When I started the first private Egyptian advertising agency in 1979, I realized that, in order to achieve results for my clients, whether international or local Egyptian, I had to communicate a message that was culturally significant, that would be understood by the local population. Communication has always been the theme and the driving force behind what TN Communications Group aspires to achieve. It is based on an understanding of the culture, the tastes and the psyche of the Egyptian People. Art and science are merely the tools with which we deliver the message, Unless we are speaking the people's language, no amount of scientific or artistic excellence will communicate a real message to the real people, or, ultimately, achieve real results.