An advertising communication force and connector of the region, Choueiri Group is a holding company that represents multiple categories of media through 18 entities. Pierre Choueiri, chief executive officer of the Choueiri Group, sat down with Executive to discuss model relationships in the regional ad industry.
- You have a very specific perspective of the advertising industry, sitting across the table from it. What is your impression of the industry?
First of all, our role as a media rep, previously with advertising agencies and today with the media buying units [MBUs] is 100 percent complementary. There is no conflict. My late father [Antoine Choueiri] who established the whole group believed in forming a kind of golden triangle between the MBUs and advertising agencies on the one side and the media on the other.
- Has the regional advertising sector evolved?
There has been a complete evolution from 30 years ago. Because we are a private company, we think purely in commercial terms to the benefit of the client. We need to offer a platform to be able to promote brands properly and to gain market share. By gaining market share [there will be] automatically more income [and] more advertising spending. It is the circle of life.
- How do you describe good media?
What I mean by good media is that it should have high readership if it is a newspaper or print, or high viewership if it is television. Private media means profit and loss
is important.
- How have changes in the advertising and media industry affected your business?
Nowadays, the big chunk of advertising spending is handled by five big groups. We now have fewer players that we can talk with and enhance our market on many fronts. For me, this is a plus.
- So you have more time to plan the strategy for the group?
Strategy for the group is never a solo decision. It is a decision by a group of people that sit around the table; we think, we debate, we shout and whatever. It usually is around a dinner and informal, at my place or at someone’s place. The big decisions are taken in a very casual manner. We are a big family.
- You are not holding the view that print is going to die?
No, no. Print is not going to die but the format of print will definitely change. How it will be delivered to the consumer — this is changing.
- Do you have a specific set of criteria for which media you will represent or seek to enter into a representative relationship with?
The media that we love to represent should be either among the top players in their field or be able to potentially become top players.
- How much of the digital market do you think you will be able to represent?
My aim is 100 percent.
- You have achieved that scope with certain audiovisual media?
Not true. We handle close to 18 different TV channels out of 537.
- But in some of the markets, the channels represent 80 plus percent of market share?
This is the job and achievement of the media owner. Should I resign the contract because they are number one?
- Can a media rep impose?
Talk of muscle, imposing, monopoly, this is nonsense. It doesn’t exist. The media that I represent deserve whatever they deserve.
- What do you expect for 2011?
Spending in the market should today be double if not triple what it is. We have a long way [to go] for the clients to start spending more. Actually, it is not to spend more — it is to pay the right price for the medium, whatever the medium is.
