FINE appoints Orient Planet to drive its PR and marketing communications activities in the UAE

This move marks the agency's first foray into the FMCG sector

FINE Hygienic Paper FZE, the leading manufacturer of hygienic paper tissue, personal care and health care products in the UAE, has launched an aggressive marketing campaign to support its growth strategy for 2004. As part of the stepped-up marketing effort, the company has appointed Orient Planet PR & Marketing Communications to drive its public relations and marketing communications activities for the UAE and the lower Gulf region. The move marks Orient Planet's foray into the Fast Moving Consumer Goods (FMCG) sector, expanding the agency's portfolio beyond its core strengths in the IT industry and governmental, educational and exhibitions sectors.

FINE, part of the Nuqul Group, a leading Jordan based industrial and commercial conglomerate whose diversified interests include the paper business, aluminum extrusions, construction material, processed meats and printed packaging materials, is the market leader in hygienic paper tissue products in family and away-from-home (hotel, hospital, offices) sectors and an aggressive player in the personal and healthcare products' sector in the Middle East.

Peter Janho, General Manager, FINE Hygienic Paper FZE, said, "As a well-established name in the paper tissue and towel segment, FINE provides hygienic, cost-effective and customized solutions to families and corporate institutions around the Middle East. Appointing Orient Planet as our PR and communications agency will strengthen our strategy to expand our market share across the UAE. FINE prides itself on being an active supporter of community-led initiatives in every market that we are present in. We are confident Orient Planet's expertise in PR and marketing consultancy and extensive experience in the region will help us run innovative programmes to earn corporate and community goodwill as well as boost brand awareness."

"FINE is a trusted name among households and enterprises across the region and we are delighted to work with them. As a quality conscious and customer-focused FMCG company operating in a market swamped with imitation products, FINE's immediate needs are to address this issue through a carefully planned and results-oriented media campaign," said Nidal Abou Zaki, Managing Director, Orient Planet PR and Marketing Communications.

"FMCGs, by their very nature, demand innovative marketing campaigns and constant media coverage to ensure that they remain at the top of consumer's minds. Orient Planet has helped a large number of multinational and local companies build a strong brand identity in the Middle East, through our thorough understanding of the psyche and behavior of consumers in the Arab world. We look forward to working with FINE to achieve its objective of consolidating its presence in the UAE," added Abou Zaki.