Arun Sudhaman 07 Jan 2013 // 12:00AM GMT
DOHA--A new Qatari company that recently launched to oversee the nation’s chemical exports has handed global marketing and comms duties to Memac Ogilvy as part of a $25bn investment push in the industry.
The Ogilvy agency has been tasked with launching and building global awareness of the Qatar Chemical and Petrochemical Marketing and Distribution Company, for which it has devised the the brand name ‘Muntajat’.
Memac Ogilvy secured the two-year assignment, which calls for a broad range of B2B support, following a competitive pitch that attracted interest from several global network agencies. Services required include marketing and PR; media relations; events; branding and creative; media planning; and, social media.
Qatar currently produces around 10 million tonnes of chemicals, polymers and fertilisers per year, and plans to invest $25bn until 2020 in the industry as part of an economic diversification strategy.
Agency sources told the Holmes Report that Memac Ogilvy will work with the wider Ogilvy network to support Muntajat across more than 100 countries.
According to the brief, Muntajat sought a "multifaceted" corporate communications strategy that will help position the company's expertise, and promote its thought leadership and brand values.
The launch of Muntajat last month echoes the Qatari’s government’s efforts with Tasweeq, which it launched to consolidate international marketing of its oil and gas products. Muntajat will oversee sales and marketing of nine entities, including major players Qatar Fertiliser Company and Qatar Petrochemical Company.
The tender comes as Saudi Arabian chemical giant SABIC concludes a similar marcomms review.
Sources peg the value of the Muntajat tender in the six-figure range, given the level of activity required and the geographic scope.