Huawei has appointed media agency Initiative to handle its media planning and buying, following a multi-agency pitch. Initiative’s mandate covers the GCC region plus three other countries.

Speaking about the business, Sandeep Saihgal, vice-president, Huawei Middle East says in a press statement: “Huawei’s culture of innovation and an ambition to make the impossible possible through a customer-centric approach and outstanding products have led to tremendous growth in the region over the past few years. We welcome the opportunity to work with Initiative to further our business. Their expertise in the Telecom sector confers a considerable advantage and we look forward to working with them.”

This new relationship starts with raising awareness of the recently launched Huawei P8 smartphone

Raffoul Mattar, managing director of Initiative UAE adds, “This is an age of rapid change for telecommunications and we are extremely honored with Huawei’s decision to partner with us. We are anticipating a long-lasting, collaborative working relationship. At Initiative what sets us apart is our people, our culture, our media connections and long-standing expertise of the media landscape. Our results driven team is looking forward to the new challenge of working with Huawei.”

The Huawei collaboration with Initiative was effective from May 2015.