News & Trends

SMG Cairo Retains Savola Account

Starcom Mediavest Group has retained the Savola business in the Egyptian market, an account it has held since 2012. The win followed a fierce pitch against six media agencies.

The assignment, effective February 1st, covers the entire portfolio of Savola brands, including all their oil, ghee, sugar and pasta brands, and will see SMG provide communication solutions, media planning and buying across all analogue 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. “Once again the agency continues to showcase their commitment to help build each of our brands, helping us understand the evolving consumer and their media habits.”

“We are proud to be bringing the best of SMG talent together to drive fully integrated, future-facing communication strategy for Savola,” says Christine Edward, Head of Mediavest Cairo. “Their continued trust in our people and our capabilities is further testament to the quality of work we provide to our clients.”

In addition to having been part of Savola’s journey of growing its business in the Egyptian market since 2012, SMG was also appointed last year by the brand to handle its media buying and planning in the Saudi market.

About Starcom Mediavest Group

Starcom Mediavest Group architects connected human experiences to create value for our clients through precision marketing, content and technology solutions.  Ranked the number one global network by Ad Age and RECMA, SMG partners with the world’s leading marketers and more digital disruptor brands than any other agency network. With 8,000 employees and 110 offices worldwide, SMG’s network includes our three global agency brands Starcom, MediaVest and Spark; content brands LiquidThread, MRY and Relevant24; and ad tech units, RUN, Audience On Demand and more.  In 2014, SMG was named the top media network at Cannes, Eurobest, Dubai Lynx and Festival of Media Global. In 2015, the agency ( has also been named Media Agency of the Year at MENA Cristal and Dubai Lynx.

Among its regional clients are Procter & Gamble, Samsung, Emirates NBD, Almarai, du, Saudi Telecom, Savola, Tiffany & Co., adidas, Diago and Mondelez. SMG MENA is the top media shop in the region in terms of billings by RECMA, the leading independent global monitoring and ranking source. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the world’s leading communications groups.

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