Issuu

Edmond Moutran 1944 - 2021

“We work like a company and behave like a family.” Edmond “Eddie” Moutran 1944 - 2021 You always kept your word, Eddie. Thank you for letting us experience what it feels like to be a part of your family.

February 28, 2021

A NOTE FROM EDDIE’S FAMILY

he outpouring of love, support and condolences we have received over the past few weeks has been quite overwhelming. We knew how respected he was, we knew how many people felt a connection with him, we knew how much he had achieved in his life. We knew who Eddie was to the world. And at the same time, frankly, we really had no idea. How could anyone have known, how could anyone have captured all of that love, that emotion, that charisma, anyone other than Eddie? What may be the most heart warming part of all of this is that his family (and there are quite a few of us) were always at the core of everything. It is phenomenal how one man managed this all. To have such an influence on the industry, on the region and on so many people, while at home always making us feel we were his absolute priority. We can’t thank people enough for the messages, for the thoughts and for the unwavering support. We are grateful beyond words to you all. Mostly, we are grateful to Dad, to Eddie, for being the most amazing man to us all. Your legacy lives on through us, through the many stories that follow in these pages and the countless stories yet to be told. The Moutran Family Liliane, Ramzi, Nabil, Sami, Natasha, Rafa and Hiba

Motivate Media Group Head Office: 34th Floor, Media One Tower, Dubai Media City, Dubai, UAE. Tel: +971 4 427 3000, Email: motivate@motivate.ae Dubai Media City: SD 2-94, 2nd Floor, Building 2, Dubai, UAE. Tel: +971 4 390 3550, Fax: +971 4 390 4845 Abu Dhabi: Motivate Advertising, Marketing & Publishing, PO Box 43072, Abu Dhabi, UAE. Tel: +971 2 677 2005, Fax: +971 2 677 0124, Email: motivate-adh@motivate.ae London: Motivate Publishing Ltd, Acre House, 11/15 William Road, London NW1 3ER. motivateuk@motivate.ae www.motivatemedia.com EDITORIAL Editor-in-Chief Obaid Humaid Al Tayer Managing Partner and Group Editor Ian Fairservice Editor Austyn Allison Editorial Intern Sofia Serrano DESIGN Art Directors Clarkwin Cruz, Sheila Deocareza Junior Designer Thokchom Remy ADVERTISING ENQUIRIES Tel: +971 4 427 3000 Chief Commercial Officer Anthony Milne Group Sales Manager Nadeem Ahmed Quraishi (+971 50 6453365) Group Marketing Manager Anusha Azees PRODUCTION General Manager S. Sunil Kumar Assistant Production Manager Binu Purandaran HAYMARKET MEDIA GROUP Chairman Kevin Costello Managing Director Jane Macken The publishers regret that they cannot accept liability for error or omissions contained in this publication, however caused. The opinions and views contained in this publication are not necessarily those of the publishers. Readers are advised to seek specialist advice before acting on information contained in this publication which is provided for general use and may not be appropriate for the readers’ particular circumstances. The ownership of trademarks is acknowledged. No part of this publication or any part of the contents thereof may be reproduced, stored in a retrieval system or transmitted in any form without the permission of the publishers in writing. An exemption is hereby granted for extracts used for the purpose of fair review. Campaign Middle East includes material reproduced from the UK Edition (and other editions) of Campaign, which is the copyright of Haymarket. Campaign is a trademark of Haymarket and is used under licence. The views and opinions expressed within this magazine are not necessarily those of Haymarket Magazines Limited or those of its contributors.

GOT A VIEW?

campaignme.com

@campaignME

Campaign ME

campaignme@motivate.ae

February 28, 2021

EDMOND MOUTRAN:

A GIANT OF ADVERTISING

February 28, 2021

dmond Moutran – the founder and chairman of Memac Ogilvy — has passed away aged 77. Known to his friends and colleagues as Eddie, he is survived by his wife Liliane, his four children Ramzi, Nabil, Sami and Natasha, and two stepdaughters, Rafa and Hiba. Moutran enjoyed a life and career of many firsts. Revered as a pioneer of the MENA communications industry, he quickly – and prodigiously – distinguished himself as the first Lebanese advertising professional to work and open shop in the Gulf. Despite his relative youth, Moutran all but guaranteed his legacy as a proponent of the region’s advertising space by establishing his own agency in 1984. Born in Beirut in 1944, Moutran studied at the Choueifat International College, prior to setting off for the United States to complete a Business and Marketing degree at South West Missouri State University. Upon graduating, he joined Intermarkets, the oldest advertising group in the Middle East, in 1973. Quickly showing himself to be a prized asset, Moutran was entrusted with the task of establishing the group’s Bahrain office. Buoyed by his success, Moutran took another important step on his journey in 1984. With only one client, Silk Cut cigarettes, he founded his own agency, Middle East Marketing and Communications, better known as Memac. Following two successful and highly productive years, Moutran set about broadening his business’ horizons, bolstering Memac’s operations with a more global focus and adding an international dimension to the firm’s work through an affiliation with Ogilvy & Mather. In 1989 WPP acquired Ogilvy, and in 1998 Memac officially partnerd with its long-term affiliate when Ogilvy acquired a minority equity ownership stake in the business. Memac was renamed Memac Ogilvy. Over the course of the ensuing years, Moutran worked diligently to grow the agency, expanding it across the region and entering new territories including Saudi Arabia, the UAE, Lebanon, Egypt and Kuwait, as well as Tunisia, Morocco, Algeria, Qatar and Jordan. In 2000, Moutran launched the media agency Mindshare, in partnership with JWT MENA. Ten years later, he launched Ogilvy Action, which became Geometry Global in 2014. At the end of last year, WPP moved the agency under VMLY&R, calling it VMLY&R Commerce. In 2011, Memac Ogilvy partnered with WPP stablemates Grey and JWT to acquire a stake in MediaCom. 2013 marked a new chapter for Moutran’s – and Memac’s – story, with the sale of a majority share of the agency to Ogilvy. Today, Memac Ogilvy is widely regarded as one of the most successful networks in the region. Moutran, loved by so many across the industry, is without doubt the architect of so much of this success, having built the agency up from a small outfit to a leader in one of the

