Mediaedge:cia launches 'MEC Access' in Middle East

At a press conference in Dubai, Charles Courtier, Global Chief Executive Officer of Mediaedge:cia, said: "The new division will offer clients a one-stop shop for the creation and delivery of strategic partnerships and sponsorships across nine different platforms, including the arts, brand-to-brand, broadcast, cause, celebrity, film, gaming, music and sport."

Mediaedge:cia, part of the WPP Group worldwide and The Holding Group (THG) in the region, also announced that MEC Access has been appointed by Sony Electronics' sports marketing business in the Middle East and will be responsible for managing the activation of its football sponsorships across the region.

In a short time, MEC Access Middle East has already secured billings of over US$4 million with pan-regional and global MEC clients.

Mark Warne, a key member of the team at MEC Access London, has moved to Dubai to take on the role of Strategy Director in the Middle East.

He will work alongside Planning Implementation Director Leena Kewlani, both of whom will be jointly responsible for the development of the MEC Access offer across the Middle East.

Warne and Kewlani were instrumental in Mediaedge:cia's recent appointment by Sony Electronics in the region and will be fully involved in the programme activation.

Joseph Ghossoub, President and CEO of THG, said: "There is an increasing need in this market for specialised and unified sport, entertainment and cause marketing services in media management. MEC Access will work across traditional and non-traditional media and provide our clients extensive expertise across all platforms."

"Globally, sponsorships are growing faster than traditional advertising, and this trend is becoming increasingly visible in the region. 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 Mohan Nambiar, Managing Director, Mediaedge:cia Middle East

"Our aim is to create and develop concepts whereby consumers can actively experience the benefits of a particular product or brand through sponsorships. 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 that they become brand ambassadors. We encompass all the traditional marketing mix elements within our concepts; with MEC Access, we strive to take this to a whole new level. We are extremely excited about this new regional offer," concluded Yves-Michel Gabay, International Business and Development Director for Mediaedge:cia Middle East.

Headquartered in London, MEC Access 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.