JWT has won the creative advertising account for energy drink Red Bull in Saudi Arabia following a two-way shootout with Leo Burnett.
The review of the account had been prompted by a fundamental restructure of Red Bull’s business in the kingdom, which has seen the appointment of a new distributor and the establishment of a new routing to the market. Its marketing and sales team in Saudi Arabia has also been reshuffled in a move designed to promote growth of the business.
“Following a multi-pronged pitch and a competitive final round, we have selected JWT as our new creative agency for KSA,” confirmed Alberto Chahoud, area communications manager for Red Bull Middle East and Africa. “Both finalists demonstrated a great understanding of our multi-faceted brand, deep consumer insights and a high level of creativity. However, JWT’s key edge consisted in their ability to secure integrated activation of Red Bull events with strong consumer engagement, mainly through unconventional communications avenues.”
The energy drink’s pitch had been whittled down to a final showdown between networks Leo Burnett and JWT after six agencies had initially been invited to present credentials.
Ramsey Naja, JWT’s chief creative officer, said of the win: “This was a superb team effort, and I’m delighted for Chafic Haddad in particular, for whom this was the first major assignment since moving to KSA.”
Executive creative director Haddad relocated to the kingdom at the beginning of the year, with Russell Heubach taking his place in Dubai.
JWT has been tasked with rolling out communications across TV, online and outdoor, as well as promoting Red Bull’s extreme sports events.