The media planning and buying agency beats out three other firms to win the assignment for one of the largest media budgets in the country

Cairo, Egypt, June 13, 2007 - Following a competitive four-way 'taste test', Coca-Cola Egypt has chosen SMG Egypt to provide media planning and buying for marketing activities in the country. SMG Egypt has been handling the planning for the brand since 2001.  The now combined planning and buying assignment not only covers the iconic Coke brands, but Coca-Cola's other beverages sold in the country, including sprite, Fanta, Dassani, Burn, Play..

Dooa Salah, Senior Brand Manager, Coca-Cola Egypt, said, "SMG demonstrated a passion for our brand, as well as a strong, research-based understanding of our consumers and the media environment. It was clear that they could best add value to our business and help us achieve our goals."

Karine Barakat, Managing Director, SMG Egypt, said, "We are very keen to work on a category that is witnessing double digit growth year on year. In 2006, CSD market grew by 12.5%  given the reduction in income taxes/ corporate tax/ CSD excise tax from 40% to 20%, 32% to 18% and 27% to 18% respectively. Moreover, the challenge today is to take the biggest share of the pie by captivating our consumer along the way with the right media solutions."

Barakat continued to say that the win reflects the agency's leadership position in the media planning and buying industry. "Coca-Cola is one of the world's most valuable and best known brands, both locally and globally, and their decision to appoint Starcom reflects our team's strength and depth, as well as the innovative calibre of our media solutions and we look forward to the opportunity to partner with Coca-Cola in this highly competitive and fast-evolving sector and to help them connect and captivate Egyptian consumers."

Philip Jabbour, SMG MENA Group Director - Marketing and New Business Development, said, "This indeed is a very exciting win as it happens at a time when the Egyptian market is evolving at such a high rate.  We now see how the increase in media consumption in the local market has led for local audio-visual TV to join the previously limited satellite-led TV stations group.  Results of such market dynamics are now being reflected in local plans and our network of regional offices ensures that we are well positioned to share learnings and develop regional synergies to tackle the changes."

Coca-Cola Egypt is one of the top ten advertisers in the country, with a media spend in excess of US$4.5 million.

-Ends- 

About Starcom MediaVest Group MENA
Starcom MediaVest Group MENA (www.smvgroup.com) is the largest brand communications group in the region.  SMG MENA encompasses a passionate and integrated network of specialists in media strategy and investment; consumer research; response media; sports and event marketing and digital communications. 

A wholly owned subsidiary of Paris based Publicis Groupe, SMG MENA, present in eight offices spanning the Arab world from Dubai to Morocco, is backed by a global network of 110 offices in 67 countries. SMG MENA boasts a roster of many of the leading local and global companies, including but not limited to General Motors; Kraft; MasterFoods; Procter & Gamble and Saudi Telecom.  SMG MENA develops its partner clients' communication solutions by providing the fuel that powers brand growth. This is achieved through a rigorous process of identifying consumer insights, delivering contact innovation and creating value for our partners. 

SMG MENA has enjoyed double digit growth year on year since its launch in 2000.  Among its recent wins in 2007 are GSK, Jordan Investment Board, National Bonds, and Welcare. 

For further information, please contact:
Philip Jabbour
SMG Group Director - Marketing and New Business Development
Direct line: 3676401
Email: Philip.Jabbour@dubai.starcomworldwide.com

Reem Haroun
PR Consultant 
Direct line : 3472735
Email : rharoun@eim.ae

© Press Release 2007