Cairo, Egypt, 30 October 2012 - JWT Cairo announced its appointment as marketing-communications partner to the ‘stratospheric’ energy drink, Red Bull, in Egypt. The final pitch was won against two other leading agencies in Egypt due to the Cairo team’s passionate approach, its understanding of consumer needs in the market and the breadth of the team’s offering for delivering end-to-end solutions. Scope of work will be across multiple channels and begins immediately.
Ramy Adel, Red Bull Egypt’s Marketing Director said “We had to evaluate a wide set of criteria to choose our new co-operation partner. The chosen agency’s culture, creative mindset and executional abilities would have to fit the brand and its mission in Egypt.” Whilst congratulating JWT on the win he added “JWT Cairo has the biggest potential for designing the brand’s future in Egypt and we are delighted at the prospect of this new partnership.”
The JWT Cairo team mixed insightful Egyptian humor in a relevant and creative way for young people in Egypt, making the most of innovative technologies to develop great customer experiences, in line with Red Bull’s brand values.
JWT Cairo’s Managing Director, Mohammed Sabry, attributed the success of the team’s approach to the agency’s ability to combine strategic thinking with flawless implementation. “Our young, intrinsically curious team in Cairo worked with passion on Red Bull’s pitch brief putting JWT’s worldmade philosophy into action, working collaboratively to develop communication-based business solutions that engage with consumer desires whilst remaining true to Red Bull’s brand ideals. Red Bull is a brand the team loved and we are proud to be associated with such a global category leader.”
JWT Jeddah, another JWT team in the MENA region already managing the Red Bull brand in Saudi Arabia, had offered valuable advice to JWT Cairo during the pitch. Saluting the win and JWT’s ability to work in virtual, multi-disciplinary teams, dissolving geographies and leveraging the best talent for client opportunities, Vatche Keverian, CEO JWT MENA, stated “We earned Red Bull’s trust in Jeddah and it is a privilege to have that trust extended to another market. Working with Red Bull - an exciting brand that consistently challenges convention, creating experiences that are ahead of the times - is a reflection of JWT’s own pioneering spirit and we thank the Red Bull team for having that confidence in our ability to shoulder the new responsibilities.“
More about JWT MEA
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC.
JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). Follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know how of its practices. For more information, please visit us www.jwt.com/mea and follow us @jwtmea.
Contact : Philippa Clayre, Head of Corporate Communication, JWT MEA