Masafi has appointed Leo Burnett Dubai as its creative agency following a two-month long three-way pitch. Effective immediately, the assignment spans traditional advertising solutions, corporate communication campaigns and strategic planning.

Essentially, the win will see Leo Burnett Dubai spearhead Masafi’s overall creative direction and vision.

“From the very beginning, Leo Burnett demonstrated creative thinking skills, strategic prowess and a deep understanding of consumer touchpoints – key ingredients for any successful communications campaign,” says Masafi’s CEO, Reginald Randall, in a press statement.

Kamal Dimachkie, executive regional managing director, adds: “As the UAE’s only manufacturer of natural drinking water bottled at source, Masafi has, as a brand, long been in a league of its own. At Leo Burnett, we look forward to driving Masafi’s value growth and expanding the brand’s reach – using a steady flow of engaging and meaningful content. Ultimately, our goal is to ensure that the business continues to differentiate itself in the eyes of consumers.”