> 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.