Campaign Middle East Magazine - October 26, 2014

In this issue

Campaign Issue 148

Dated 26 October to 8 November

'Chiclets repositioned in Egypt in April/May with a campaign that championed 'Nothingness'. Buoyed by an estimated 33 per cent sales growth, the brand has now introduced 'illogical' flavours, in tune with the irreverent relaunch campaign. We capture the brand's story in our marketing feature. Elsewhere, MediaCom MENA CEO Nick Barron provides an update on three years in office, and explains why the agency's upcoming all-women office in the Kingdom of Saudi Arabia makes sound business sense. In another in-depth feature, IAA chairman and world president Faris Abouhamad details the industry body's role and growth – in size, and stature. MCN chief innovations officer Tom Roychoudhury reflects on whether multi-screening is an opportunity or a threat. In the World segment, master storyteller Tham Khai Meng, global chief creative officer, Ogilvy & Mather, tells us what happens 'When Big Data Meets Big Creativity'. Lord Bell, in his book 'Right or Wrong', opens up on the early days of Saatchi – we bring you an exclusive extract.'