Spark Foundry, part of the Publicis Media’s family of brands in the Middle East, has been retained as Almarai’s official media agency following a competitive pitch. The win thus builds on — and consolidates — a long-standing partnership between the two businesses.
Saudi Arabia’s Almarai is the world’s largest vertically integrated dairy company and with a market reach extending to multiple markets in the region. “Our long-standing partnership is a testament of their knowledge of our industry and passion for our business, confirming they are the right partner.” said Hussam R. Abdul Qader, Almarai’s Executive Vice-President for Corporate Marketing.
Spark Foundry is one of five media buying agency brands within the Publicis Media fold, and has offices within Publicis One.
According to Ramzi Ganem, Executive Vice-President, Publicis Media (Saudi Arabia), “We are thrilled to be partnering Almarai in the next stage of their category leading marketing transformation. They are a highly ambitious, collaborative and dynamic partner and we are proud to help them drive growth and build brands that add value to consumers’ lives.”
The second-half of 2017 had seen a flood of agency pitches, as clients and marketers looked at available options in the marketplace. Industry sources say media buying related accounts could be in for another round of heightened activity in the first-half of 2018 as well. Saudi Arabia’s ad industry itself could be in for one of its better years yet, given the scale of transformation happening there.