M&C Saatchi wins Oppo phone pitch

The global smartphone manufacturer, Oppo, has appointed M&C Saatchi UAE as its new creative agency for the business. Oppo, the fastest-growing smartphone manufacturer and fifth largest globally, chose M&C Saatchi UAE to launch its latest premium series handset across the region. The agency was appointed following a competitive pitch involving several leading agencies from across the UAE and North Africa. M&C Saatchi’s remit covers the overall advertising and marketing for the MENA region. For the eighth consecutive year, the United Arab Emirates (UAE) is seen by young Arabs as a model nation and the number one country to live in, according to the findings from the 11th annual Asda’a BCW Arab Youth Survey, released last week. The survey findings are based on 3,300 face-to-face interviews conducted by PSB between January 6 and January 29, 2019 with young Arab nationals aged 18 to 24 in 15 states in MENA.

The survey, the largest independent study of its kind into the region’s largest demographic, found more than two in five (44 per cent) young Arabs say the UAE is the country they would want to live in, followed by Canada (22 per cent) and the United States (21 per cent). The preference of young Arabs for the UAE continues an eight-year trend that has seen the country cement its lead, particularly since 2015 when 20 per cent selected the UAE as their preferred country in which to live, a figure that has now more than doubled in 2019.

Young Arabs also see the UAE as a model nation, with 42 per cent stating they would like their country to emulate it, surpassing any other Arab or Western country. The US and Japan tied in second position at 20 per cent.

“The UAE’s growing reputation among Arab youth as the best country to live in and for their nations to emulate highlights the forwardlooking development strategy and future-focused vision of the UAE leadership,” said Sunil John, president of Asda’a BCW. “In the past eight years of the survey, the positive perception of the Emirates has only gained in strength year-on-year, underlining the UAE as a true beacon of hope and a model nation for young people across the region.”

“From investments in world-class infrastructure to the focus of the leadership to build smart, sustainable cities and leverage the advantages of the Fourth Industrial Revolution, the UAE’s predominant narrative appeals to young people for the job opportunities and the quality of life the nation assures,” John added.

Young Arabs are drawn to the UAE by its wide range of work opportunities (cited by 38 per cent) followed by its safe and secure environment (36 per cent) and generous salary packages (30 per cent). The UAE’s appeal is also led by young Arabs seeing it as a good place to raise a family (22 per cent), the nation’s high-quality education system (20 per cent) and welcoming and friendly expats (20 per cent).