BSB Advertising, the oldest advertising/PR group and MC Network agency in the Middle East, stems from Madco Group which was founded in 1961 in Beirut, Lebanon to introduce the concept of modern communication to the region. The group’s chairman, Burhan Beidas, merged Madco with another regional network in 2003 before feeling the entrepreneurial spirit to start a new and independent network. He embarked on this journey in 2006, with the strongest emphasis on the simple concept of “it’s hard to win an account, and it’s harder to keep it – so service/ partnership is everything.” In a short time, BSB has grown from strength to strength by retaining prominent accounts like Rotana, a large regional chain of upscale hotels, and gaining prestigious brands such as Toyota. BSB’s holistic full-service approach is resonating with clients and as such, the agency is poised for tremendous growth in this part of the world that is booming on an unimaginable scale.