B2B: Tell us something about the history of AMC and how it started.
Mark: Our CEO, Pierre Abou Diwan founded AMC in 1988, after a decade long tenure at TMI JWT and Intermarkets as the Regional Director. He was backed by a wealth of experience handling both local and international clients as well as his natural flair for creative work.
B2B: What has the growth been like since then?
Mark: From small operation back in the eighties, we are today an independent regional network, with approx one hundred dedicated professionals - 35 people at the head office in Dubai, a 15-member team in Abu Dhabi, another 15 talented professionals in our Beirut office and a total of another 40 supporting us from our associate office in Jeddah.
B2B: Is UAE your biggest market?
Mark: At the moment yes, this is our base for our regional operations basically, with head office in Dubai and a branch office in Abu Dhabi. When we decided to go regional, we set up our full-fledged branch office in Beirut, one of the most vibrant markets for creative advertising. We later shifted our focus on Saudi Arabia and established an associate office in Jeddah. We haven't stopped there; we are actively involved pitching for new accounts and growing constantly at a competitive pace in line with the other regional and international networks.
B2B: When you talk about the regional/international networks, how do you see AMC?
Mark: We are, an independent medium sized regional agency network, with an international edge when it comes to media buying capability.
B2B: As a medium sized agency what do you think is the advantage when compared to the regional/international networks?
Mark: The biggest advantage is our clients get completely personalized services. There's ease of communication and scope for quick decisions. Their work is more focused and the speed of response is better since a few hurdles are out of way due to the size of the agency
B2B: Which you hope to retain, as you get bigger?
Mark: Yes of course.
B2B: Could you name the clients you handle?
Mark: Brietling, Subway, Union National Bank, Le Royal Meridian Abu Dhabi, Al Ansari Exchange, Al Diar Siji Hotel Fujairah, Vero Moda, Jack n' Jones, Didier Parakian, Hamarain Center, Almulla Plaza, Abu Dhabi Mall, Health Quest, Mitsubishi, Aston Martin, Bentley, Bugatti, Mediac organizer of The Arab Hunting Show / The Dubai Helishow / The Middle East Banking / Finance Show / The Fabulous Four featuring: Agri-Business Expo Middle East / Middle East Flower & Garden Show GARDENEX, Middle East Poultry Show / Middle East Aquaculture & Fishing Show, Metropolitan Hotel Dubai, Metropolitan Palace Hotel - Dubai, Metropolitan Deira Hotel, Al Mawakeb School, Columbia Coffee. In Lebanon, Metropolitan Palace Hotel - Beirut, Habtoor Grand Hotel Spa & Convention Centre, Habtoorland, Boulevard Shopping Mall, Mobil, Fine Tissues.
We recently won the Abu Dhabi Holding account, which has 13 subsidiaries and have just finished re-branding everything from their logos to their corporate identity and the structure of their marketing planning, which will hopefully be evident soon in the media.
B2B: How do you acquire an account?
Mark: Basically research and follow-up. It could be through our contacts, references/recommendations from our existing clients, pitches and by independently targeting serious spenders who are on the lookout for the right agency. We present our credentials and later follow-up with a creative presentation. Then it's the client who has to turn on the green. We live in a highly competitive market, so we don't wait for new accounts we actively scout for them. Last week alone we made three major presentations. We expect some big accounts to come our way soon.
B2B: When you think of AMC is there a particular USP that comes to mind?
Mark: Our main strength is our in-depth knowledge of the Gulf region and its market. Our size, our service, our reach, our product, our positive attitude and above all our dedication to create advertising that sells add value to our strength.
B2B: What are the awards you have won?
Mark: We have had our fair share of limelight. We won quite a few awards like: The International Advertising Association UAE Chapter honored AMC with a Gold Award for its campaign for the Metropolitan Hotel, AMC bagged four Dubai Shopping Festival Innovation Awards in association with Hamarain Center, Auto News awarded us The Best 4 WD Campaign for the year 2000 for our launch campaign of Pajero, we received a special letter of appreciation from Rolls-Royce for the exhibition stand we created during the Dubai Motor Show 1997, Khaleej Times the UAE's leading English daily honored AMC for its outstanding contribution towards achieving one of the highest annual billing during the year 2003 and AMC's creative team won the top honors at the Apple MAC Design Competition.
