones.

Since then however, branch network expansion is no longer the primary goal of leading banks in the country, and can therefore no longer trigger significant mergers and acquisitions. Nevertheless, other drivers that can inspire consolidation in the global banking industry are present in the market and are likely to ignite a similar wave locally.

The gap between the top Lebanese banks and the smaller ones is constantly widening, with a marked concentration of deposits and loans among the top 20 banks. Top banks are constantly seeking to fend off competition from large regional banks by achieving a larger scale and striving for higher quality services. By targeting certain specialized institutions through ‘horizontal’ consolidation, these banks can achieve critical mass in terms of the financial resources, skill, and geographical diversification needed for competing on a regional scale (amply demonstrated by Audi’s acquisition of Saradar, which gave it a private banking unit and access to the Gulf market). Furthermore, Lebanese banks face sizeable overhead costs, and as such, they would substantially benefit from spreading such costs over a wider asset base. Another driver for consolidation is the access to distribution channels and new markets. Regional and international banks, such as NBK, Gulf Bank, HSBC and Standard Chartered, have established a presence in almost every major city in the Middle East. As the region is becoming more economically cohesive, businesses require “fully regional banks.” Lebanese banks should attempt to establish a widespread presence if they are to retain a role. Currently, a number of medium and large Lebanese banks do have branches in certain neighboring markets. Consolidating such banks under one institutional roof with a regional presence would certainly provide competitive advantages to the overall sector. The highly competitive domestic banking environment in Lebanon, coupled with the threat brought on by regional banks, is already forcing Lebanese institutions to look to nearby markets to expand into. As such, many banks are making distinct efforts to plow into the GCC market (Audi-Saradar, BEMO Bank), the African market (Byblos), and the Levant (SGBL, BEMO-Saudi Fransi, BLOM, Fransabank).

EXECUTIVE has identified 10 banks (from the “gamma ” and “delta ” groups of banks) that it believes offer attractive merger and acquisition opportunities. The order in which the following banks are listed is by no means an indicator of preference, and their inclusion in no way indicates a willingness of the existing shareholders of those banks to entertain the possibility of consolidation.

Al Mawarid Bank SAL

Al Mawarid Bank, ranked number 21 in the banking sector, was established in 1980. Following some limited growth during and immediately following the war, the bank’s management, led by general manager Marwan Kheireddine, undertook a major revamp of the bank’s operations. The bank is currently perceived as one of the few with high standards of efficiency, customer service and reliability, and its network of 12 branches focuses on Beirut’s southeastern suburbs, an area weakly catered for by other banks. Furthermore, the bank’s personalized approach to banking has earned it a favorable word-of-mouth reputation with the middleclass and has a strong Druze customer-base, especially in the Chouf. From a financial standpoint, the bank enjoys a healthy balance sheet. Liquidity levels are high, with cash balances around 35% of total assets, and only 11% invested in Lebanese government treasury bills. Customer loans account for just under 50% of total assets and benefit from a doubtful loans ratio of only 4.5%. The bank has also managed to diversify its income, with interest income accounting for around 56% of the total, and income generated from transactional services (commissions) at around 42%.

Al Mawarid Bank thus comes forward as a bank with modern management systems led by a well-educated management team, a good reputation, attractive geographical presence, healthy financials, high liquidity levels and strong growth.

Jammal Trust Bank

Jammal Trust Bank, ranked number 33 in the banking sector, was established in 1963. The bank was originally established as Investment Bank SAL, and was renamed Jammal Trust Bank in 1971 following its acquisition by Ali Jammal.

The bank is reasonably well established in Lebanon and has four branches in Egypt, a representative office in London, and owns local subsidiaries in real estate investments, trusts, and insurance. It has 20 branches domestically, including in Tripoli, Bint Jbeil and Baalbeck. From a financial standpoint, the bank has a diversified balance sheet, with cash balances of around 25% of total assets. The bank does, however, have a little more exposure to government debt, with Lebanese T-Bills accounting for 35% of total assets. Loans account for around 30% of total assets, with doubtful loans at 7.5% of total facilities. Interest income accounts for around 80% of total income, while commissions account for only 16%. Jammal Trust Bank, therefore, offers an opportunity for institutions looking for new product lines and markets to expand into.

Banque Misr Liban SAL

Banque Misr Liban is one of the oldest banks in Lebanon, registering third on the central bank’s list of banks. The bank, which currently ranks 24th in the sector, was established in 1929, and is majority held by Bank Misr Cairo. While the bank currently has no foreign presence in Egypt, it remains associated with Bank Misr-Cairo, which maintains control of the bank’s management. The bank currently operates a network of 16 branches, evenly spread out throughout the country. The bank’s growth has been stalled in recent years, with little banking activity. Nevertheless, the bank benefits from a high level of liquidity, as cash positions represent in excess of 37% of total assets, while investments in Lebanese government T-Bills account for 48%, with a small loan portfolio. The bank’s sources of funds consist almost exclusively of customer deposits and shareholder equity, with almost no other liabilities whatsoever.

As such, the bank presents to interested parties a clean and liquid balance sheet, which can be leveraged upon to re-launch the institution and use the available funds to transform it into a full-fledged national bank.

Near East Commercial Bank SAL

Near East Commercial Bank seems to be another “dormant” bank in Lebanon. Established in 1979 and currently ranked 41st in the sector, the bank has not witnessed any significant growth in the past few years, despite having many of the characteristics that would allow it to prosper.

The bank also benefits from high levels of liquidity, with cash balances at almost a third of total assets, and investments in short-term Lebanese government T-Bills at 37%. While loans constitute around 29% of total assets, they comprise to a great extent short-term overdraft facilities, while doubtful loans do not exceed 5% of total loans. On the other hand, the bank’s source of funds consists primarily of customer deposits, which are to almost 75% locked in long-term saving accounts, thus providing the bank with a healthy match of assets and liabilities.

As such, the bank is highly liquid, with well-managed assets and liabilities, and consequently an adequate platform to grow both locally and regionally. Interested institutions may also benefit from cooperating with the bank’s existing majority shareholder, Al Wafa Holding, in jointly developing the bank. Societe Nouvelle de la Banque de Syrie et du Liban SAL

After undergoing a wave of restructuring over the past years, which has also included a change of the bank’s corporate identity, and a marketing effort to reposition the bank on the market, the bank’s balance sheet looks improved, with ample liquidity. Cash balances account for almost 30% of the bank’s total assets, in addition to around 53% in short-term liquid government T-Bills. The bank’s loan portfolio accounts for only around 15% of total assets, with doubtful loans at around 13% of the total. Sources of funds consist mostly of long-term customer deposits in saving accounts, in addition to the bank’s equity. While the bank is not witnessing any marked growth, its liquid balance sheet, long-term sources of funds and domestic branch network of 18 branches – provides an adequate platform for expansion. As such, the bank would seem attractive to institutions seeking an already established network, coupled with enough liquidity to aggressively tackle the market.

Creditbank

Creditbank is the result of the merger of Credit Bancaire and Credit Lyonnais-Liban, in 2002. The new bank, ranked at number 26 by total assets, inherited the assets of both banks, along with a team of professionals from Credit Lyonnais-Liban and Credit Lyonnais-France’s operation in Beirut. The bank has been achieving significant growth since its establishment in 2002, not really suffering from any post-merger gap.

Creditbank benefits from a highly liquid balance sheet, with more than 30% of assets held in cash, and another 33% in short-term liquid T-Bills. While the bank’s loan portfolio also constitutes around a third of total assets, doubtful loans do not exceed 6% of total loans, and are adequately provisioned for. The bank’s sources of funds are mainly long-term customer deposits held in savings accounts.

As such, the bank presents potential investors with a clean and liquid balance sheet, a decent branch network, a professional management team, attractive growth, and a clean reputation in the banking sector in Lebanon.

Lebanese Swiss Bank

Lebanese Swiss Bank is a 100% Lebanese bank. Ranked number 28 by total assets, the bank has been undergoing steady growth in the past few years, building upon an evenly distributed branch network of six branches nationwide.

The bank’s balance sheet is highly liquid, with cash balances at almost 40% of total assets and Lebanese T-Bills just over 31%. The bank’s loan portfolio constitutes less than 30% of total assets, of which half is in short-term overdraft accounts. Doubtful loans do not exceed 7%, and are well provisioned for.

Lebanese Swiss Bank presents interested investors with a liquid and clean balance sheet, with a good platform for branch network expansion, and room for growth in the private banking field, in which the bank enjoys a good name.

Middle East & Africa Bank

Middle East and Africa Bank, also a 100% Lebanese bank, is owned by the Hejeij family, which founded the bank following the end of the war in 1991. The bank developed into a decent financial institution, which has continued to undergo growth in recent years. The bank, ranked number 32 by total assets, focuses on Beirut and the southern suburbs, providing corporate and private banking services to its clientele.

The bank enjoys a high level of liquidity, with cash balances at more than 40% of total assets, and short-term Lebanese T-Bills at around 30%. With a loan portfolio of around 20% of total assets, doubtful loans are at less than 6% of total loans, and are almost fully provisioned for consistently. The bank also has a diversified income base, including interest income at 57% of total income, commissions at 25%, and other service-related income at 18%.

