Leo Burnett wins Masafi ad account

Leo Burnett Dubai has won the creative advertising account for Masafi following a competitive three-way pitch.

Effective immediately, the assignment spans traditional advertising, corporate communication campaigns and strategic planning. Leo Burnett is spearheading Masafi’s overall creative direction and vision.

Masafi is a United Arab Emirates-based producer of bottled water, juices and other consumer goods.

“From the very beginning, Leo Burnett demonstrated creative thinking skills, strategic prowess, and a deep understanding of consumer touch points – key ingredients for any successful communications campaign,” said Masafi chief executive officer Reginald Randall. “We are proud to be joining forces with an agency that has, over the years, continued to stretch the boundaries of what is possible in the world of advertising.”

Kamal Dimachkie, executive regional managing director at Leo Burnett, added: “As the UAE’s only manufacturer of natural drinking water bottled at source, Masafi has, as a brand, long been in a league of its own. At Leo Burnett, we look forward to driving Masafi’s value growth and expanding the brand’s reach – using a steady flow of engaging and meaningful content. Ultimately, our goal is to ensure that the business continues to differentiate itself in the eyes of consumers.”

The account was previously held by Lowe MENA.