London Advertising has won the communications brief for the launch of Jawwy, a new digital mobile experience from Saudi Telecom (STC).
The UK-based agency is to open an office in Dubai on the back of the win, with Jawwy to target ‘digital natives’ in the kingdom and disrupt the Saudi mobile market.
The account was won following a four-way pitch against BBH, M&C Saatchi and R/GA. The integrated launch campaign, which is being rolled out across TV, online and social media channels, features a motorbike riding into the sea and surfing a wave. The company seeks to make the ‘Impossible possible’.
“We are thrilled to partner with Jawwy from STC, a new brand whose influence and pioneering technology will push the boundaries of what’s possible,” said Michael Moszynski, partner and chief executive at London Advertising. “We look forward to building an integrated platform that taps into culture and resonates with millennials.”
The agency’s Middle East operations will be headed up by Paul Ross, formerly of TBWA, DDB and Saatchi & Saatchi.
“My passion is building brands that become part of the cultural conversation and deliver sustainable growth, so I’m particularly excited to work with Jawwy, a breakout brand giving new ways for us to communicate, interact, and experience the world,” said Ross.