Braun taps Burnett for Middle East biz

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[Dubai, United Arab Emirates] Braun, the Gillette-owned electric-razor brand, has awarded its creative account for male shaving products in the Middle East to Publicis Groupe's Leo Burnett. The appointment follows a four-way pitch that kicked off in August and included the incumbent, WPP's Memac/Ogilvy, plus Publicis Groupe's Saatchi & Saatchi and Omnicom's BBDO. The account, worth an undisclosed amount, covers markets across the GCC (Gulf Cooperation Council countries of Saudi Arabia, United Arab Emirates, Bahrain, Qatar and Oman), Levant and North Africa. Leo Burnett's Dubai office will run the Braun account. Its task is to develop an integrated campaign that will include multiple media, and will have a focus on point of sale. The brief is to differentiate clearly Braun's shaving and male-grooming products in the Middle East region. According to the agency, demand for such products is expected to grow strongly in the region over the next three years, with the trend among younger Arab males to spend more time grooming their beards.