The Holding Group rebrands as Menacom

This comes in line with its strategy of providing integrated communications and marketing solutions to public and private-sector firms and organisations in the Middle East and North Africa (Mena) region.

As part of the rebranding process, the company also unveiled today its new logo and corporate identity, which similarly reflect Menacom's focus on integrated services, including advertising, public relations, direct marketing, media buying, digital and interactive outreach.

Following its majority acquisition by WPP in 2008, the group has continued to expand its range of services while fully integrating its regional offering with the communications solutions offered by London-headquartered WPP and its global member companies.

"The range of world-class brands operating under the umbrella of Menacom is unmatched in the Middle East and North Africa, one of the few markets that continues to post positive growth in the face of global recessionary trends," said Massimo Costa, Chairman and CEO, Young & Rubicam Brands. "The opportunities for Menacom to continue to consolidate its leadership position are clear, and we look forward to working alongside our colleagues in the Mena region during this period of strategic growth."

Joseph Ghossoub, Chairman and Chief Executive Officer, Menacom, said:

"Here in the region and worldwide, the communications industry faces unique challenges as a consequence of the global financial crisis. Every challenge contains the seeds of opportunity, however, and we are convinced that our strategic relaunch comes at precisely the right time for us to drive our business forward across the region."

"Our new name - Mena Communications Group, or Menacom - and corporate identity have been designed to reflect our total commitment to the communications requirements of this great region, stretching from North Africa, through the Levant and the Fertile Crescent, and across the Gulf," said Ghossoub. "At Menacom, our reach covers this sweeping arc of growth and opportunity. As the communications leaders in this space, we are positioning ourselves and our clients to compete and win both today and tomorrow - in the rapidly emerging post-crisis world."

With over 1,200 employees in its network of 57 offices in 17 countries, Menacom includes advertising agencies Young & Rubicam, Intermarkets and Partnership; public relations firms Asda'a Burson-Marsteller and Polaris; direct marketing specialists Wunderman; media specialist firm Mediaedge:cia; and interactive firm Tattoo.