The bank provides interested buyers with a good name, a liquid balance sheet and a clean loan portfolio, in addition to a wide range of services that constitutes a platform for development into any specialized type of financial institution.

Federal Bank of Lebanon

Federal Bank of Lebanon is one of the smallest and oldest banks in the country, ranked at number 40 by total assets. Established in 1952, it remains owned and run by the Saab family, covering Beirut and some suburbs with eight branches.

The bank’s balance sheet enjoys a decent level of liquidity, with cash balances at 25% of total assets, and T-Bills at 27%. Loans represent 39% of total assets, but suffer from a doubtful loans ratio of over 26%.

The advantages to a potential buyer would be the family aspect of the bank, which would facilitate potential acquisitions, a decent branch network that can be potentially expanded, and a good level of liquidity on its balance sheet. However, potential buyers should be cautious when reviewing the bank’s loan portfolio.

Banque Lati

Banque Lati has been operational in Lebanon for more than 80 years, and is still held by the Lati family, the bank’s original founders. Nevertheless, the bank was not able to achieve scale, and remains a two-branch bank.

On the other hand, the bank’s balance sheet presents attractive opportunities to potential buyers. Cash and T-Bills represent around 35% of total assets, providing decent levels of liquidity. In addition, the bank’s balance sheet holds a large portfolio of real-estate assets, and one can certainly capitalize on them given the high growth in the real-estate market in Lebanon. In addition, the bank’s doubtful loans remain at less than 8% of the total portfolio, and are fully provisioned for. The bank also has a diversified income base. As such, Banque Lati provides potential investors with a name that has been present in the market for more than 80 years, an attractive balance sheet structure with liquidity and real-estate properties, and a diversified income base.

Nevertheless, it takes much more than a display of attractive features in the sector to entice either local or foreign institutions from undertaking the numerous efforts to invest in or buy out local banks. Large Lebanese banks, which have already completed a number of acquisitions in the past 10 years, are likely to be too busy digesting, or rather integrating, their acquisitions. If a new wave of consolidation is to take place in the market, it is likely to involve banks other than the top five in the country – perhaps the bottom 10 of the alpha and top five of the beta groups. It remains to be seen whether such banks are likely to entertain the possibility of seeking organic growth through acquisitions. Chances are that all bankers are eyeing the market and recent developments – such as the Audi-Saradar merger – are increasing the level of concentration of the industry to previously unseen levels. According to central bank figures, 80% of the sector’s assets are distributed among the top 16 banks. Such a trend would threaten medium-sized banks, which will ultimately seek ways to gain mass to ensure their presence among the giants.

1 Gamma Group: Deposits between $100 million and $300 million

2 Delta Group: Deposits less than $100 million

3 Alpha Group: Deposits over US$1 billion

4 Beta Group: Deposits between US$300 million and US$ 1 billion
 

THE BOTTOM END

While Lebanon’s lowest ten banks may look like bargains to potential buyers, they offer little to no investment opportunities, only unwanted baggage

To the untrained eye, the best bargains for those seeking to acquire banks in Lebanon may lie in perhaps the 10 smallest banks in the sector. Such may be the case in other markets, where even the 10 smallest banks may be operational, and may present potential buyers with some value-added in return for the price paid to acquire them. In fact, Lebanon’s bottom 10 banks offer little or no opportunities.

Only three – Banque Pharaon et Chiha, Finance Bank, and Banque Lati – are Lebanese. Only the latter could provide potential buyers with an opportunity, given a clean and liquid balance sheet. As such, a potential buyer would benefit from a banking license without any associated burdens. On the other hand, banks like Finance Bank and Pharaon et Chiha carry unwanted baggage, which would have to be borne by any incoming investor. Banque Pharaon et Chiha’s loan portfolio accounts for more than 30% of total assets. Doubtful loans, however, stand at around 10% of the bank’s total portfolio, while bad loans account for another 10%. In addition, of the bank’s total loan portfolio, more than 88% are in the relatively less liquid commercial loans. Such a ratio does not compare favorably to the Delta group of bank’s loan portfolio composition, where around 50% of total loans are in short-term overdraft accounts, and only 21% in longer-term commercial loans.

The same can be said for Finance Bank, the loan portfolio of which accounts for almost 30% of total assets. In parallel, doubtful loans stand at almost 13% of total loans, while provisions for doubtful loans cover roughly only half that amount. In addition, the bank’s income base is not at all diversified, with more than 95% of the bank’s income coming from interest revenues.

Of the seven foreign banks in the bottom 10, many, like Standard Chartered, Banca di Roma, the Saudi National Commercial Bank, and Bank Saderat Iran are making attempts to make inroads into the domestic market, and as such are not likely to present acquisition opportunities. Others, like Pakistan-based Habib Bank and Iraq-based Rafidain Bank, while not aggressively attempting to increase their market share, have been present in the country as semi-dormant banks since the early 1960s, weathering the war days, and are not likely to bail out now. Arab African International Bank, owned in almost equal shares by the ministry of finance in Kuwait and the central bank of Egypt, is also somewhat of a dormant bank, with neither institution likely to give up their presence in the Lebanese banking market.

Finally, for those who aspire to owning a bank, central bank governor Riad Salameh seldom misses the opportunity to emphasize his support for consolidation in the banking sector, to the extent that the central bank is prepared to extend subsidized credit facilities for banks wanting to acquire others. In yet another effort to improve the consistency and efficiency in the sector, the central bank has been reluctant to issue new banking licenses, having not done so for over 10 years. As such, new entrants to the banking sector in Lebanon must acquire one of the existing licenses, whether local or foreign. Nevertheless, the sale and purchase of such licenses is closely monitored by the central bank. One of the conditions to be met by potential purchasers of banking licenses in Lebanon is a close personal and professional profile of all of the individuals making the purchasing party. Through such a screening process, the central bank ensures that those acquiring a banking license in Lebanon are of a certain caliber, have the proper banking background, and professional expertise to positively contribute to the sector as a whole. Through such control, the central bank was able to conserve the image of the banking sector, at a time when a large number of high net worth individuals are returning to the country with enough funds to cover the price of a banking license.

 

Tony Hchaime is an investment banker at the Middle East Capital group (MECG)
 

June 1, 2004 0 comments
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Q&A: Jerome Bon

by Executive Contributor June 1, 2004
written by Executive Contributor

Jerome Bon, professor of marketing at France’s premier Business school ESCP-EAP, has been an ESA intermittent teacher and advisor since the two institutions joined forces with the central bank of Lebanon in 1996. In an interview with EXECUTIVE, Bon talks about the new two-year masters in management program at ESA and ESCP-EAP, set to begin this fall, which he hopes will give students the opportunity live, work and study in France and Lebanon, and work against the dynamic of the brain drain.

Explain the linkage between ESA and ESCP-EAP and how the new masters in management program builds on that relationship.

Bon: ESA was originally created with the help of ESCP-EAP. Most of the courses are delivered here by faculty from ECABAB, exclusively in Lebanon. Now though, we are launching a new joint program – a two-year masters in management for students. In this program, the students will be in a position to spend one year in Lebanon and one year in France. In the final six months of the program Lebanese students at ESA will most likely also study with French students who will come here [to Lebanon] for a semester. Additionally, the students will be registered as students from both institutions and receive a duel masters in management degree from both.

What kind of students are you interested in attracting?

Bon: We are trying to have students who are deeply concerned with the development of their country, but completely aware of the importance of international experience to help their country to develop. We want to see students who want to take advantages of internship opportunities in France or in Europe so that they can get some benchmarks of how it goes in companies in Europe. One of the problems of training is to teach how it goes in real life, being able to benchmark how it goes in different countries. What we think is that education is not only the course content. Education is also a process and the process is what you are living, what you experience during your education period. A lot of what you experience is with the other students so the composition, the mix is something that is very important in the training process.

How does the program fit in with global economic trends?

Bon: It is not that we think the headquarters of companies are more and more composed of people from different companies, companies themselves are increasingly operating in different countries with different cultures so we think we are at a very important point now to offer such programs to students – to enable them to really understand other cultures and be able to work with other cultures. Otherwise you may have a very good knowledge of techniques etc. but your ability to work with other people is very poor.

How would you describe the capacity of Lebanese students?

Bon: This comes back to the real objective of this program – to see whether there are cultural differences in the way that students work and if we can enrich the program through those differences. I would say that there is a very strong oral communication capacity for Lebanese students. They can talk very easily, they can be very convincing and tenacious when they discuss. They may lack some scientific rigor in their reasoning – i.e., not always trying to go deep into a problem to solve it. Maybe they don’t always test the hypothesis that they have in their mind. For example, if I take German students, they go very, very deep into the details. They do not always communicate very easily however. So I think that globally, when you mix people from different countries and when they work in the same group, they will see that in each way, in each culture, while there is not someone who is right or better than the other, they can absorb part of what is good in each culture. This mix is probably better, more compatible, with the ways in which organizations work right now. What we try to do is not to try to develop mimetical cultures. We want people to keep their culture, but to be able to understand and accept other ways of working.

What do you see the new programs role and responsibility, if any, in Lebanon’s on-going exodus of talented individuals?