“MOUTRAN WAS NAMED DUBAI LYNX PERSON OF THE YEAR IN 2014, THE SAME YEAR MEMAC OGILVY WAS NAMED AGENCY AND NETWORK OF THE YEAR BY THE ADVERTISING FESTIVAL.” most dynamic markets in the world. Having helped put the Middle East and North Africa on the communications map, his influence – to the industry’s gain – extends across the region today. The network of agencies Moutran forged spans 13 countries, encompassing 28 offices and employing more than 1,000 professionals in service of the most prestigious local and international brands. In 2017, Moutran stepped down as CEO of Memac Ogilvy, leaving the position to Ogilvy veteran Patou Nuytemans. Moutran maintained his position as chairman of Memac Ogilvy, having served dual responsibilities since Memac’s inception in Bahrain in 1984. Moutran was named Dubai Lynx Person of the Year in 2014, the same year Memac Ogilvy was named agency and network of the year by the advertising festival. Moutran has been and will always be recognised for advancing the reputation and profile of the communications industry in the MENA region. Accordingly, in recognition of his remarkable contributions to his country’s reputation and the communications industry as a whole, he was awarded Lebanon’s National Order of the Cedar medal in 2014. PHILANTHROPY AND SOCIAL LIFE These accolades speak to Moutran’s qualities both as a communications professional and a man. As a charitable individual, he gave generously to all that he loved: people, causes, and ambitions. His generosity of spirit was well known. Ian Fairservice, managing partner of Motivate Media Group, (Campaign Middle East’s parent company and the Cannes Lions’ regional partner in the Lynx) has written in his personal tribute to Moutran: “Eddie was a true gentleman and pioneering stalwart of our industry. But beyond his great business successes, he remained humble and, yes, let’s say it, hugely loveable.” Moutran was one of the main donors and supporters of the Syriac Orthodox Church and a member of its Council. He was also the honorary chairman and an

active supporter of the Al Nahda Charity Foundation, a Lebanon-based charity that supports the livelihood, healthcare and education needs of more than 170 families. Moutran also had an unwavering passion for sharing knowledge and empowering others, especially younger generations. Moutran loved to hold court, sing and tell stories. Nuytemans, in her tribute, describes his conversation as “a masterful mix of authenticity and humility”. As a chairman of the Saint Severius College in Lebanon, Moutran demonstrated his belief in the importance of education, devoting so much time and energy to the college’s community-focused goals. Beloved by all, his lust for life was infectious. He loved the outdoors – the ocean, in particular – and was a keen swimmer and yachtsman. He had a passion for motorsports and sponsored 24-hour racing teams across the region. In his later years, he was fortunate to see his family grow larger still. He spent much of his last years with his grandchildren Michelle, Lara, Andrew, Edmond, Sienna, Mason, Noah, Adriana, Luka, and recently born Yasha. The tributes overleaf relect how highly respectd and adored Moutran was, and how widely his influence was felt. His legacy endures.

EDITOR’S NOTE

Campaign would like to thank everyone – at Memac Ogilvy and elsewhere – who contributed with contacts, memories anecdotes, photos, company messages and more to help put this special tribute together. Eddie’s sphere of influence and respect is wide, and some of his friends and colleagues told us they would rather pass on their respects privately. Others we could not reach in time. In some cases we edited people’s tributes for space. What follows is an impressive selection of stories, memories and remembrances, but it can only represent a fraction of Eddie’s legacy and what he meant to everyone who knew him.

February 28, 2021

TRIBUTES TO EDDIE CATHERINE ASSEILY

SENIOR STRATEGIST, VMLY&R COMMERCE You left us too early, Eddie. I was so lucky to have had the chance to spend time with you and hear all your stories. Stories that were either inspiring and insightful or simply extremely funny. I’ll never forget these moments and the way you told these stories – with so much passion and charisma. I can still hear the echo of you laughing. Or how you would pass by every employee at Geometry to say hello, trying to get to know them. Eddie, you left a great legacy behind. Memories and lessons. And walls and walls of beautiful words all addressed to you. You once told me something that I will never forget: “If I had to do it all over again, I would

SAMER ABBOUD

REGIONAL MD KSA – LEBANON – IRAQ, MEMAC OGILVY I received a phone call one day from an unknown number and I immediately thought it was a friend prank calling me. The voice said, “It’s Eddie Moutran; I want to talk about a job.” I replied “Hi, this is Barack Obama.” After the initial embarrassment, Eddie asked if I could meet him. We met the same day and he talked to me about opening an office in Qatar. From the first moment I was in awe. His character, his way with words, he was just larger than life. We discussed the role in depth, but I wasn’t totally convinced because there was no operation in Doha at that time. No staff, no clients. It was a huge ask. I flew to Dubai to see him again. At the end of the conversation, I asked if he would give me a personal tour of the agency. He walked me around all three floors and not a single person in that office failed to stand up and say hi when they saw him coming. He called each and every person by name and asked how they were. But there were a few he didn’t know. During those moments, he stopped and said, “You must be new.” And each of them introduced themselves and he asked about their journey and how they were getting on. I was inspired by that. I got back to his office and said, “I’m ready to sign on the dotted line.” That was the type of agency I wanted to work for. Years after, my family experienced a fairly severe health situation. Eddie and his wife spent so much time in the hospital with my family. Calling doctors, making sure everything was in order. Often, without even talking to me. He just took it upon himself. That’s who he was. In the final years, when he had stepped down as chief exec, I just wanted to make him proud. That’s the feeling he gave me – I didn’t want to let him down. Not through fear, but just out of pure respect.

IAN FAIRSERVICE

MANAGING PARTNER, MOTIVATE MEDIA GROUP In the four decades that I had the great pleasure of knowing Eddie, interacting both professionally and personally, there was only one occasion when I was lucky enough to have this great personality all to myself. I invited him for lunch at the Beach Grill at The One and Only to “catch up” – whereas the real reason for the lunch was to ask him if he would accept our nomination for the forthcoming Dubai Lynx Advertising Person of the Year Award, 2014. He was thrilled to accept and, perhaps as a consequence, our lunch extended for the better part of the

do it in the exact same way.” You were talking about your career in advertising. I could feel the pride but also a true passion for our industry.

afternoon. A few months later, we were together again at the Madinat Arena when he received his award – photographed below, along with my son, David. And that picture, as they say, speaks a thousand words. Eddie subsequently extended an invitation for Jan and me to visit him and Liliane in Beirut and spend what he promised would be a fantastic day on his yacht. Why is it that our past is littered with so many wonderful invitations that we didn’t take up and now cannot remember why? Eddie was a true gentleman and a pioneering stalwart of our industry. But beyond his great business successes, he remained humble and, yes, let’s say it, hugely loveable.

GroupM MENA offer their deepest condolences on the passing of co-founder,

Edmond Moutran

one of the region’s most cherished and successful marketing giants. May your soul rest in peace, Eddie.

February 28, 2021

CLAUS ADAMS

REGIONAL DIRECTOR OF OGILVYACTION MENA (2008-2013); EMEA CEO OF GEOMETRY (2017-2021) There are certain people in our lives who, in a moment, can change our lives forever. One of these incredible people in my life was Eddie Moutran. A pioneer. Esteemed leader. Mentor. Icon. Eddie hugely shaped my view on work, the industry, leadership and entrepreneurship, but he taught me even more about values, family, loyalty and friendship. What Eddie introduced to me and to hundreds of others in the region was in many ways quite simple: As an executive you need to balance out the interests of your three main stakeholders, most of the time simultaneously.

First, take care of our clients. Understand their business, live the brand. Support them to grow. Make them famous. Second, take care of our people. Create opportunities for our staff. In order to achieve this, you as an expert have to become a teacher as well as a business leader. Find hungry talent, people who want to make their mark. Equip them with knowledge, enable them to shine. The most powerful way to create your legacy at Memac Ogilvy is to earn the respect of our people, not only business success. Third, take care of our shareholders. A good product always creates profits and that’s our promise to our shareholders. Never forget that. Be ambitious and cautious at the same time. In my 20-plus years in our industry, I never met someone as equally impressive, smart and grounded as Eddie.

