Campaign Middle East - - News - By Eleanor Dick­in­son

Ini­tia­tive com­petes to re­tain re­gion af­ter win­ning Egypt.

Chi­nese tech gi­ant Huawi has put its re­gional me­dia plan­ning and buy­ing ac­count out to pitch.

The in­cum­bent agency Ini­tia­tive MENA is pitch­ing for the ac­count, while Zenith and PHD are un­der­stood to have been in­vited to take part as well.

Huawei of­fers tele­com net­work equip­ment, IT prod­ucts and smart de­vices in 170 coun­tries. Its cre­ative man­date is cur­rently han­dled by DDB Dubai.

Huawei Mid­dle East con­firmed the pitch was un­der way and a win­ner still to be an­nounced.

Cam­paign un­der­stands that Ini­tia­tive re­cently won the Egyp­tian me­dia-buy­ing for Huawei’s mo­bile de­vices di­vi­sion. That win will see Ini­tia­tive’s Cairo of­fice han­dle outof-home, cinema, print and dig­i­tal.

The en­cum­bent was Mindshare, which sources say re­tained some as­pects of the ac­count, al­though tele­vi­sion plan­ning and buy­ing went to fel­low WPP agency MEC.

Shen­zhen-head­quar­tered Huawei was re­cently ac­cused by the UK’s Mar­ket­ing Agen­cies As­so­ci­a­tion of an “un­ac­cept­able” lack of trans­parency dur­ing a re­cently held cre­ative pitch process for a global brief to launch a new smart­phone.

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