Award-winning public relations consultancy Asda’a has fought off stiff competition from nine other agencies in the region to clinch the highly sought-after contract with successful regional FMCG company Aujan Industries.
Driving the business for increasingly prolific brands such as Rani, Barbican, Vimto and Hani, Aujan has already established itself as a market leader and is set to take the FMCG industry by storm with continued expansion into new markets and further investments in their fully owned manufacturing and distribution system.
Aujan’s winning 555 strategy, launched 18 months ago, has yielded unprecedented growth rates and increased revenues of almost 30 percent year on year. The ambitious expansion plan has already seen the company pick up many industry awards, paving the way for major brand acceleration in both the beverage and confectionery market. With a new drive to cater to the region’s ever expanding youth population, RANI alone is already targeting an annual turnover of more than 200 million USD in 2006.
Alex Andarakis, CEO of Aujan Industries, says of the deal: “We are incredibly proud of our century-old heritage in the region. Over the past few years, accelerated business strategies have placed us firmly in the 21st century, but now it is time to take things to the next level. In order to fulfill our vision as brand leaders, we need a partner who shares our philosophy and is capable of embarking on a journey of evolution – a service we feel confident Asda’a will deliver.”
The selection process, involving 10 top agencies, followed an innovative non-pitch format to determine the ideal candidate to take Aujan forward. In order to pinpoint the perfect company, a substantial amount of time and effort was spent getting to know agency personnel.
“It wasn’t a case of death by PowerPoint. Asda’a not only shares our passion but also understands our need to cater to this new and youthful market. We have big plans for the company, and needed an agency with a strong bench to reach into multiple markets across the region,” said Tolga Sezer, Head of Marketing at Aujan.
“We are delighted to have been chosen for the reasons that set us apart in a highly competitive industry,“ said Sunil John, Managing Director of Asda’a. “We offer international expertise and regional understanding as well as the human touch which we never fail to deliver. Aujan and Asda’a share a very similar work ethos; both already crediting success to our names, we strive to an even greater future.”
Established in 1992, Asda’a is the region’s largest public relations consultancy, with more than 170 professionals in 11 offices across the region. With these resources, the company is able to provide a full regional service covering the Middle East and North Africa. Winner of the 2005 Campaign PR Agency of the Year Award, Asda’a prides itself on its innovative approach to client servicing and its commitment to quality and result-oriented communications.
About Aujan Industries
Established in 1905, Aujan Industries is the largest privately owned, independent soft drink and confectionery manufacturer, marketer and distributor in the Middle East with over 2,400 employees and turnover of US$350 million, it is one of the top 100 companies in the Kingdom of Saudi Arabia. The Company’s greatest strength is its well-established own brands namely: Rani, Barbican, Vimto and Hani and its long association with leading international brands including Cadbury, Wrigley’s and Unilever’s Lipton Ice tea.
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