After an extensive competitive pitch, TBWA/Raad in Saudi Arabia has won Holsten Non-Alcoholic Beer’s regional advertising business.

The appointment strengthens TBWA/Raad’s portfolio of leading brands which already includes Almarai, Henkel, Axiom Telecom, Michelin, MARS and many others.

Holsten marketing manager Peter Schønheyder-Vitek announced that the decision was made on a combination of measurements including strategic and creative capabilities, personal chemistry, and the results of MillwardBrown creative pre-test.

“TBWA/Raad Saudi Arabia scored the best across all these dimensions and accordingly was awarded the account,” he said.

Ghassan Kassabji, managing director of TBWA/Raad in Saudi Arabia, described the win as an important achievement, saying: “Given that the Saudi market is the largest non-alcoholic beer market in the region, Holsten was keen to appoint a Saudi-based agency. We are very proud to have won the pitch and are very excited to work on multinational brands such as Holsten.”