The new Om­ni­com shop signs up Amer­i­cana.

Campaign Middle East - - FRONT PAGE -

Kuwait Food Com­pany, bet­ter known as Amer­i­cana Group, one of the Mid­dle East and North Africa’s most suc­cess­ful groups of com­pa­nies, has an­nounced the re­sult of a three-way agency re­view with the ap­point­ment of Om­ni­com Me­dia Group’s new-to-the-re­gion agency Hearts & Science. Amer­i­cana, which op­er­ates restau­rants and man­u­fac­tures con­sumer foods and food- re­lated prod­ucts across the MENA re­gion, is the first re­gional client for the data-cen­tric agency.

With ac­tiv­i­ties in 13 coun­tries and a large port­fo­lio of com­pa­nies cover­ing 18 restau­rant chains and nine food brands, Amer­i­cana Group has been ac­tive for more than five decades. A state­ment from OMG says Amer­i­cana “has thrived by fo­cus­ing on in­no­va­tion and growth op­por­tu­ni­ties, two es­sen­tial as­pects of its agency re­view”.

It adds: “The con­glom­er­ate has se­lected Hearts & Science for its in­no­va­tive ways for brands and peo­ple to in­ter­act in the post-me­dia world of per­son­alised mar­ket­ing. The agency’s ap­proach is to in­form brand strate­gies with real- time data- led in­sights and com­bines ex­pert me­dia plan­ning and buy­ing with a so­phis­ti­cated range of ser­vices that i nclude shop­per mar­ket­ing, mar­ket­ing in­no­va­tion and con­tent ac­ti­va­tion.”

The ap­point­ment cov­ers Amer­i­cana Group’s full port­fo­lio of restau­rant and food brands, which in­clude KFC, Krispy Kreme and Pizza Hut as well as its own prod­ucts.

Amer­i­cana had pre­vi­ously worked with MCN agency Ini­tia­tive for the past eight years. Ini­tia­tive also pitched to re­tain the ac­count.

“Thanks to more than 50 suc­cess­ful years, we know what makes a pow­er­ful part­ner­ship and how to stim­u­late growth. When it came to select­ing a com­mu­ni­ca­tions part­ner for our next phase of devel­op­ment, we looked for an in­no­va­tive spirit, a vi­sion of what the fu­ture is made of and sharp tech­ni­cal ex­per­tise,” said Sherif El Sherif, gen­eral man­ager for KFC Mid­dle East & North Africa at Amer­i­cana. “The Hearts & Science team has opened our eyes to a re­fresh­ing new me­dia think­ing, ex­plained how to make data work for us and demon­strated how achiev­able it is across our re­gion. We were look­ing for the agency of the fu­ture and we’re con­vinced we found it.”

Pow­er­ful part­ner­ship: Hearts & Science will work on brands in­clud­ing KFC

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