Careem, the region’s ride-hailing app and only tech unicorn in the Middle East, has appointed TBWA\Raad as its global advertising agency of record.
The development builds further on what has been a dream run year for TBWA\Raad that included businesses such as telecom company du and Mai Dubai to its roster this year. The agency also dominated Dubai Lynx International Festival of Creativity with an unprecedented number of wins for any agency at the festival among other international recognition.
The Careem win will be special for the agency not only because it is global but also because following rapid growth and expansion into new verticals, building the Careem brand is now at the forefront of business objectives within the ride hailing app.
Under the leadership of Careem’s vice president of strategy, Adeeb Warsi, Careem engaged brand agency BellWether Brands to refresh the brand in late 2017. It appointed a new Vice President of Brand Marketing in Ian Pate, who comes from PepsiCo Europe, Sub-Saharan Africa. More recently, Careem brought on board Anas Sarraj (ex JWT, Dubai) as Creative Director.
Ian Pate, Careem’s new VP of Brand Marketing said, “We’ll be partnering with TBWA\Raad for this as we believe the agency truly understands both the depth of our ambition, and the challenges of building a world-class brand from the region. We also loved their tangible sense of excitement and enthusiasm for the Careem brand.”
“Careem epitomizes the type of 21st century company that we as an agency have always wanted to work with. It has technology and innovation at its core, is run with dedication and passion by people who believe in the power of the brand, and it embraces the virtues of disruption, which is at the heart of everything that we do at TBWA\Raad,” added Reda Raad, Group CEO of TBWA\Raad.
Mr Raad explained that TBWA\Raad is partnering with Careem at a time when the agency has turned on its own “disruption mirror”. “We are no longer just disrupting on behalf of our clients but are disrupting our very own operations – our own DNA. When we find a strategy that works extremely well, we are sure to apply it to our own business. We believe that we have now proven that data-driven creativity can work wonders when implemented by those who believe passionately in what they do. We greatly look forward to a disruptive and innovative relationship with Careem.” Mr Raad said.