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 include 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.”