a talk with pierre choueiri. - outdoor signs

Abstract: As the CEO of the Choueiri Group, Pierre Choueiri is one of the most influential figures in the advertising industry in the Middle East.
In a rare interview, he talked to Iain Akerman on the eighth floor of Choueiri Group build about media and character meters --
Knowledge of lindenby
Edge village, just-
The main reception of The Post group is-
The office of one of the most powerful people in the Middle East Media.
The office was impressive and, despite the few appointments, there was a huge color screen showing some of the television stations exclusively sold by the group
Right to face imma
Clean and tidy, almost the desk of the Spartans.
At the back of the table was Pierre Joey.
He is very grumpy.
"Power is not in my hands.
"Power is in the hands of media owners," the group's CEO said in response to asser --
He has considerable influence in the media buying and planning market. "They cre-ate the medium.
I'm the best salesman to make money.
In the best waytheir success.
Do you think all the media we represent are equally important? tant?
If the media is not performing, can you convince the client to advertise to any media? No.
He can help you once, twice, but that's all.
But do I try to get the maximum budget?
Media success?
No doubt, yes.
But I can't sell something I can't.
I can't do anything if the media owner didn't create something successful. Simple.
This is not a game of twisting arms.
You may be able to help someone once or twice, after all people are people, but afavour is a busy and it is not a rule.
This is the key difference.
In the end, you can't lie to a client, you can-
Don't lie to MBU.
"But this group is not partially re-organized.
Reaction to media inflation and rising TV advertising prices?
"I can't see anything --
"Flation," he replied, now sitting in a more comfortable corner of the office.
His side is Walid Yared, director of marketing and research for the group.
"Where is the benchmark?
Is the price correct? Who knows.
We are based on our research, and then we calculate it ourselves to establish the cost of each rating point.
Is it correct? Who knows.
That's why we need transparent human rice.
Engen-few media companies
Like the husseri Group, a bag of emotions is mixed.
It's an industry giant, a behemoth, an entity surrounded by anecdotes, rumors and accusations against Mo Yannopoly.
No space for ap
The illness of those who have a dealings with it.
It's still the only media sales force in the Middle East.
Despite the loss of LBC in 2008, the media is growing.
Slow but certainly embrace the digital industry.
It is estimated that Antoine Choueiri, the founder and father of Choueiri, ruled an empire
Each year, 70 per cent of the TV expenditures of the Gulf Cooperation Council and Levant are controlled.
This percentage may be
Increased slightly after losing LBC, but with addi-
Last year, the establishment of Al Hayat television group in Egypt and the launch of digital media servicesvices (DMS)
At the end of 2010, the group's influence had expanded to 11 mar markets, with 12 subsidiaries and two representative offices.
The whole group is 29 TV stations, 16 printed titles, 11 radio stations, cinemas, numer-
Our portal and the largest outdoor signage network in the GCC area.
However, its main business partners remain MBCGroup, Dubai Media, Melody and-
Nahar and AlHayat.
It is estimated that the company processes a total of $1 billion in advertising cash each year.
Refers to allegations of monopoly and the power to guide the distribution of expenditure.
"There is no monopoly because we represent 29 TV channels out of 715 broadcasts through satellites covering the Arab world," Schoueiri said . ". "Asforal-
The bottom line of consumption is that consumption is entirely determined by the core interests of customers and brands.
They are not spending money to please media delegates, but to achieve the maximum return on investment.
"I can't sell anything I can't sell.
If mediaowner does not create some success, Icando has nothing to do with it. Simple.
It's not a game that has traditionally distorted weapons, and the organization has been keeping a low profile, especially its leaders.
The only inter-
Check that the running activity is withAn-
Toine died in March 2010 four years ago, only 70 years old.
It's his FA.
Choueiri took over the operation of the business.
What's interesting is, a lot
Six years ago, toine said
Especially in advertising.
Per capita consumption in the Middle East and North Africa (
Still very low compared to the rest of the world)
Inflation, demand from TV viewers
Provide credible research for consumers' viewing habits.
This can add inaccu-
The accuracy of the annual ad spending data is much lower than the research firm's report.
Six years later, however, people finally came here.
'Viewviewview' is newly established
Media Association of UAE
A joint venture measuring company
The future of leading broadcast entities
Abu Dhabi Media, Sharjah Media, Rotana Media, atisalat, Du-
The project is the result of the Federal cable initiative led by the National Media Council and the federal communications regulator.
With the phased roll-out that began in July 1 and then officially launched in October, the goal of the project is to provide minutes-by-
Isde-minutes to view data
It was worn the next day.
Additional demos are included in the data-
Na-wait for graphic information
Sex, gender, location, age and society
The economic situation of the four-year-old and above audience
Although all the data was reported
There are no clear individuals and individuals.
