JWT has won the integrated advertising account of Saudi Telecom, the world's 15th ranked telecom.

JWT Riyadh will serve as the lead office on the assignment. JWT, the largest advertising agency in the U.S. and the fourth largest in the world, defeated the incumbent, Leo Burnett, in a competitive pitch.

"What won the day was our integrated approach," said JWT Saudi Arabia CEO Nagib Badreddine, who announced the win. "We proposed a Team STC @ JWT, which, in addition to JWT, includes RMG Connect for customer relationship management, Enterprise IG for branding and Buchanan Middle East for PR."

The integrated effort successfully reflected the dynamic growth and energy that exists in Saudi Arabia today, noted Roy Haddad, chairman and CEO of the Middle East/North Africa region for JWT. "As one of the first agencies in the kingdom, we were in an ideal position to gauge the mood of the market and assess how Saudi Telecom could be a part of the new ambitions that are redefining Saudi Arabia."

The new work will break within the month and will run throughout the Middle East.

"I'm delighted that we have the opportunity to work with one of the world's leading telecom companies," said JWT president Michael Maedel, "and I'm confident that JWT's integrated communications effort will support Saudi Telecom's ambitious plans for the future."