Dubai, December 12, 2011: Masafi, one of the leading FMCG brands in the Gulf and
Middle East, today announced that it has handed over the advertising business to two
agencies across different brand verticals.
While the Masafi water (Bottled Water, Flavored Water, 4 Gallon) advertising portfolio
has been given to TBWA/RAAD — one of the leading advertising groups across the
world; the advertising business for other Masafi brands – Tissues, Juices, Rice and
Gourmet (Chips) have been handed over to Dubai-based Madison Advertising, a full-
service advertising agency with proven expertise in handling marketing communications
for multinational brands.
The company had called for advertising pitches earlier this year for the entire gamut
of its product portfolio to strengthen its key message in line with its innovative growth
and diversification across the region. The appointment of TBWA/RAAD and Madison
Advertising for specific advertising businesses are aimed at setting new creative
direction for Masafi’s water and other brands, reinforcing its commitment to become a
complete FMCG company.
In his comments on the advertising pitches, Reginald Randall, CEO of Masafi, said:
“The advertising pitches, which involved six agencies, has re-affirmed that the level of
creativity in this region is world class. The creative ideas that came through during the
pitches were indeed phenomenal and in line with our future marketing roadmap. We
are bullish about our new partnership with TBWA/RAAD and Madison Advertising and
we will ensure that we will maintain the high standards of advertising excellence that
Masafi is renowned for.”
As a forward-looking company aimed at becoming a complete FMCG company, Masafi
has focused its future on innovation and business excellence. The company’s popularity
in the region is largely due to its philosophy to deliver superior quality products and
strict adherence to international quality standards.