Carat scoops Solen media account

Purveyors of confectionary, Solen, is launching its Ozmo brand into the Middle Eastern market and has appointed independent media agency, Carat, to handle the media buying and planning. Founded in 1989, Solen is one of Turkey’s largest brands producing over 200 confectionary products and exporting 70% of its production to more than 120 countries.

Last year, Solen had an annual turnover of $120m and it is now looking to build on its existing business in the Middle East by launching a new campaign for Ozmo, a kid’s brand popular with chocolates, biscuits and cakes.

The scope of work will be centred on a new TV campaign, due to launch in the Autumn of 2010 and focusing on UAE, Saudi Arabia, Lebanon and Iraqi markets.

Speaking about the appointment, Michael Nederlof, CEO of Carat Middle East and North Africa, said, “Our network across the Middle East and Europe, including Turkey, made Carat an ideal candidate but we still had to prove our creative credentials and propose a strategy that would have a tangible affect on the brand equity and increase the sales of Ozmo in the Middle East.”

Category marketing manager for Solen Confectionary Company in Turkey, Oguz Ay, added, “With its high population of children, the Middle East is a critical market, so we needed a partner who understood the multi-cultural demographic and could translate insight and research into effective strategies. Carat proved they were this agency and we look forward to growing the Ozmo brand together.”