TBWA\Raad and Madison Advertising have won the creative ad accounts for Masafi following competitive pitches called in the summer.
The Masafi water portfolio (bottled water, flavored water, four gallon) will now be handled by TBWA\Raad, while the brief for Masafi’s other brands (tissues, juices, rice and gourmet chips) will fall under the remit of Dubai-based Madison Advertising. Madison had been Masafi’s incumbent agency.
The appointment of both agencies is designed to set a “new creative direction for Masafi’s water and other brands, reinforcing its commitment to become a complete FMCG company”.
Reginald Randall, CEO of Masafi, said: “The advertising pitches, which involved six agencies, has re-affirmed that the level of creativity in this region is world class. The creative ideas that came through during the pitches were indeed phenomenal and in line with our future marketing roadmap. We are bullish about our new partnership with TBWA/RAAD and Madison Advertising and we will ensure that we will maintain the high standards of advertising excellence that Masafi is renowned for.”
