22 July 2009
Etisalat has appointed Initiative Media to handle its consolidated media account.
Etisalat had invited media buying units last month to pitch for the $150 million (Dh550.5m) account across the UAE, Egypt and Saudi Arabia.
When contacted by Emirates Business, Kevin Rapose, Regional Managing Director, Initiative Middle East, said: "There were some reports stating the wrong name of the agency therefore we prefer not to comment. Etisalat will be making an official announcement later at a press event."
"We have been informed that we have won the pitch but the contract is yet to be signed, so we cannot speak on their behalf."
The name of the agency was wrongly reported earlier as UM7, a sister agency of Initiative, which currently handles Mobinil in Egypt, a competitor.
Initiative was one of the four agencies that were shortlisted. The others were Mediaedge:cia, PHD and Mediacom. The pitch took place last month, said Eric Mirabel, Business Development Director, OmnicomMediaGroup, parent company of PHD. "We knew we had been shortlisted but the announcement was delayed for quite a time."
Starcom MediaVest and Mindshare, who were also invited to pitch, declined to participate because of conflict of interest, as both of them handle telecom accounts in one of etisalat's markets. Elie Haber, Managing Director, Mindshare, said the agency had its digital media contract with etisalat renewed. "The pitch was aimed at consolidating the whole of etisalat's media account with one agency.
"This will not affect our contract because it is due in September."
Mohan Nambiar, Managing Director, Mediaedge:cia, refused to comment. Mediaedge:cia has handled etisalat earlier and was one of the four shortlisted media agencies. Initiative is expected to take over the digital part as well. Etisalat's international investments include Etihad etisalat-Mobily, etisalat Misr, Thuraya, in addition to other investments in the Middle East and West Africa.
It also entered two new markets - Nigeria and Indonesia in 2007.
Etisalat has appointed Initiative Media to handle its consolidated media account.
Etisalat had invited media buying units last month to pitch for the $150 million (Dh550.5m) account across the UAE, Egypt and Saudi Arabia.
When contacted by Emirates Business, Kevin Rapose, Regional Managing Director, Initiative Middle East, said: "There were some reports stating the wrong name of the agency therefore we prefer not to comment. Etisalat will be making an official announcement later at a press event."
"We have been informed that we have won the pitch but the contract is yet to be signed, so we cannot speak on their behalf."
The name of the agency was wrongly reported earlier as UM7, a sister agency of Initiative, which currently handles Mobinil in Egypt, a competitor.
Initiative was one of the four agencies that were shortlisted. The others were Mediaedge:cia, PHD and Mediacom. The pitch took place last month, said Eric Mirabel, Business Development Director, OmnicomMediaGroup, parent company of PHD. "We knew we had been shortlisted but the announcement was delayed for quite a time."
Starcom MediaVest and Mindshare, who were also invited to pitch, declined to participate because of conflict of interest, as both of them handle telecom accounts in one of etisalat's markets. Elie Haber, Managing Director, Mindshare, said the agency had its digital media contract with etisalat renewed. "The pitch was aimed at consolidating the whole of etisalat's media account with one agency.
"This will not affect our contract because it is due in September."
Mohan Nambiar, Managing Director, Mediaedge:cia, refused to comment. Mediaedge:cia has handled etisalat earlier and was one of the four shortlisted media agencies. Initiative is expected to take over the digital part as well. Etisalat's international investments include Etihad etisalat-Mobily, etisalat Misr, Thuraya, in addition to other investments in the Middle East and West Africa.
It also entered two new markets - Nigeria and Indonesia in 2007.
By Dima Hamadeh
© Emirates Business 24/7 2009
