Following a competitive eight-way pitch, Leo Burnett Dubai and Starcom MediaVest Group have been awarded the creative and media planning and buying account for Welcare World Health Systems, a leading healthcare management and consultancy company based in Dubai.

This is the first time that a regional healthcare organisation of this nature has committed to such a major communication campaign. The fully integrated program, set to launch in June, will reinforce Welcare World’s position as the premier healthcare organisation in the UAE and wider Middle East.

“From their comprehensive research into the region’s healthcare market to their intelligent use of media, smart strategy and visionary planning, Leo Burnett and Starcom provided us with a wide range of creative and appealing ways to communicate the Welcare message to consumers,” said Dr Ottmar Schmidt, Director of Marketing & Public Relations at Welcare World.

The appointment comes at a time when the UAE and broader MENA healthcare industry is set to grow dramatically as a result of strong population inflows, increasing incidences of chronic diseases and, in the UAE, a push to promote healthcare tourism. In addition, because healthcare is a neighbourhood business, there is a growing need for medical facilities where people live and work. This is happening as more players are entering the market, increasing competition among premium healthcare providers.

The win is the first for both Leo Burnett and Starcom in this dynamic and strategic sector.

Kamal Dimachkie, Managing Director, Leo Burnett Dubai and Kuwait, said, “Inspired by Welcare World’s vision and recognising that 2007 will be a milestone year for them, our team has developed a fresh, strategically strong and flexible creative direction that will help drive Welcare World’s business objectives, by building awareness of what Welcare World stands for and offers its patients.”

Philip Jabbour, Starcom MediaVest Group Director - Marketing and New Business Development, said, “We are excited by the challenge of helping Welcare World implement the first communication program of its kind in the region, and we look forward to helping them achieve their goals through insightful strategic recommendations intended to connect with and captivate the right consumers in relevant environments. As well, our network of regional offices ensures that we are well positioned to help them as they grow.”

During 2007, Welcare World will open three new clinics in Dubai and its first clinic in Oman. In 2008, a 220-bed hospital will be born in Dubai Healthcare City – City Hospital.


About Leo Burnett MENA

The Leo Burnett Group of Companies, Middle East and North Africa, whose origin dates back to 1974, has always been progressive in its thinking and approach. From a single brand agency, Leo Burnett as a group has grown to encompass a comprehensive range of communications solutions, including advertising, media, public relations, digital and CRM. The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace.

Founded in Chicago in 1935 with eight employees and three clients, Leo Burnett Worldwide, Inc. today operates a global network of over 200 operating units including a variety of specialty marketing services and 94 full-service advertising agencies in 82 countries. Leo Burnett creates ideas that inspire enduring belief for many of the world’s most valuable brands and successful marketers, including McDonald’s, Disney, Procter & Gamble, Marlboro, Altoids, Heinz, Kellogg and Nintendo.

The world’s eighth largest agency network (as ranked by Advertising Age in May 2006), Leo Burnett Worldwide is a wholly owned subsidiary of Publicis Groupe


Starcom MediaVest Group MENA is the largest brand communications group in the region. SMG MENA encompasses a passionate and integrated network of specialists in media strategy and investment; consumer research; response media; sports and event marketing and digital communications.

A wholly owned subsidiary of Paris based Publicis Groupe, SMG MENA, present in eight offices spanning the Arab world from Dubai to Morocco, is backed by a global network of 110 offices in 67 countries. SMG MENA boasts a roster of many of the leading local and global companies, including but not limited to General Motors; Kraft; MasterFoods; Procter & Gamble and Saudi Telecom. SMG MENA develops its partner clients’ communication solutions by providing the fuel that powers brand growth. This is achieved through a rigorous process of identifying consumer insights, delivering contact innovation and creating value for our partners.

SMG MENA has enjoyed double digit growth year on year since its launch in 2000. Among its recent wins in 2007 are GlaxoSmithKline and The Times Group.