13 Jun 2024 07:08

Advertising & Marketing

UM MENA wins media buying and planning of retail group BMA

The BMA International group has been one of the long standing conglomerates in the region boasting brands such as Redtag, twenty4, Géant, Jamaica Blue, Bahrain Mall amongst others. Catering to the fast fashion value segment, Redtag alone has over 150 stores across the GCC and has been growing at an exceptional rate.  Effective immediately, UM MENA will phase in starting with the fashion division of the retail powerhouse.  

According to Ernest Hosking, the CEO of Redtag, “We are in the midst of redefining the value segment with an increasing competitive landscape and changing consumer lifestyles.  There is a real need for us to find the kind of partner that not only understands our business but also moves at the pace the market is moving.  After an extensive review period of 8 months we were finally able to settle with UM.  They demonstrated their understanding of the market, the digital landscape, the retail environment, and all that with a strategic capability and an integrated approach to communications.”

Zubair S Siddiqui, Managing Director of UM Dubai was ecstatic after the win.  He said:  “From in store experiences to augmented experiences, e-commerce to s-commerce, the dynamics of the retail industry are evolving like never before.  We believe that our ears to ground approach and our understanding of the pulse of market will help us make significant contributions to the overall business.  The BMA team is great, they know what they want and have a strong vision of how they want to drive the brands to even stronger positions.”

“This has been a strong year for UM MENA after having secured numerous big wins including the retaining of L’Oreal just last month. Hope we can continue to build on the momentum and drive network strength to drive business goals for our clients.”

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