Following a competitive pitch process, Abu Dhabi-based F&B company Agthia Group’s Al Ain Water has appointed Leo Burnett MEA as its creative agency.
The agreement is effective from Q4 2018 and extends to the other water brands, Al Bayan and Alpin, and covers digital, outdoor and print advertising, in addition to social media.
The agreement is in line with Agthia’s strategic plan to expand and diversify its water business segment in the region.
As Al Ain Water’s creative agency, Leo Burnett MEA will lead marketing strategies across all communication channels. The approach is an integrated one, with a heavy focus on advertising and social media as a means to amplifying the brand personality, while driving through-the-line impact for retail and distribution.
Fasahat Beg, executive vice-president – Water, Beverages and Dairy at Agthia Group says in a statement: “Agthia has achieved tremendous success with Al Ain Water in the UAE. Reinforced by Al Ain Zero and recently by Al Ain Vitamin D, Al Ain Water is the undisputed leader of the bottled water category in volume and value – in a category, which is not short of competition. With our new ventures in Saudi Arabia and Kuwait, we are now ready to repeat this success story across the region. I believe with their proven track record of transforming and building brands, Leo Burnett will be the right partner in our endeavor to accomplish this challenging mission.”
Kamal Dimachkie, chief operating officer of Publicis Communications UAE, Kuwait and Lower Gulf adds: “We are excited to collaborate with Agthia, one of the leading food and beverage groups of the UAE – particularly with their flagship Al Ain Water brand. We’re confident of delivering not only creative work, but truly innovative programs that will anchor Al Ain Water’s core values and innovative spirit in the minds of consumers across the Middle East.”
