Dubai, UAE: 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.

Following a competitive pitch that included several leading 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 in the midst of an exciting organisational 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 calibre 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 $2 billion company we are today,” he added.

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.  

“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,” said Reda Raad, CEO of TBWA/RAAD. “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.”

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 Raad.

-Ends-

About du

du, from Emirates Integrated Telecommunications Company (EITC),  is a vibrant and multiple award-winning telecommunications service provider serving 9 million individual customers with its mobile, fixedline, broadband internet, and Home services over its 4G LTE network. du also caters to over 100,000 UAE businesses with its vast range of ICT and managed services. Since its launch in 2007, du has many UAE firsts to its credit, including introduction of Pay by the Second® billing system, IPTV and self-service portal. du is ideally placed to support the realisation of UAE Vision 2021 and transformation of Dubai into a Smart City. du is also the official strategic partner of the Smart Dubai Office and the platform provider for Smart Dubai. Brand Finance ranked du as the 12th most valuable brand in the Middle East in 2016. du previously won the coveted Brand of the year title by Superbrands Middle East. du also has the unique distinction of the first telecom in the world to release Sustainability Report based on GRI-G4 guidelines in 2014. du’s world-class teleport is the largest of its kind in the Middle East and ranked among the top teleports in the world – as ranked by World Teleport Association. du is 39.5 percent owned by Emirates Investment Authority, 19.75 percent by Mubadala Development Company PJSC, 19.5 percent by Emirates Communications and Technology LLC and the remaining by public shareholders. The company trades under the name ‘du ’on the Dubai Financial Market (DFM). For more information, please visit www.du.ae  . 

Saugat Chatterjee
du
Mobile: +971 55 936 7045
Email: saugat.chatterjee@du.ae 

© Press Release 2018