Bon: This is a question not only for Lebanon. We are working with Morocco and India, for example. We want people to keep their link with their country and to experience a link with other countries. Our objective then is to have a network of people, national people, working in different countries and being well connected so they can develop activities. So through that, our objective is not to [encourage the] “brain drain” so people can work in France. Our objective is for people to know French people, they will know the French system, sufficiently that they will know how to work with France in their future projects. What we want to give them is a knowledge network that will help them to develop activities in Lebanon with France, with Europe, lets say. With a rather tight employment market in Europe right now, a growing number of Moroccans are coming back to Morocco, a growing number of Indians are going back to India, despite lower salaries, because they want to keep on living in their countries. We have done this program precisely to enable students to experience this abroad experience without being kept from the Lebanese environment. So to answer your question, the design of this kind of program is done precisely to keep the contact with the country and to keep them in the country.

How will you judge the success of the program?

Bon: Our final evaluation will be if we have alumnae groups with people from all over the world…. If we want that, then we have to have people stay in their own country. For our school, it is very important. We cannot limit our role to just teaching. We have a responsibility that is more than that. Our customers are not only our students, they are also the countries where we are located. Our success then will also be the success of Lebanon.

June 1, 2004 0 comments
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Counting the profits

by Thomas Schellen June 1, 2004
written by Thomas Schellen

The position of modern banking in the global economy vastly exceeds the main functionality that banks fulfilled during their 600-year rise since the Medicis: financing trade and warfare and serving as safe havens in times of danger. The expansion of banking and finance into universal socioeconomic denominators has come at the price of intense interdependence with national fortunes and developments outside of the safety and confinements of the bank vault. A few years ago, technology issues dominated many discussions over future banking trends. But talking global about banking today, three universal issues come to the fore that concern bankers and stakeholders, regardless of the development level reached by their national banking sector: crises, concentration of power and convergence of standards.

Banking crises are the nightmares of financial stability and big, sector-wide crashes – or, in technical terms, systemic banking crises – tend to occupy media reports and discussions over years. The Russian and Argentinean crises, for instance, are frequent examples in business stories and learned discourses alike.

Surprisingly, systemic banking crises do not crop up far and wide apart. For the last quarter of the 20th century, World Bank researchers diagnosed 113 systemic banking crises in 93 countries. Wars, loss of government credibility, transition from communism and other sweeping changes in political systems, financial and general market upheavals have been identified as leading causes for these epidemic cases of banking malaise – plus, in another main cause, interventions by international financial institutions (namely IMF and World Bank) set off numerous outbreaks.

According to the historic research, Lebanon experienced one war-triggered systemic banking crisis between 1988 and 1990, with four insolvencies and 11 banks coming to depend on central bank bailouts. But while the country continues to receive warnings of another potential systemic crisis, the general international and local consensus is that the danger is minor, and Lebanon’s bankers do not rip out their hair in fits of crisis fear. As far as crisis candidates are concerned, the banking industry in China’s overheated economy today is the focal points of worries.

Concentration is the other inescapable reality, with larger and larger mergers. Between January and May 2004 alone, four, billion-dollar bank merger projects were announced in the US, the latest and smallest of them valued at $7 billion, between regional players SunTrust and National Commercial Finance would create America’s seventh-largest bank with $148 billion in assets. The $10.5 billion acquisition of Cleveland-based Charter One Financial by the Royal Bank of Scotland illustrates a recent trend of European banks to buy American. Even Germany’s Sparkassen, a conglomerate of savings institutions with entrenched provincial high street image, last month started talking about becoming “global players.” Lebanese bank mergers, although puny by comparison, follow the same logic, which is not abating.

Last but certainly not least, actors in national banking industries are coerced to increasingly adjust to standards that are streamlining their operations to meet the economic and political codes of the world’s leading powers and international institutions. The Basel II rules of the Bank for International Settlements (BIS) and the money laundering regulations by the OECD-created Financial Action Task Force (FATF) are the crucial determinants for accelerating uniformity in global banking.

Since its inception in 1989, the FATF has progressed and significantly expanded its influence especially in the last five years. Lebanon got a strong dose of FATF experience when it was placed on the organization’s non-compliance list in 2001 and had to make legislative and institutional efforts to be removed in 2002. The countries collaborating on the issues of combating money laundering and terrorism finance through the world’s financial networks have just extended the FATF mandate until December 2012. Although the May 14 decision spoke of a temporary mandate, this looks pretty permanent. Authorities and bankers in Lebanon, thoroughly committed to safeguarding national capacities as banking center, know that they have to satisfy the new global rules against money laundering and terrorism finance, just as much as they have to gear banking performance up to meet the Basle II standards over the next few short years.

Against these global macro trends, current concerns in the Lebanese banking industry are at the same time relaxingly minor and yet illustrate the need to embark on further qualitative development efforts. If the 2003 and first quarter 2004 performance of Lebanon’s listed banks were reported in a developed stock market, a rally of banking values would be as safe a prediction to make as one ever could in the craft of market guessing. The results of the Lebanese banking sector for the past 12 months were simply beyond expectations, with the numbers for the six listed banks speaking loudly.

The published balance sheet of Banque Audi, the bank at the center of attention since their successful merger deal with Banque Saradar, recorded 35% growth in total assets over 12 months ending March 31, 2004, to $7.51 billion. This increase was equaled by Audi’s 35.4% gain in customer deposits. At $6.29 billion in customer deposits, the bank’s market share of total banking deposits reached 12.7%.

Net income at Banque Audi for the first three months of 2004 was $14.5 million, an improvement of 13% on the same period last year. According to a Banque Audi press release, these figures are in line with quarterly result averages of 2003 and reflect the bank’s position without including figures for Banque Saradar following the rapprochement between the two entities.

BLOM Bank, the leader in terms of total assets, continued their growth with a 22% increase in each, assets and deposits to $9.2 billion and $8 billion between the end of March 2003 and end of March 2004. BLOM net profits for the first quarter of 2004 amounted to $22.4 million, up 0.9% over Q1 2003.

Assets of Byblos Bank climbed by 13.6% to $6.2 billion over the 12 months ending March 31, 2004, and customer deposits rose by 16.3% to $5.1 billion. The bank achieved a net income of $10.3 million in the last quarter. This marked a drop of 12.7 % over the same period in 2003, which the bank attributed to a tightening in its net interest margin from 2.63% to 1.81% between the two periods, due to its “conservative strategy to keep highly liquid assets.”

At Bank of Beirut, improvement of assets was by 11.3%, to stand at $3.66 billion at March 31, while customer deposits rose by 15.1% over the past 12 months, to $2.56 billion. BoB achieved net profits of $4.8 million for the first quarter, a gain of 14% over the same period in 2003. BLC Bank succeeded in achieving assets of $1.62 billion and customer deposits of $1.33 billion at the end of March, improving by 27.7% and 26.3%, respectively, from March 2003. Under the central bank-installed new management, BLC reported an increase of almost 93% in its gross income at the end of the first quarter and an unaudited net income of $3.55 million, a turnaround from a $2.1 million loss in Q1 2003. Non-performing loans still accounted for 78.5% of BLC’s total loan portfolio of nearly $720 million. BEMO Bank recorded an increase in total assets of 12.7% year-on-year, to $562.4 million at the end of March, with customer deposits growing by 9.2%, to $432 million. Net income at BEMO was $1.06 million in the first quarter, which signified a noteworthy increase of 50.9% over Q1 2003.

In summary, the banking sector performance clearly defied cautious predictions made by experts one year ago. “Banking performance has been more satisfactory than I projected, because resources from investors increased by 14%, a fairly significant amount under the climate we are in,” said Marwan Iskandar, one of Lebanon’s leading economists. He attributed the sector’s good results largely to Arab investors “who find it convenient to place some money in Lebanon.” Several major ventures brought funds into the country, notably the Sannine Zenith project whose land purchases had been undertaken mostly in 2003, Iskandar added.

A leading banker agreed that sector results beat forecasts but cautioned, on condition of anonymity, that first quarter profit statements of some players might show strong increases only based on their revaluation of eurobond assets. “Most Lebanese banks hold eurobonds to maturity. By revaluing eurobonds as market-to-market, banks can state profits instead of keeping them hidden – but these are one-off gains,” he said.

Banking analysts also reiterated the long-standing admonition that the, albeit substantially diminished, possibility of sovereign insolvency would be extremely dangerous for many of Lebanon’s large banks. They still have 30% to 35% of total balance sheet exposure to government debt, meaning, “if the currency collapses, all are in trouble.” But these realities can be quite safely considered to be non-threatening to the development of the banking sector at least in the near future. In the opinion of Iskandar, there are no reasons to anticipate any major worries in the Lebanese banking industry for 2004, as the crisis over Bank Al Madina has been largely resolved and the formation of the Audi-Saradar Group created the basis for a major Lebanese financial institution with regional and international reach. The sector could even witness another step in the evolution of massive banking power, Iskandar said, pointing to “serious discussions” as ongoing between the Audi-Saradar Group and Banque Libano-Francaise for yet another big merger move.

The majority shareholder in BLF, French banking group Credit Agricole, has for some time been known to seek to reposition their involvement in Lebanon. BLF, one of the five first banks in the country, had already twice been engaged in merger discussions in the past three years – once with Banque Saradar and once with Banque Audi.

