COCA COLA International has appointed Intermarkets Jerusalem as its advertising agency in Jordan, a new market for the American soft drink. “The agreement came as a result of negotiations between the two parties concerned,” said Bassem Dajani, general manager of Intermarkets Jerusalem.

Representatives of the international soft drink company contacted a number of Jordanian advertising agencies including Intermarkets Jerusalem. Dajani’s ad agency was chosen after a tough selection process in which the competing agencies had to present Coca Cola with a pre-conceived ad campaign lasting for 12 years.

“Coca Cola should reach 99% of Jordanians in all ways: radio stations, TV, press, billboards, and others,” said Dajani. Initially only Coke sold in cans will be available in Jordan, though there are plans to introduce the Cola bottle later on, affirmed Dajani. Furthermore, the introduction of Coke in Jordan will be followed by other Coca Cola International brands, names such as Sprite, Fanta as well as Diet Coca Cola.

Originally published in ArabAd, December 1993

Erwin Guerrovich

- All around the industry, the climate was towards glorious optimism as 1993 started. Forecasts were constantly referring to a minimum growth of 35% of the Lebanese advertising volume, within a context of further internal peace consolidation and economic growth.
It did not happen. In fact, our statistical unit estimates actual advertising expenditure in 1993 as lower than 1992. We mostly attribute this situation to the continuous impoverishment of the middle class with fixed revenues and to the media war.
On the agency side, as our Lebanon office was embarked in a major restructuration, we had not set our 1993 objectives to the tune of the optimistic outlook of the general industry. Our targeted growth for Lebanon of 10% over 1992 was reached. Overall, having met both our targets and internal planning, we are satisfied with 1993.
- With the situation in Lebanon, as it is, our office here did not have the same level of equipment and professional sophistication as in our other offices throughout the area. Our accomplishments included new management transferred from the Gulf, bringing along the expertise and disciplines now required in Lebanon, the staffing and installation of equipment in computer creativity as well as media, and the return to our enlarged offices in the Chalouhi Centre spanning 1,000 sq.m. on 3 floors.
1993 has also been for us the return of our head office to Beirut and especially, the resumption of our Lebanon office as a regional co-ordinating centre. In 1993 two of our international accounts were co-ordinated successfully out of Beirut and it is likely that this will be increased in 1994.
As a regional network, it is also worth mentioning the start in 1993 of the Saudia Airlines campaign on a world-wide basis.
Originally published in ArabAd, January, 1994

Saudia, Saudi Arabian Airlines is about to launch its new international advertising campaign, the first major creative brief for its agency Intermarkets since winning the account in April ’92.
Abdullah al Jehani, Saudia’s general manager, sales promotion & development, said: “We aim to position Saudia as a truly international airline with a distinctive Saudi character – an airline which is caring, responsible, efficient and modern.”

Saudia can back these claims with one of the airline industry’s largest fleets and networks, outstanding safety and punctuality records – and almost 50 years experience.

The campaign’s theme Proud to Serve You’- was developed by the agency’s Jeddah creative team and will feature in eight different print advertisements showcasing every aspect of the airline’s passenger and cargo services.

Creating the campaign involved photography and filming in Riyadh, Jeddah and London, with colour separations made in Singapore which, according to Senior Creative Director James McCredie, is in line with the campaign’s aim to communicate that Saudia is a truly international airline.
“The notion of pride is strongly linked to the romantic image of the desert Arab”, says McCredie. “Intermarkets tie this to Saudia staffs pride in their professionalism.”

Saudia’s Manager of Systems Advertising, Farouk Elyas, said “our ‘Proud to Serve You’ theme highlights the little touches which define the distinctive Saudia character – Arabic coffee or mint tea, dates, the uniforms and cabin decor, the special attention we pay to families and traditions.”

Appearing from now the new advertisements will appear in Saudi English and Arabic language national and international media and in prestigious titles such as Time, Business Week, The Economist and the Financial Times among others, according to Group Account Director Sunil Mehta.

Television will also be used, with 30-second spots booked to appear on CNN, MBC and both Saudi national channels.
The campaign is supported by point-of-sale posters, display material and lapel badges.
General Manager for Intermarkets Advertising in Saudi Arabia, Nadim Sfeir, said “This has been one of the most tightly-vetted campaigns I have ever known. It was pre-tested against the previous campaign in New York, London, Singapore, Dubai.

Riyadh, Jeddah and Dahran – and emerged the clear winner, before being scrutinised and approved by Saudia management. “Saudia have a lot riding on this” said Sfeir.
“It’s going to be their campaign for at least the next three years and probably much longer – so it had to be right,” he added.

Established 33 years ago and with offices throughout the Middle East, and in London, Intermarkets scooped 5 creative wins in the regional IAA awards earlier this year.

Originally published in ArabAd, November 1993