Gov’t will not renew JWT’s contract to promote Egypt’s tourism
**#4 EXCLUSIVE- JWT is off Egypt’s tourism account next week: The government does not intend to renew its contract with JWT to promote tourism in Egypt, which set to expire on Monday, 17 September, a government source told Enterprise. The Tourism Promotion Authority (TPA) will instead sign a contract with Egyptian Media Group subsidiary Synergy. Unlike JWT, Synergy does not have operations outside Egypt, but will instead sub-contract work to in-market agencies, the source added. The source did not give an explanation as to why the JWT contract was not renewed.
We broke up with them, says JWT: A top source from JWT told us that the global agency itself was not interested in renewing the contract. The source did not explain the move, except to say that the TPA was undergoing a restructuring and as a result is heading in another direction.
No love lost: JWT and the Tourism Ministry have been embroiled in a public spat over payment allegedly owed to JWT over the past year. High-profile JWT boss Hany Shoukry had said last year that the company hadn’t been paid in full for work completed.
For what it’s worth, we rather liked the #thisisEgypt campaign. (As did Lamees, readers may recall. Maybe she’ll be back on air in time to talk about whatever Synergy does…)