JAD ABOU SAWAN IT DIRECTOR MENA, MEMAC OGILVY

I graduated from uni in 2005 and directly started working for the Memac Ogilvy Dubai office. A few months later I went to a hospital in Dubai for a minor appendix surgery, which unfortunately went terribly wrong and I spent 20 days in a coma. When I finally woke up I saw my mom and sister in the ICU room, and standing next to them were Mr. Moutran and Mrs. Moutran waiting for me to open my eyes. A few days later I got to know that Mr. Moutran helped my sister get an emergency visa to fly to Dubai to be next to my mom. On that same flight, sitting next to her, was one of the top Lebanese doctors, who Mr. Moutran had asked to fly to Dubai to handle my case. And let’s not forget Ramzi, Nabil and Sami who organised blood donation campaigns. Also, Mr. Moutran’s sister Jacko and her husband Albert never left my mom and sister alone, and provided them with everything they needed. That is when me and my family knew that I was working for the perfect company, one big family.

ROY HADDAD

DIRECTOR WPP MENA (RETIRED) Eddie was always larger than life, very driven and determined. His drive to win knew no boundaries and his passion for his agency and people was sometimes overbearing. As time went by, another side of Eddie emerged that very few suspect. Under his tough looking, no-compromise attitude, I progressively discovered a very caring character who is always there for whoever calls on his help. Every Christmas, Eddie embarked on a great initiative to raise funds for the needy of his community. He did it with humility and tact but, Eddie being Eddie, also with forcefulness and determination. In 1997, WPP launched Mindshare in the UK to resounding success, so we decided to embark on a similar adventure and launch the first media agency network in the Middle East.

FAROUK ALMOAYYED

CHAIRMAN, Y.K. ALMOAYYED AND SONS Eddie and I met many years ago when he came to Bahrain to open Intermarkets in the 1970s. Eddie had the gift of immediately making you feel at ease, coupled with a big personality that could take over the whole room. During his years in Bahrain he became part of Bahraini society and

Mindshare MENA was born, but only after long and exhaustive negotiations. Eddie wanted to address every point, going very granular while showing an unfaltering rigour during the whole process. After we reached our agreement, we never looked back. Eddie was perhaps a tough – a very tough – negotiator but a man of his word. Subsequently, more partnerships were created. Over the years, a strong complicity and friendship emerged and neither of us hesitated to share or seek advice on a variety of professional or personal issues. Years later, together reminiscing of this period and how acrimonious our discussions sometimes were, he joked about how our competitors believed that our partnership would not hold and how we proved them wrong. He was very proud of what we achieved together as partners, and so was I. So long, partner. So long my friend.

we all enjoyed his wit and charm. We knew him and his family socially all the years he lived in Bahrain, and after he left we stayed in contact with him and his wife Liliane. We have spent countless holidays in Beirut, Spain and Mykonos together – and of course our yearly cruise will never be the same without him. Eddie was unique in every way and we are all still in shock at his passing. We will miss him dearly.

February 28, 2021

ROY ARMALE

SAMIR AYOUB

Nine years ago, I walked into Eddie’s Dubai office with my laptop and a mild sense of apprehension. I was relatively new to the advertising game and was about to present a numerical analysis model to him and the senior leadership at Memac Ogilvy. As expected, projecting to the screen didn’t work so my boss, Claus Adams, managed the situation with some small talk and made sure the room was full of smiles by the time IT had figured things out. 15 minutes later, I’m knee deep in numbers, formulas and puzzled looks around the table. I slowed down, wondering if I should pause or even stop. Eddie, being the master at reading body language, didn’t skip a beat: “Go on, son, I want to see the rest of it.” Eddie used the word “son” not in condescension, but through true belief that we are all part of his family. The presentation ended with a loud silence. I was about to pack up and walk out when Eddie smiled and said: “I don’t know how many people in the room got all this, but I understood enough to know we’re going to need it. Who’s the best in the world at these models?” Claus told him that it was the Chicago analytics team. “Great, book Roy a ticket to go spend a few months to make sure that this is the best work in the world too.” Eddie knew we could have validated the model on a few calls and emails, but we knew that it wasn’t just the model he wanted to develop. I remember that moment so well I can tell you what each person was wearing and how the room smelled. I can also guarantee that more than a hundred people had a formative moment like this in his presence. That’s the kind of person it takes to become an industry pillar like Eddie Moutran.

I worked very closely with Eddie for almost 23 years between my journey at Memac Ogilvy and Mindshare. Although Eddie was known as an advertising man, I noticed from the early days that media was very special for him. He just loved media and had lots of passion for it. Eddie either led or greatly contributed or, on his own, set new trends or made a difference in media in the Arab world. For example, establishing the first media buying unit in the GCC (for Unilever Arabia in 1994), establishing the first media agency in the Arab world (Mindshare in October 1999), being the first to establish a second media agency to handle conflict of interest (MediaInsight in 2001), and delaying the ban on tobacco advertising in the mid-2000s. I summarise my story about Eddie with the message I sent to his wife and sons the second day after his death: “I woke up at 4 am, Eddie in my mind and the tears in my eyes. Eddie was a man with a big heart, a man who stands and supports people, a man with principles, a generous man who used to always give without asking, a man that you cannot but respect. A man that I learned a lot from him. A man I truly loved and respected and I was happy from him even when we used to argue. A man who helped me to be where I am today. Eddie is a real legend who never dies. Rest In Peace Eddie, we will all miss you.”

GLOBAL CHIEF INNOVATION OFFICER, VMLY&R COMMERCE

GHASSAN BOUJACLI

MD BAHRAIN, MEMAC OGILVY; MEMBER OF THE MENA EXECUTIVE COMMITTEE Having worked with Eddie on many pitches and handling clients, I am amazed at his ability to find solutions to every problem presented and his great ability to identify an opportunity to create new business. I can never forget the story of him buying a Bahrain-London air ticket just so that he could sit next to the marketing director of a potential client after he had investigated and found out that he was on the same flight. In fact, he even knew his seat and got the one right next to it, in order to introduce himself and establish a conversation. Believe it or not, this became a huge client for Memac Ogilvy later. Eddie loved the sea and so did I. We shared this passion together and I have joined him on many fishing trips on his boat. One day, after a long day of fishing, we had only caught small fish. On the way back he told me to stop a passing fisherman’s boat cruising next to us, and then asked the fisherman if we could buy a big hammour from him. We did, and we went back to the marina club very proud of ‘our’ catch. Always he used to find a way to win .