Also for near-term fund inflows, Iskandar maintained a strong outlook. “Indicators for inflows of Arab money are promising this year, perhaps slightly better than last year,“ he said.

June 1, 2004 0 comments
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Business

Still seeking quality

by Thomas Schellen June 1, 2004
written by Thomas Schellen

Merger Ability

It is an accepted business paradigm that mergers can be instrumental in corporate growth, especially as positions in the top three companies are in many sectors associated with taking the lion’s share in total profits realized in the sector. However, the overall global picture shows that the majority of mergers are unsuccessful because they either fail outright or the financial savings of consolidation, mostly capital and expense synergies, are in the end not larger than the costs incurred through the merger. A crucial factor in the ability to acquire and integrate another company is determined by information technology and systems. Paul McCrossan, an international expert and consultant in merger negotiations among financial firms, told a Beirut seminar last month that in his experience, “a company with an excellent computer based administrative system can absorb another company one third its size with a similar product mix with almost no additional administrative staff – if it has a decent administration system.”

Banks in the alpha group have established good IT systems and automation levels, which would meet the requirement for technical administrative capacities that increase the ability to integrate a smaller bank.

Transparency of operations and openness of corporate culture are further factors seen as supportive of integrative abilities in a business organization, whereas the fixation of the entity on a single dominant individual as top decision maker is regarded as a potential obstacle.

For the record, a full nine of the 12 banks in the lead of the industry have accomplished acquisitions of smaller banks. Byblos Bank, SGBL, Bank of Beirut and Fransabank have the strongest track records for completed mergers and acquisitions in the last five years. Before shouldering the responsibility for building the Audi-Saradar group, both parties to the rapprochement had succeeded in absorbing smaller banks. Banque de la Méditerranée, although it does not prioritize presenting the public with a transparent view of its balance sheet figures and processes to the extent practiced by its peers, also has the systems and proved its ability to integrate a smaller bank into its group by buying Allied Business Bank in November 2001. Credit Libanais, which had undertaken two acquisitions in 1994 and one back in 1977, picked up the business of the American Express Bank in Lebanon in June 2000. These often-quoted merger waves and their sector-purging effect not withstanding, experts contend that the institutionalization process of Lebanese banks has been uneven and describe personality-centric management cultures in at least two big banks as obstacles standing against maximization of benefits from mergers, both potential and actual. From negotiations over assimilation of numerous small banks into larger ones in the past 10 years, it is also evident that the acquisition candidates –specifically because of lacking financial transparency but also owing to vanity issues on part of owners – have presented difficult negotiation partners.

Corporate governance

A critical qualitative category, and major buzzword in management seminars, is corporate governance. Although the level of corporate governance has improved over the past decade in all leading banks and human resources strategies have been implemented, experts view the level of institutionalization and corporate governance achievements in Lebanese banks as still lagging behind international standards. Good internal communications are crucial for achieving a high-quality corporate governance and strong identification between employees and bank. Proactive Lebanese banks have moved towards open door policies and open communications structures. In several major banks, however, employees admonish that communication fails in terms of reciprocity. Especially performance reviews are strictly one-way processes, top-down, and evaluations of their superiors by employees are missing from the corporate culture. Talking to Executive in confidence, banking insiders with many years of experience in operations and middle management raised further serious questions on the progress of corporate governance (see box).

The positive outlier in terms of achieving a corporate governance quality that is comparable to good, although not the top internationally achieved levels is Banque Audi, with Bank of Beirut and SGBL also mentioned by analysts and consultants as advanced on the path to fulfilling institutionalization.

Business Community Relations

The business community interactions between a bank and society are of two main categories, relations with customers, peers and business partners, and fulfillment of corporate social responsibility. Customers, who are the life of the bank, are treated generally with more courtesy and professionalism than in the mid nineties, when retail banking was traipsing precariously onto new grounds of customer relations. However, banks still get less flattering remarks when it comes to taking proactive roles in understanding and responding to customer needs. As ample anecdotal evidence from business and retail banking clients shows, customers still feel that banks are difficult to deal with, often bureaucratic, and less accommodating in practice than in their advertising projections.

The term corporate social responsibility (CSR) attaches a strategic quality to the contributions an enterprise makes to the community. CSR has been a concept on steady global advance for some 10 years. From large multinationals to niche entrepreneurs, corporations are emphasizing CSR as a core aspect of their identity and adopting the practice of publishing dedicated CSR reports. Lebanese banks by and large do not yet carry an emblematic CSR identity. However, banks are among the most socially active enterprises in Lebanon. Albeit showing a larger gap between local performance and international standards than for other qualitative elements, about half of the banks in the alpha group are perceived as more active than most in terms of contributing to their communities. What Lebanese banks generally have been lacking in, was adoption of specific areas of concentration and development of track records in pursuing a relevant CSR agenda and consistent activities, whether in ecological, social, educational, cultural or inter-communal dialogue. As an epitome in every assessment of quality achievements in the non-balance sheet dimension of Lebanese banks, one guiding thought should accompany the reflection on the status quo and continued strife after excellence: banking is a serious business but it is up to all stakeholders to put money matters daily into the context of the living qualities and inalienable truths that endow the entire play of funds and finances with value. A drop of humor, perhaps even self-irony, goes a long way in keeping the serious from falling dead serious.

Fair Game?

Unfair payscales and a glass ceiling are holding back the advancement of employees

Salary fairness, evaluation procedures and equal opportunities are still tender spots in the corporate culture of Lebanese banks. Although bank employees have, by national standards, an exceptional average income, the high total salaries over costs ratios at banks camouflage huge income gaps. Three to 4% of the workforce benefits from, by Lebanese standards, very large salaries, said an insider. A division head in a big bank can take home $150,000 in annual compensation but another executive in the same division, who holds near identical qualifications and responsibilities, but with a slightly lower position, would be paid no more than $30,000 or $40,000.

When no performance bonuses and incentives are paid, as was the case in several banks in recent years, motivation to provide outstanding service diminishes. Talking among themselves and to friends, increasing numbers of employees also express high frustration levels because they are aware of the exact financial gains that their work contributes to the bank but see their salary increases as disproportionately small in comparison to their productivity. This job dissatisfaction on the branch level can be exacerbated if local managers are perceived as under qualified. According to banking analysts, some branch heads are paid not because of their managerial skills but hold their positions solely on the basis of their pull as ranking members in the local township, which the bank regards as essential for attracting customers from the community. Banks accomplished opening the career ladder to women up to the middle and some upper management positions. The echelons above those levels, however, have thus far remained closed. “Are Lebanese banks ready to appoint a woman to the post of chairman or general manager? Certainly not today and not tomorrow,” said a senior female corporate loan manager in the upper ranks of a major bank, who deals with companies above $5 million in turnover. If a woman is both highly qualified and outspoken, her stand in the acquiescence driven and male-dominated Lebanese business environment is decidedly tough. “I am not a ‘yes person;’ that is why I have a lot of problems in my professional life,” she said, “but sex discrimination is not as obvious as some other forms of discrimination. If someone says that there is no religious discrimination in the banking workplace, they are lying.”

June 1, 2004 0 comments
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Business

Q&A: Saad Azhari

by Thomas Schellen June 1, 2004
written by Thomas Schellen

Relying entirely on organic growth of their business, BLOM Bank carried the baton of leading the Lebanese banking sector in terms of assets for more than two decades. As the creation of the Audi-Saradar Group is exerting consolidation pressure at the top of the sector, EXECUTIVE wanted to know how BLOM Bank views recent developments and if the bank is changing its strategies. EXECUTIVE asked and BLOM vice chairman and general manager, Saad Azhari, answered.

As the leader in the Lebanese banking sector, you have seen a new group emerging besides you, a competitor of regional format. How does that affect your plans and ambitions?

Our policy will not change, in terms of looking that we have a strong bank, that our assets are good assets, and making sure that our shareholders always get the best return. BLOM Bank has an important size in the Lebanese market and we achieved this in continuous internal growth over 40 years, which allowed us to contain costs. Our level of cost to income is extremely low. That is why we have the highest return on our equity, and the lowest cost to income ratio. And that is why we have also the highest rating. We are the only BBB+ rated company by ratings agency, Capital Intelligence.

What do you regard as the key factor enabling you to reach market leadership?

We achieved this position of number one because of the confidence of our customers and we have been number for over 20 years, since 1981. Our customers believed that we provide security and a good service, and came to us because of that. We are still continuing to grow at a rapid pace and increasing our market share, as our figures for this year show.

Did merger and acquisition projects ever play a part in your development plans?

I cannot hide that there were a lot of merger discussions between us and other banks. Frankly, we found that elements that we require were missing: either the price was too high or the quality was not good. We would definitely not buy a bank just to grow. Some of the banks we discussed with, both foreign and local banks, have been bought by other banks.

How do you view mergers in Lebanon in terms of their benefits to the bottom line of the banks that went this road? 

Figures talk. Compare the actual present size of the banks that merged with what should have been their size, and look at BLOM. If you compare the risk profiles and look at profits of BLOM and the profits of banks that have merged, you will see that BLOM has the highest level of profits, even as it does not have the highest level of loans. Here you have high profit and low risk. What is better: high profit and low risk or high risk and lower profit? You judge for yourself.

