BPG Bates to handle Continental in MENA

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German tyre major relocates marketing responsibility for region to Dubai; agency appointment follows multi-agency pitch.

BPG Bates, a part of the BPG Group, has been appointed by Continental, the German premium tyre manufacturer and international automotive supplier, to handle its creative duties in the MENA region.

This follows Continental relocating responsibility for marketing in the region from Hanover, Germany to Dubai.

BPG Bates’ appointment comes after a month-long multi-agency pitch process. The agency’s mandate is to develop through-the-line campaigns to build the brand across the region handling ‘all aspects of its marketing communications’, informed an agency statement.

Dirk Rockendorf, head of marketing MENA, Continental, said, ‘’We are very pleased to have chosen BPG Bates from a strong candidate list. They showed an excellent understanding of our needs and we look forward to a long and fruitful partnership.’’

Nick Clements, CEO, BPG Bates, said, ‘’This is a great appointment for us and we are delighted to be working with such an iconic global brand as Continental and look forward to delivering some really strong work to help the brand realise its ambitions across the MENA region.’’

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