FOUNDER & CEO OF MEDPUSH; FORMER CEO, MINDSHARE MENA

PIERRE ANTOINE CHOUEIRI CHAIRMAN AND CEO, CHOUEIRI GROUP

How can I write about the passing of my beloved friend Edmond ‘Eddie’ Moutran, the exceptional man who has always been distinguished by his love of life, the spirit of initiative, passion, perseverance and the acumen of scoring successes despite the challenges? How can I best describe, or rather give justice, to one of the brightest professional Lebanese pioneers in the marketing, communications and advertising sector throughout the entire MENA region, from Bahrain to Saudi Arabia and the UAE, to Cairo, and finally to our beloved Beirut? How can I bid farewell to one of the cornerstones of the ‘Land of Cedars’, especially since his loss today feels like we’re losing yet another pillar of Lebanon, one that’s very much needed for the country’s desired national economic recovery? Finally, how can I mourn a man who was a loyal, loving and caring friend to my father and my family with all its members… a man who was like a big brother to me personally? Professionally, Eddie’s absence is a heavy loss to the whole advertising industry in MENA. His career and impressive track record attest to his success – through his companies Memac Ogilvy & Mather and Group M, and his team spread across the entire region – in propelling the regional marketing, communications and advertising sector to international standards; and in building the most prominent regional brand names, while relentlessly promoting global and local brands, products and services to consumers, from Mashreq to Maghreb. Personally, I’m speechless, or rather devastated, facing the departure of family members, friends and loved ones. Of course, it is God’s will and I accept it with faith and prayers. Eddie’s loss is heavy, heartbreaking for me, my spouse Maya, my mother Rose and my sister Lena, as well as our whole family and team members. My heart, mind and prayers are with the Moutran family members, friends and colleagues in Lebanon, and with all those who had the privilege of working closely with our beloved Eddie. Especially his remarkable wife Liliane, as well as Ramzi, Nabil, Sami and Natasha. Finally, I bid farewell to my beloved friend who always wanted to face life – with its bittersweetness, its ups and downs – in his own way, inspired by his favourite Frank Sinatra song, My Way. In my turn, I say to Eddie: I love you wholeheartedly, All The Way.

R.I.P.

February 28, 2021

SHELLY LAZARUS

CHAIRMAN EMERITUS, OGILVY Ogilvy would not have been successful in the Middle East without Eddie Moutran. He made it happen. His own standard of excellence was so high, becoming part of the Ogilvy worldwide network was easy. He was a champion of creativity. He was very proud of the great work Memac Ogilvy did. He never missed a worldwide management meeting. He was proud to be part of the family. He always contributed and represented his region with pride. Eddie was also great fun. He had life in perspective. What was the point of building a successful business if you couldn’t enjoy life? He was always laughing and encouraging everyone to laugh along with him. Eddie Moutran was larger than life. His contribution to Ogilvy Worldwide was enormous. He can never and will never be forgotten. I can hear him laughing as I type.

TANYA DERNEIKA

PLANNING AND LEARNING & DEVELOPMENT LEADER MENA, MEMAC OGILVY (1993-2018) Dear Eddie, Apparently, my tribute to you needs to be under 400 words. Can you imagine that? 400 words or less to describe the extraordinary role you played in my life for more than 25 years? You would have laughed (and changed the brief!), but then again you would have understood that there are far too many of us – people you’ve shaped and inspired, lifted and mentored, supported and loved – and simply not enough column inches in the world to fit all we have to express about the imprint you left on us. If we have to keep it short, which story should I focus on, Eddie? Should I tell them about your humanity and how we, your employees, always felt heard? How as a young fresh and naive graduate, starting my career at Memac in London, I called you – the founder and CEO – directly, at your office in Bahrain. You listened to me sobbing because I was being bullied, and then sorted the problem out in an instant? Shall I talk about your gift for words instead? How your personal letters congratulating good performance and wins would keep us, your employees, motivated for years? (I kept every single one of them.) Or how we’d always look forward to your rousing motivational speeches, because they were moving and energising and always left us feeling a few inches taller? What about that beautiful one you delivered at my wedding, spurred on by Liliane, who felt the groom was getting more attention than the bride? I also feel compelled to tell the world about your family values and how, when I had my daughter, you insisted we plan a flexible work schedule that would ensure I could “be a good mother too”. It seems I have to stop now, but you and I know that I haven’t even started.

ELIAS BASSIL

HEAD OF STRATEGY, MENA, VMLY&R COMMERCE A few years ago, I joined a round table discussion, surrounded by people in the industry – women, men, young, seasoned, with almost every nationality within the Europe and the Middle East region represented. On that day,

RALPH CLEMENSON

CHIEF OPERATING OFFICER EMEA, OGILVY Eddie and I started the negotiation to bring Memac into WPP in 2008; we didn’t finish until 2014 – the longest deal I have ever done. Eddie refused to give up, and fought like a lion to protect his interests. But he never gave up on the ideal or the bigger picture; he made sure we got there in the end. Despite the difficulty of the negotiation, Eddie and I grew to become close friends and to trust each other completely. He was tough but fair, and most importantly a straight-talking friend for life to all those he worked closely with. What he brought to everything were his sharp insights. What will live in all our memories, I’m sure, was his bigger-than-life joie de vivre. We are all richer from knowing him.

Eddie had informed us of his decision to step aside from his CEO role within the company, and to lead as an executive chairman. After much debate, we decided to commission a ghostwriter to help him immortalise his story. But where is this book now? I guess we underestimated that being a dedicated husband, father and grandfather was in itself a formidable and demanding job. And, following certain unpleasant circumstances that unravelled in Beirut, we never got to it. I cried realising that I didn’t push enough to get this book written, forgetting that time is rarely in our favour. But then, something happened. From phone calls to messages to posts on every social channel, his stories started to surface. Homages. Tributes. Articles. And it made me see that Eddie didn’t need anyone’s help in writing his story. Because he had written it himself, through every encounter, conversation and meeting, through every person he has advised and guided, and every young soul he has inspired. He left all of us with magnificent stories to tell.

February 28, 2021

GOOD TIMES – A LEGACY Receiving Dubai Lynx Advertising Man of the Year, with Phil Thomas

With Mariana Hayek

Birthday celebrations with family, Saada Hammad., Ghassan and Haya Maraqa and Patou Nuytemans

February 28, 2021

IN PICTURES Opening Memac Ogilvy’s Doha offices in 2013

With Liliane

Winning at the Dubai Lynx

February 28, 2021

With Geometry Global’s Claus Adams, Steve Harding and Nick Walsh

With the Geometry Global team Pictures supplied by: Memac Ogilvy, VMLY&R Commerce; Mariana Hayek; Ghassan Boujacli; Dubai Lynx; Ramzi Raad; Tarek Shawki; Farouk Almoayyed and others.

May you rest in peace Eddie, from all of us at IAA UAE

February 28, 2021

HANA KHATIB

MANAGING DIRECTOR, GROUP M LEBANON A few months after I got my first job at Memac Dubai there was a day with unusual buzz in the office. Some people were even sent home to dress up. I found out that Mr. Moutran, the company’s founder, was visiting our office. That made me very nervous, but I reminded myself that I was the most junior in the office, so I had the least to worry about. At the end of that day, and as I was leaving the office, I bumped into him. I felt my heart pounding with fear. “Hi, you must be new here; my name is Eddie Moutran,” he said, extending his hand to shake mine. I collected my courage, introduced myself and said, “Nice meeting you, Mr. Moutran”. He answered: “No! That’s my father’s name. My name is Eddie. Call me Eddie. I am from Musaitbeh in Lebanon. Do you know Musaitbeh?

