By Eleanor Dickinson

UM MENA has won the media planning and buying business for Riyadh-based pastry company Saadeddin.

The brief involves full-service media strategy, buying and planning with a focus on print, outdoor and television for both the Saudi Arabian market and the Gulf Co-operation Council countries where Saadeddin has stores.

The business will be led and managed by UM’s Saudi office in Riyadh, with media campaigns to be launched this month.

Khalil Arouni, UM’s managing director in Riyadh, said: “Winning Saadeddin’s media business is a significant milestone for us especially at a time where companies are being cautious and focusing on ROI more than ever. 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 a national company specialising in producing and marketing Arabic and Western pastries and chocolate. It is considered one of the biggest companies in the kingdom and has 130 branches in Saudi Arabia, Kuwait and Bahrain.