Focusing on point of sale, the agency will create an integrated multimedia campaign in Saudi Arabia, UAE, Bahrain, Qatar and Oman, as well as in Levant and North Africa.
Leo Burnett won the account in a four-way pitch that included the incumbent, Mema/Ogilvy & Mather, as well as BBDO and Saatchi & Saatchi.
The appointment follows a 7.3 per cent growth in the men's grooming category globally in 2003 and reaffirms expectations that the market, particularly in the Middle East, will continue to grow over the next few years.
