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Savola Foods strengthens relationship with OMD

Scope of work now covers offline as well as digital in Egypt

Cairo, February 18, 2018 – Following a statutory review of its offline media arrangements, Savola Foods has concluded its recent pitch with the appointment of OMD Egypt. The Omnicom-owned marketing performance company was already in charge of the FMCG manufacturer’s digital assignment and will now manage its full media brief for Egypt.

The pitch, which took place last December, included the incumbent of six years as well as several other international and local contenders. As well as its performance on the digital account, OMD Egypt impressed with its insights, hybrid planning approach, resources and understanding of Savola’s business objectives. The new contract is for the full portfolio of food brands in the Egyptian market.

Savola Foods’ products are currently available in 30 countries and many of their brands are market leaders in the edible oil (Shams and Afia), sugar (Al Osra), ghee (Rawaby and Ganna), and pasta (El Maleka and Italiano) categories.

“Over the past two years, OMD’s know-how and performance have made a significant difference to our brands,” commented Marwa El Dahrawy, senior marketing manager at Savola Foods. “The team’s proposal reinforced our perception of the agency and justified our decision to combine offline and digital with them. OMD delivered strongly in both the technical and commercial aspects, making our choice a straightforward one.”

“During the last two years, we have worked tirelessly on making a difference for Savola online. Our achievements with this have clearly paved the way for a bigger role and we couldn’t be more pleased,” added Tarek Jaffar, general manager of OMD Egypt: “Over the years, we have built a robust expertise with FMCG brands and have the tools and talent to produce the kind of results our clients rightfully expect. Combining offline with online will allow us to go even further in joining the dots and adding value to Savola’s brands”.

The appointment is effective immediately.