Americana Group has concluded its three-way agency review with the appointment of Omnicom Media Group’s Hearts & Science. The company, which operates restaurants and manufactures consumer foods and food-related products across the Middle East & North Africa (MENA) region, is the first regional client for the data-driven marketing agency. The appointment covers Americana Group’s full portfolio of restaurant and food brands.
With activities in 13 countries and a large portfolio of companies covering 18 restaurant chains and nine food brands, Americana Group has been in activity for over five decades. It has thrived by focusing on innovation and growth opportunities, two essential aspects of its agency review.
As per a company statement, the conglomerate has selected Hearts & Science for its innovative ways for brands and people to interact in the post-media world of personalized marketing. The agency’s approach is to inform brand strategies with real-time data-led insights and combines expert media planning and buying with a sophisticated range of services that include shopper marketing, marketing innovation and content activation.
“Thanks to more than 50 successful years, we know what makes a powerful partnership and how to stimulate growth. When it came to selecting a communications partner for our next phase of development, we looked for an innovative spirit, a vision of what the future is made of and sharp technical expertise. The Hearts & Science team has opened our eyes to a refreshing new media thinking, explained how to make data work for us and demonstrated how achievable it is across our region. We were looking for the agency of the future and we’re convinced we found it,” said Sherif El Sherif, General Manager-KFC Middle East & North Africa at Americana.
The appointment is effective immediately.