Adpro& Group has been appointed by Fine Levant – Fine Hygienic Holding’s Levant Markets – to lead the creative, social and media mandate for its flagship brands Fine Tissues following a competitive multi-agency pitch.
The mandate will be handled by Adpro& Group and Adpro& OMD, covering communications across Jordan, Syria, Lebanon, Palestine, and Iraq.
The appointment includes the full Fine Tissues portfolio across facial tissues, kitchen towels, and toilet paper, alongside social media for Fine Baby Levant, one of the region’s most established diaper brands.
The win marks a return partnership between the two organisations. Adpro& Group previously handled Fine Hygienic Holding’s portfolio for more than two decades until 2017.
“This is a particularly meaningful win for us,” said Rizek Jildeh, Group Head of Strategy at Adpro& Group. “We had the privilege of working with the late Founder Elia Nuqul, a true pioneer of Jordanian industry, more than 25 years ago, and later with Mr. Ghassan Nuqul, the Chairman. To now partner again with the group and support the next chapter of these iconic brands with Elia G. Nuqul leading the Levant business feels both special and full circle.”
View this post on Instagram
Operating across the Levant also brings unique challenges. The region’s markets are dynamic and often volatile, requiring brands to move quickly and communicate with both relevance and precision.
Elia G. Nuqul, Deputy CEO of Fine Hygienic Holding and the GM for Fine Levant, said the agency demonstrated a clear understanding of those realities during the pitch process.
“The Levant is one of the most complex and fast-moving regions in our business,” Nuqul said. “We needed a partner that is not only creative, but also agile and strategically sharp. Adpro& Group showed a deep understanding of our markets, our vision, and how creativity, when done right, can become a true economic multiplier for brands operating in challenging environments. Their thinking gave us confidence that they can help us unlock the next phase of growth for Fine across the Levant region.”
View this post on Instagram
Founded in 1958 by the late Elia Nuqul, Fine Hygienic Holding has grown into one of the region’s leading hygiene and wellness companies, with dual headquarters in Amman, Jordan and Dubai, UAE, with Ghassan Nuqul as the Chairman of the Board.
The company produces a wide range of hygienic and wellness products including sterilised facial tissues, kitchen towels, toilet paper, baby and adult diapers, wipes, hygiene solutions, and personal protective equipment.
Today, Fine Hygienic Holding employs more than 3,000 people from more than 30 nationalities, operating across Jordan, Egypt, Saudi Arabia, and the UAE, while serving more than 80 markets across the Middle East, Africa, Europe, Asia, and North America.
