Leo Burnett Dubai recently announced that it won a major piece of business that marks its entry into the dynamic and fast-growing male personal care sector by being awarded the creative account for Braun Middle East’s male shaving business.

The move also marks the brand-building agency’s entry into the small electric appliance segment.
Stephen Carson, regional business director, Braun, said the Leo Burnett team displayed “unrivalled dynamism, strong insight into our target markets and commitment to the integrated solutions that can solidify the relationship between Braun and its customers.”
Leo Burnett’s creative work will include multiple media, with a focus on point of sale and a geographic footprint that covers markets across the GCC, the Levant and North Africa.
Kamal Dimachkie, managing director, Leo Burnett Dubai and Kuwait, said the “innovative features, ergonomic handling and aesthetic designs” that characterise Braun’s male shaving products were clear differentiators for the brand.
“Our challenge was to raise the tempo, up the ante and deliver more to show Braun that we speak their customers’ language and know how to communicate in an integrated and impactful way with them across a variety of media,” he added.
As Braun is a Gillette company, the agreement also inaugurates the relationship between Leo Burnett Dubai and the leading global marketer.
Founded in 1921, Braun GmbH is a leading global manufacturer of small electric appliances based in Kronberg, near Frankfurt in Germany. Its range comprises 200 products in 11 categories. The company has been a member of The Gillette Company, Boston, USA, since 1967.