Journey to the opening bell

Facebook recently announced that it is going public, in a move which would constitute one of the biggest offerings and tech initial public offerings in history, estimated to reach $5 billion. While dwarfing the $1.67 billion raised by Google in 2004, this news can only remind us of the buzz that surrounded Google, turning it into one of the fastest growing companies and most attractive places to work at.

All this ado about Facebook cannot but get us thinking about IPOs in our region, which have been relatively few and far between compared to most developed and emerging economies....

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Line Tabet, Zeina Loutfi and Ramsay G. Najjar

The new face of brand advocates

As part of their communication efforts, companies have used and abused actors, athletes and celebrities as brand ambassadors who endorse and become the face of their brands. The pairings of George Clooney with Nespresso, Roger Federer with Gillette or Haifa Wehbe with Pepsi come to mind. Over the years, another profile of ambassadors emerged. Companies started ‘activating’ real people, such as influencers and bloggers whose passions and interests intersect with their brands and help bring them to life. Red Bull, for instance, has been activating college students who are young, athletic...

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Michele Azrak, Zeina Loutfi and Ramsay G. Najjar