The new business will be a major tonic for Jiwin because Coca-Cola represents an impressive feather in the cap of an agency best known for its government or government-owned clients.
Amer Ahmed, Coke's regional public relations officer, confirmed that Jiwin had made an outstanding pitch and that it would now handle the company's PR for the Gulf and Levant.
The pitch for Coca-Cola's business was launched earlier this year following the dropping of Weber Shandwick as the drinks company's global PR partner due to what both parties described as "client conflict".
Coke's PR in the region had been handled by Promoseven Weber Shandwick, which is part of the Dubai-based Promoseven network. The network retains Coke's advertising account.
Jiwin, which is headquartered in Dubai Media City and is the official affiliate of Burson-Marsteller in the region, is part of the Media Services Group, which was created last month as the holding company of both the agency and Dubai Press Club. MSG is expected to unveil new member companies in the near future.Coca-Cola Middle East is based in Bahrain and employs 20,000 staff across the region.