HSA Yemen appoints Momentum Egypt as the advertising agency for the FMCG business

Under the umbrella of MCN MENAT, Momentum Egypt, has announced its appointment by Hayel Saeed Anam (HSA) Yemen Group, as the advertising agency for the FMCG business.

HSA Group is a multi-billion dollar conglomerate active in the Middle East, North Africa, the Horn of Africa, Europe, and South East Asia. The group is owned and managed by the Saeed Anam family and owns over 92 companies in various areas, including Saudi Arabia, the United Kingdom, Malaysia, Indonesia, the United Arab Emirates, Bahrain, Jordan, Iraq, Egypt, Yemen, Djibouti, and Ethiopia.

The group’s most prominent sectors include edible oils and dairy products; biscuits and confectionery; flour milling and sugar refining; carton printing and packaging; and cement production.

HSA Yemen Group CMO (and ex-P&G & Mars executive) Mohamed Torki, commented on the organization’s decision to appoint Momentum Egypt, saying: “We are looking to transform the way our brands converse with our consumers. Momentum Egypt’s work in this area in recent years has been impressive and we trust that their expertise and talent, combined with the exceptional capabilities of the FP7/McCann team, will help further the 85-year legacy of HSA Group’s FMCG business.”

Momentum Egypt will support HSA Group with the full communications mix, from brand dissection and strategic pathway development, to brand voice evolution, and creative communications support, with all that this entails.

Lina Fateen, Managing Director, Momentum Egypt, noted; “We are thrilled about the opportunity to work with HSA Yemen, and we have hired a team that will be solely responsible for taking that business forward during the coming years. It is a learning opportunity on an amazing array of popular FMCG brands, in a market that we are very much interested in, Yemen, and with best in class marketing experts working with us.”

FP7/McCann Cairo will support Momentum Egypt on the strategic planning and social media briefs. Supervising the entire planning process is Regional Head of Strategic Planning across all MCN MENAT, Tahaab Rais.

Momentum/FP7 McCann made global headlines when it was named as the world’s most effective agency in the 2020 WARC Effective 100 Rankings and as the 2019 MENA Effies’ Most Effective Agency Network of the Year, winning a record-breaking 54 Effies in the same year.