Turkish F&B brand Pinar signs Initiative

Turkish food and beverage brand Pinar has appointed Initiative MENA as its media agency of record.

Established in 1973 in Turkey, Pinar produces and markets a wide variety of dairy, meat and drinking water products.

Initiative will carry out the offline and online media planning and trading services for Pinar across the region. The account was previously held by Omnicom’s OMD.

Arda Cenk Tokbas, general manager of HDF FZCo, Pinar’s regional office, said: “Initiative MENA has demonstrated strong leadership, passionate understanding of our business and creative strategic thinking.”

Initiative MENA has recently won pitches for AW Rostamani core automotive brands Infiniti and Renault in the UAE, Huawei mobile devices division in Egypt, Beesline in Saudi Arabia and Iraq, and Meem by Gulf International Bank in Saudi Arabia.