Mai Dubai Assigns Regional Creative Mandate To TBWA\Raad

Mai Dubai, the Dubai based bottled water company, has appointed TBWA\Raad as its lead creative agency of record after a competitive pitch process that included several leading agencies in the Middle East. The new partnership will come into effect this month and will see TBWA\Raad and Mai Dubai collaborate on creative development, market strategy development and brand positioning across multiple platforms and disciplines in the UAE and across the wider region.

TBWA\Raad will also work with Hearts & Science on Mai Dubai’s media planning & buying.

TBWA\Raad is tasked with strategic direction and brand positioning across all touchpoints. It will plan, create and implement integrated communications strategies for Mai Dubai in the UAE and beyond, aiming to further reinforce the brands position as a dominant player in the bottled water category, and to fast track its regional and global ambitions.

Confirming the appointment, Jay Andres, CEO of Mai Dubai said, “TBWA\Raad impressed us with their data-driven approach as well as proposals on how to take the brand to the next stage. They were particularly in tune with our objective to take a Dubai brand and turn it into a regionally recognized and preferred one. We are happy with our choice and look forward to a productive partnership as we grow to be a region-leading, sustainable and innovative bottled water provider.”

Ghassan Kassabji & Reda Raad, TBWA\Raad; Jay Andres; Alexander van’t Riet & Saad Samadi, Mai Dubai

“Mai Dubai has embarked upon a transformative journey to become the most recognized and aspirational water brand in the UAE and across the wider region. We are re-evaluating its brand-building efforts and practices in light of what data science has revealed and aim to strengthen its brand positioning. We look to successfully implement creative concepts that will help the brand consolidate its presence in the larger, more diverse market place that makes up the Middle East region,” added Reda Raad, CEO of TBWA\Raad.

Mai Dubai has been in commercial operations since early 2014. Last year, it broke ground on its expansion project, which will more than double its yearly production and place the brand in the leadership position by 2021. The state-of-the-art facilities include a fully automated high-bay warehouse, high-output modern production equipment and a 1.1 km monorail to ease transport of finished goods and raw material.

“TBWA\Raad presented a very well-articulated vision for the Mai Dubai brand. In addition there seems to be clear synergy in our way of thinking and good chemistry among our teams. We look forward to working with them and to achieve our steep targets together, from being the fastest growing water brand in the UAE to the fastest growing across the Middle East,” commented Saad Samadi, Head of Marketing of Mai Dubai.

Add Comment