B2B: Every agency claims creative superiority, is there something that you can highlight as the strength of AMC?
Mark: Our creative work is backed by our belief that the best ad is always yet to be made.
B2B: What is the bigger challenge in this business is it managing the client relationship or delivering on creativity?
Mark: It's a combination of both. We are in a very competitive market. There are probably more than 400 agencies registered in Dubai alone. Quality is an issue, money is an issue, for the client its all about quality and price at the end of the day. We make promises, the client makes promises as well, we think the key is to ensure the chain of continuity.
B2B: In terms of the nature of your work, which aspect of the business does your bread and butter comes from?
Mark: Above-the-line contributes to 65% and the remaining comes from Below-the-line work.
B2B: What do you think about integrity levels in this business?
Mark: We are transparent with all our clients. The market is very open; prices can be obtained very easily. Being in a competitive market if you are not transparent there is bound to be someone who is and that will result in losing clients. Actually, nowadays I don't think anybody signs on a quotation without questioning it. We have an open door policy where we are ready to discuss and adjust. We maintain that kind of a healthy relationship with all our clients.
B2B: Do you take clients mostly on a retainer basis, or is it merely commission based? Which is more common?
Mark: Nowadays the market tendency is to pay agency fees. So it varies from client to client depending on the size of the actual business. Some clients prefer dealing on a project basis they may have healthy budgets but may not be active for much of the year. There are also clients who require <above the line,> <below the line> and PR services, around the year, so they work with us on very competitive retainer arrangements.
B2B: Is there a minimum amount in mind when you take on a new client?
Mark: Yes. The client must have a minimum budget. Considering our size and in order to serve our client well we need to have a minimum income to allocate separate manager and the appropriate creative team.
B2B: How many people do you have in your client servicing and creative team in Dubai?
Mark: Our client-servicing department is currently a five-member team. There are 12 people in our creative department. One of the hallmarks of AMC is that a lot of our team members have been trained and grown along with the agency. So, rather than outsourcing talent from other agencies we have developed our team from within the network. There's Bassem Ghoui, our Abu Dhabi Branch Manager who started his career as an Account Executive a few years ago, then there's the Creative Director in our Beirut Office who has eventually became the Branch Manager. The senior creative team in Dubai, consisting of Tatyana, Sharikh, Vinay and Samir has been with us for more than eight years.
B2B: Lebanese agencies are probably the most successful in the Middle East ad business. Do you see this lead being maintained over the next decade or is competition catching up?
Mark: Lebanon traditionally has been a think tank for advertising professionals. Be it creative, client servicing or media. The country has large number of dedicated institutions for graphics and design. Lebanese advertising agencies have certainly been dominating the market since the 70s in the region. In the later decades, they have in fact tied up with the leading international networks. So, in the true sense today its international agencies rather than Lebanese agencies. Though I do agree that as far as the people are concerned, the Lebanese are still in the forefront in this part of the world. At AMC, we have a multinational team coming from different countries, bringing with them a wealth of experience and exposure.
B2B: Which are the ones that make you feel, "we need to watch out for these guys?"
Mark: Several UK/European agencies have realized this is the market to be in. However the bigger Lebanese agencies have tied up most of the major international affiliations, which gives them an advantage. The competition is healthy, Dubai is moving fast and we have to keep up to the pace. AMC started in Dubai, it was established in the days when Dubai began its exponential growth. AMC grew along with the great nation and over here personal relations still matter a lot.
B2B: What impact does fluency in Arabic vs. fluency in English make?
Mark: The advantage of being bilingual is immense in this region. Though English is widely used, Arabic is equally important. Arabic or English campaigns are based on strategies being used to reach a particular audience, and the bi-linguists obviously have an advantage. Particularly when original concepts need to be worked in Arabic, mere translations from English will not work. Thus it is imperative for an agency to have its think tank that's versatile with both English and Arabic.
B2B: How did u get into this business?
Mark: I grew up in Dubai. That adds to my exposure to its swiftly changing trends. Moreover, I always had a passion for the smart and vibrant world of advertising. Since my skills are rooted in marketing, I chose to take up the challenges of media marketing. After 7 years in AMC, I have amassed a lot of experience handing a diverse mix of clients both small and big, from various levels like client servicing, business development and account management. Today, I am leading our main branch in Dubai that handles our major share of the business.
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