Tarek Nour Group: A Multi-faceted Giant Shaping Media and Advertising in MENA
Updated 1/21/2025 8:00:00 AM
Arab Finance: Tarek Nour Group has been a pioneering leader in the media and advertising industry for over five decades, shaping the cultural and commercial landscape of the MENA region.
With a rich history and a forward-thinking vision, the group has evolved into a multi-faceted entity that offers a wide range of services, including traditional advertising, digital marketing, content creation, and more.
In this exclusive interview, we sat with Ahmed Tarek and Basel El Deeb, Co-CEOs and Partners of Tarek Nour Group, to explore the company’s rich history. We delved into the group's journey, its unique approach to creativity and innovation, and its ambitious plans for the future.
1-How has Tarek Nour Group evolved from its initial focus in advertising to encompass a diverse range of businesses since its inception in 1973?
Since its inception, Tarek Nour Group has set itself apart by exceeding expectations and employing strategic ingenuity, creating innovative products that deliver exceptional results and redefine industry standards across various sectors.
With five decades of expertise, TN Group has impacted every facet of the communication sector, serving as a stalwart partner to brands and establishing its own brands that continue to lead the industry.
Tarek Nour Advertising, the group's flagship entity, has been at the forefront of pioneering campaigns that have helped shape modern-day Egypt. Noteworthy examples include the tax law reform campaign, extensive coverage of presidential elections, the introduction of mobile data services, and the launch of Egypt's first private real estate compound.
DDB, the group's multinational affiliate ad agency, has spearheaded the national tourism campaign for years, creating enduring communication pieces for brands. In the events and exhibitions arena, TN Group's creation of Le Marche, one of the region's premier furniture exhibitions, and Egypt's highly anticipated furniture show, has been particularly impactful.
During periods of political turmoil, Tarek Nour's decision to transform Alkahera Walnas from a "Ramadan-only" satellite channel to a year-round, free-to-air channel played a pivotal role in shaping public opinion during a critical juncture in the history of the region and Egypt.
TN Group has collaborated with a diverse array of brands across numerous industries, including government, fast-moving consumer goods (FMCG), automotive, oil and gas, telecommunications, banking, fintech, and healthcare. Renowned for its innovative and creative approach to advertising, the group is dedicated to achieving tangible results for its clients.
This success led Omnicom, the world's largest media group, to acquire 49% of TN Group’s total structure, expanding its partnership beyond DDB, Omnicom's premier ad agency.
Today, TN Group serves regional clients across Saudi Arabia, the UAE, Kuwait, Jordan, Sudan, and Iraq. This presents an excellent opportunity to create world-class communication campaigns that have been recognized globally, regionally, and locally at prestigious award shows such as Cannes Lions, D&AD, Effies, Dubai Lynx, and the New York Film Festival.
The establishment of TN Group's Gulf region headquarters in Riyadh has further solidified its presence, enabling the export of high-quality work to a region experiencing a creative renaissance. Saudi Arabia's creative resurgence presents an exciting opportunity for TN Group to contribute to this burgeoning creative landscape.
2-Could you elaborate on the impact of Tarek Nour's partnership with DDB Worldwide on the operations and strategic direction of the group?
Tarek Nour Group began its collaboration with DDB Worldwide in 1993, before officially acquiring a 49% stake in the company. This affiliation was pivotal as it allowed us to cater to clients who prefer a consistent agency presence across different markets. One notable client during this period was McDonald's, which sought our expertise when entering the Egyptian market. This partnership enabled us to align with DDB, providing us with invaluable international exposure.
The impact of this partnership has been profound, granting us access to a wealth of ideas, tools, research, and case studies from DDB's extensive global network. This collaboration facilitates a unique blend of our local insights with international standards, allowing us to create advertisements that are both globally relevant and locally resonant—what we refer to as "glocal" advertising.
Furthermore, DDB provides a platform that allows all its partners to share resources and best practices, enhancing our creative capabilities. This integration of Egyptian perspectives with global strategies has become a hallmark of Tarek Nour Group's approach, distinguishing us in Egypt and the broader region.
3- How does Tarek Nour Group measure its success in terms of financial metrics, and how does it maintain financial health, especially during inflationary periods?
Tarek Nour Group measures its financial success by ensuring consistent alignment with our objectives through a proactive approach of regularly reviewing financial performance, rather than relying solely on quarterly assessments.
Weekly financial audits are crucial for fostering a results-driven and target-oriented mindset. Our strategic thinking, creative product, and our team are our main assets in achieving our business results as a company. As a result, we have reached nearly EGP 1.5 billion in turnover.
This philosophy and mindset have been extended to deal with our partners, with the main objective of achieving their business results while developing top-notch strategic and creative products.
With a turnover nearing EGP 1.5 billion, we effectively balance creativity with business results since creativity is the core of our job. It is important for us to ensure that we meet the clients’ business objectives and ensure creative outcomes.
