TBWA\RAAD - the Middle Eastern arm of global advertising agency TBWA (Omnicom Group) – today announces the formation and integration of a MENA office for sister Omnicom Group company, Integer™.
Established in 1993, headquartered in Denver, Colorado and with offices throughout the US, Latin America, Europe and Asia Pacific, the Integer Group, is one of the world’s largest Shopper marketing agencies and a key member of the TBWA global marketing services portfolio.
The Integer Group resides at the intersection of branding and selling and creates strategic marketing solutions for clients in categories including; P&G, PepsiCo, Kellogg’s, GlaxoSmithKline, Blackberry, Johnson & Johnson and McDonald’s.
Integer will bring MENA clients a proven methodology that balances the needs of brands and retailers ensuring that all parties, especially the shopper, will derive value and benefit.
TBWA\RAAD Group Managing Director, Reda Raad, said; “In line with our policy of service diversification, Integer adds a new layer of expertise and strategic capability to our regional offering and helps us deliver even greater ROI to our clients.” He continued “we are delighted that we are already working with Carrefour, the region’s leading Hypermarket retailer.”
Leading Integer’s MENA office will be Managing Director Marcus Evans. Evans comes to Integer with 20 years of agency experience and additional expertise in CRM and digital. Evans has a broad experience of international business having work in Europe, North America, Asia Pacific and the Middle East.
In synchronization with the launch of Integer’s MENA office, the agency has conducted its first ‘MENA Checkout Study’, which surveyed 2,400 respondents from the UAE, Saudi Arabia and Egypt.
“The results revealed some interesting insights”, explains Evans, “For example, when asked how their shopping behaviour had changed in recent months, 61% of UAE respondents reported spending less whereas this figure was only 45% in Egypt”.
“What was abundantly clear from all 3 countries. was that Shoppers are hungry for relevant information, continued Evans, “and Shoppers are very happy to give personal details in return for information on offers and promotions over 60% would provide their email address and nearly half would give their personal mobile number.”
Evans commented, “We are in a great position to offer Integer’s global knowledge and expertise focused through a deep understanding of local markets. The MENA Checkout study shows that, a there are more similarities than differences in the behavioural trends in US and MENA shopper behaviour. Crucially, what the study also identifies are the key differences in regional and local attitudes and behaviour that allows us to adapt and configure our strategic and implementational approach”.
