MBC Group has announced that the company has ended its five-year advertisement contract with Arabian Media Services, a Choueiri Group company. Instead, MBC will launch ‘MBC Media Services’, an in-house commercial advertising and sales unit in partnership with Engineer Holding Group (EHG).
EHG is a media and investment group, which owns the Al Arabia advertising ‘out of home’ business in Saudi Arabia.
This new approach will allow MBC to work more closely with its clients, which include many of the world’s largest consumer brands, their marketing and advertising companies, and media buyers.
Commenting on the announcement, Waleed bin Ibrahim Al Ibrahim, Chairman, MBC Group said: “The media industry has witnessed remarkable changes over the past two decades, driven by technological advancements and the rapid adoption by consumers of social media platforms and mobile devices. We want to move faster to address these market forces and by establishing our own dedicated in-house commercial business unit we will be able to offer better-integrated solutions across our television, digital and OTT platforms. I am delighted that we will be partnering with EHG, which owns Al Arabia, one of the best know ‘outdoor’ advertising specialists in the Kingdom.
On ending the contract with Chouriri Group, Al Ibrahim said: “I would like to thank AMS and the Choueiri Group who have been great partners and acknowledge their commitment and service over many years.”
Engineer Abdulelah Al-Khereiji, Founder & Chairman, EHG added: “We are very proud to be partnering with a prestigious institution like MBC, which has played a leading role in the development of the media sector in our region. We look forward to pooling our capabilities to better serve our society, our clients and the advertising industry.”
Marc Antoine d’Halluin, Chief Executive Officer, MBC Group remarked: “Our new joint venture with EHG and the launch of MBC Media Services, will enable the Company to develop cross-media solutions for our clients and deepen the way we combine our television and digital audiences. As we continue on our journey of continuous innovation, as illustrated by the success of Shahid VIP, and develop further as a multi-platform media group, we are also taking all the necessary steps to make effective daily audience measurement a reality in the countries in which we operate, to better service our clients. These important operational developments, will keep MBC at the forefront of our industry and continue to provide the very best way for our clients to reach consumers in this exciting fast-growing regional market.”
MBC Media Services, which will be majorly controlled by MBC Group, will begin operations at the start of 2021.
