Sadly, the Lebanese and Arab advertising industry lost one of its genuine pioneers this month. Erwin Guerrovich was not only a great adman, strategical genius and co-founder of historically one of the most successful advertising agencies in the country (Intermarkets), he was also a visionary: anticipating globalisation ten years before the term was even heard of, opening up to the region whilst others were still coming to grips with what advertising was, and initiating almost every major multinational presence in the country, and the region, today.
In every sense of the word, Erwin Guerrovich was a prince. Be it in terms of character, integrity, loyalty, know-how, and relationships with colleagues, media, and other agencies, he was a royal example. He was also a good friend, and a great listener and counsellor. Erwin was a great advocate for professional advertising. He set high standards when there were still none. He was an example to all who wished to achieve, and maintained the ethical conduct he believed in so fiercely.
Not only co-founder of Intermarkets, Erwin was also chairman since its inception. In this capacity, he created and successfully positioned a 'school of thought' which insisted on high professionalism, strong client relationships and brand building. These are pretty obvious, well-used words in the industry today, and again, this is thanks to him.
In fact, many of the high powered executives and giants of advertising in the region started with Intermarkets. His clear, pure philosophies have, in one way or another, been imitated, evolved and adopted in the region.
Erwin had very broad and deep international relationships. He acted as correspondent for a number of years for various international agencies. Throughout his advertising career, he worked extensively with them, introducing them to the country, and ultimately the region, and more importantly encouraging them to invest in it.
In various instances over the years, he was approached for equity in Intermarkets by Lintas, BBDO, Leo Burnett, Ogilvy & Mather, Young & Rubicam, J. Walter Thompson, and TBWA, to name a few. In all cases, things did not work out. At the time, he said that all these offers were not answering the objectives of the company, which were: A true commitment to the region - as opposed to coming to the area because of a client requirement, or to put a sign on the door; support of international know-how towards better professionalism; and a chance to be really part of the international community, hence providing greater scope to their own executives who he strongly considered the "breed with potential for international responsibilities".
Ironically, many of those executives whose interests he strove to protect by refusing to budge on his ethics, did prove him right by going on to form relationships with these multinationals and become international players themselves.
I mention this multinational situation because it is so Guerrovich. The decisions he made regarding them are becoming prophetic. It is only very recently that the industry is coming to terms with how unity is going to be the one and only solution to save the industry from complete destruction, if it is not already too late.
ArabAd would like to take this opportunity to say thanks to Erwin Guerrovich. For seeing long before others the dangers and pitfalls of selling ourselves short and slowly dissolving our entity. For positively influencing all who had the chance to work with him. For offering good advice and direction.
But mostly for being a friend. A princely friend.
A profile
Erwin Ladislas Guerrovich (1936 -2001)
Advertising executive, son of Ladislas Guerrovich (General Manager of Company) and Marie-Germaine Caporal.
Married on 15 December 1965 to Miss Viviane Brenas, two children: Yan and Stephanie.
Education: Lebanon, College de la Salle, College du Sacré Coeur, Davies School (London).
Diplomas: French Baccalaureate, English Lower Certificate, Proficiency of Cambridge.
Career: Assistant Pharmaceutical Promotion Khalil Fallal & Fils (1957-58); Advertising Department, Khalil Fils(1958-61); Director of Marketing & Advertising Services (1961 -67); then Chairman and Managing Director (1968-70); Co-founder of Intermarkets S.A.L. and Chairman. Managing Director of this company since its inception; Co-founder in Bahrain of Burson Marstellar Intermarkets (1979);
Member: International Advertising Association
(ArabAd)
