25 May’ 2015

UM MENA, the Dubai Lynx Media Agency of the year have won the media business of Saudi based Saadeddin pastry with immediate effect. The mandate involves full service media strategy, buying and planning with a focus on print, OOH, TV and Radio and will not only include the Saudi market but will expand to the GCC countries in which Saadeddin stores are located.

Saadeddin’ s business will be led and managed by UM’s Saudi office in Riyadh starting with the launch of their media campaigns in May. Khalil Arouni, UM’s MD in KSA said, “Winning Saadeddin’s media business is a significant milestone for us in KSA especially at a time where companies are being cautious and focusing on ROI more than ever.  So, with UM’s methodology of combing art, science and data to provide winning outcomes for our clients, we knew that we would be the ultimate partner for Saadeddin pastry. We are elated to embark on a new venture with them and look forward to launching many successful campaigns this year.”

Launched in 1976 in Saudi Arabia, Saadeddin is considered one of the biggest companies in Saudi Arabia and is a national Saudi company specialized in producing and marketing Arabic and Western pastries and chocolates.  Saadeddin pastries are extremely popular within the local markets and currently have over 130 branches and over 1500 employees in Saudi Arabia, Kuwait and Bahrain.



For further information and queries, please contact:


Komal Bajaj

Marketing & Communications Director, UM MENA

[email protected]



UM MENA, the Dubai Lynx Media Agency of the year 2016, believes that better science and better art deliver better outcomes to our clients in the media moments that matter most.  We are a creative media agency, committed to integrating the lines between science and art, data and content, media and creativity. And by being the region’s largest network – 14 offices in 13 countries, UM MENA’s scale provides clients with tailored research, best rates, structure and processes to deliver a competitive advantage on a regional and global level. Launched in 2002 and headquartered in Dubai, UM MENA is owned by IPG and MCN Holding. UM continues to pioneer great work and is a multiple award winning agency including a prestigious Cannes Award. UM MENA’s list of clients includes Coca-Cola, L’Oreal, Hershey’s, Sony, McDonald’s, QFCA, Mobinil, Reckitt Benckiser, Sky News Arabia and Dubai Duty Free.

For more info, visit www.ummena.com or follow us on Twitter @UM_MENA