Agthia Partners With Leo Burnett to Promote Its Water Brands

Press release
Published October 11th, 2018 - 08:55 GMT
The agreement is in line with Agthia’s strategic plan to expand and diversify its water business segment in the region and maintain Al Ain brand’s #1 position in the UAE.
The agreement is in line with Agthia’s strategic plan to expand and diversify its water business segment in the region and maintain Al Ain brand’s #1 position in the UAE.

Following a competitive pitch process, Leo Burnett MEA has won the account for Al-Ain Water, a product of Abu Dhabi-based food and beverage company, Agthia Group PJSC. The agreement is in line with Agthia’s strategic plan to expand and diversify its water business segment in the region and maintain Al Ain brand’s #1 position in the UAE.

As Al Ain Water brand’s creative agency, Leo Burnett MEA will lead marketing strategies across all communication channels. The approach is an integrated one, with a heavy focus on advertising and social media as a means to amplifying the brand personality, while driving through-the-line impact for retail and distribution.

Fasahat Beg, Executive Vice President - Water, Beverages and Dairy – at Agthia Group said: “Agthia has achieved tremendous success with Al Ain Water in the UAE. Reinforced by Al Ain Zero and recently by Al Ain Vitamin D, Al Ain Water is the undisputed leader of the bottled water category in volume and value - in a category which is not short of competition. With our new ventures in Saudi Arabia and Kuwait, we are now ready to repeat this success story across the region. I believe with their proven track record of transforming and building brands, Leo Burnett will be the right partner in our endeavor to accomplish this challenging mission.”

Kamal Dimachkie, Chief Operating Officer of Publicis Communications UAE, Kuwait and Lower Gulf said: “We are excited to collaborate with Agthia, one of the leading food and beverage groups of the UAE - particularly with their flagship Al Ain Water brand. We’re confident of delivering not only creative work, but truly innovative programs that will anchor Al Ain Water’s core values and innovative spirit in the minds of consumers across the Middle East.”

Starting in quarter four 2018, Leo Burnett MEA will support the Agthia’s Al Ain Water as well as Al Bayan and Alpin brands through digital, outdoor and print advertising, in addition to managing its social channels.

Background Information

Agthia Group

We are a leading Abu Dhabi based food and beverage company.  
Established in the UAE in 2004, and listed on the Abu Dhabi Securities Exchange (ADX) since 2005, the Agthia Group consists of a world-class portfolio of integrated businesses and brands.

We provide high-quality, trusted, and essential food and beverage products for customers and consumers across the GCC, Turkey, and the wider Middle East.


The Company’s assets are located in the UAE, Saudi Arabia, Oman, Egypt and Turkey.More than 4,500 employees are engaged in manufacturing, distribution and marketing various food and beverage products : Water and Beverages (Al Ain Water, Al Ain Zero Water, Al Bayan Water, Alpin Natural Spring Water, Ice Crystal Water, Delta Water, Bambini Kids Water, Al Ain Fresh Juice, Capri-Sun Fruit Juice); Food (Grand Mills Flour, Yoplait Yogurt, Al Ain Tomato Paste, Al Ain Frozen Vegetables, Monty's Bakehouse Frozen Bakery products, The Grand Baker Ambient Bakery products, Pure Natural Convenience Food items, Date Crown Dates); Animal Feed (Agrivita, Al Wasmi, Anderson Hay)

Leo Burnett MENA

From a single brand agency, Leo Burnett has grown into a comprehensive integrated communication network. It is a full service agency, offering brand planning, account management, creative/design-print production, Below-The-Line (BTL), corporate communications, digital communications, direct marketing, database management, event management, interactive marketing/CRM, promotional marketing, retail marketing, market research, media planning and buying, public relations, product launches, outdoor advertising and sales promotion.

PR Contact

Contact Name
Hayyan Shadaydeh

PR Rates

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