Do you know it’s the capital of Beirut?” There and then I learned that humble leaders have the confidence to treat everyone with respect, regardless of their position or title. There and then, a 25-year journey of a fervent career and a cherished friendship began with Eddie, later extending to his dear wife (and my ex-boss) Liliane Moutran. 25 rich years of memories, lessons learned and many inspiring stories to tell. For 25 years, every Christmas, Eddie would place a box on his desk. Throughout that month, everyone meeting with Eddie should place a donation in that box, a generous one. This was applicable to staff, clients and suppliers. They were simply not allowed to leave his office before donating. Many people reading this know the ‘Christmas Box’, but not many know that around the December 20, Eddie would match the total value collected, and would give it to his favourite church in Musaitbeh, his ‘Capital of Beirut’.

MARK READ CEO, WPP

Eddie was a giant of our industry in the Middle East, whose entrepreneurial leadership and passion earned him both respect and admiration. Memac – as it was then known – officially joined the WPP family in 1998 through its affiliation with Ogilvy. Eddie led its expansion across the Middle East and was also a pioneering force in expanding it by establishing Mindshare, Geometry and MediaCom in the region. He made Memac Ogilvy the partner to many of the region’s most famous brands, building countless client relationships along the way. He loved our industry and I know he was well loved by everyone in return. We will miss Eddie dearly but now is a chance for us to celebrate his life and his many achievements, both professional and personal, and the passion that he put into everything he did. Our thoughts go to Liliane and to his family.

GHASSAN MARAQA

COO AND CFO, MEMAC OGILVY Eddie was a father figure to many of us. He always provided a sense of security, warmth and support whenever we needed it. I recall the time he wanted me to relocate to Beirut. I told him my family was not ready to move, but I could come on my own. Without hesitation he responded: “I do not like to separate you from your family,” and that he would rather we delay the relocation until my family was ready to come with me. He made this decision even though the business required me to be alongside him in Beirut. Instead, we worked via endless phone calls and emails for a year or so until the time was right for me to make the move.

He never thought twice about extending his hand to help any one of us at Memac Ogilvy, or in his community, whether by giving wedding gifts or covering the cost of funerals for families who could not afford them. He even paid the debts of those facing financial issues. He would always say that nothing made him happier than extending help to those who needed it. He also took it upon himself to collect donations from all his friends and colleagues for the poor in his community. At Christmas he would get a list of the people who donated during the previous year and make calls and send emails asking them to donate again, telling them: “At this time of year, I work for the poor.” Whatever he collected, he’d match the same amount from his own pocket and give it to needy families.

February 28, 2021

SIGRID KAAG

MINISTER FOR FOREIGN TRADE AND DEVELOPMENT COOPERATION, KINGDOM OF THE NETHERLANDS; FORMER UNDER-SECRETARY-GENERAL OF THE UN I first met Eddie and Liliane in January 2015, having first arrived in Lebanon as under-secretary-general of the UN. It was our luck to be seated next to them, and we hit it off right away. The charm, wit and humour of Eddie, reinforced by the elegance and equal intelligence of his gorgeous spouse, really touched me from the first day. We quickly became trusted friends. We shared our families’ journeys and Eddie always had a listening ear for old and young. Eddie was an icon also for our children; he took care to spoil them, tease them and always ask, “what’s up?” Even when they were too shy to speak. A true gentleman and a friend.

SIR MARTIN SORRELL

FOUNDER OF WPP; EXECUTIVE CHAIRMAN, S4 CAPITAL Eddie was very, very creatively focused, and wanted the agency to be proud of the Ogilvy reputation and the Ogilvy connection. A gentleman with brains would be a very good description of him. In a region where you had to be entrepreneurial, he was a classic entrepreneur. In a region where you have to be entrepreneurial, where things are moving with extreme volatility in all senses – political, social, economic – you have to be very fast moving. And that may not suit in a more bureaucratic organisation. He is the type of person that I like because he put his money where his mouth was. He was prepared to take risks that he would benefit from, or if he failed he would accept it. He wasn’t a bureaucrat.

SAADA HAMMAD

DIRECTOR PR, MEMAC OGILVY (2010-2020) AND FORMER CLIENT I first met Eddie in 2005, when Memac Ogilvy pitched for and won the General Motors PR account. He dominated the process and was there at every single stage, every step of the way to success. Was I impressed? You bet. Was I alone in that? Not at all. Everyone in the room was. Not just by the quality of the team’s work, but rather by Eddie’s leadership. This larger-than-life industry pioneer was leaving everything behind to come and support his team in the trenches, leading by example to ensure they got everything to win the account of his dreams. At the last stage of the pitch, and as he was leaving the GM offices in the Dubai World Trade Centre, he pulled me aside and said: “You have a stellar reputation and I would

like nothing more than for my people than to work with you.” I was somewhere between thunder-struck and star-struck. Admittedly, I was his most “difficult” and challenging client. He always told the team: “If you please Saada Hammad, you can please any client.” We always laughed at that and we both knew it was a great compliment coming from a man who settled for nothing short of perfection. And in February 2010 I became the regional head of Memac Ogilvy PR in MENA. Eddie touched the lives and hearts of thousands of people, many of whom have never met him in person but were lucky enough to know someone who knew him or of him. This is not about job opportunities, this is about caring for people, travelling to weddings, offering condolences and solace, and being there when it truly counted.

SASAN SAEIDI

GLOBAL CLIENT LEADER, NESTLÉ, WUNDERMAN THOMPSON GLOBAL The phrase, “We lost a giant” has been synonymous with the passing of a lot of great souls and personalities we have come to know. We lost a giant, they say, not because of their lack of presence this minute but because of what their presence stood for and what it represented to thousands of people. Eddie Moutran was one of the main pillars of our industry. He personified the best of what it meant to be a flamboyant pioneer, an ad man, a father, a mentor, a cheerleader for many, and a shoulder of support for all. I met Eddie in Cannes many years ago, at a dinner table. He was gracious, holding the conversation and talking about his history in the industry and how he started his agency, and what became Memac Ogilvy in the region. But in all his discussions he always spoke about the people that helped him, and a family of folks that supported the cause. What a legend, I thought. I believe this sense of treating all like family was the true magic of Eddie.

February 28, 2021

HABIB RIHANA

MD JORDAN, MEMAC OGILVY

PATOU NUYTEMANS

FORMER CEO MENA, MEMAC OGILVY AND CHIEF DIGITAL OFFICER EMEA, OGILVY; GLOBAL CHIEF GROWTH OFFICER, GROWTH & INNOVATION, OGILVY

TAREK DAOUK

CEO, DENTSU MENA Eddie was a giant of the MENA advertising world and one of the pioneers of the region’s ad scene. What he managed to achieve for this industry throughout his stellar career is impressive by any standard. Though I never worked with him personally, his presence was always strongly felt and his voice loudly heard at any industry event. He will be remembered as much for his friendliness and congeniality as his contribution to the growth and progress of advertising in this region.

ISLAM EL DESSOUKY

CREATIVE STRATEGY DIRECTOR, THE COCA-COLA COMPANY I was fortunate. Fortunate to have met, worked with and learned from Eddie. Eddie was not just an agency partner, he was family. Family is perhaps the best way to describe the relationship, the way he led, the way he inspired, and the way I will remember him will be as a father figure. We shared a passion for winning. This was very evident in the energy he used to deploy across all agency offices and creative teams for us to create the biggest impact in the most unique and authentic way. I had the honour of sharing the stage with Eddie, winning many trophies and testaments to the work we created together. Bless your soul, Eddie. I will make sure we continue what you built and keep on winning.

