Touch hands creative brief to JWT Beirut

JWT Beirut has won the creative advertising account for Lebanese mobile phone operator Touch.

Formerly known as mtc touch, JWT takes over the account from M&C Saatchi, which also holds the account for Zain, Touch’s parent company.

Nadim Khater, chief commercial officer at Touch, said: “We have made tremendous progress in building the mtc touch brand in Lebanon. We believe it is our responsibility to ensure the brand moves forward in partnership with the best strategic and innovative thinking available in advertising and marketing communication. The pitch committee’s unanimous decision was that JWT provided exactly that, presenting a new vision for Touch which will further differentiate us in the market place.”

JWT’s executive creative director for the Levant region, Iyad Zahlan, added: “The team did a fantastic job and worked hard in producing ideas that are Touch worthy. The brand is a market leader and deserves the right communication to further build its leadership.”

M&C Saatchi won two golds and two silvers at the Dubai Lynx in March for its ‘Speedy & Amigo’ series of commercials for mtc touch’s 3.9G service (pictured). The TVCs were directed by Ali Ali.