Dubai, UAE: Sheikh Shakhbout Medical City (SSMC), one of the UAE’s largest hospitals for serious and complex care and a joint-venture partnership between Abu Dhabi Health Services Company (SEHA) and Mayo Clinic, has appointed TBWA/RAAD as its Creative Agency of Record, to lead its advertising and marketing efforts in the region. 

The new partnership will come into effect this month and will see TBWA/RAAD and SSMC collaborate on developing the brand’s communication, messaging and content strategy across multiple platforms. TBWA/RAAD will plan, create and implement integrated communications strategies for Sheikh Shakhbout Medical City in the UAE and beyond, aiming to further bring to life the brand’s vision to be the leading integrated health care destination in the region. 

Speaking of the appointment, Ramez Youssef, Marketing and Public Affairs Director 

at SSMC said: “We were thoroughly impressed by TBWA/RAAD’s strategic approach, which was particularly aligned with our brand’s ambition to provide excellence and innovation in health care services. We look forward to a productive partnership together.” 

Reda Raad, Group CEO at TBWA/RAAD said: “Sheikh Shakhbout Medical City is an established modern brand that symbolizes excellence in healthcare and world-class services. We are looking forward to disrupting healthcare with SSMC and developing creative ideas that will help reinforce the brand’s position on a Global scale as the leading hub for medical excellence and as a pioneer in innovation, driving the future of healthcare in Abu Dhabi and in the region.” 

As one of the UAE’s largest hospitals for serious and complex care, SSMC is a reflection of SEHA’s commitment to clinical excellence and superior patient experience. 

SSMC was established as part of the Abu Dhabi Economic Vision 2030 to elevate healthcare services in the Emirate. In November 2019, SEHA partnered with U.S. non-profit organization Mayo Clinic to establish a joint venture to operate SSMC. The world-class partnership reinforces SEHA’s vision for positioning Abu Dhabi as a global healthcare hub. 

TBWA/RAAD is a leading creative agency in the Middle East, founded on a vision of Disruption® and a commitment to overturning cultural and market conventions. The agency specialises in anticipating future trends and defining unique strategic platforms. 

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