Egyptian Tourist Board appoints DDB

The Egyptian Tourist Board has chosen DDB to run its £28 million global account, which will be run from the network's London agency.

DDB was picked from an field of nine contenders and won the brief after a final shootout against Publicis and TBWA Worldwide.

DDB's Omnicom stablemates OMD Worldwide and Fleishman-Hillard will handle media planning and buying and PR respectively.

The appointments end the previous arrangement whereby the business was run almost single-handedly for a decade by Chris Munds, first at Lintas and later at Lowe.

The business had modest overheads - Munds wrote and art directed the television commercials and provided the voiceovers - so the account was lucrative for Lowe. At one point, it is said to have been generating up to £1 million a year in revenue for the agency.

Lowe employed Munds on a freelance contract, which has now ended.

DDB's selection followed a pitch in Cairo by a team that included James Best, the chief people and strategic officer, and the DDB London creative partner, Will Awdry.

DDB Paris, the network's travel specialist, also took part, along with the Cairo-based DDB Tarek Nour, which will service the business across the Middle East. DDB was unavailable for comment.

The tourist industry is Egypt's biggest earner of foreign currency, generating about £2.2 billion a year.

However, Egypt has been forced to rebound following attacks by Islamic militants. Tourists were targeted in 1997, last year and earlier this summer. The bombing of Sharm el Sheikh in July killed more than 60 people.

Nevertheless, nine million tourists are expected to have visited the country by the end of the year.

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