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Mediaedge:cia launches MEC Access in the Middle East

14 October, 2008

Dubai — Mediaedge:cia (MEC), a leading global media agency headquartered in Dubai, has today launched a new specialist sport, entertainment and cause marketing businesses division named MEC Access. MEC Access offers clients a one-stop shop for the creation and delivery of strategic partnerships and sponsorships across nine different platforms: arts, brand-to-brand, broadcast, cause, celebrity, film, gaming, music and sport.

MEC Access has been appointed by Sony Electronics’ sports marketing business for the Middle East and will be responsible for the activation of its football properties.

MEC Access Middle East is also working with pan-regional and global MEC clients and has reported billings of over 4 million US$ since then.

Mark Warne, a key member of the Visa account team in MEC Access London, has moved to MEC Access in Dubai to become Strategy Director. He will work alongside Planning and Implementation Director, Leena Kewlani, and they will both be jointly responsible for the development of the MEC Access offer in Dubai and across the Middle East. Warne and Kewlani were instrumental in Mediaedge:cia’s recent appointment by Sony Electronics in the region and will both be heavily involved in forthcoming Sony Electronics activation.

Said Yves-Michel Gabay, International Business and Development Director for Mediaedge:cia Middle East. “There is an increasing need in this market for us to launch this specialized division for our clients to offer a unified sport, entertainment and cause capability. MEC Access will work across traditional and non-traditional media to give our clients extensive expertise across all platforms – all totally integrated within the broader MEC proposition of ‘Active Engagement’. We are delighted that Mark and Leena will be leading our offer’.

“Globally, sponsorships are growing faster than traditional advertising, and regionally this trend has started becoming visible. Brands will increasingly need to create and own properties and platforms to break through the existing clutter, and showcase their products in a unique and innovative environment,” said Jeremy Clark, Managing Director of MEC Access for Europe, Middle East and Africa.

“Our aim is to create and develop concepts whereby consumers can actively experience the benefits of a particular product or brand. Our focus is on the consumer’s perception of a particular brand, and how they will integrate the product in their lives, to the point where they actually become brand ambassadors. We encompass all the traditional marketing mix elements within our concepts, but with MEC Access we strive to take it to a whole new level. We are extremely excited about this new regional office!”

The MEC Access head office is based in London, and currently employs over 350 specialised staff in more than 30 locations around the world. Globally MEC Access has already produced award-winning work with clients including BDF, Citi, Colgate Palmolive, DHL, Energizer, Sony Ericsson, TomTom, Visa, Xerox, Virgin Atlantic and Dominos Pizza.

About Mediaedge:cia
Mediaedge:cia (MEC) gets consumers actively engaged with our clients’ brands, leading to relevant awareness, deeper relationships and stronger sales. Our services include consumer insight and ROI, communications planning, media planning and buying, interaction (digital, direct, search), sponsorship consultancy and activation, branded content and entertainment marketing. Our 4,500 highly talented and motivated people work with local, regional and global clients from our 250 offices in 84 countries. In the region we are a part of WPP and THG groups. For further information, visit us at

Mediaedge:cia has been awarded ‘Global Media Agency of the Year’ in 2006 and 2007 by Advertising Age and Adweek.

For further information, please contact:
Mohan Nambiar
Regional Managing Director
Mediaedge:cia Middle East
Tel: +971 (0)4 367 8645

Yves-Michel Gabay
International Business and Development Director
Mediaedge:cia Middle East
Tel: +971 (0)4 367 8697
Mob: +971 (0)50 294 9115

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