If a new merger or acquisition prospect would enable you to ascertain the status of largest bank in Lebanon, would you pursue it more actively than in the past?

No. Our strategy will not change. For any merger to happen, it has to be sure that the quality of our assets will not deteriorate and that it does not negatively affect the return to our shareholders. Those are the essentials for us. We want to stay a strong bank with the highest rating in Lebanon. It is also very important to us to be able to give a good service to our customers.

Would you consider a merger as means to facilitate regional expansion?

BLOM Bank is the Lebanese bank with the strongest presence abroad. We have a subsidiary in Paris, which has branches in London, Dubai, Muscat and Sharjah. We have an offshore in Cyprus and we have constituted a bank in Syria where we have management control. We are also opening a branch in Jordan. We are expanding wherever we think it is possible and interesting for us.

It is often said that Lebanese banks need to be stronger and considerably larger in size to successfully compete in the region. What is your perspective on this?

I think that the size of the banks in Lebanon compares well to banks in the region. Compare the size of Kuwaiti banks and Lebanese banks, for example. The assets and deposits in Lebanese banks are almost twice of those in Kuwaiti banks. The banking sector in Lebanon is number three in size in the Arab countries, after Saudi Arabia and Egypt. Lebanese banks are growing larger and larger and today have large asset volumes. For example, we ourselves have passed $9 billion in assets. Our size is large compared to the economy and with our shareholders’ equity; we are over capitalized when compared to the risks on our balance sheets. We already have a good size compared to the region, we are able to have a presence outside and we have the possibility to expand.

So you do not consider large regional banks as having a size advantage over BLOM and other Lebanese banks?

Many Arab and foreign banks have a presence in Lebanon. Lebanon is an open market, while some regional markets are closed to us. I think we have a future advantage as these markets are opening up. Jordan is an example. Before, we could buy a bank in Jordan but not open a branch. As this has now been allowed, we are opening a branch there in September of this year. Lebanese banks have important opportunities in the region and I hope that we will be playing a much more important role in future.

Where does BLOM set priorities for domestic development?

We at BLOM have seen important growth in corporate banking and also in retail banking. This is for specific reasons. Retail is still a developing sector, where all banks increased their activities. In corporate lending, big corporate names here were historically mostly dealing with foreign banks. Some foreign banks have already moved out or are planning to move out of Lebanon. BLOM saw this opportunity. Last year, we created a corporate unit and effectively grabbed an important amount of clients that used to deal with foreign banks, which either left or are scaling down their portfolio, mostly because of Basel II and the strategy of international banks to reduce their exposure to emerging markets. That is why our loan portfolio had a good growth in lending last year, even though the lending in the Lebanese market was generally stable.

What is your ratio of non-performing loans?

The non-provisioned non-performing loans stand at less than one percent, 0.5 to 0.6%.

How important are private and investment banking in your activities?

In Lebanon, private banking is generally very limited, frankly speaking. You cannot strengthen private banking much, especially because of the taxes that the government collects on interests on international bonds. The big private banking activity is done by our subsidiary in Geneva. We have an investment bank that is mostly specialized in medium and long-term lending. Corporate and retail are expanding at a faster pace than other activities, but we are working in all activities.

Have Lebanese banks improved as much in non-balance sheet capabilities and quality as they grew in terms of balance sheets?

The services given by banks have improved a lot over the past years. Before, you had to deal with three or four people at a bank branch, to undertake an operation such as depositing a check or transferring money. Today some banks, including ourselves, have a teller system, in which one person can facilitate your operations. Secondly, delivery channels and their variety improved a lot. Before, the only option was to go to the bank. Today you can use ATM, phone banking, internet banking, and the call center. In standard of services, Lebanon has arrived at a very high level in worldwide comparison. You cannot see this from the balance sheet but you can see it through the operations, dealing with the bank.

Do you expect the banking sector to continue its first quarter good performance in the remainder of 2004?

It will definitely not be an easy year, because the treasury bills that Lebanese banks had bought before Paris II, especially in September, October, and November of 2002, will all mature by end of 2004. Those treasury bills carried a high interest rate and banks hold a large number of them. The renewals will be at a much lower rate. Secondly, we have to put a legal reserve of 15% of our US dollar deposits at the central bank. A central bank circular in 2002 asked banks to deposit a certain level of their dollar reserves for two years with the central bank, at interest rates that first stood at 9% and then were lowered to 8.75 % at the end of 2002. These two-year deposits are all maturing and will be replaced at a much lower rate. Banks thus are definitely going to be squeezed on those interest margins.

How about deposits by Arab investors?

We are continuing to see an important growth of deposits coming towards Lebanon from Lebanese and Gulf countries, and the pace may be a bit higher than last year. This is a good sign of confidence. We are also continuing to see interest in different projects. I have recently been in Kuwait and met a lot of people who are interested to buy homes in Lebanon. And some of the big groups there want to undertake important projects here. The same is true for groups from Saudi Arabia and the Emirates.

So overall, your expectation for 2004 is for a smooth year?

In general terms, 2004 will achieve a good growth of deposits and assets for the banking sector in Lebanon. There is going to be more pressure on banks in terms of profits towards the end of the year, and perhaps there will be a slight decrease in profits. We will not see a repeat performance of 2003. It would be good if banks can achieve stability of profits, which is a little difficult. Banks are expanding and all banks are trying to increase their market share and there is more competition. Overall, I don’t see any troubles in 2004.

June 1, 2004 0 comments
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Economics & Policy

Take a hike

by Faysal Badran June 1, 2004
written by Faysal Badran

Crude oil and its derivatives epitomize the notion that besides matching bids and offers, there often lies in the background a multitude of factors, which not only affect prices but also, and more importantly, the perception about supply, capacity, consumption and relative tightness/availability of the product. The movements in crude oil have been, to a large extent, a barometer of political and economic guesstimates – and the massive run up in prices will no doubt have an effect on the global economy. It is not so much the nominal level of prices that leads to alarm, but the trajectory and what prices are in effect “saying” about the future.

Since the Asian crisis of 1998, often a key data point in markets, prices of light sweet crude oil have quadrupled from just below $10 to nearly $42. The rise, from a technical standpoint, has been reinforced by several NYMEX closes above $40. While it is true that oil and other commodities have benefited from a surging Chinese economy, it is an aspect often de-emphasized, as the recent China numbers are utterly unsustainable and the true driver will be sentiment toward Middle East politics.

Oil prices still matter to the health of the world economy. Higher oil prices since 1999 – partly the result of OPEC supply-management policies – contributed to the global economic downturn in 2000-2001 and are dampening the current cyclical upturn (world GDP growth may have been at least half a percentage point higher in the last two or three years had prices remained at mid-2001 levels). Fears of OPEC supply cuts, political tensions in Venezuela and tight stocks have driven up international crude oil and product prices even further in recent weeks. By March 2004, crude prices were well over $10 per barrel higher than three years before.

Current market conditions are more unstable than normal, in part because of geopolitical uncertainties and because tight product markets – notably for gasoline in the United States – are reinforcing upward pressures on crude prices. Higher prices are contributing to stubbornly high levels of unemployment and exacerbating budget-deficit problems in many OECD and other oil-importing countries. In Lebanon, the situation and its impact at the gas pump has added yet another restraining factor to the Lebanese economy, and infuriated motorists.

The burden of higher energy prices places Lebanon in an even more vulnerable position in terms of the costs of “doing business,” and shakes the household spending patterns as more money is diverted to filling the tank. This has compounded the other issues facing the economy, be they punctual like the Euro rise, or structural like under-investment, lack of system credibility and massive fiscal imbalance. While it is true that policy can do little to counteract the rising cost of energy, such a shock, were it to continue, would amplify the layers of problems facing the country, and add to social angst. The addiction to gas guzzling SUVs may be coming home to roost, and taxi drivers can barely make ends meet.

Globally, the vulnerability of oil-importing countries to higher oil prices varies markedly depending on the degree to which they are net importers and the oil intensity of their economies. According to the results of a quantitative exercise carried out by the IEA in collaboration with the OECD economics department and with the assistance of the International Monetary Fund research department, a sustained $10 per barrel increase in oil prices would result in the OECD as a whole losing 0.4% of GDP in the first and second years of higher prices. Inflation would rise by half a percentage point and unemployment would also increase.

The OECD imported more than half its oil needs in 2003 at a cost of over $260 billion – 20% more than in 2001. Euro-zone countries, which are highly dependent on oil imports, would suffer most in the short term, their GDP dropping by 0.5% and inflation rising by 0.5% in 2004. The US would suffer the least, with GDP falling by 0.3%, largely because indigenous production meets a bigger share of its oil needs. Japan’s GDP would fall 0.4%, with its relatively low oil intensity compensating to some extent for its almost total dependence on imported oil. In all OECD regions, these losses start to diminish in the following three years as global trade in non-oil goods and services recovers. This analysis assumes constant exchange rates.

