Dubai, UAE, 21 May 2013: Leading media agency Starcom MediaVest Group (SMG) has been appointed by Yas Marina Circuit – the center for motorsport excellence in the Middle East and official home of the Formula 1 Etihad Airways Abu Dhabi Grand Prix – as its media agency. Effective immediately, the three-year contract covers Yas Marina Circuit’s full scope of business including global assignments. The win is set to see SMG deliver multi-layered and integrated communications solutions for the brand – spanning digital and analog media formats – across all platforms and channels.
The account was won following a competitive, multi-agency and multi-phased pitch process that first began in December 2012. SMG’s response to the Request For Proposal (RFP) – for the Meetings Incentives Conferences & Events (MICE) brief – was submitted in January 2013 and featured both commercial and technical submissions.
In effect, although the account was previously split across two media agencies, SMG’s full-service communications approach has enabled Yas Marina Circuit to finally consolidate its entire business – which includes MICE as well as retail and community initiatives such as the Formula 1, Sustaintable Motorsport Events (including Drift, Drag and Yas Racing Series), Yas Drag Racing Centre, Yas Racing School, Yas Kartzone, Yas Central, F1 in Schools Presented by Mubadala, Train Yas by Activelife, Walk2013, ADNIC Yas Run, Cycle Yas, Tri Yas and GoYas – into one media group.
Indeed, SMG’s win can be attributed to the agency’s remarkable ideation strategy, high levels of professionalism and vast understanding of the Yas Marina Circuit brand – all of which was starkly evident during the pitch process.
“We are delighted that Yas Marina Circuit – one of the world’s most technologically advanced circuits and a true emblem of motorsports success here in the Middle East – has chosen SMG as its media agency,” said Alain Brahamcha, General Manager, Starcom Dubai. “This high profile win marks a significant milestone for us and serves as a testament to our trusted reputation for excellence, stellar team dynamic and unyielding passion for creating innovative work. We are absolutely thrilled about this new partnership and look forward to the great possibilities ahead.”
Nick McElwee, Sales & Marketing Director, Yas Marina Circuit, echoed that statement, adding: “Along with the media landscape, our own business has changed tremendously in the past three years. We pride ourselves on being business driven and are delighted to be working with SMG, both as a media partner and a business partner.”
About Starcom MediaVest Group
Starcom MediaVest Group (SMG), comprising global agency brands Starcom and MediaVest, is the Human Experience Company. At SMG, we believe experiences matter. They enhance lives and build brands, which is why we are dedicated to bringing brand experiences to life.
Ranked one of the largest brand communications groups in the world, SMG (www.smvgroup.com) encompasses an integrated network of nearly 7,300 employees in 110 offices worldwide, including human experience strategists, investment specialists, content creators and digital experts. SMG partners with some of the world’s leading companies, including The Coca-Cola Company, Kraft Foods, Procter & Gamble, Samsung, Walmart, among others.
In 2010, SMG was named ‘Media Agency of the Decade’ by Adweek.
SMG MENA, named ‘Media Agency of the Year’ at Dubai Lynx 2013, is the top media shop in the region in terms of billings by RECMA, the leading independent global monitoring and ranking source. SMG’s regional clients include Procter & Gamble, Emirates Airline, Samsung, Abu Dhabi Islamic Bank, Almarai, Saudi Telecom, GlaxoSmithKline, Tiffany & Co., Emirates NBD, adidas and Kraft Foods.
SMG is part of Publicis Groupe [Euronext Paris: FR0000130577], the world’s third largest communications group. Publicis Groupe is ranked as MENA’s largest and the world’s second largest media counsel and buying group, and is the first global network in digital and healthcare communications.
Starcom MENA website: www.starcommena.com
MediaVest MENA website: www.mediavestmena.com
Publicis Groupe website: www.publicisgroupe.com