In navigating economic challenges such as inflation, we remain vigilant and adaptable. This way we ensure our strategies align with changing market conditions while continuing to pursue growth and profitability.
4-How does the dual Co-CEO management structure at Tarek Nour Group contribute to its success? Additionally, what are the key advantages and challenges associated with this leadership model?
The unique management style at Tarek Nour Group is characterized by the collaboration between two Co-CEOs. It fosters a culture of cooperation and integration that ultimately benefits the organization. Both of us began our careers within the company and were fortunate to gain firsthand experience from
Tarek Nour himself, which instilled in us the value of collaboration.
In 2016, we recognized that the company was heavily associated with an individual name, which limited its potential for institutional growth. To mitigate this, we made a strategic decision to transform Tarek Nour into a brand rather than a family business.
To streamline operations, we divided the company's activities into two primary sectors: Communications, which includes ad agencies, creative, production, and media; and Properties, which covers all owned assets such as exhibitions and content. This division allows us to align our objectives while maximizing the benefits of our dual leadership structure.
Trust is a cornerstone of our management approach. By sharing an office space, we stay informed about daily tasks and align our objectives. This collaborative spirit is supported by an executive leadership team of 10 managers who oversee the 14 companies within the group, ensuring that our organization is not reliant on just one or two individuals.
Regular meetings and a robust organizational system are crucial for the success of this model. We have adapted a well-known entrepreneurial operating system to fit our specific needs, allowing us to track weekly, quarterly, and annual goals effectively.
5-How many countries does Tarek Nour Group operate in, and what are its expansion plans for the next three years?
TN Group has a physical presence in three key markets: Egypt, Sudan, and Saudi Arabia. Our expertise, however, extends beyond these borders. We actively export our ideas and services to clients in Jordan and the UAE, demonstrating our commitment to regional growth.
Our partnership with DDB allows us to reach customers across 90 countries. However, we would like to expand under the name of Tarek Nour group, which we take great pride in. Over the past three years, our operational footprint has grown significantly.
We aim to enter three more countries within the next three years, with a focus on expanding beyond the Middle East. The well-developed Egyptian advertising industry provides a strong foundation for this international expansion.
6-What sets Tarek Nour Group’s agencies apart from other advertising agencies?
Tarek Nour Group positions itself as more than just an advertising agency, it is a strategic partner with a comprehensive macro-level approach.
Unlike many agencies the focus solely on campaign ideas, we execute these ideas with a broader perspective, making us true partners in our clients' success.
Our clients trust us to guide them through the entire communication process. This includes determining strategies, allocating budgets, and selecting platforms, rather than just executing isolated advertising tasks. By adopting this holistic strategy, we can prioritize the best interests of our clients, even if that means advising them to postpone a campaign in favor of enhancing product quality.
Our commitment is not limited to managing advertising campaigns; we strive to provide tailored creative solutions that align with our clients' overarching goals. This philosophy underscores why we are selective about the clients we choose to work with.
7-Could you elaborate on the role of multi-channel approaches in Tarek Nour Group's advertising strategy? Also, how does this model create a competitive advantage for your organization?
The multi-channel approach, often referred to as a hyper-model, serves as a significant competitive advantage for Tarek Nour Group in two primary ways.
First, it enhances our service offerings to clients by providing comprehensive solutions that cover all aspects of their advertising needs. Secondly, it enriches the experience of our staff, who benefit from exposure to various stages of production.
Our hyper-model/cross function model allows all the different departments and expertise to be exposed to each other and work closely. This holistic understanding equips them with a complete perspective on each project we undertake.
Unlike traditional models where individuals may only focus on specific tasks, our staff members are involved in every stage of a project, overseeing all details from start to finish. This not only fosters greater accountability but also streamlines communication for our clients who interact with a single point of contact rather than navigating multiple departments.
For our clients, this approach translates into time savings and cost efficiencies. By dealing with one representative responsible for all project facets, this consolidated responsibility empowers our staff to set goals and measure outcomes effectively
8-What are the biggest trends shaping the media and advertising industry in Egypt?
Identifying specific trends in the media and advertising industry can be challenging, as new trends frequently emerge and quickly gain traction. However, it is clear that the industry is increasingly leaning towards digital advertising and platforms.
At Tarek Nour Group, we prioritize innovation in our communication strategies across all channels to set trends rather than merely follow them. Our overarching philosophy is to "escape the competitive herd," which allows us to find creative solutions and achieve our business objectives.
We seek to redefine those conventions to create distinctive advertising campaigns that stand out across various sectors. This was apparent across the years in campaigns across almost all the industries, such as banking, telecom, FMCG, CSR, retail, fintech, and governmental communication. This philosophy positioned us as leaders in the industry rather than passive participants.
