Masafi signs up two advertising agencies to handle communications for various brands

Press release
Published December 12th, 2011 - 09:28 GMT

Masafi, one of the leading FMCG brands in the Gulf and Middle East, today announced that it has handed over the advertising business to two agencies across different brand verticals. 

While the Masafi water (Bottled Water, Flavored Water, 4 Gallon) advertising portfolio has been given to TBWA/RAAD — one of the leading advertising groups across the world; the advertising business for other Masafi brands – Tissues, Juices, Rice and Gourmet (Chips) have been handed over to Dubai-based Madison Advertising, a full-service advertising agency with proven expertise in handling marketing communications for multinational brands. 

The company had called for advertising pitches earlier this year for the entire gamut of its product portfolio to strengthen its key message in line with its innovative growth and diversification across the region. The appointment of TBWA/RAAD and Madison Advertising for specific advertising businesses are aimed at setting new creative direction for Masafi’s water and other brands, reinforcing its commitment to become a complete FMCG company. 

In his comments on the advertising pitches, 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.”

As a forward-looking company aimed at becoming a complete FMCG company, Masafi has focused its future on innovation and business excellence. The company’s popularity in the region is largely due to its philosophy to deliver superior quality products and strict adherence to international quality standards. 

Background Information


Masafi, the leading producer of pure natural mineral water in the entire Gulf, was established in 1976 with a paid-up capital of approximately $5.5 million. The company has retained its market leadership for over three decades by providing world-class products which are renowned for their pure natural freshness. This has seen Masafi become the premium reference for bottled mineral water in the entire region. 

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