The UAE is a pilot market and similar initiatives will be launched in Arab countries.
However, in order for the project to become a common currency, it must be accepted by all parties.
May I ask the Choueiri Group?
"The Choueiri Group is behind man mi and we fully agree
Dorseresearch "Choueiri.
"We are people who believe in numbers.
So it's quantitative, not qualitative.
Research is very important for our operations.
Research that can be bought in the market today, such as Cady ·[computer-
Assist in telephone interview
But what we have today really represents a reality.
"We believe in human rice, but there are certain conditions.
Unless the initiative is globally recognized by the industry, "We fully support all initiatives"
However, this is a huge but, human rice should be completely transparent and fully recognized by industry stakeholderstry -
Advertisers, media owners and media organizations.
The most important thing is that
Transparency and recognition
Development of the industry. The ABG [
Advertiser Business Group
Invite all stakeholders to share with them around im-
Human rice project in Arab and UAE.
It is hoped that all the problems will be dealt with so that the project can see the light.
All these questions, though.
We want these things to happen.
But the media can't drive people's appearance.
They must be driven by the industry as a whole.
This is because once the data comes out, it becomes an ir-
A citation can be refuted even if it does not meet the criteria, which can hurt a lot of stakeholders.
He added: "We heard on March
We're against ketplace-ple meters. We are not.
We believe that people are rice, but there are certain conditions.
It won't be good, unless initiat-
Global recognition from the entire industry.
"Has the group changed-
Local solution?
"There is no solution, and there is no intention of finding a solution on our own," Choueiri replied . ".
"We are waiting for a new data currency to be supported across the industry, and we will automatically
Meiyun agreed.
"However, the meter is not the only problem. The group re-
Although it has diversified its portfolio over the past two years, the political situation in Syria and elsewhere
Gion means it's a problem to plan for emerging markets. ic.
It also faces the challenge of becoming a more digital-centric entity from tradi-
Print to digital printer-
The biggest focus of Choueiri, and the question of whether outdoor will be completely digitized has not yet become-swered.
The group also faces-
Competition from Ro is increasingly fierce
Tana Media Services took over the adsales of LBC on 2008, while pay-TV net-
Work cannot be ignored.
"The strategy for the next few years depends largely on politics --
The cal situation in some countries.
At the end of the day, Iraq has the greatest potential, but politics-
This is the case in Iraq.
I won't risk getting an injured person hurt.
But North Africa has potential in March.
In Egypt, we are on the right track to expand.
"But, as a group, are we satisfied with everything we have? No,be-
Because we feel that the media we represent should be expanded.
Is everything we have today satisfactory?
Yes, I am very satisfied.
But that doesn't mean we're not going
Our portfolio.
"When Choueiri took over the company in 2010, there was a question about whether the succession was valid, which was the dominant figure in Antoine --
His valuable contribution
Contribute to the development of regional media industry.
However, the company has not collapsed or collapsed.
Even though it has grown up as a man --
Of course, this is not without a challenge.
In addition, the company's philosophy is still intact.
"Our company has had sore from the first day," Antoine said on 2006 . ".
"We want to represent the leading media that is likely to be a journalist.
Choueiri responded to the sentiment.
His leader is acknowl.
Two-blade northeast Crystal Fes-
Earlier this year, tival inMzaar in Lebanon won the Film Festival chairman Chris-tian Cappe.
On stage, he praised the strength and work of his entire team, and he spent most of his 25 years in the industry, many of whom worked with him. "It's bet-
"I'm not saying how long some of them have been with me and the group because you're old," Choueiri said with a smile . ".
"At the end of the day, it was a big family. It's not a one-person game.
I have a great team.
He added: "I signed some contracts last year that I was proud of and we developed as a team.
We launched our digital arm. Digi-
Media Services (DMS)-
I am proud of DMS as we need to provide 360-
Degree method.
We have to have a good presence in digi.
Just like we have a good presence in the simulated world.
This is a circle and I have to close it from one side.
"Choueiri has been in charge for two years, but does he feel the pressure to take over from the Football Association --ther?
"I used to, I am proud to say, I am the best teacher in the world," he replied . ".
"I 've been in the company for the last 25 years, so I haven't started my business --ness yesterday. The shift be-
My late father and I started five years before his death, and now it's almost eight years ago.
Just before his death.
Is there a burden on my shoulder? No.
At the end of the day, you have someone named.
Toine Choueiri is behind you. he's gone.
I miss him without a doubt.
He is an excellent teacher and he made the team what it is now, but things have been fixed at amanner, which ensures noth-ing changed.
I have more work to do because the work that two people are doing is now done by one person, but am I panicking? Absolutely not.
Everything is normal.
But yes, in each
I still miss him.
Encourage Publishing.
All rights reserved.
Provided by Syndigate.
Information about Albawaba.