Initiative MENA Wins Big at Festival of Media Awards

Media communications network scoops major award at prestigious event for astute campaign

Dubai, UAE, April, 2014: Initiative MENA has cemented its reputation as a purveyor of innovative marketing campaigns by scooping a major award at the Festival of
Media 2014, a world-leading and prestigious advertising awards event. The regional media communications network received the accolade at the event ceremony on April 8 in Rome, Italy, for its impactful campaign for Carefree that addressed the delicate subject of feminine moisture for women in Saudi Arabia.

“A main aspect of Initiative MENA’s approach is not only to seek out new and innovative ways of getting brand messages across to consumers, but to start meaningful conversations with them that lead to positive brand results,” said Ramzy Abouchacra, GCC Managing Director, Initiative MENA. “For this particular campaign we had to dig deep into our understanding of Saudi women, their habits, beliefs and attitudes. The challenge was starting a private conversation that was considered taboo in the conservative kingdom. Our deeply rooted insights lead to an amazing platform. The challenge was to bring that platform to life which I believe the team here aInitiative did an incredible job at,” he added.

Initiative MENA’s win at the Festival of Media Awards was just the latest accolade that it has received for its Carefree campaign. The marketing initiative has also garnered the organisation an Effie recognition in November 2013, a Global Cristal Award in December 2013 and an Internationalist Gold Award in March 2014. It caps a hugely successful awards season for the agency, which has also picked up acclamations for its other various campaigns, including an additional Internationalist Award and three Dubai Lynx Awards, also received in March this year.

The award wins have rounded off what has proved to be a very successful first quarter of the year for Initiative MENA. The organisation has also celebrated picking up three new accounts since January 1, with new business contracts secured for SACO in Saudi Arabia, Sohar Ports in the UAE and Vileda in Lebanon.