THG’s Chairman is Talal Makdessi & Chairman and World President of IAA Joseph Ghossoub is the Director and CEO.

The Holding Group (THG) a.k.a Team , operates through a wide and diversified range of expertise by companies including Team Y&R, Asda’a [its PR unit], Intermarkets, Mediaedge:cia [the media buying unit], Polaris [another PR firm] and Wunderman.

Team Group has significant operations in the United Arab Emirates, Saudi Arabia, Lebanon, Kuwait, Morocco, Jordan, Qatar and Oman and employs over 1,200 people. Major clients include Emaar, Etisalat, Alpha Telecom, Royal Jordanian, Almaza Beer, Winston, Ford, LG Electronics, Mashreq Bank, Microsoft, Sony Ericsson, Commercial Bank of Kuwait and Visa.

Team Group’s claimed revenues of US$100 million for 2007, with gross assets of US$242 million.

Such a hulking investment is a first its kind; an acquisition that speaks by itself, and where it looks like WPP has more surprises in store coming our way; as this unexpected move confirms WPP’s new strategy, of a full load roll out and networks development, in fast growing markets and sectors.

Originally published in ArabAd, March 2008

Considered pioneers in multi-media and the fast expanding medium of the Internet, FISH designs and builds award winning web-sites for a number of top blue-chip clients using a unique blend of creativity, marketing know-how and sophisticated technology.

Recent successes include nominations for the prestigious YELL Best Site Design Awards in the UK, for work on the Blockbuster Entertainment and The World Wide Fund for Nature (WWF) web-sites, the latter having been recently launched by HRH Prince Philip at St. James’ Palace, London.

Bringing a totally new perspective and approach to the new media through ‘Internet marketing’ techniques, FISH provides a unique service to assist clients in successfully developing and exploiting all new opportunities in this ever-changing field of electronic communications.

“Given the rapid growth of the Internet and the far reaching potential of this new medium, we believe that the time is ripe for forging links with a specialist consultancy such as FISH,” explained Ramzi Raad, Chief Operating Officer, Intermarkets.

“FISH view the Internet as the fifth and fastest growing medium, and expect it to exceed well over 200 million users by the turn of the century,” he continued. “They are experts in this field and our new affiliation will enable Intermarkets’ new and existing client base to benefit from their state-of-the- art Internet services.”

Being relative newcomers to the Internet phenomenon, the Middle East is seen as one of the biggest potential markets as much of the anticipated growth is expected to come from businesses going on-line. In the UK alone, growth is expected to generate billions of pounds in commercial transactions.

Services available from FISH include the design and building of interactive web-sites, CD-ROM press packs, promotional screen savers, user friendly touch screen kiosks for effective point-of-sale, and collation of data for direct marketing purposes which includes on-line warehouse fulfilment services.

Originally published in ArabAd, September 1997

We are a full-fledged agency that offers all the services the market requires. Our 35-strong staff are equipped to offer all kinds of services the market needs and at the same time we enjoy the full support of the Intermarkets network. Eighty percent of the accounts we handle are local. On the creative level, we have recently won six awards at the Al-Anba’a Advertising Awards.

ArabAd: How do you deal with a market said to be “unsophisticated”?

Fadi Mouannes: What does unsophisticated mean? All Kuwaiti clients are looking for quality services. If they find them in simple concepts, so be it. They want to have the best creative service, the best media plan, the best promotional ideas, the best art work… Our challenge is to meet their quest for the best.

There are two types of clients. Those who know what they want. They understand the business and are professional enough to understand our business to know what we should give and to know what we are giving. There are also those who want the best but do not understand the business. They leave it to us to come up with ideas that would fulfill their objectives. So it is a challenge either way and it is very important that educated people — and there is a majority who are educated — take the leadership.

Originally published in ArabAd, December 1998

This year’s hospitality theme was traditionally Arab with a Bedouin lent. Intermarkets served their guests the traditional cuisine including a buffet of cold delicacies, a Shawarma stand and Sheesha.

Ramzi Raad, Executive Vice President of the Intermarkets Group was on hand to greet guests as they arrived, alongside the Agency’s team from the Dubai office. Visiting from Beirut, Erwin Guerrovich, the Group’s Chairman, and Khalil Bitar, Senior Vice President – Finance and Administration, also joined in welcoming the guests.

