Scope of the Mandate
The mandate will be managed by Adpro& Group and Adpro& OMD, covering integrated communications across key Levant markets:
- Jordan
- Syria
- Lebanon
- Palestine
- Iraq
The partnership includes the full Fine Tissues portfolio, such as:
- Facial tissues
- Kitchen towels
- Toilet paper
Additionally, Adpro& Group will handle social media for Fine Baby Levant, a leading diaper brand in the region.
A Strategic Partnership Reignited
This win marks a renewed collaboration between Adpro& Group and Fine Hygienic Holding. The agency previously managed the brand’s portfolio for over two decades until 2017.
The renewed partnership signals a strategic alignment as both organisations look to drive the next phase of growth in a complex regional landscape.
Navigating a Complex Levant Market
The Levant region presents unique challenges, with dynamic and often volatile market conditions. Brands operating here must balance agility, cultural relevance, and strategic precision.
Key Market Challenges
- Rapidly changing consumer behavior
- Economic and geopolitical volatility
- Need for localized and culturally relevant communication
Leadership Perspectives
“This is a particularly meaningful win for us. Partnering again with Fine Hygienic Holding feels both special and full circle as we support the next chapter of these iconic brands.”
— Rizek Jildeh, Group Head of Strategy, Adpro& Group
Fine Hygienic Holding’s Perspective
“The Levant is one of the most complex and fast-moving regions in our business. We needed a partner that is creative, agile, and strategically sharp—and Adpro& Group demonstrated exactly that.”
— Elia G. Nuqul, Deputy CEO, Fine Hygienic Holding
What This Means for the Future
The partnership aims to unlock new growth opportunities by leveraging:
- Integrated creative and media strategies
- Strong regional market understanding
- Agile and data-driven campaign execution
- Digital and social media expertise
With this mandate, Adpro& Group is set to play a key role in strengthening Fine’s brand presence and driving business impact across the Levant.
The Adpro& Group and Fine Hygienic Holding partnership marks a significant milestone in Levant marketing. By combining strategic expertise with creative excellence, the collaboration is poised to drive impactful brand growth across the region.
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