du awards its creative agency account to TBWA\RAAD Middle East

21.Apr.18. Campaign Middle East

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 was Leo Burnett.

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.

Click the link to read the full article on Campaign Middle East website. 

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