Desso appoints Shamal Marketing Communications to raise its profile throughout the Middle East region

Desso is already one of the key industry players in the Middle East and aims to consolidate its position by producing environmentally responsible flooring products that deliver outstanding value in design and functionality, contributing towards people's health and wellbeing.

In 2008 Desso began its transformational journey towards becoming a 100% Cradle to Cradle company by signing a partnership agreement with Hamburg-based Environmental Protection Encouragement Agency (EPEA). As such Desso was the first carpet manufacturer in the Europe, Middle East and Africa (EMEA) region to adopt the Cradle to Cradle design philosophy.

"Instead of a linear economic model where products are made and then disposed of, the Cradle to Cradle model is circular. We focus on eco-effectiveness and by taking our inspiration from nature's continuous cycles, we are able to design and create materials that will be used as 'nutrients' for biological or industrial systems. By using renewable energy and embracing the diversity of Cradle to Cradle design, we want to ensure our activities have ecological, social and economic benefits," said Jenny Driessen, Marketing Manager Emerging Markets at Desso.

The Desso communications contract was awarded to Shamal after three UAE-based PR consultancies were shortlisted to pitch, during a two-month review. The regional campaign starts with immediate effect and runs through to the end of 2013.

"The team at Shamal has been retained to manage our MEA regional communications because they had solid sustainability credentials, an in-depth knowledge of our target markets and understanding of Cradle to Cradle design," added Driessen.

Commenting on the contract win Shamal's managing director Steven Jones said, "Desso's decision to embrace Cradle to Cradle was both radical and courageous, taking sustainability to a whole new dimension. When combined with its pioneering products which contribute towards people's health and wellbeing, Desso clearly has a competitive edge and we are looking forward to communicating this positive message throughout the region."

Desso is active in more than 100 countries and can look back on more than 80 years of proven performance, has four factories and a major distribution centre in Europe, as well as specialist customer service centres throughout Europe, North America, Asia, Latin America, Africa, the Middle East and Australia, employing well over 900 people.