JEDDAH, 21 May — Created by Saatchi & Saatchi Riyadh, the eye-catching SambaDirect posters for Saudi American Bank’s new online cash management service was one of the winners in last month’s Fourth IAA GCC Below-the-Line Awards in Dubai. The SmabaDirect posters bagged top honors for financial services under the “Relationship marketing” category. Sweeping the prestigious event for the second consecutive time, Saatchi & Saatchi Middle East won a total of 14 awards and took home twice more gold awards than any other agency. Organized every two years by the International Advertising Association (IAA), the Fourth GCC BTL Awards was held from April 1, 2001, to March 31, 2002, bringing together the best below-the-line work crated in the GCC.