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Masafi, one of the leading FMCG brands in the Gulf and Middle East, today announced that it has handed over the advertising business to two agencies across different brand verticals.

Axiom Telecom, the Middle East's leading mobile phone retailer has appointed TBWA/RAAD as its integrated communications agency. TBWA/RAAD and Ketchum Raad Middle East will provide advertising, public relations and in-store activation services to Axiom Telecom in the UAE and KSA.

Gulf News has reported that the founder and chairman of the Choueiri Group, and one of the Middle East’s largest media brokers, Antoine Choueiri, has passed away after a long battle with cancer at the age of 70. Antoine was ranked the 50th most powerful businessman in 2009 according to Arabian Business. He is also known as the man behind the rise of the Beirut-based La Sagesse basketball team.
In a statement to Gulf News, Ramzi Raad, chairman and CEO of TBWA/Raad and a close friend of Choueiri's, said that March 9 is "a turning point in Middle East media history".
"His reconciling spirit and generosity touched the majority of players in the communications industry in this part of the world."
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Business 24|7 reports that TBWA/RAAD will be announcing a partnership deal with Ketchum, a leading marketing communications company. The merger will combine Ketchum’s global capabilities with TBWA/RAAD’s entrepreneurial style and creative thinking at a special function that is set to take place on Wednesday.
The official communique elaborated on the merger: "It is set to strengthen this best-in-class PR consultancy, bringing together high calibre talent and a range of clients, comprising many of the world's top brands and corporates."
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Ad Agency: TBWA/RAAD, Dubai, UAE
Executive Creative Director: Nirmal Diwadkar/Milos Ilic