Monday, December 12, 2011

Masafi signs up two advertising agencies to handle communications for various brands



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.

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