General Electric has handed its advertising account for the Middle East and North Africa to Wieden+Kennedy.
The win represents the Amsterdam office’s first foray into the region, with the agency beating a number of regional outfits to the highly sought after account. The incumbent on the business was Impact BBDO.
Confirming the appointment, Rania Rostom, GE’s communications director for the Middle East, North Africa and Turkey, said: “With GE’s longstanding presence in the Middle East and a fast-growing footprint, we needed a creative partner to help build our brand even further and give us a competitive advantage. Wieden+ Kennedy has a track record of using creativity to de
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