Eddie and I worked closely together since I took over the role of CEO for Memac Ogilvy in MENA. We knew each other for many years as I visited the region in my role as chief digital officer EMEA to run trainings, speak at conferences and help with pitches. I looked up to him from day one. He was well renowned as an incredible leader of business and culture in Ogilvy. Add to that his truly legendary personality, the warm hospitality Liliane and he showed me and everyone who visited, a fabulous sense of humour and a joie de vivre as no other. Like anyone who knew Eddie, I didn’t only respect, but also loved him. When Paul O’Donnell, CEO EMEA of Ogilvy, offered me the role of CEO for Memac Ogilvy in MENA, I was understandably daunted. The story goes that Martin Sorrell didn’t think it was a good idea, but that Eddie at the suggestion said three famous words: “Wow. Wow. Wow.” I could only accept after that. Eddie welcomed and mentored me throughout these past few years. And so did his team. He truly created a legacy of people, throughout all layers of the agency, that embraced his values of hard work, big aspirations and pursuit of excellence, while behaving as a family. What I am most grateful for is his trust and the freedom to make his company my own. He knew that this made sure I would not have dared to let him down. My last exchange with him was just a few days before his passing, sharing that we were announcing two annual staff awards – the Eddie Moutran Most Entrepreneurial Employee and the Eddie Moutran Most Creative Employee Awards. Designed for his semi-retirement in 2019, they weren’t launched due to Covid. Eddie couldn’t have been prouder of how we were planning to keep his values alive and was keen to select the yearly winners. As proven by the uncountable tributes in social media and the press, Eddie won’t only be remembered for his pioneering role in the industry and his business success, but also for how he truly affected lives as he did mine with his generosity in attention, words, actions and much more. I will also remember him as the best storyteller. His speeches and emails filled with insights, anecdotes, advice – a masterful mix of authority and humanity – will be sorely missed. As so many begged him to, I hope he secretly wrote his memoir. It would be an absolute bestseller.

The one thing I cherish the most about Eddie is his generosity. I will never forget what he said when I invited him to my wedding in Amman: “Rain or shine, I will sing at your wedding, my friend.” As true as he was, Liliane and Eddie made sure to fly to Jordan for one night to attend the wedding. And, as promised, Eddie owned the stage that night. This is Eddie’s generosity. He always made sure he gave a piece of himself to the people around him and to his family. Eddie was many things to me – a boss, a leader, a mentor, a pioneer, a singer, the head of the family we belong to – but, most of all, and I like to think of him, as he humbly puts it, as a friend. A dearly loved and irreplaceable friend whom I will miss terribly.

SERGE NAHAS

BUSINESSMAN AND FRIEND Just three words are enough to describe some of the many qualities of our dear Eddie: Kindness. Generosity. Humour. Eddie was the epitome of kindness, always ready to give and forgive. He always looked at the qualities of people and never disqualified them. He could have a fantastic time with my mother (at the time 80 years old) as well as my kids, who were then barely 10 years old. He even took my daughter – when he met her for the first time – on a jet ski ride when we were in Greece, because she was afraid of going alone. His intelligence, combined with a fantastic sense of humour, would brighten all the evenings we had together. And of course a complete evening would not be a success without Eddie closing it with a song.

February 28, 2021

JOSEPH MAILA

PAUL SHEARER

The passing of Eddie took us by surprise. He was so very present in our lives and in our thoughts that we came to believe that he would be with us forever. Eddie’s imposing stature, his dynamism, his vitality, his energy, his charisma will be missed by everyone. Eddie was our sounding board; we consulted him for advice; for encouragement; for validation of our thoughts. We listened when he shared his experience and he listened to us when we were test-driving a new idea that we wanted to develop. We were eager for his approval and his encouragement. We admire the man whose brilliant mind and inexhaustible drive built a huge communication empire. And we love the man who shared with us his unlimited joie de vivre. Eddie undertook everything with a formidable joyful energy. He will always be remembered for his wonderful trust in life, his constant optimism, his undefeated desire for happiness and the happiness of his loved ones. Eddie was my brother-in-law. I am blessed and proud to have shared my life with his. My admiration and appreciation of him will carry me through the rest of my life.

I first crossed paths with Eddie when he called me one day when I was at home in London. “Hi, my name is Eddie Moutran, and I would like you to come and lead the creative in my agency,” he said. “Well, that is very flattering,” I replied. Eddie straight away said: “I am in Mykonos. Come out tomorrow and we can have lunch.” I don’t know why. But that’s exactly what I did. And when I got to the airport, I thought, how will I know who he is? I didn’t have to think much longer. When you see Eddie, you know it’s Eddie. Eddie was like that. A man who lives life to the full. He was the Nike of advertising. Just do it. Give it your very best shot and don’t worry if you fail. Eddie had the roar of a lion and the heart of a Disney character. He cared about absolutely everyone, and his presence would fill any room. His agency was his life’s work, and everyone mattered. And he was, of course, a brilliant, brilliant businessman. I had the pleasure of working for him for more than three years. The agency soared creatively for one reason: Eddie gave us all the courage and freedom we needed. He did what all great leaders do: he hired talent and let them be talented. There was so much to admire about Eddie. His unconditional love for his family and tireless hard work. And his great sense of humour, booming laugh and cheeky smile. And how he held it all together with that poker face, I’ll never know. Eddie also saved people. Those people with talent that lost their way. He spotted them. He knew that with the right help and encouragement they would shine again. That is the true character of a people person. He was also a unique thinker. What he did and what he built up was not easy. In a region that was seen as a dumping ground for global advertising, he spotted the need for the Middle East to stand on its own feet. That’s what Memac did. I only had the pleasure for serving him for a few years, but in that time he shared his wisdom, his welcome and his kindness. And that is the mark of a champion.

FORMER PRESIDENT, PARIS CATHOLIC UNIVERSITY

AKRAM MIKNAS

CHAIRMAN & CEO OF PROMOSEVEN HOLDINGS; CHAIRMAN OF MCN Eddie was truly an exceptional man in every way. I met him in Bahrain in 1975. He was at that time at the forefront of the advertising industry on the island. A pioneer in all ways, he witnessed a lot of changes and created some himself. His smile always pierced inside you and stayed in your subconscious. Eddie was hungry and ambitious. I can easily say he was keen in every way. We had a lot of memories, and I think we’ve both been extremely important in working together to leave some footprints in the future of the advertising and marketing communication industry.

CHIEF CREATIVE OFFICER MENA, MEMAC OGILVY (2015-2017)

February 28, 2021

PIYUSH PANDEY CHIEF CREATIVE OFFICER, WORLDWIDE & EXECUTIVE CHAIRMAN, INDIA, OGILVY

I am very disturbed to hear about the passing away of my dear friend Eddie Moutran. I have known Eddie for decades. We shared a wonderful relationship of mutual respect, love and affection. There are stories and stories of the good times that we spent together at Ogilvy get-togethers. However, my most recent memory is of going to Dubai for the Dubai Lynx in 2019. Eddie made it a point to come in for my talk to encourage me and, I guess, cheerlead me. That evening, he took me out for a wonderful dinner with his family members and colleagues. He never talked work It was like a re-union of good buddies meeting after a long time. The advertising community is going to miss Eddie and the good work he did in making MENA a formidable advertising geography.

