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Direct English language training program for adults launches in Sudan

In the presence of Dr Peter Tibber, British Ambassador to Sudan, the Linguaphone Group’s Direct English language training centre for adults was launched yesterday in Khartoum, in partnership with their new Master Franchisee for Sudan, International Centre for Quality (ICQ).

ICQ is a leading management consultancy that has provided training to the Sudan and Middle East workforce and student population since 1999. Following this launch today, and thanks to an exclusive Master Franchise partnership signed between ICQ and the Linguaphone Group earlier this year, Direct English – the Group’s unique nine-level English language program for adults is now available across Sudan.

Created in 1997, Direct English combines highly interactive bilingual materials, with a program of personalised tutorials and conversation classes, and already delivers world-class English language training for all abilities, to corporate and retail clients alike, through a network of franchise partners across Asia, Europe and the Middle East.

Direct English Sudan will target both the individual and corporate English language training markets, from a purpose-built headquarters base in Khartoum. ICQ also plan to act as an official agent for Cambridge English Language Assessment’s BULATS tests, thanks to a global collaboration recently announced with the Linguaphone Group. Through this arrangement, Direct English students across Sudan will also be able to gain a qualification within a Direct English centre and see exactly how their English language skills match up to an internationally recognised standard.

State Minister at the Ministry of Human Resources Development and Labor, Ahmed Karameno, Minister of Education in Khartoum State , Dr. Mutassim Abdul Rahim and the British Ambassador with Atif Abdul Rahman, General Director of International Centre for Quality and Mark Ibbs, Business Development Manager of the Linguaphone Group at the launch of the first Direct English Centre in Khartoum, Sudan.

Speaking at the launch, Dr Peter Tibber, British Ambassador to Sudan said:”The Sudanese have a proud tradition of proficiency in English. There is huge demand here for help in learning to speak English, or to speak it better. I am frequently asked for help in English from people young and old, both in Khartoum and in the States, including business employees and Government officials. I am therefore delighted that Direct English from the Linguaphone Group is coming to Sudan to help so many Sudanese people realise their ambition to speak English.”

Mr Mark Ibbs, Head of Business Development with the Linguaphone Group commented: “We are delighted to be working with ICQ to bring our world-renowned Direct English program to Sudan. We are confident that ICQ’s existing track record in the training market and their established customer base will be a springboard for success with Direct English.”

“The Linguaphone Group would also like to acknowledge the strong, professional support that was received from UKTI Sudan in introducing us to ICQ. We look forward to continuing a strong relationship with the British Embassy in Khartoum, as we work with our partner to bring our premium English language program to the Sudanese market in the months and years ahead.”


For all media enquiries, please contact:

Charlotte Pritchard, Head of Marketing, Linguaphone Group E-mail: Tel: +44 (0)20 8687 6115 Mobile: +44 (0)7799 723 218

Notes to editors

Direct English is delivered through a network of Master Franchisees in Asia, Europe and the Middle East. For more information on Direct English Master Franchise opportunities worldwide, please visit or email

The Linguaphone Group is a global language training provider, operating under the internationally recognised Linguaphone, Direct English and Pingu’s English brand names. With over 109 years of experience, the Group has an extensive network of licensed partners across Asia, Europe, the Middle-East and Africa. The Group has also helped millions of people learn a new language through their wide-ranging portfolio of self-study products sold in over 60 countries worldwide. For more information visit

Cambridge English Language Assessment offers the world’s most valuable range of English qualifications. Cambridge English Language Assessment develops the Cambridge English suite of English tests which are recognised by more than 14,000 organisations around the world including universities and colleges, commercial organisations and government departments. Cambridge English is part of Cambridge Assessment, a not-for-profit department of the University of Cambridge and Europe’s largest educational assessment organization.

The Linguaphone Group welcomes the support from the UK Trade and Investment (UKTI) and the British Embassy in Sudan through their Overseas Market Information Service (OMIS) who helped secure the initial partnership with International Centre for Quality (ICQ).

UK Trade & Investment (UKTI) is the government department that helps UK-based companies succeed in the global economy. They also help overseas companies bring high quality investment to the UK's economy acknowledged as Europe’s best place from which to succeed in global business. UKTI offers expertise and contacts through its extensive network of specialists in the UK and in British embassies and other diplomatic offices around the world. They provide companies with the tools required to be competitive on the world stage. For more information on UKTI, visit For latest press releases, visit the online newsroom at

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