Starcom Mediavest Group has retained the Savola business in the Egyptian market, following a pitch between against six other agencies. SMG has been handling the account since 2012.

Effective February 1, the assignment covers the entire portfolio of Savola brands, including Savola’s oil, ghee, sugar and pasta brands, and will see SMG provide communication solutions, media planning and buying across all analog media.

“SMG came the first across the combined criteria set out for the pitch and demonstrated superior ability to seamlessly bring together and integrate its media buying clout,” says Hania Serry, executive marketing director, Savola Foods Egypt, in a press statement.

“We are proud to be bringing the best of SMG talent together to drive fully integrated, future-facing communication strategy for Savola,” adds Christine Edward, head of Mediavest Cairo.

SMG was also appointed last year by the brand to handle its media buying and planning in the Saudi market.