MAZIN KHOURY

CEO, AMERICAN EXPRESS MIDDLE EAST The marketing and advertising scene in the MENA region has lost a true legend who has built one of the most successful and dynamic businesses in the region. Eddie was a true visionary who led with passion, humility and a persistent commitment to service, creativity and perfection. And while we mourn the loss, we should also celebrate the many professional and personal achievements he made, the many lives he touched and the great kindhearted gentleman he was. I first met Eddie in 1989 when I joined American

FABIO MEDEIROS

STRATEGY DIRECTOR, VMLY&R COMMERCE I won’t write about Eddie’s greatness as an ad man as that’s widely known and acknowledged. Although I’ll never pass on a chance to talk about Ever-Ready Eddie, the man who would never stop and who was, probably, the sharpest shooter in any given meeting room. I met Eddie for the first time in 2008, when I started working at Memac Ogilvy Dubai. The agency’s welcome pack included a book with quotes from someone named Eddie. Its title was Eddie Says. I asked my line manager who Eddie was. Her answer was: “You’ll know when he walks in. Actually, you’ll feel it.” A month later, I met Eddie for the first time as we celebrated a pitch win. I was introduced to him as “the brains behind the strategy that won”. Eddie smiled, asked if I had a minute to spare, pulled up a chair and we had our first conversation. We spoke for almost an hour, not just a minute. This was the CEO sitting down with a new joiner. Someone he had never met or knew of. And he asked questions non-stop. We talked about my Lebanese background, my work experience and about Dubai. But mostly he wanted to know about my family. Eddie was the definition of the word family. He took care of his own blood as he took care of us, the agency family. Even if that meant standing up to WPP or going out of his way to ensure an employee’s well-being.

Express Middle East in the marketing department. As the humble, kindhearted person that he was, he never talked business with me until he had first asked about my well-being and about my family. I will never forget his words to me: “Mazin, you know I love you, but rest assured that everyone who works on your business will have the same passion, love and commitment that I have.” I was honoured and blessed to have known Eddie. We shared many successes and challenges over the years, and for sure I can say that Eddie touched my life and I have learned a great deal from him. He stood beside me at every step of my career.

February 28, 2021

ROMMEL SABER

FORMER REGIONAL CEO, EXPEDITORS The first time I talked to Eddie was over the phone, more than 20 years ago, because I wanted his opinion on whether I should buy an apartment in a building he had just bought at. What struck me the most was his openness and honesty; he not only presented me with positive aspects of the investment, but he also informed me of all other issues or problems I might encounter. This first impression showed me that this man was trustworthy, and that is how we became neighbours. Throughout all these years living in the same building, a strong friendship bound us together and we barely and rarely called each other by our first names; it was always “my dear neighbour”. Eddie and I went on a few vacations with our spouses, and they showed a completely different side of him. The first time we went to Greece on their boat, I saw his generous side and that he not only loved to have fun, but he loved life and enjoying every single aspect of it. On a more professional level, Eddy and I made a few investments together, and working alongside him reaffirmed his sincere honesty, sharpness and intelligence. It is difficult to describe someone like my dear neighbour, but he had a big heart and a pure soul. What is even harder to put into words is how much he will be missed.

MARWAN KAI

CEO, MEDIA INTERNATIONAL SERVICES What can one say or how can one talk of Eddie? A man who has left his giant prints on the modern communications industry in this part of the world. The day that Eddie passed away, Ramzi Raad posted a fitting tribute to Eddie, the beginning of his career at Intermarkets back in the 70s and how he accepted the assignment of setting up the agency’s office in Bahrain. That is Eddie: Fearless, visionary, full of ambition and he loved a challenge. He had a competitive nature that drove him till his last breath, an inspiration to many generations that had the privilege to know him and work with him. Eddie was also at the heart of the media evolution with the introduction of the media agency specialists. He launched Mindshare, which fast became one of the biggest agencies, winning the assignments of global clients such as Unilever, BAT and Coke. On a personal level, Eddie was family. It’s no secret of how close he was to my late father Elie, and to the late Antoine Choueiri. They enjoyed their downtime as much as their professional dealings. Luckily for me, Eddie and his family shared our love for Mykonos, the most beautiful Greek Island. That is where our yearly catch-up became another source of joy, laugher, happiness and memories, whether it was a game of backgammon or a five-hour lunch on the beach. He will be missed terribly. These memories will live on forever, and his legacy will live on and on.

HERTA OGILVY

WIDOW OF THE LATE DAVID OGILVY Meeting Eddie was always exciting. His wits, stories and sparkling personality made him irreplaceable. He has always been my friend. I spent a marvellous week with him and Liliane when Ogilvy moved to their new London office in March 2015. I shall always remember our deep friendship.

February 28, 2021

PAUL O’DONNELL

CHIEF EXECUTIVE EMEA, OGILVY

MILES YOUNG

FORMER WORLDWIDE CHAIRMAN AND CEO, OGILVY Eddie Moutran did more than any other individual to create a modern advertising industry in the Middle East through his example and his energy. He had an unerring instinct of recognising when change was good, and then the determination to lead that change through to completion. He got a kick out of innovating, and if anyone mistook his appearance – which was conservative – for the reality of the man, they would have been much mistaken. I was lucky enough to work with Eddie at a time of growth in the Ogilvy network, and when he was migrating his family business into our global network. He did so because he believed in the credo of our founder, David Ogilvy. I remember some conversations with him about creativity, when we had the temerity to suggest that more could be done. A few years later he flew into Cannes to take the stage to collect an award which seemed impossible then. He was literally dancing on that stage. Such was Eddie; a leader with an appetite for winning and a zest for life which was infectious.

I was fortunate enough to work with Eddie for many years on the Ogilvy Worldwide Board and together in the EMEA management team. Our corporate structure meant that, as regional leader for Ogilvy, I was theoretically his boss in recent years. It was quite difficult to be ‘in charge’ of a man who had almost literally constructed his business out of the sands of the region over so many decades. And to such great effect! He knew it and I knew it, but he was always gracious enough to go along with the game. Eddie was a commanding figure, a visionary entrepreneur and a fearsome negotiator. He was also one of the most eager of our leaders to embrace new ideas and business models. If Ogilvy had a new offer, we had it in MENA. To the end, he remained a radical and revolutionary spirit, perfectly embracing David Ogilvy’s notion of ‘divine discontent’. Yet he balanced these formidable qualities with a tremendous sense of fun, great integrity and, above all, a real humanity. Despite his great success, he never forgot that ours is a business built on people. I will miss his warm embrace of life. His wisdom. And maybe even his after-dinner singing. (And I never thought I’d say that.)

ANDREW SCOTT COO, WPP

I will remember Eddie fondly. A great business leader for Ogilvy and WPP in the region. A legend in our industry. I have known Eddie for 20 years and learned a lot from him over the years. My fondest memory was negotiating with Eddie when WPP purchased a majority stake in his agency. He was extremely tough, as you would expect, and all over the details – but he was also very fair and always a real gentleman. His main focus has always been the ongoing success of the agency, and he would always put his two families – his Ogilvy family and his own family – ahead of his own interests. We are all very proud of what he achieved and will miss him.

