Horizon. FCB attended a training workshop, on Thursday 25th May, to learn about FCB’s new global positioning of full contact. The presentation given at the Kempinski Hotel, Mall of the Emirates by Gustavo Foldvari, Executive Vice President and International Planning Director from FCB Global, explained the purpose of implementing the program, reviewed existing tools and introduced some new ones, all to fit with the new global positioning.
Talking about the success of the training, Caesar Matar, President & COO, Horizon. FCB in Dubai, commented, “All Horizon. FCB’s offices around the region have now participated in the training which firmly aligns us with the larger global agency and ensures that the way we work is of an equally high standard.”
Full contact is concerned with removing space between different disciplines in the agency, agency and client, and communication and consumers. Although the full contact tools are similar to the ones previously implemented, now the focus is on entire teams sharing the responsibility of all the tools rather than having different departments responsible for each.
Attending the training were a total of 50 people including; Rafic Saadeh and Saad Hijjawi from Horizon Holdings, four regional Horizon. FCB offices: Dubai, Jeddah, Riyadh and Kuwait, and the Brand Connection team from Dubai. The training was held for the offices from the Levant earlier in the week in Cairo, where Beirut and Amman attended.
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Besides the training, two great evenings out were spent dining at Lotus One and the Lebanese restaurant at Al Qasr, where various singing and dabkeh talents were revealed in Horizon. FCB’s midst.
“We’re all in it together now – account management, account planning and creatives are now all part of the entire process from strategy to the creative output. No more silos. No more half-measures. Only full contact,” clarified Eddy Azzam, Managing Director of Horizon. FCB in Dubai.
Horizon FCB Background
Horizon.FCB is a Horizon Holdings company which is one of the top marketing communications groups in the Middle East region. Horizon Holdings offers creative and integrated marketing communication services through Horizon.FCB; media planning and buying through Brand Connection and public relations through Golin Harris.
Horizon Holdings is part of Foote, Cone & Belding, the world’s third oldest advertising agency and a powerful agency network with a worldwide network of 197 offices servicing clients in 110 countries, and is a member of the Interpublic Group of Companies (IPG), the largest holding company in the world in terms of advertising and media.
