Dubai: Following a multi-agency pitch, Leo Burnett MEA has won the creative services assignment for Bee’ah, the Middle East’s sustainability pioneer, to further establish and strengthen its brand. The agency will develop an integrated re-launch communication strategy and design corporate and brand communications campaigns to forge a deep connection with the Bee’ah audience and take its business forward.
As a purpose-led organization, Bee’ah’s vision and ambitions have rapidly evolved to coincide with the growing ambitions of the UAE as it transitions into a greener future. Its forward-thinking approach has not only resulted in a diversified portfolio, but is also a key driver in the company’s transition to become a holding group with a new vision of “pioneering a sustainable quality of life in the MENA and beyond”.
Khaled Al Huraimel, Group CEO at Bee’ah said: “Our impact on people’s lives and the national wellbeing extends beyond holistic environmental management to being a progressive entity with a positive impact on all aspects of sustainability and living standards. We have selected Leo Burnett to bring our vision to life through a cutting-edge communication program that will help our audience embrace our new identity.”
Driven by a growth strategy that is centered on merging sustainability and innovation, Bee’ah is adopting next-generation technologies and enabling a future-ready economy that bridges the gap between economic growth and environmental consciousness.
As the creative and digital agency of record, Leo Burnett MEA will create a sophisticated marketing infrastructure to deliver uniform messaging across multiple channels to support Bee’ah in reaching its communication goals.
Kamal Dimachkie, COO at Publicis Communications said: “Working with Bee’ah is a big deal and a discontinuity. They are a company of firsts that is tackling critical and socially-impacting challenges. The work Leo Burnett has developed will help them along this journey. We cannot be more excited to partner with them and help them make a difference.”
Leo Burnett will provide strategic support to the Bee’ah team, while collaborating to develop a long-term communication strategy to drive the brand’s objectives.
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About Bee’ah
An innovation leader and a pioneering force for sustainable solutions in the Middle East, Bee’ah is a public-private partnership company that was founded in 2007, through an Emiri decree by His Highness Sheikh Dr. Sultan bin Muhammad Al Qasimi, Member of the Supreme Council and Ruler of Sharjah. With ventures in industries ranging from Waste Management, to Environmental Consulting, Renewable Energy, Technology, Sustainable Transportation, and Training & Development, Bee’ah is creating a better quality of life for all cities and communities in the region.
About Leo Burnett MEA
Since its inception in 1981 as the first multinational agency in the region, the Leo Burnett Middle East and Africa group of companies has always been progressive in its thinking and approach. From a single brand agency, Leo Burnett has grown into a comprehensive integrated communication network. It is a full service agency, offering brand planning, account management, creative/design-print production, BTL, corporate communications, digital communications, direct marketing, database management, event management, interactive marketing/CRM, promotional marketing, retail marketing, market research, media planning and buying, public relations, product launches, outdoor advertising and sales promotion. The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace. The Leo Burnett Group MEA is headquartered in Dubai with offices in Riyadh, Jeddah, Beirut, Amman, Sulaymaniyah, Erbil, Cairo and Casablanca, and an affiliation office in Algeria. The Leo Burnett Group of Companies consists of Leo Burnett (Cross-Channel Brand Agency), Arc (Cross-Channel Activation Agency), and Atelier (Luxury Agency). A network team of close to 750 talented employees is committed to enhancing their clients' competitive advantage through an integrated, multidisciplinary communications approach that converts brand buyers into brand believers.
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