13 Jun 2024 07:24

Advertising & Marketing

Grey to handle Nakhla’s marketing initiatives globally

Grey Beirut has won the global advertising account for water pipe firm Nakhla Tobacco Company.

Part of Grey Group MENA, Grey Beirut will orchestrate Nakhla’s brand, trade and consumer marketing initiatives globally.

Commenting on the partnership, Karim Nader, Grey Beirut’s managing director, said: “We are excited about our partnership with Nakhla. As part of our agreement, we will be collaborating together on handling the brand’s various marketing initiatives and we are thrilled to be fusing the creative minds in both of our teams, to drive the brand’s strength, growth and its engagement with consumers.”

Nakhla’s global marketing lead, Elias Constantine, said: “Our partnership with Grey will empower us to increase Nakhla’s brand equity and expand our reach while consolidating our leadership position in the market, and effectively communicating to various consumers through the right channels. We are looking forward to teaming up with Grey to embark on this exciting journey together.”

Founded in Egypt in 1913, Nakhla began as a family-owned business dedicated to producing the very best water pipe tobacco. It was acquired by Japan Tobacco Inc (JTI) in 2013.

The account win follows a number of new business acquisitions for Grey MENA, including Subway in Saudi Arabia and Duracell across the Middle East and North Africa.

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