DDB strengthens presence in the Middle East

by Iain Akerman, Brand Republic 12-Jun-07, 10:30

DUBAI - DDB is seeking to bring more clarity to its offering in the Gulf by merging its affiliate partners TD&A DDB and Promoaction DDB.

The joining together of Dubai-based TD&A DDB with Saudi Arabia-based Promoaction DDB is part of an ongoing process. It is understood that the merger is only the beginning of a broader strengthening of DDB's presence in the Gulf, which at present is complicated by a host of different affiliations that are owned and managed by local businessmen.

However, the Saudi Arabia and UAE offices are by far the most important and cover the region's most lucrative markets.

It is not yet known what the new agency will be called, but DDB Gulf is currently the preferred option.

Paul Ross, vice-president of Promoaction DDB in Riyadh, said: "The merger has been in the works for a while and will bring more clarity for DDB and our clients in the region. The Middle East is an increasingly important region for DDB and our clients, and we expect continued growth in the future."

Babu Subramaniam, managing director of TD&A DDB, said: "We are seen as one of the most creative agencies in the world and pride ourselves on building brands. By consolidating into one entity we will further strengthen DDB's position in the Middle East."

TD&A DDB, which employs 68 staff, has recently relocated from the UAE emirate of Sharjah to new offices in Knowledge Village, Dubai, while Promoaction DDB is headquartered in Jeddah and has an office in Riyadh.

Promoaction DDB, which has 75 staff across its two offices, was formed in 1988 by Najam Khawaja and is part of the Gulf PDDB Group. Its clients include Saudi low-cost airline Sama Airlines.

TD&A DDB is owned by local shareholders and had claimed billings of $19.5m in 2006.