MCN’s key media agency, UM, have won the prestigious BMA group’s media planning and buying account.
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.”