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Integer Joins TBWA\RAAD Group as New Agency Partner.

On the heels of a strategic alliance in Brazil, The Integer GroupA announces another international partnership with Middle Eastern-based TBWA\RAAD. As the promotions and shopper marketing arm of TBWAWorldwide, Integer is rapidly expanding its global footprint to support current and new clients' international needs. "The MENA region is a key growth area for us and our clients," said Jeremy Pagden, chairman, The Integer Group. "By establishing a local presence and gaining shopper insights, we can deliver fully integrated programs that support the brand, meet the needs of the retailer, resonate with shoppers and ultimately drive sales for our clients." TBWA\RAAD Group Managing Director Reda Raad said; "In line with our policy of service diversification, Integer adds a new layer of expertise and strategic capability to our regional offering and helps us deliver even greater ROI to our clients." Leading Integer's MENA office will be Managing Director Marcus Evans. Evans comes to Integer with 20 years of agency experience and additional expertise in CRM and digital. Evans has broad international business experience having worked in Europe, North America, Asia Pacific and the Middle East. Coupled with this announcement is the release of Integer MENA's first shopper behavior study. Surveying 2,400 consumers from the United Arab Emirates (UAE), Saudi Arabia and Egypt, "The MENA Checkout Study" revealed interesting insights about content needs among consumers and even revealed more similarities than differences between U.S. and MENA shoppers. "What was abundantly clear from all three countries was that shoppers are hungry for relevant information," said Evans. "Shoppers are very happy to give personal details in return for information on offers and promotions." The study found that more than 60 percent of respondents are willing to provide their e-mail address and nearly half would give their personal mobile number. When asked how their shopping behavior had changed in recent months, 61 percent of UAE respondents reported spending less, whereas this figure was only 45 percent in Egypt. "We are in the ideal position to offer Integer's global knowledge and expertise focused on a deep understanding of local markets," explained Evans. "The "MENA Checkout Study" helps us identify the key differences in regional and local attitudes and behavior, which allows us to adapt and configure our strategic approach for clients." A nationally renowned retail, promotions and shopper marketing agency, Integer specializes in activating strategies that drive sales -- which has become an even greater focus for national brands during the economic downturn. Integer will bring MENA clients a proven methodology that balances the needs of brands and retailers, ensuring that all parties, especially the shopper, will derive value and benefit. 2010 Al Bawaba (

2009 Al Bawaba (

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Date:Apr 12, 2010
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