TBWA\RAAD wins Du, taking UAE telco from Leo Burnett after 13 years
Du, the UAE telecoms provider 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.
Abdulwahed Juma, executive vicepresident 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 com- munications needs and will help us meet the challenges of our new innovation-led environment.”
A major regional marketer, Du was named Advertiser of the Year at Dubai Lynx 2018. The 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,” Juma added.
Reda Raad, CEO of TBWA\ RAAD, said: “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.”
TBWA\RAAD was named Agency of the Year and TBWA\Worldwide crowned Network of the Year at the Dubai Lynx 2018.