FP7, a leading advertising and branding agency in the region, has won a top award at the 2016 Effie Effectiveness Index, the foremost ranking in the marketing and advertising industry globally.

FP7’s Dubai office won the coveted global award in the ‘Most Effective Agency Office’ category.

The agency, which has leading brands including Coca-Cola and Emirates NBD as clients, was earlier named the Most Effective Agency in Mena (Middle East and North Africa).

The Effie index provides an insightful glimpse into those who are delivering ideas that work across the globe.  It identifies and ranks the most effective agencies, marketers and brands by analysing finalists and winner data from more than 40 national and regional Effie Award competitions.

FP7 (formerly Fortune Promoseven), headquartered in Dubai, is part of the Lebanon-based Middle East Communication Network (MCN), a major advertising, marketing and media agency in the Mena region. It has branches all over the region.

“The award is very important to us not only because it is a major global accolade, but also because it recognises effective communication,” said Akram Miknas, the chairman of FP7.

“A work should not be for the sake of creativity alone, it attains greatness when it is able to effectively tell consumers what it intends to communicate. That is the key role of advertising,” said Miknas, a veteran of the industry in the region.

“Our goal has always been to be best in the world, representing this region. The award means that we are doing good work for our clients,” he added.

“The idea of effectiveness is in our DNA and we are able to deliver this to our clients,” said Tarek Miknas, CEO/Mena. “The heart and soul of FP7 is and forever will remain entrenched in its Middle Eastern identity. We know the region well and we are able to provide that expertise to our clients,” he said.

The confluence of many cultures in the region also helps in creating excellence, said Miknas.

He said the company will release an exclusive and exhaustive report on consumer behaviour in the region in the next two months. The report, based on a survey of 30,000 people across the region, will focus on women, technology and youth.

“The market is changing dramatically in our world and the research will focus on the next generation of consumers,” Tarek Miknas added.

FP7 had earlier won the Cannes Lions awards for clients including Bahrain’s Batelco and the UAE’s Emirates NBD. - TradeArabia News Service