Careem, the app-based car service, has appointed TBWA / Raad as their global advertising agency of record.
After such rapid growth and expansion into new verticals, building the Careem brand is now at the forefront of business objectives within the company. Under the leadership of Careem’s VP of Strategy, Adeeb Warsi, Careem engaged award winning brand agency BellWether Brands to refresh the brand in late 2017, appointed a new VP of Brand, Ian Pate from PepsiCo Europe/ Sub-Saharan Africa and more recently brought on board Anas Sarraj (ex JWT, Dubai) as Creative Director.
Ian Pate, Careem’s new VP of Brand Marketing announced they will be partnering with TBWA/Raad to lead brand advertising strategy and creative campaigns. "We also loved their tangible sense of excitement and enthusiasm for the Careem brand,” noted Pate.
Reda Raad, Group CEO of TBWA / Raad, said: “Careem epitomises the type of 21st century company that we as an agency have always wanted to work with. It has technology and innovation at its core, is run with dedication and passion by people who believe in the power of the brand, and it embraces the virtues of disruption, which is at the heart of everything that we do at TBWA / Raad.
“What’s more, we are partnering with Careem at a time when we at TBWA/Raad have turned on our own disruption mirror. We are no longer just disrupting on behalf of our clients but are disrupting our very own operations – our own DNA. When we find a strategy that works extremely well, we are sure to apply it to our own business. We believe that we have now proven that data-driven creativity can work wonders when implemented by those who believe passionately in what they do. We greatly look forward to a disruptive and innovative relationship with Careem”.
Launched in Dubai 2012, Careem has grown to have operations in more than 100 cities across 14 countries and has 800,000 captains on its platform serving more than 24 million customers.