Nadine Mustafa There is no doubt that art and culture, which are deeply embedded in our society as representations of concepts and beliefs, contribute to the creation of mindsets and behaviors, as well as the maintenance of one’s identity. Ahmed Ebeid, Founder & Managing Director of RMC – Egypt’s leading Marketing Communications Agency has been creating a new wave of change in Egypt. His mission to revive Egypt’s cultural excellence is commendable. Through his entity, RMC, Ebeid is introducing a culture of international events and concerts that attract audiences from all over the world, striving to bring together different cultures and art forms while also providing a platform for local artists to showcase their work. His efforts have seen great success as RMC has been able to host events featuring some of the biggest names in music, entertainment and culture. In doing so, he has also worked hard to create an atmosphere of mutual respect among all cultures and art forms represented at his events. We had the chance to get to know the brilliant mind behind RMC, so read on!
Can you tell us a bit about yourself?
I began my career in pure marketing. In the automotive industry working as a marketing and advertising manager, then as an account manager at JWT. Later on, I started Synergy with Tamer Morsi. Synergy was more engaged in entertainment productions, whereas I was more keen on advertising. That is how RMC began; it began as a full-service marketing communications firm in 2002, offering customers an array of solutions through combined conventional and unconventional marketing communication platforms. RMC has produced and launched some of Egypt’s biggest brands across a variety of business sectors.
How are you planning on keeping the shows going and meeting success?
We tend to always be attentive no matter what. Details make all the difference Durability is achieved by consistently creating the trendiest concepts for large-scale entertainment endeavors. The key to longevity is to find respectable and sincere funders that embrace the purpose of our Work to revitalize Egypt’s cultural brilliance.
How did you manage to make RMC stand out from the rest in the industry?
First, by respecting our audience and creating for them a good overall experience rather than just a regular concert they would attend. By creating different music content and entertainment products that cater to a selective audience. Also by choosing venues that no one ever visited to go. We were the first to organize a concert at Abdeen Palace, Qubba Palace, GEM, NMEC, etc…
Do you have a go-to strategy for creating such cultural significance and excellence through events?
We organize events with cultural value at touristic destinations to show Egypt’s edge. No one in the region has our cultural excellence and no one in the world has our historical venues! However, the initiative of Reviving Egypt’s Cultural Excellence still needs support from sponsors to keep it going. Premium entertainment Cultural events are still an untapped platform for sponsors who we invite to support our events.
The entertainment business is rather tricky. How do you ensure it appeals to different tastes?
Our events target a very selective and niche segment but we are trying to increase the audience and enhance their interest. We try to mix classical music with modern music through new productions & new shows. To attract new clients to this kind of “refined entertainment”, you always need to be innovative, trendy & close to their lifestyle/taste to be able to attract them.
Can you share a little about your upcoming project with Flair magazine?
Surprise