Video-on-demand (VOD) platforms are investing heavily in developing and producing high-quality content to attract viewers and enrich their libraries. However, they have very limited revenue sources to cover their costs, mainly relying on volatile subscriptions.
Unlike TV channels, which have a clear revenue source through advertising, VOD platforms’ business models are unsustainable in the long run. Without another solid revenue source, they and the entire industry are at risk.
Today, we are bringing a new INVENTION in the communication world that will elevate the entire communication industry and benefit all its stakeholders.
9- So, how does Tarek Nour Group address shifting consumer preferences in the advertising landscape?
To effectively address shifting consumer preferences, we tailor our approach for each medium or platform. We recognize that a single advertisement cannot serve all channels equally. As such, we adapt our strategies to capture their attention promptly while acknowledging that advertisements now have shorter lifespans than before.
Recently, Tarek Nour Group has ventured into drama and film production, allowing us to integrate subtle marketing opportunities within our media projects. For example, product placement is a strategic tool we employ to seamlessly incorporate client products into storylines without compromising narrative integrity.
Looking ahead, we anticipate a revolution in advertising driven by advancements in artificial intelligence (AI) and technology. Companies that successfully leverage these innovations will distinguish themselves in the marketplace.
While some traditional mediums might decline, such as printed newspapers, others will evolve or merge with digital platforms.
Our commitment at TN Group is not only to keep pace with industry changes and innovation but also to lead them by embracing new technologies and innovation and adapting our strategies to meet the evolving needs of consumers.
10- How does the media and advertising industry contribute to the Egyptian economy, particularly during times of economic downturn and recovery?
The media industry has a substantial economic impact, with its size in Egypt estimated between EGP 40 and 50 billion. However, its influence goes beyond mere numbers and revenues. For instance, the BBC once highlighted Tarek Nour's contributions to the era of openness in the 1980s, a time characterized by a surge in demand for advertising products and services.
Media and advertising serve as crucial drivers of the economy, reflecting its overall health. They are often seen as mirrors of each other. During economic downturns, businesses typically reduce their advertising budgets, which can have a cascading effect on various sectors.
Conversely, those who continue to invest in advertising during tough times often stand out. Their campaigns are less cluttered and more memorable. Brands that demonstrate resilience by maintaining their advertising presence tend to be remembered favorably once economic conditions improve.
Moreover, advertising plays a critical role in economic recovery. In prosperous times, robust media and advertising activity can indicate a successful economy. It is essential for many sectors, acting as a key factor that can determine the profitability of specific brands or products. This volatility is why advertising is considered one of the top five riskiest businesses worldwide.
11-Which campaign do you consider the most successful for Tarek Nour Group in the last five years, and what factors contributed to its success?
Defining a single "most successful" campaign is difficult, as success can be measured by various metrics. However, several campaigns stand out in recent years.
The list include the National Bank of Egypt's (NBE) viral e-branch campaign, the emotionally resonant "Shabr We Nos" and "My Heart is a Key" campaigns for Magdi Yacoub Hospital, and Samsung's blockbuster commercial featuring Wegz.
We also launched our Ramadan campaigns for Orange -, as well as prideful campaigns for the country, including those for the Ministry of Electricity, Ministry of Finance, and “The Proudly Made in Egypt” campaign.
Beyond these, numerous other campaigns have left a lasting impression, such as those of Vodafone, Orange, ETS, MG, Hyundai, Valu, Lipton, Tank, Mashreq Bank, Mobil, On The Run, La Poire, IKEA, and many more.
In addition to our heritage campaigns, such as our classic ads like Schweppes' "Secret" and the
Jersey campaign featuring a song that remains memorable.
Our success goes beyond popularity. We strive for campaigns that achieve specific goals and engage audiences meaningfully. Some may excel online without dominating television, yet still effectively address concerns for their target demographic.
Not all campaigns gain widespread recognition due to budget limitations or timing. Nevertheless, we at Tarek Nour Group pride ourselves on the intellectual rigor and creative screening applied to every campaign before approval.
12- Tarek Nour Communications has received over 300 awards throughout its history. Which award are you most proud of, and what strategies do you employ to sustain your achievements?
Over the last decade, Tarek Nour Group has received numerous accolades, with two global awards standing out: the Cannes Lions Award and the D&D Yellow Pencil Award. These prestigious awards set the standard for excellence in creativity within the advertising industry worldwide.
Additionally, the Effie Award aligns closely with our vision as it measures both creativity and the effectiveness of campaigns.
One of our recent highlights is winning the Best Destination Campaign award for the Saudi Tourism Authority. This recognition was awarded for our effective advertising campaign titled "A Blessed Umrah... All Year Round," which aimed at promoting tourism in Saudi Arabia.
We take pride in all the awards we received over the years, as they reflect our dedication to creativity, authenticity, and making a meaningful impact on audiences.
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