Pinar, a Turkish food company, has appointed Initiative MENA as its media agency of record. Pinar brands are available in a variety of product groups including dairy, meat and drinking water.

Initiative MENA, part of MCN Holding and IPG Group, will be tasked to carry out the offline and online media planning and trading services for Pinar, across the Middle East & North Africa (MENA) region.

“Pinar is a much-loved brand that’s found in hundreds of thousands of kitchens across Turkey and the GCC. In fact, meeting the consumer needs is considered to be vital for brand success, that’s why we always explore the needs, understand our customers, face the challenges and then invest in market research and product development. With that in mind, finding the right partner was key. Initiative MENA has demonstrated strong leadership, passionate understanding of our business, and creative strategic thinking,” said Arda Cenk Tokbas, General Manager, HDF FZCo, Pinar’s regional office.

“As a market leader, Pinar provides endless opportunities for highly effective media campaigns. We will be working closely with the marketing team for mutual success, creating and delivering innovative solutions and world class strategies and campaigns for the brand,” added Raffoul Mattar, Managing Director UAE at Initiative MENA.

Following the business focus to ‘culture branding’, Initiative MENA has made several headlines over pitch wins including AW Rostamani core brands, Infiniti and Renault, in the UAE, Huawei mobile devices division in Egypt, Beesline account in the Kingdom of Saudi Arabia and Iraq and Meem by Gulf International Bank in the Kingdom of Saudi Arabia.