JWI Advertising wins content marketing for Culligan Middle East

Global water treatment company Culligan Middle East has appointed JWI Advertising to handle its content marketing strategy.

 The British-born agency will craft Culligan’s content approach and curation across web and social media, to help build brand awareness and generate sales leads in the Middle East.

 Something of a contentious subject in the region, the approach will focus on educating consumers and businesses about the benefits of filtered tap water. As the UAE continues its drive towards an eco-friendly future, this message is expected to gain traction amongst many.

 Charli Ball, Managing Director, said: “We’re excited to be working with Culligan Middle East on its content marketing strategy. Following a product workshop with the Culligan team in Dubai, we are true advocates of the company’s sustainable solutions, meaning we are in a great place to position Culligan in the market and really drive the brand forward. Our ambition is to work closely with the sales team to support their tried and tested approach and facilitate lead generation.”

 Established in 1993, Culligan is the world leader in residential, office, commercial and industrial water treatment, with more than 800 Culligan dealers operating in more than 90 countries. From drinking water and water softening for laundry in homes to water recycling and processed water in industry, Culligan supplies consumers and businesses across the world with quality water solutions tailored to their exact needs.

 Last year, the company acquired the Zip Water brand, which has been manufacturing instant boiling water systems since 1947. Today, Zip Water specialises in high-end filtered water solutions that can deliver boiling, chilled, still and sparkling water from a single under-sink unit.

 The Culligan win comes as JWI celebrates its own growth in the Middle East.

 Charli added: “This year has been particularly exciting for the company. We’ve welcomed new strategists, creatives and content mangers to the team to strengthen our offer in the Middle East and UK. Of course, we’re always proud of new client wins, but we’re equally proud of the day-to-day relationships we have with our longstanding clients and the results we deliver for them every day.”