TAREK SHAWKI

FORMER CHIEF GROWTH OFFICER, MEMAC OGILVY Eddie, Where do I begin? Back in 2002, when you stood up in front of me at the Memac Ogilvy postgraduate programme and infected me with your insatiable love for this industry and the work that we do. I sat there in awe of you then and remain in awe of you now. Over the years you gave me so much of your time, your advice and your stories that managed to guide me through a wonderful 17-year career at what most definitely is the best agency. Yes, Eddie, the best agency in town. As you always said to me, “I don’t want to be the biggest, I would like to be the best.” Eddie, you sang at my wedding. You were the quintessential family man, Eddie, and as such you were family to me, always making sure I felt it – whether it was nicknaming me ‘Number Four’ or showing up at my wedding in Cairo in 2008. Not only were you one of the first guests to arrive, you orchestrated the perfect hijack of your favourite Frank Sinatra song, grabbed the mic off the wedding singer and blew everyone away with that voice. That’s who you were, Eddie, a larger-than-life character, who grabbed every moment, no matter when or where, as long as it gave joy to you and everyone lucky enough to be present at the time.

February 28, 2021

HOWARD SMIEDT

FORMER CHIEF CREATIVE OFFICER EMEA, GEOMETRY

NICK WALSH

CEO, GEOMETRY/VMLY&R COMMERCE MENA

It is with respect and gratitude, that I pay tribute to and honour the life of Eddie Moutran, pioneer, esteemed leader, mentor and dear friend. An inspirational and illustrious industry figure, to me Eddie was a highly principled gentleman. A man of great integrity, warmth and humility. Over decades of friendship, Eddie never ceased to demonstrate boundless respect, making an indelible mark on me professionally and personally.

Eddie was a pioneer, bringing the Ogilvy name into the regional arena, always investing in the ‘what’s next’. He is the reason we are the agency we are today, launching OgilvyAction as the first international activation agency in the region, ahead of anyone else in the game. He was a visionary, a source of inspiration and the driving force behind Geometry’s presence and success in MENA. He brought so many of us to the region, left an indelible mark and made so many into stars. I met him 12 years ago as a young and ambitious adman, and he has helped shape and mould me into the leader I am today. There were moments when I didn’t think I could do it, and every time he stepped in to guide me. When he appointed me CEO last year he reminded that I wasn’t receiving a promotion, I was earning it. That’s what he taught me, every day: the importance of getting things with hard work, the right way and in due time.

RAJA TRAD

CHAIRMAN, PUBLICIS GROUPE MEA It is with a heavy heart and a deep sense of sorrow that I mourn the passing away of Eddie. The entire advertising community lost in him a great ad man, who we will always remember for his passionate contribution to the building of the ad industry in the region. Eddie will be thoroughly missed by all who knew him. I will miss in Eddie a leader, a cheerful and charming personality but, most importantly, a very close friend and a man with a great soul.

MARK POVEY

GENERAL COUNSEL, WPP I first met Eddie one unusually sunny afternoon in Canary Wharf, more than 20 years ago. I’ve spent a lot of time with Eddie since then and we got to know each other well. I don’t think that in any of our many meetings Eddie ever failed to mention his family. His love of his family was one of his defining features and something I always associate with him. Eddie was a real presence in any room, and he rightly commanded respect. He was a true pioneer and he built something special in Memac Ogilvy. I will always miss Eddie, but he leaves a real legacy.

February 28, 2021

PHIL THOMAS

STEPHEN FRASER

When we came to the Middle East to launch Dubai Lynx, Eddie was one of the first leaders I met here. From that day to the last time I saw him, it wasn’t Eddie’s extraordinary business achievements, nor his championing of creativity, nor his love for the industry and his people that impressed me. It was his decency. Eddie never greeted you with anything other than genuine warmth, a larger-than-life character who always showed respect to anyone he came into contact with, no matter who they were. As I would walk around the Dubai Lynx festival, or attend the awards shows, there was no one I would be happier to bump into than Eddie Moutran. God bless.

In 1988, at a time when overseas postings were still nascent, I was in a meeting in the UK when a large hand reached over. On it was written, “How would you like to come to the Middle East?” It was written whilst the client I was working on with Eddie was having a huge internal argument in front of the agency. I hesitated a second, agreed in principle and within a few weeks was installed next to Eddie in Bahrain and up to my eyes in his world. In those days we reported daily on client business while Eddie was looking at where to open and who to chase next. Even though I was focused on the Bahrain clients every hour, Eddie knew more of what they were doing and, more importantly, what we should do next. He combined that unique ability to absorb the detail with a fearless gut instinct to advise us all on what would be best for the clients. He was never wrong, but like all the best teachers he spent time explaining why he felt that way. As importantly, however, he listened very attentively to all advice and let us run with our own views if he agreed. In such a way he built great individuals, but more significantly a great organisation.

CHAIRMAN, CANNES LIONS

GLOBAL MD YUM BRANDS, OGILVY

MARIANA HAYEK

EXECUTIVE ASSISTANT, MEMAC OGILVY

RAMZI RAAD

GROUP CHAIRMAN, TBWA/RAAD Eddie my friend, the Lebanese communication industry has lost another one of its giants today. Looking back at your challenging journey since 1973, I bow with fascination at your acceptance of the Intermarkets assignment to establish a presence for the agency in Bahrain, while admitting that you had no past advertising experience, but you were confident to quickly learn; and you did. How is it possible to forget the time spent at your house in Al Moayed Gardens in Bahrain, or the abra rides while crossing the Dubai creek to meet the agency’s budding clients in Bur Dubai? The brainstorming sessions at our first office up the steep stairs above Yousef Mahmood Hussain pharmacy in the backstreets of Manama, and then the modern and large office on top of Jashanmal Building. Our epic pitch to retain American Express. Our trips with the late Sammy Ghorayeb on the Moulinex business. The Silk Cut presentation that led to your departure from Intermarkets and the establishment of Memac. Our friendship endured this experience and the mutual respect sustained a comradeship that engulfed our families; your Ramzi is the best example. May this final journey, my friend, get you to rest in peace.

When I joined Memac Ogilvy back in May 1997 as a part-timer while I was still at university majoring in a field that had nothing to do with advertising, I never thought that I would build my whole career in this industry and work closely with one of the giants of this industry, Edmond Moutran. Back in October 2006, and having rarely spoken to or met Eddie, Liliane Moutran called me into her office to offer me the opportunity to become Eddie’s personal assistant. This is when it all started (with a cascade of fret and hesitation). For the past 15 years, Edmond Moutran’s office has become my workplace and my second home. Working with him was a constant source of professional growth and maturity, skills development and growing self-confidence. The years of being Eddie’s personal assistant brought me close to the Moutrans and made me part of the family. It is so hard going back to work without you being around. The office is huge and empty, but I am sure that every single day I am at Memac Ogilvy you are there too.

In fond memory of

Eddie Moutran

Dubai Lynx Advertising Person of the Year 2014

Your legacy lives on, Eddie.