Ini­tia­tive wins Ara­bian Au­to­mo­biles me­dia work for In­finiti and Re­nault

Campaign Middle East - - NEWS -

Ini­tia­tive Mena has won the me­dia plan­ning and buy­ing ac­count for Ara­bian Aut­mo­biles Com­pany brands In­finiti and Re­nault.

The dis­trib­u­tor had called for a pitch for its me­dia du­ties in October 2016, and Ini­tia­tive pitched against five agen­cies.

Cam­paign un­der­stands th­ese in­cluded Ini­tia­tive’s MCN sis­ter agency Magna and Om­ni­com Me­dia Group’s OMD.

Ara­bian Au­to­mo­biles Com­pany is owned by AW Rosta­mani Group, it­self a pri­vately held com­pany es­tab­lished in 1968 in the UAE. It is the only dis­trib­u­tor for both In­finiti and Re­nault in Dubai and the North­ern Emi­rates.

Ara­bian Au­to­mo­biles’ In­finiti me­dia work was pre­vi­ously han­dled by OMD, and Re­nault had been held by Publi­cis Com­mu­ni­ca­tions’ Op­ti­me­dia. TBWA\Raad han­dles In­finiti’s cre­ative work.

The ac­counts are for the deal­er­ship, rather than for the man­u­fac­tur­ers them­selves in the Mid­dle East.

“Ini­tia­tive Mena has an es­tab­lished his­tory within the au­to­mo­tive sec­tor,” said Raf­foul Mat­tar, man­ag­ing di­rec­tor of Ini­tia­tive UAE.

“We are pleased we have the op­por­tu­nity to cre­ate some ground­break­ing me­dia ini­tia­tives, es­pe­cially in an in­dus­try that is at the fore­front of in­no­va­tion and tech­nol­ogy.”

Salah Yamout, di­rec­tor of sales and mar­ket­ing at Ara­bian Au­to­mo­biles, said: “As we are com­mit­ted to con­stantly en­hanc­ing our me­dia and mar­ket­ing pres­ence, Ara­bian Au­to­mo­biles Com­pany is al­ways ex­plor­ing new opportunities to en­sure we main­tain the best work­ing re­la­tion­ships with the agency part­ners.”

He added: “We are con­fi­dent that our part­ner­ship with Ini­tia­tive will de­liver ef­fec­tive and in­no­va­tive so­lu­tions to our me­dia busi­ness.”

Ini­tia­tive re­cently won the Egyp­tian out-of-home, cin­ema, print and dig­i­tal me­dia buy­ing for Chi­nese tech gi­ant Huawei’s mo­bile de­vices divi- sion. Ini­tia­tive was also pitch­ing as the in­cum­bent on re­gional me­dia buy­ing for Huawei, against Zenith and PHD.

Ear­lier this year, Kuwait Food Com­pany – also known as Amer­i­cana – moved its me­dia buy­ing from Ini­tia­tive to Om­ni­com Me­dia Group’s new me­dia agency Hearts and Sci­ence.

Ground­break­ing: Ini­tia­tive de­scribed the au­to­mo­tive in­dus­try as “at the fore­front of in­no­va­tion and tech­nol­ogy”

Newspapers in English

Newspapers from UAE

© PressReader. All rights reserved.