Xerox Emirates sponsors the Direct Campaigns category inaugural Dubai Lynx Awards

Prizes will be presented on March 19 at Dubai Media City, and Xerox will present the award to the winning agency in the direct campaign category.

Dubai Lynx is presented by the International Advertising Festival, organizer of the Cannes Lions and Eurobest awards, in association with the UAE chapter of the International Advertising Association. Judges for the awards will be drawn from agencies across the world, making Lynx the first truly international advertising competition to be held in the Middle East.

"Xerox has a huge marketing presence in this region, so we are very keen in seeing that advertising standards keep pace with the rest of the world," said Belal El-Banna, Marketing Manager, Xerox Emirates. El-Banna noted that presenting the award in the Direct Campaigns category is particularly well suited to Xerox, whose wide range of cutting-edge office devices are ideal for producing the kinds of materials direct marketers send out. He also emphasized on the importance of the customized solutions, which offer marketers a valuable opportunity to personalize their target in an efficient way".

Along with the Xerox-sponsored award for Direct Campaign, Dubai Lynx will recognise the best creative work in TV/Cinema, Print, Outdoor, Interactive and Integrated. Overall, El-Banna said, he has been very impressed by the quality of the work submitted. "Middle East advertising has improved in leaps and bounds in recent years," he said. "A competition like this, which will serve to both highlight the talent here and provide an incentive for creatives to do even better work, can only help."

Organisers expect a turnout of more than 1,200 industry professionals for the March 19 award ceremony.