OgilvyAction to bolster GROHE marketing drive

GROHE Middle East and Africa, Europe’s largest and the world’s leading single-brand manufacturer of sanitary fittings, has appointed OgilvyAction to manage its regional marketing, handling all branding, retail and communication activities across the Middle East, Africa and East Mediterranean.
With this appointment, Memac Ogilvy & Mather becomes the soul agency for GROHE, handling all communication requirements.
“GROHE is keen to integrate its marketing more effectively, apply brand and communication strategies consistently to maximize synergies and cost-effectiveness across the group,” said Simon G. Shaya, president of GROHE Middle East and Africa.
“Throughout our working experience with Memac Ogilvy Public relations in the past years, we were impressed with the in-depth understanding of our business and commitment to client business; after the review, OgilvyAction demonstrated world class knowledge in shopper and retail marketing as well as an impressive creative approach how to tailor the messaging toward our specific needs. This formula proved decisive to our category.”
Edmond Moutran, chairman and CEO of Memac Ogilvy & Mather Holding, Middle East and North Africa, says: “We are extremely proud of this partnership and to become the consolidated agency handling all marketing activities for GROHE.”
He added: “It’s a challenging category especially when it comes to purchase behavior and message communication. Supporting GROHE across different countries and channels is an exciting opportunity for us as an agency and represents a new landmark in our business record.”
In 2011, GROHE partnered with Memac Ogilvy Public Relations and successfully launched several initiatives across the region including The Green Mosque, GROHE Design Series and GROHE Spa.
Memac Ogilvy will work with GROHE Middle East and Africa as part of a regional account win for OgilvyAction.
The team will be led by OgilvyAction business directors in each country and overseen by Regional Director Claus Adams.