UM MENA re­tains Coca-Cola ac­count fol­low­ing me­dia re­view

Campaign Middle East - - NEWS - By Eleanor Dickinson

Coca-Cola Mid­dle East has reap­pointed UM MENA as its me­dia agency of record af­ter hold­ing a com­pete­tive pitch in spring this year.

The global bev­er­age gi­ant handed the mul­ti­mil­lion-dol­lar, full-ser­vice me­dia and dig­i­tal ac­count to the Dubai-head­quar­tered in­cum­bent agency af­ter con­sid­er­ing pitches from Star­com and Carat, Cam­paign has learnt.

MCN-owned UM MENA has held the ac­count in the Mid­dle East and North Africa for the past eight years.

UM also has the Coca- Cola ac­count in other global mar­kets, in­clud­ing the $400-mil­lion North Amer­i­can brief, which it won from Me­di­avest in July last year.

The ac­count retention fol­lows a num­ber of wins for UM MENA, in­clud­ing Rani Re­fresh­ments, Bar­bican and most re­cently the Saudi Ara­bian pas­try com­pany Saaded­din.

Part of global hold­ing com­pany IPG Me­dia­brands, UM MENA was also named me­dia agency of the year for the first time ever at this year’s Dubai Lynx.

Nei­ther UM or Coca-Cola Mid­dle East was able to com­ment at the time of go­ing to press.

Mean­while Coca-Cola’s cre­ative ac­counts in the Mid­dle East re­main with fel­low MCN-owned brand FP7, along­side J.Wal­ter Thomp­son and Memac Ogilvy.

How­ever, the com­pany parted ways with Y&R Dubai last sum­mer, just months af­ter the agency won two Grands Prix at Dubai Lynx for the brand with the ‘Hello Hap­pi­ness Phone Booth’ cam­paign. The month af­ter the fes­ti­val saw a wave of se­nior de­par­tures from Y&R in­clud­ing the re­gional CEO Joseph Ghos­soub and Dubai man­ag­ing di­rec­tor Na­dine Ghos­soub.

On a global level, Coca-Cola re­cently dropped its long-run­ning ‘Open Hap­pi­ness’ cam­paign.

Its most re­cent global cam­paign ‘Taste the Feel­ing’, which aimed to put the prod­uct at the cen­tre of ev­ery ad, launched in the Mid­dle East ear­lier this year.

Record: UM MENA main­tains its long-run­ning ten­ure as Coca-Cola Mid­dle East’s me­dia agency

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