The adverse economic impact of higher oil prices on oil-importing developing countries is generally even more severe than for OECD countries. This is because their economies are more dependent on imported oil and more energy-intensive, and energy is used less efficiently. On average, oil-importing developing countries use more than twice as much oil to produce a unit of economic output, as do OECD countries. Developing countries are also less able to weather the financial turmoil wrought by higher oil-import costs. India spent $15 billion, equivalent to 3% of its GDP, on oil imports in 2003. This is 16% higher than its 2001 oil-import bill. It is estimated that the loss of GDP averages 0.8% in Asia and 1.6% in very poor, highly indebted countries in the year following a $10 oil-price increase. The loss of GDP in the Sub-Saharan African countries would be more than 3%.

World GDP would be at least half of one percent lower – equivalent to $255 billion – in the year following a $10 oil price increase. This is because the economic stimulus provided by higher oil-export earnings in OPEC and other exporting countries would be more than outweighed by the depressive effect of higher prices on economic activity in the importing countries. The transfer of income from oil importers to oil exporters in the year following the price increase would alone amount to roughly $150 billion. A loss of business and consumer confidence, inappropriate policy responses and higher gas prices would amplify these economic effects in the medium term. For as long as oil prices remain high and unstable, the economic prosperity of oil-importing countries – especially the poorest developing countries – will remain at risk.

The impact of higher oil prices on economic growth in OPEC countries would depend on a variety of factors, particularly how the windfall revenues are spent. In the long term, however, OPEC oil revenues and GDP are likely to be lower, as higher prices would not compensate fully for lower production. In the IEA’s recent WORLD ENERGY INVESTMENT OUTLOOK, cumulative OPEC revenues are $400 billion lower over the period 2001 to 2003, in which policies to limit the growth in production in that region lead to on average 20% higher prices. The hike of future prices during the past several months implies that recent oil price rises could be sustained. If that is the case, the macroeconomic consequences for importing countries could be painful, especially in view of the severe budget-deficit problems being experienced in all OECD regions and stubbornly high levels of unemployment in many countries.

Fiscal imbalances would worsen, pressure to raise interest rates would grow and the current revival in business and consumer confidence would be cut short, threatening the durability of the current cyclical economic upturn. Europe has felt the oil surge to a slightly lesser extent recently as the Euro has surged by nearly 40% against the US dollar, but further gains could be crippling, especially given the high tax structure prevailing in the continent.

Oil has also had a role in reflecting the weaknesses in US foreign policy. As such it represents yet another thorn in the side of the neoconservative establishment plans to effectively “rule the world.” One of the platforms of US policy in Afghanistan and the obvious hidden agenda in Iraq has been to secure the oil to satisfy the gas guzzling addictions of the US consumer. So far, the result has been an unadulterated disaster. Not only has oil continued to climb, but the recurring incidents in the Gulf have added a risk premium that had not existed before the Iraq adventure began. In sum, Bush and his oilmen in power are responsible for what promises to be the most expensive driving season in decades.

For developing markets such as Lebanon, where oil intensity is still high, the impact of higher energy has the effect of a large tax, which is acting as a drag on economic activity through a compression of disposable income. The net effect though, can be more mixed over the medium term, if the higher energy can be offset by higher growth in the Gulf and more remittances from Lebanese expatriates as well as more Gulf tourists. But that’s a long shot. The true impact is, in the short term, to choke further any sign of upturn in the Lebanese economy.

The following is a detached look at where prices can go based on the below chart. Unless crude oil can break back significantly below $36 a barrel, we are staring at stubbornly high prices, maybe toward $50. But since this is the most political commodity, and the effectiveness of OPEC at guiding prices is almost as ineffective as central bank currency intervention, prices will tend to overshoot before falling along with other commodities. The risk of prices staying high at this juncture stems from external factors – such as the total loss of control of the situation in Iraq, or worse, further unrest in the Arabian Peninsula – rather than from the notion of a booming world economy. The world economy, at best, has experienced a temporary lift, and will soon revert back to sluggish growth and sticky unemployment, providing a weak backdrop for most industrial commodities.

SUVS TAKE A BACK SEATBuyers turn to more fuel efficient, smaller engine automobiles as petrol prices continue to bite – By Anthony Mills

Hussam Batrouni, 24, manager of the Petit Café, only uses his eight-cylinder Ford Expedition at night – he is looking for a four-cylinder daytime car. Elsewhere, Kamil Roumieh, a 25-year-old inventory controller, has been forced to buy a modest a four-cylinder 1.4l Renault Clio. He used to have a bigger six-cylinder car but couldn’t afford to commute. He is one of the lucky ones. Many cars owners now find they are unable to offload their gas-guzzlers and are faced with crippling petrol bills of up to $500 a month. Other commuters are simply discovering the delights of taking the bus to work.

The government’s recent pledge to cap gasoline prices at LL25,000 (nearly $17) a 20-litre tank, must be of little consolation to Hussam and Kamil, who have seen petrol rates almost double in six years, as global crude oil prices climb to record highs in a country already plagued by stagnant salaries and general economic malaise. As consumer attention, in the roughly 15,000-car, $220 million market, shifts towards new, smaller, more efficient four-cylinder cars, overall demand for new cars has risen by almost 50% in a year (used car salesmen, for their part, speak of a 40% drop in sales). Today Size does matter.

“A year and a half ago, customers started becoming more gasoline-cautious. The name of the game used to be power. Now it is fuel efficiency,” declared Samir Homsi, president of the Association of Automobile Importers. The old theory was that bigger cars were better because they were safer. Tell that to T. Gargour & Fils – better known as agents for Mercedes – who are receiving increased interest in the diminutive, two-seater Smart car which, despite scoring impressive crash test results, looks like it would blow away on a windy day. The attraction is the car’s staying power: 500km per 20 liters of gas. “More and more people are asking about it,” shrugged Cesar Aoun, Gargour brand manager.

At the other end of the scale however sales of 12-cylinder super cars have not been affected as much as their six- and eight-cylinder cousins. “We haven’t seen much of an impact on high-end cars,” confirmed Kamel Abdallah, deputy general manager of Kettaneh, which imports Porsche, Volkswagen and Audi. “It is the middle segment that has shrunk most drastically.” One sales manager for a major distributor defined this shrinkage as a 60% to 70% slump in sales, a phenomenon that has not been helped by a strengthening euro, which alone has been blamed for a 20% to 25% hole in the market.

Sales may be up in the budget range, but importers are having to sell more of the smaller models to make up for the decline in sales elsewhere. “We have to work twice as hard,” acknowledged Abdallah, who will throw-in an airline ticket to Cyprus for every sale of the new Volkswagen Gol. Some dealers, under pressure to keep sales up, are resorting to disingenuous tactics. “Because the business has become so tough, some companies are bordering on unethical practices in their promotion, just to get around the tougher market and increase in prices,” said Abdullah. Certain dealerships – which he declined to name – were being dishonest, or deliberately misleading, about cars’ gasoline consumption rates. And, he went on, advertisements stressing low installment rates sometimes deliberately don’t paint the whole financial picture.

Elsewhere, in their effort to boost sales, importers are luring in customers with low-interest installment schemes and longer guarantees. “We are trying to facilitate everything for the client, so that they forget about fuel consumption,” one salesperson said.

At least 50% of Kettaneh’s car sales are through bank-financed credit. In tandem with rising petrol prices and a worsening economy the company has established joint programs with banks to promote sales. At the same time, this represents a conscious move away from in-house financing which was fast becoming an unsustainable risk. “The overall economic situation does not justify extending credit terms as we used to,” said Abdallah. “We are transferring our risk.” He was echoed by Ziad Rasamny of Rasamny-Younis: “Our target is to do less in-house financing and to rely more on banks.”

The association has also been imploring the government to reduce high customs taxes on cars, and heady registration fees, which are pushing up end prices and ultimately stunting importers’ efforts to sell. Importers stress that the newer, more fuel-efficient a car, the better it is for Beirut’s smog-filled environment.

Used car dealers, too, are shifting towards the smaller-engine market. “Before, the Lebanese liked to buy top-notch used cars with six, eight, even 12 cylinders. Today, an eight-cylinder used car is very difficult to sell, a six-cylinder one you can just about sell,” explained the owner of a car lot on the old Sidon road. “The best is four cylinders.”

June 1, 2004 0 comments
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Society

Chain reaction

by William Long June 1, 2004
written by William Long

Given that Lebanon’s restaurant market is notoriously fraught with high costs, cutthroat competition and seemingly inane bureaucratic hurdles, it is of little surprise that some of the country’s best known franchises have struck out across the region, in what they say is an effort to not only grow, but to survive. However, with a much improved restaurant draft law moving forward, and with Lebanon still being seen as a vital area to base operations, the country could just be on the brink of experiencing some homemade growth in a sector that has already seen over $1 billion in investment since the hey-days of 1996.

“If we were not franchising in the region, or elsewhere, I would not see a long-term healthy business for Casper and Gambini’s in Lebanon,” said Anthony Maalouf, the director of franchise operations for Casper & Gambini’s (C&G), who, along with Kabab-Ji and Crepaway, is at the forefront of Lebanese franchises striking out of their home bases and into the more lucrative domains in the Gulf.