Originally published in ArabAd, 1998

Erwin Guerrovich: clients will have to be more adaptable

Intermarkets founder, chairman and CEO Erwin Guerrovich gave Karen Thomas a progress report on how Lebanon’s reconstruction is effecting agencies and the media.

Israel’s bombardment of southern Lebanon and Likud’s subsequent election victory have hit Lebanese business confidence hard. Despite these setbacks, the international business community has kept faith in the reconstruction process and in Lebanon’s ability to pay back its debts. However, after 17 years of war, Lebanon has learned to function on psychological rather than economic factors says Intermarkets chairman and CEO Erwin Guerrovich.

Israeli raids on southern Lebanon led to a crisis in consumer confidence during the critical spring peak of March-June, he told GMR in an exclusive interview in Beirut.
Lebanese advertising expenditure fell dramatically after the south was evacuated and consumer confidence slumped to its lowest ebb in years. Agencies will not start to recoup their losses until the second annual peak from October to December, if then, Guerrovich said.

“When there are a few months of calm on the political front, the Lebanese start to become over-excited consumers,” Guerrovich said. “But when something like the crisis in the south happens, you suddenly get a situation where the Lebanese immediately go back to war psychology where money is better in pockets, rather than being spent.”

“The first period of the year was hit hard and the result is that it will pick up again, if it does pick up, in October.” Guerrovich likens Lebanon in 1996 to Saudi Arabia in the early oil-booming Seventies, awash with huge infrastructure contracts and over-run with building sites, but lacking an affluent, spendthrift middle class.

Crucially, though, Lebanon lacks oil. What it does have is growing inward investment from the far-flung Lebanese diaspora, a vote of confidence from international financiers and a wealth of local talent waiting to return from overseas.

It lacks a heavy industrial base, but new service-based industries are showing signs of growth.
Lebanon is emerging as a major production centre for 35mm films and commercials, Guerrovich says. Production houses are springing up to take advantage of the republic’s ample supply of talent so that more commercials are being produced locally, rather than in Europe.

“More and more companies are making their commercials here, because they find that our quality compared to price is very interesting,” Guerrovich says. “Now, agencies in the Gulf are doing their production work in Lebanon – and not just the ones with Lebanese managers, but the expatriate agencies as well.”

Middle Eastern advertising first took root in Lebanon and Guerrovich set up one of its first agencies. He founded Middle East Marketing and Advertising Services (MEMAS) in the early 1960s.
After steady growth and several strategic mergers, MEMAS spawned Intermarkets. Today the organisation handles both advertising and public relations and has branches in Saudi Arabia, Kuwait, Bahrain, the UAE, Jordan, Syria and Yemen.

Today, Intermarkets’ regional stable of advertising and PR clients includes Lancome, Polaroid, Visa International, Singapore Airlines, Lufthansa, Unilever Gulf, Grundig and Tag Heuer.
Agencies’ other preoccupation is the restructuring of Lebanon’s media. “There has been a war in this country between the television stations which represent the bulk of advertising expenditure and this war has led all the television stations to have super conditions officially on the rate card for clients,” Guerrovich says.

Lebanon’s media shake-up is not the only change on the horizon. The signs are that advertising agencies and their clients will also have to adapt to the new, more commercial environment, Guerrovich predicts.

All the signs are that these changes have already started. Earlier this year, the country’s largest agencies set up a syndicate to promote greater transparency in their dealings with the media.
Traditionally, multinational companies have relied on local agents to buy airtime. Those agents have spread their bookings between a large number of channels, often going through small advertising agencies whose lower overheads could easily undercut their larger rivals.

In a future with fewer channels, Lebanese agencies want to bypass the agent and approach the client directly. Clients will have to work with larger, more professional agencies to buy airtime more effectively, Guerrovich hopes. “Today, we have a situation where the leading agencies are strongly structured and offer more professionalism than the market needs. And the market is not following with the development of ad volumes and the mentality of the clients,” Guerrovich says.

With these kinds of imbalances, the Lebanese advertising industry will have to brace itself for further restructuring, mergers and closures. And as the biggest agencies club together, small agencies with narrow margins will bear the brunt of these changes.

Originally published in Agencies

Table of honour from left: Erwin Guerrovich of Intermarkets; Mustapha Assad, Publi-Graphics; May Kahale, Information Advisor at the Presidential Palace; Deputy Joseph Moghaizel; Jean-Claude Boulos, Inter-Regies and Walid Azzi Publisher of ArabAd

The Lebanese Chapter of the IAA has been host late last month to a luncheon at the Beirut Riviera Hotel during which MP Joseph Moghaizel dwelt in detail on the introduction of the new audio-visual law.

