du, from Emirates Integrated Telecommunications Company, has appointed TBWA\Raad as its new creative agency of record. It is the first time the account, which covers the planning, creation and implementation of integrated communications strategies for du across the UAE, has changed hands since its launch in 2006. The incumbent on the business is Leo Burnett.
Following a competitive pitch that included several agencies in the Middle East, TBWA\Raad was awarded the account. The new partnership will come into effect this month and will see TBWA\Raad’s communications remit cover du’s creative development, collaborating on market strategy and brand positioning, across multiple platforms and disciplines.
Addressing the appointment, Abdulwahed Juma, Executive Vice President of Brand & Corporate Communications at du said, “We are amid an exciting organizational transformation that has challenged us to try new business methods and refresh our strategic approach as a brand. We were thoroughly impressed by the creativity and high caliber of work from all invited agencies. Ultimately, we found that the creative strengths and data-driven approach of TBWA\Raad are best suited for our communications needs and will help us meet the challenges of our new innovation-led environment.”
One of the region’s foremost marketers, du is a driving force behind the digital transformation of the UAE. Named Advertiser of the Year at Dubai Lynx 2018, the UAE telco continues to be at the cutting edge of innovation, having won multiple regional and international awards for its tongue in cheek advertising campaigns.
“We would like to extend our warmest gratitude to Leo Burnett, whose creative team has been integral in our success during our unprecedented 13-year partnership and has helped us grow into the USD 2 billion company we are today,” Mr Juma added.
“For the past few years, we have worked to transform ourselves into the agency of the future, and are delighted by du’s endorsement of our innovative approach. We believe that du is the leading force behind the digital revolution, and we look forward to working together. We aim to reflect the innovation and creativity of the brand during this decisive transitional time in the telecoms industry,” said Reda Raad, CEO of TBWA\Raad.
TBWA\RAAD was named Agency of the Year and TBWA\Worldwide crowned Network of the Year at the Dubai Lynx International Festival of Creativity 2018, winning an unprecedented eight Grands Prix and a host of other awards during the festival. “It is also a wonderful coincidence that the Advertiser of the Year and the Agency of the Year have come together and we hope to go on set a refreshingly new standard of communications that combines data-driven brand strategy with creative delivery through a sophisticated range of services,” added Mr Raad.