In the case of Kabab-Ji, expansion plans are even more far reaching. Toufic Khoueiri, the chairman of the Lebanese fast food eatery who just received the 2004 Lebanese Restaurant Franchise Award at the Horeca trade show in Beirut, recently embarked on a trip to the US to establish a beachhead in the US’ highly competitive, $400 billion restaurant market. “The strength of Kabab-Ji’s brand positioning within Lebanon will translate to similar brand strength within the US market beginning with the opening of its first prototype restaurant (as of now, set for the second quarter of 2005),” said a statement from the company. Of course, Khoueiri has reason to be confident. Kabab-Ji has been a spanking success in Lebanon since its opening in 1993. With nine restaurants in all now operating in Kuwait, Saudi Arabia, Qatar, the United Arab Emirates, and of course, Lebanon – and with an expected 30 to 35 Kabab-Ji restaurants set to operate regionally by 2007, Khoueiri seems well positioned to take his recipe right to the doorstep of his US-based competitors. Khoueiri also has a unique position in the restaurant franchise market, as he sells a wide variety of traditional Lebanese food – something which, in the US, is a haphazard $1.8 billion market dominated by small, family run operations. For this reason, his competitors are eyeing Kabab-Ji’s first forays into the US market closely –his success or failure may represent either an incredible starting point or an unavoidable ceiling of growth for Lebanese restaurant franchises, many of which express their frustration over what they say are diminishing returns in their home market.

“We should be in Europe or in the States. That is the goal, our dream,” said Dory Daccache, Crepaway’s chief international officer, confirming what are the ultimate prizes in the restaurant franchising business globally.


The turn towards markets outside of Lebanon is, of course, an old story. With the familiar litany of complaints – Lebanon’s relatively high-fixed costs, small population, large number of restaurants and treacherous (not to mention, unpredictable) legal and administrative hurdles – all constantly rehashed in the press, it is easy to get the impression that Lebanon’s restaurant market is “saturated” and wholly un-supportive of new ventures. “The same effort you put in opening up in Lebanon, if put somewhere else is more lucrative and more rewarding,” said Khoueiri, who, like other owners, stressed that the real profit centers sustaining the core enterprises are the franchise operations outside of Lebanon.

According to Maalouf, with no corporate tax structure in Saudi Arabia and Kuwait (Lebanon levies a 15% tax on profits) and with a more rational bureaucratic structure, profit margins are between 20% and 40% greater in the region compared to Lebanon – a difficult range to beat. And yet, some observers are openly bullish about Lebanon’s restaurant market and on the potential success of even more homegrown franchises – especially if the country is able to get its administrative house in order.

Indeed, despite the steadfast convictions of some already operating franchises in Lebanon, the country seems to be in the midst of what Paul Ariss, president of the Syndicate of Owners of Restaurants, Cafes, Night-Clubs and Pastry Shops in Lebanon, calls “a boom” – although, formal statistics on the industry are not available.

“The restaurant business in Lebanon has been booming for the last eight years, despite the local economic situation and the limited number of tourists, who, in fact, visit Lebanon not more than 100 days a year,” said Ariss. “I believe that more than one billion dollars has been invested in the restaurant business since 1996. More than 4,000 institutions are operational, 70% permanently and 30% seasonally, creating jobs for more than 60,000 people.”

Ariss’ optimistic attitude is reflected, perhaps more cautiously though, by Sarah Abi Najm, a member of the franchise consulting group Solutions, which operates between the Middle East and Europe. “The current restaurants … are not doing as good a job as they could be to meet the demands of the market,” she said, noting that her consulting company is currently working to introduce more than 10 franchising outfits in Lebanon alone in the near future.

“The emergence of the BCD and Monot restaurants, pubs and discotheques have killed those institutions that are located in Jounieh and Broumana,” admitted Ariss. “But this trend is not a principle, since Aley has witnessed the emergence of more than 35 restaurants of all types. The true miracle is Batroun, which witnessed the birth of more than 30 restaurants and pubs since 2001, thus attracting thousands of local clients eager to discover new places and mainly pay lower prices.”

Despite the seasonal nature of some restaurant markets, tourists are indeed driving growth in the sector in a way that offers increasing revenues, and increasing encouragement to would-be owners. In fact, for the first time in 20 years, Lebanon attracted over one million tourists in 2003.

What’s more, with younger investors coming to the market – Ariss said that he believed most new investors in restaurants are now below the age of thirty – and with C&G predicting an 18 month window for returning an investment on a restaurant franchise, it is not surprising that most universities in Lebanon are turning out more and more hospitality management graduates. According to Ariss, there are now more than 50 hospitality technical schools alone in the country.

Of course, this is not to paper over the systemic problems facing the restaurant sector, or the franchising business more specifically. Indeed, Ariss, together with some sympathetic MPs and owners, are pushing hard for a sweeping overhaul of the 1960s era law governing restaurants and franchises. “The actual laws impose many constraints that represent a real obstacle and a formidable nightmare to investors,” said Ariss. There are two specific examples illustrating the outdated laws, according to Ariss. First every restaurant has to secure a certain number of private parking places for its clients, depending on the restaurant’s service area. If this cannot be done, a fee has to be paid to the municipality. In Beirut, for example, the fee for one parking space is LL30,000,000. Second, every new project has to get a building conformity clearance from the municipality. If the building is subject to a violation on any of its floors, the restaurant cannot obtain clearance unless the violation is cleared and all the fees are paid.

Since 1995, the restaurant sector has witnessed the emergence of more than 2,000 new restaurants, in all regions of Lebanon, but with the main investments done in Achrafieh, BCD, Monot Street and now in Gemaizeh. But as Ariss is quick to point out, many of these ventures have not been able to obtain their operating license from the ministry of tourism because they simply cannot comply with the arcane terms of the relevant laws (Daccache listed five separate ministries and five separate approval processes that are necessary to engage, in order to open a restaurant).

At the end of 2002, more than 50 restaurants and pubs in the BCD and Monot Street, who did have their licenses, were fined. It was after this incident, Ariss said, that movement really began to gather steam to reform the laws. “Our syndicate, with the cooperation of the Syndicate of Hotel Owners, established a legal team that reviewed the old laws and prepared a draft for a new legislation,” he said. “The project was presented to MP Salah Honein who submitted it to the parliament in May 2003. The committee of tourism in the parliament then established a sub-committee to study the law project and in mid-May [of this year], our syndicate, in close cooperation with all the tourism syndicates and Honein, submitted a final draft that will have to be discussed and adopted by the parliament.”

Although a deal has not yet been struck, after almost four decades of working under the same outdated regulatory structure, relief feels closer for Lebanon’s restaurant owners. According to Ariss, the new draft law has deleted what he said were “all constraints,” while simplifying numerous legal and administrative formalities and, significantly, adding many new concepts that are well-established worldwide – including time-sharing leasing and franchising.

“The aim of the proposed law,” said Ariss, “is to protect all tourism investments in order to attract additional investors, whether local, regional or international.” If this can be accomplished, and if demand expands with increased tourism and, hopefully, an improving economy, what can indeed be sometimes characterized as Lebanon’s commercial precipice may just be avoided all together. Just in case though, restaurant franchises like Kabab-Ji, Crepaway and C&G are still hedging their bets, focusing on growth outside of the country. “You know, I think Syria is a virgin market,” said Daccache. “I think Jordan is a virgin market, so there is room for new concepts, new ideas … Syria is now changing the financial rules. I believe that by next year all of these Lebanese chains will begin to open [there].”

With seven C&G franchises located in five countries across the region and a pending deal in the UK, and four Crepaway’s in the Middle East, with another in Qatar set to open next month, Khoueiri’s trip to the US comes at a high-point for Lebanese restaurant franchises – a point which many hope will only be encouraged by the international success of Kabab-Ji and others.

CashUnited

In Lebanon, CashUnited has turned the sometimes lucrative art of transferring money around the world into, well, money. Acting as the US-based MoneyGram’s exclusive agent in the country, CashUnited is now set to expand its franchise operations to other countries in the region.

“MoneyGram allows individuals to transfer money worldwide within minutes without the need of a bank account,” said CashUnited’s general manager, Philippe Dagher. “Our service is available in Lebanon through 130 agent locations in all the country’s regions.” According to Dagher, the “war on terror” and the new procedures which his company has had to comply with “have been implemented … [but] it hasn’t affected our business.”

Nor has the US brand name either. In fact, “business partners and customers usually conceive American companies as reliable and international,” explained Dagher.

As for future growth: “The need for immediate cash transfers is constantly increasing … so we forecast a constant yearly growth of 30%,” he said.

June 1, 2004 0 comments
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Real Estate

Beirut’s sore thumb is 30

by Peter Speetjens June 1, 2004
written by Peter Speetjens

Thirty years ago, the Murr Tower was a metaphor for promise-filled Lebanon. The brothers’ dream was to build, through their construction company La Liberal, Beirut’s first mixed use development, symbolizing the capital’s position as the region’s leading business and banking hub. The 40-storey giant was to host 34 floors of some 300m2 offices, 2,500 m2 of shopping space and a restaurant on top, which could be reached by an exterior panoramic elevator or helicopter. The building’s four underground floors were reserved for a 500-seat-cinema and 600 parking places. The total cost of Murr Tower, including the price of land, amounted to some $15 million.

“I was against the whole design from the start,” says Gabriel Murr, sitting in his offices in the old MTV building. “I favored a wider, 20-storey building,” he added. “I thought the [300m2] offices were too small for foreign companies, the vertical circulation was insufficient and there was not enough parking. My brother [ex-interior minister, Michel Murr] preferred a high-rise. He was La Liberal’s majority shareholder and so he had the final say.”