The luncheon which was attended by IAA members and their guests in the industry witnessed a lively discussion on the subject which at times reached a heated level.

Speakers pointed out that the law contained many loopholes and asserted the difficulty of implementing some of the articles included in the law.

Originally published in ArabAd

Mr Robert Leaf, Prince Bandar bin Saud bin Khaled Al Saud with Mr Erwin Guerrovich

A new communications agency, Ailamia Intermarkets, has been launched in Saudi Arabia.

The company is a 51/49 joint venture between Ailamia, a Saudi company owned equally by the King Faisal Foundation, ARA Group International; Syahya, the national company for tourism, and the Saudi Hotels and Resorts Group and Intermarkets Public Relations. The company will offer clients public relations, marketing, research, promotion and direct marketing.

Ailamia Intermarkets is an exclusive affiliate of Burson-Marsteller, who took an active role in establishing the joint venture. The Chief Operating Officer is Mike Verligans (38), a former UK Government Information Officer with added experience in banking and the PR Consultancy business.

Originally published in ArabAd, January 1997

The Group also reviewed the final plans for the introduction of direct/integrated marketing services via the joint venture company Tequila Middle East, which will operate as a sister company much like the highly successful Intermarkets Public Relations, the Middle East affiliate of Burson-Marsteller, the world’s largest public relations consultancy. The meeting finalized Intermarkets’ expansion strategy up to the year 2000, a strategy aimed at fulfilling the group’s goal “To Be The Best”.

Intermarkets is one of the longest established advertising agencies in the Middle East. Started in Lebanon 35 years ago, Intermarkets set up its Dubai office 20 years ago. The agency also boasts fully-fledged offices offering integrated marketing services in Saudi Arabia, Kuwait, Egypt, Jordan, Yemen and Syria.

Attending the meeting were Messrs. Erwin Guenovich, Intermarkets Group CEO; Ramzi Raad, Executive Vice-President and Managing Director of Intermarkets Dubai; Joe Ayoub, Managing Director of Intermarkets Lebanon; Jihad Abbouchi. Managing Director of Intermarkets Saudi Arabia; Fady Mouannes, Managing Director of Intermarkets Kuwait; Bassem Dajani, Managing Director of Intermarkets Jordan; Makram Zeenny, Managing Director of Intermarkets Syria; Galal Zaki, Managing Director of Intermarkets Egypt; Khalil Bitar, the Group’s Senior Vice-President Finance; and Nadim Sfeir, Vice-President Levant Area and Saudi Arabia.

Originally published in Monday Morning, March 1994

NCB also won a Silver Sword Award for the best print ad in the Financial Institutions & General Services category. Intermarkets Advertising visited NCB chairman Sheikh Mohamed Bin Salem Bin Mahfouz on this occasion to present both the awards.

NCB chairman thanked Intermarkets and the NCB Marketing Teams for their experience in implementing a strategic advertising plan. He also thanked the Saudi Research and Publishing Co for their support to the advertising industry through organising the Sword Award Press Competition.

Originally published in SAUDI GAZETTE, May 1996

Ramzi R. Raad, IAA vice-president, area director for Middle East & Africa, executive vice-president of the Intermarkets Group

The Lebanese communication industry has been unique in its struggle to develop and expand, despite all the destruction that was inflicted on the country, and its other business sectors over the past 16 years. Accordingly I hasten to salute your forum on “Gateways to Reconstruction”, its organizers and distinguished participants, your gathering today is a further demonstration on the leadership of Lebanon’s Chapter of the International Advertising Association.

Rebuilding for us as communicators, entails the encouragement of our members that are abroad to actively return to their homeland. Of more importance however, is the need for all participants at this Forum to cooperate in order to ensure that the self-regulation, the disciplines and the professional upgrading tools that we have introduced to the Arab advertising industry, are revived and adapted in Lebanon, where all of these were started.

I sincerely regret not being able to join you at this Forum, however I wish you and Lebanon great success. I seize this opportunity to remind you that while all of you are meeting to develop more Big Ideas for the reconstruction of Lebanon; other members and graduates of the Lebanon Chapter remain to be very active overseas — at this specific moment — rebuilding the image of Lebanon through their voluntary work and dedication to the International Advertising Association and what it stands for. (Ramzi RAAD)

Originally published in GATEWAYS to Reconstruction, September 1991