AGENCY
Tahaab Rais, Regional Head of Strategy
Nima Askari, GM - Business Unit
Oliver Robinson, Regional Executive Creative Director
Aunindo Anoop Sen, Creative Director
Bana Salah, Senior Art Director
Kelly Tomes, Senior Copywriter
Raya Rassi, Senior Account Manager
Layal Sayed, Senior Account Director
Anna Sadykova, Strategist
Malak El Nahas, Account Manager
SUMMARY
For 3 years:
OMO’s growth was stagnant because competition had heritage and share-of-shopping baskets. Improving OMO’s brand appeal was key in a category where OMO from Unilever much smaller vs. giants from P&G, like Ariel and Tide.
Fast-forward 4 years on:
OMO has grown, while competitors declined. A purpose-driven strategy, focusing on changing the perception of “dirt is not good” in the Gulf to “dirt is good” for children, by provoking parents with brave marketing, based on untold insights, combined with communication reinforcing product efficacy, changed perceptions about OMO too.