The tower’s foundations were laid in late 1974 and construction started just before the outbreak of the civil war in April 1975. “We worked according to the “slid and slide” method, which allowed us to build about one floor or three meters a day,” said Murr. “When the war started, 28 of the 40 floors planned had been completed.”

Despite the fighting during the initial years of the war, La Liberal managed to finish the building’s main structure and the Murr brothers remained optimistic that their vision would see the light.

Even in the spring of 1977, Michel Murr estimated in an interview with AN NAHAR that the damage to the building was as little as LL100,000 [then roughly $230,000], and said: “If the situation continues to improve, construction will be over in a year’s time.”

It was not to be. When heavy fighting erupted again, construction was indefinitely halted in February 1978 and the Murr Tower became a feared sniper’s nest with an arc of fire of some two kilometers.

In 1994, Solidere bought Murr Tower, and earmarked it as one of the pillars of its master plan to renovate and reconstruct the Beirut Central District (BCD). “Solidere offered $12 million worth of Solidere shares for the building,” said Gabriel Murr, “after which Hariri paid my brother another $3 million in cash.” Since then, Michel Murr has publicly claimed the building is still his. Gabriel Murr said this has more to do with the performance of Solidere shares (which dropped from a high of $14 in 1998 to a low of $4 in 2002. Today, they have rallied and current shares are valued at around $7) than anything else. Both brothers expected to make a killing, but, Gabriel Murr, sold before the bottom dropped out of them. His brother held on as the price plummeted. Having bought the Murr Tower, Solidere had two options: to finish the building or to demolish it and start from scratch. Civil engineer Fadi Madhoun, the former manager of Solidere’s Real Estate Development Division, was responsible for the building. “If finished in 1975,” said Madhoun, who left Solidere in 1999 for An Nasser Engineering Services, “Murr Tower would have had a ‘wow’ effect. But when we bought it in 1994, it absolutely did not.” Furthermore, Madhoun cited a 1975 study by French firm Socotec that showed that Murr Tower suffered from a stability problem and required strengthening with two seven-meter-long concrete beams. “In my opinion, the Murr family should be very happy with the price it received, because the design was outdated and construction had several structural problems,” he added. “In 1994,” Madhoun continued, “it would have cost Solidere some $16 million to complete the building. Yet it was not a viable option to put it on the market. At that point, I would say the wisest, most logical and most economic solution was to demolish the building. However, from a political point of view that was not an option.”

An alternative had to be found and the call went out for solutions. Renowned British architect Norman Foster suggested to keep Murr Tower as a core embodied in a shell-like structure, thereby enlarging floor space up to 1,000 m2. The spectacular glass building was to have a curved roof and a dozen high-speed exterior elevators. But Foster refused to work within Solidere’s budget, so in came Canadian firm WZMH, with a worldwide reputation for high rises. The concept remained the same: to keep the old Murr Tower as a backbone in a predominantly glass tower. The only design change was to include interior, as opposed to exterior, elevators. Dubbed the Beirut Trade Center (BTC), an officially registered trademark, the new $200 million tower was to be 40 floors high, increasing from 100 meters in height to 150 meters. The twenty-four floors of office space would be enlarged by a meter or so, there would be a double floored roof top restaurant and covered 70,000 m2 of BUA, of which 30,000 would be underground. According to a 1996 brochure announcing the project: “The existing Murr Tower has been a symbol of the Lebanese war…. The BTC will be a landmark development emphasizing a visual symbol for new Beirut and expressing the rebirth of the city as an international and commercial center.” And so, for years, a 30-meter-long poster hung on Murr Tower, visually announcing the project. According to Madhoun it was “the second largest poster in the world.” However, after years of stormy weather, the poster withered away and, it seems, so did the development plan for the concrete monstrosity.

“We had all the necessary permits,” Madhoun said. “We even obtained an adjustment on the permit to implode Murr Tower and construct a completely new inner frame. In 1998, we were on the verge of starting construction, but then the elections took place.”

The new Hoss government embarked on a campaign to curb public spending and nearly all Solidere projects were put on hold. Since 1998, nothing has changed and it’s not clear what the future will bring. According to Solidere spokesman Nabil Rached, there is no need to comment on Murr Tower “as there’s nothing new to say.” One of the main obstacles in completing Murr Tower is the myriad of problems facing Solidere. According to one source within the company, even if the funds were available, the original permits were valid for only a limited period and the bureaucratic procedures would have to start all over again if the project were pursued anew – and there just isn’t the demand for the size of offices offered. “The BTC design is still up-to-date,” said Madhoun, “while only a few office blocks in downtown are up to international standard, such as the Atrium, An Nahar and ESCWA building. The problem is demand. In 1998, we had a guarantee that the Banque Societe General would take 10 floors, while Solidere would move its headquarters there. Today, I don’t know if there are any clients. Maybe Solidere should consider residential use.”

Gabriel Murr, however, can’t wait till the day Murr Tower is demolished. “As an engineer I’d say destroy it. It’s easy, cheap and gives you the freedom to create something new.” Adding with a smile: “MTV bought the exclusive rights on the implosion.” Local real estate consultant Michael Dunn has a crystal clear opinion about the future of Murr Tower. “It’s old, outdated, ugly, and it has a negative impact on its direct surroundings,” he said. “It’s no longer a prime location either. It’s in fact located in the worst of four Solidere corners. I’d say demolish it.” According to Dunn, imploding the building and getting rid of the debris costs some $100,000 and will take up to six months. And what then? “In Lebanon, too many people dream of the past,” said Murr. “The past is over – Beirut is not Dubai. I say demolish it, turn it into a park and upgrade all surrounding properties.” A 1975 brochure praising the state-of-the-art design of the building emphasized the tower would, as well as having “an international telephone center and telex standard [sic],” be equipped with, “an electronically working lift to avoid any delays.” Thirty years is a long time to wait.

June 1, 2004 0 comments
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The Buzz

Winning formula

by Alain Khouri June 1, 2004
written by Alain Khouri

Four years ago, we wrote a document that addressed the future of the regional advertising industry. Our objective was to analyze the evolution of our business worldwide, to understand the international trends influencing marketing-communication and to project the relevance of those trends on our own markets. Once our strategy was established, we worked against the clock to ensure that we would be in the most favorable position moving forward.

The adverting industry has changed a lot and is still changing. Some aspects of the agency’s work are now carried out externally. When I started in advertising, the agency was known to be “the marketing arm” of the client. Gradually, a sizeable portion of the marketing role of the agency moved to the client. Equally, the agency had historically been responsible for the client’s media needs. With the advent of media independents (MBU’s), that role too moved out of the agency’s direct sphere of management. While from the outside, one could have the impression that we are going through a phase of disintegration of communication disciplines, the truth is quite the opposite. More than ever, clients expect their agencies to consolidate, or better – to integrate – all aspects of their brand’s communication, whether this is done within the same communication organization or through several specialists. The agency is increasingly becoming the consultant working with specialists. In other words, we are becoming a conductor working with freelance musicians. The orchestra may not necessarily be the same on each assignment, but the best musicians are hired to provide the best performance. Luckily, we regularly get “encores.” To achieve this end, we have to develop people with “procrealligence” as a built-in attitude in them – someone who can naturally project the three integral values: pro-activity, creativity and intelligence. We didn’t just pull the three words – pro-activity, creativity and intelligence – out of a hat. They were the result of extensive research and brainstorming. We asked ourselves what our clients truly want and realized how much these three words count in our daily professional lives. And on that basis, we developed “procrealligence” as our credo, our working method and the indispensable qualifier we – our people and our work – will reflect. You must remember that in the ad business, our aim is to deliver one message, a powerful single-minded idea – not two or three or four. For us, less is more. A single word capable of encapsulating all what we stand for did not exist. So, we created it: “procrealligence.” It may be difficult to pronounce, but it is ours and only ours. And we do not mind a bit of controversy as long as it is meant to improve our output and ourselves.

You may ask, is it the responsibility of the corporate world to instill this (procrealligence) culture in our people? Surely the family, school or civil society must play a role. Then you might ask, can people be shaped to adopt this philosophy? My answer is that there are people who can do this quite naturally, others who can be trained to adopt it and those who simply can’t endorse it. Ultimately, those in the last group will probably feel more comfortable elsewhere. As for those in the second category, we are committed to do everything to instill procrealligence in them. Obviously, those who are naturally procrealligent will find the most suitable environment in Impact/BBDO. If they are already with us, we’ll make sure they stay. If they’re elsewhere, we’d like to meet them.

I tell our people: you have to adopt procrealligence fast if you want to be part of us. I am very frank – our organization is now totally guided by this philosophy. The essence of our business is people – and at Impact/BBDO there can only be procrealligent people.

This vitality (or pro-activity) seems to be lacking in modern Middle East corporate culture; we hear it from clients all the time. People like to play it safe. They want all the advantages of the corporate world, but won’t take any risk when they need to. Pro-activity is the essence of the most successful companies and the lack of it is often the kiss of death for others. Examples of dinosaur-corporations abound. Ultimately, they run out of fuel.

June 1, 2004 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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