TBWARAAD Middle East Wins Creative Mandate for du
Posted on April 11, 2018

du, from Emirates Integrated Telecommunications Company, has appointed TBWARAAD 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. TBWARAAD will succeed Leo Burnett, who has held the account since the beginning.

Following a competitive pitch that included several leading agencies from the Middle East, namely J.Walter Thompson, FP7, Havas, and Leo Burnett; it’s TBWARAAD who was awarded the account.

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 TBWARAAD are best suited for our communications needs and will help us meet the challenges of our new innovation-led environment.”

Named Advertiser of the Year at Dubai Lynx 2018, the vibrant and multiple award-winning UAE telco continues to be at the cutting edge of innovation.

“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,” added Juma.

“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,” said Reda Raad, CEO of TBWARAAD. “We believe that du is the leading force behind the digital revolution, and we look forward to working together. We aim to reflect the innovation and creativity of the brand during this decisive transitional time in the telecoms industry.”

Founded on a vision of Disruption, TBWARAAD was named Agency of the Year and TBWAWorldwide crowned Network of the Year at the Dubai Lynx International Festival of Creativity 2018, winning an unprecedented eight Grands Prix and a host of other awards during the festival.

 “It is also a wonderful coincidence that the Advertiser of the Year and the Agency of the Year have come together and we hope to go on set a refreshingly new standard of communications that combines data-driven brand strategy with creative delivery through a sophisticated range of services,” added Raad.

The new partnership will come into effect this month and will see TBWARAAD’s communications remit cover du’s creative development, collaborating on market strategy and brand positioning, across multiple platforms and disciplines.