Memac OgilvyAction Expands into Saudi and Lebanon

New Discipline Achieves Major Success for Regional Brands Over Two-Year Period Since its Inception in the MENA

DUBAI, UAE, September 15, 2009 – Memac Ogilvy announced the launch of OgilvyAction (OA) divisions in Jeddah and Beirut as part of its regional expansion strategy. OA has been introduced in keeping with Ogilvy's 360° marketing philosophy to provide its clients with a more comprehensive advertising solution. The relatively new discipline has already established a history of success in Africa, Asia Pacific, Europe, Latin America, North America and the Middle East region since 2008 where clients such as BAT, Chili's, Unilever, Kraft, KAEC, Kimberly Clark, Mars, BP Castrol, Heineken and Coca-Cola are beginning to tap into what OA labels "Winning in The Last Mile"™ – a marketing term that signifies the defining moment when the potential consumer becomes an actual buyer of a product.

OA is the brand activation arm of the Ogilvy Group that aims to drive sales and build brand equity by developing a deeper understanding of modern consumer behaviour and of the dynamics between shopper, brand and retailer. A global OgilvyAction Research shows that 1 in 3 shoppers choose their brand in- store, with 1 in 4 impulsively buying from an unplanned category. It is the job of OA's Dubai-based team of more than 30 professionals to develop ideas that influence the Middle Eastern consumer's behaviour along the path to purchase, towards and during "The Last Mile"™.

"We understand that in offering a fully integrated 360° marketing solution, we must adhere to the current regional consumer and retailer's needs so that we can develop new and creative ways to communicate our clients' brand on every level" says Edmond Moutran, the CEO and chairman of MENA Memac Ogilvy & Mather.

"Innovation has become an integral part of our business, particularly in the current economic climate during which clients in the Middle East look for more cost-effective means to communicate with their end consumer and this has been the main drive behind the success of OA so far," added Moutran.

The impact of the recession on consumer behaviour has created a prime opportunity for OA's creative solutions to be enforced, allowing win-win shopper marketing solutions which ultimately drive sales.

"In the coming year OA is expecting to see shopper marketing grow rapidly and experiential work become increasingly responsible for driving sales at the venue, in the store and online," highlighted Claus Adams, Regional Director of OA MENA, "We will also see the convergence of digital from online to real life and in-store. Digital Activation will be the primary focal point."

Ultimately, "OgilvyAction exists to close the sale for the clients, and it does this by offering four key pillars of service – shopper marketing, trade marketing, experiential marketing and consumer promotion; we have mobilized and trained experts in both Saudi Arabia and Lebanon to service clients in their respective markets and will continue to support them out of the UAE and the UK to ensure a smooth running and growth of the business," added Adams.

With 62 offices in 46 countries, OA's past clients include Maxwell House, Mercedez-Benz, Flora and Motorola. The result of OA's involvement in each company has culminated in a string of prestigious events, high-profile coverage and awards, such as a Gold Ex Award and Silver Reggie Award for the "Brew Some Good" Campaign for Maxwell House.

Memac Ogilvy
Memac Ogilvy started its operation in Bahrain in 1984. The company offers advertising, public relations, direct marketing, activation, planning and creative services to a large portfolio of clients through 11 offices across the Middle East and North Africa. This wide geographical coverage, along with its group of some 450 professionals, gives the company a unique insight into different segments of the Arab markets.

OgilvyAction ( is the global brand activation network of The Ogilvy Group. With its 61 offices and 1,700 people, OgilvyAction helps clients win in The Last Mile™, by creating brand experiences which turn shoppers into buyers. The company delivers a broad range of services including experiential marketing, shopper marketing, trade marketing and promotional services. Supporting each of these is a capability in field marketing, digital activation, retail design and analytics.

OgilvyAction utilizes a proprietary planning process and suite of tools to understand the relationships between the shopper, the retailer and the brand. The insights generate big ideas that close the sale for clients. The agency’s client portfolio features Fortune 500 Blue Chip brands and some of the most innovative local marketers around the world. OgilvyAction is a WPP company, one of the world's largest communications services organizations (NASDAQ: WPPGY,

For more information, go to or contact:
Blanche Baz
Tel : +961 1 486065/6/7/8/9

Contact: Blanche Baz
Date: September 15, 2009
Office: Dubai