1. The first of the new IAA PROFILES SERIES begins with Beirut-based Naji Boulos, Managing
Director of Memac Ogilvy Lebanon, a post he’s held since 2003, following the merger between
Inter Régies and Memac Ogilvy. Today, Memac Ogilvy is among the top 5 agency groups in the
Middle East and North Africa (MENA) region, serving over 150 international, regional and local
brands with billings over USD $700 million.
Naji, educated in both Lebanon and France, is also the IAA Lebanon Chapter President, elected
in May 2011--just as the chapter launched its 50th anniversary celebrations. Lebanon was the
first IAA chapter to be established in the Middle East and Africa. Its 50th Year was marked in
extraordinary style with a dinner unveiling the new "50 logo," a digital conference for 185 people,
a Facebook contest for students that awarded USD $2,500 in prizes in cash, and a beach party.
The year's climax is a late January Jubilee for 500 people to pay tribute to IAA past presidents
from Lebanon.
For those who recognize the surname, Naji is the son of Jean Claude Boulos, who served four
times as IAA Lebanon Chapter President and IAA World President ('02-'04).
Yet Naji talks enthusiastically about a particular project associated with this Gold Anniversary, the
publication of a book: Lebanon Communicating - 50 years of History and Achievements. It's a
230-page book, soon to publish, full of documents, old ads, photos and texts. Says Naji, "It was
an amazing project, researching, interviewing people, and gathering testimonials."
He also shares a touching story. "When researching the history of the IAA Lebanon, we learned
that we had lost track of one of the Chapter Presidents, Rafic Habib (1971) who left the country
when the war started in 1975. Some thought he was dead, others told me he was living in
Cyprus. We finally found him after 3 months of extensive research. He is well, alive and living in...
Canada. He came back Lebanon and will attend the Julibee. He's so excited and we are too. He's
80."
What could be a stronger testament to the global connectedness of the IAA? Or as Naji admits,
"This book is one of my best personal achievements."

2. IAA Lebanon Chapter: History & Accomplishments
First chapter established in the Middle East/ Africa
Established in 1961 by Mounir Takchi
Created the Mounir Takchi Award (financial assistance for students) in 1986
Winner of the Golden Tulip in 1986
Created the Samir Fares award in 1990
Created the Elie Kai scholarship in 2002
4 Lebanese elected World Presidents (Samir Fares, Mustapha Assad, Jean Claude
Boulos, Joseph Ghossoub)
8 Lebanese received the IAA Medal of Merit (Mustapha Assad, Walid Azzi, Jean Claude
Boulos, Samir Fares, Fouad Pharaon, Jean Rizk, Marwan Rizk, Mounir Takchi)
Lebanon: Advertising Facts & Figures
A small country of 10,452 sq. km on the Oriental coast of the Mediterranean Sea
4,143 million inhabitants
18 religious sects
First advertising agency established in 1935 by Fouad Pharaon
Lebanon was the first Arab country to permit private radio and television.
Today there are 7 independent television stations and 35 independent radio stations
operating.
Dozens of newspapers and hundreds of periodicals are published.
Mobile penetration: 70%
1,250 million on Facebook (30% penetration)
USD $135 million in total advertising media expenditures
Lebanon hosted the IAA World Congress in Beirut in 2002
Notre Dame University is the IAA Accredited Institute in Lebanon
12 or the 15 CEOs of multinational agencies operating in the Middle East are Lebanese