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> Ini­tia­tive Cairo has been ap­pointed as the me­dia agency for Danone Dairy Egypt, pre­vi­ously han­dled by OMD since 2017. The ap­point­ment in­cludes the me­dia plan­ning and buy­ing as­sign­ment for Danone Egypt across the full port­fo­lio of prod­ucts and ini­tia­tives across all me­dia. Danone Egypt has been op­er­at­ing in the lo­cal mar­ket since 2006 as a sub­sidiary of Danone com­pany and is to­day at a lead­ing po­si­tion on es­sen­tial dairy prod­ucts and early life nu­tri­tion. “We are so ex­cited for the new win! Part of my pro­fes­sional DNA has Danone in it, hav­ing got the chance to work on it at the be­gin­ning of my me­dia ca­reer,” says Amal Ho­mosany Gen­eral Man­ager of Ini­tia­tive.“we look for­ward to de­liv­er­ing on the tough KPIS of the dig­i­tal age through mak­ing Danone me­dia ac­tiv­i­ties not only im­pact­ful but also rel­e­vant to an ever evolv­ing and very seg­mented con­sumer”. “MCN Egypt is so happy to wel­come back Danone to its orig­i­nal home and looks for­ward to be­come again their cost ef­fec­tive me­dia part­ner as of 2019 on­wards,“adds Sa­har El­zoghby, MCN Egypt CEO. The new as­sign­ment helps strengthen Ini­tia­tive’s foot­print as an agency in the FMCG sec­tor.

> UM Cairo has kicked off a new part­ner­ship with the global FMCG gi­ant Rickett Benckiser. The part­ner­ship com­menced as of Jan­uary 2019 with the launch of both Home Care & Health port­fo­lio of prod­ucts. The part­ner­ship is part of Reckitt Benckiser align­ment with UM in the Mid­dle East af­ter be­ing with Zenith Me­dia as the pre­vi­ous in­cum­bent agency.

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