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OMD scoops Fonterra brief

By Staff Writer
OMD has prevailed in Fonterra’s regional media review and has been reconducted in all the region’s markets, thus maintaining its partnership with the multinational dairy company for the third year.

The announcement comes off the back of a competitive tender process across Asia Pacific and the Middle East that started in the fourth quarter of 2009.

The New Zealand-based Fonterra owns popular brands such as Anchor, Chesdale, Mainland and Anlene in the milk powder, cheese and butter categories and is present in 20 countries in the Asia Pacific and the Middle East.

Amr Farghal, Managing Director of Fonterra MEA and CIS regions, said: “We have enjoyed a great working relationship with OMD over the past few years and feel that they still have a great amount to contribute in maintaining Fonterra’s growth and success. There is a constant drive to consolidate our position in the regional market and OMD’s strategic vision and creativity will continue to help us work towards our goal of being the best dairy brand in the Middle East.”

“Fonterra is a key client for OMD and we have enjoyed a close and successful relationship with them,” commented Shadi Kandil, Managing Director for OMD UAE. “Our objective at the start of the pitch process was to justify their confidence in our ability to make a difference. We are very proud to have done so. It validates the great work done by our team at OMD on the Fonterra business over the past few years.”

On the other hand, OMD had been appointed by McDonald’s to handle its integrated media planning and buying account for the next three years in Morocco. The decision was the conclusion of a head-to-head pitch with the incumbent agency in December 2009. The McDonald’s review was designed to initiate refocusing the brand’s marketing activities and its crossing into new platforms.

Abdellah Bniaiche, Marketing and Communications Director for McDonald’s Morocco, said: “We’ve certainly been impressed by OMD’s grasp of our brand and its goals. Not only did they score highest with the McDonald’s evaluation committee, which comprised local and regional team members, they also drafted a very clear and compelling path for us to go forward. I have no doubt that OMD will turn our challenges into effective and creative media strategies.”

Elie Khouri, Chief Executive Officer of Omnicom Media Group, Mena, said: “McDonald’s is a strategic account for our international network so we’re naturally delighted to have extended this strong relationship to Morocco.”