TBWA\RAAD is on a high following its win as Agency and Network of the Year at the Dubai Lynx 2018 and bagging the du account from Leo Burnett.
The agency is also believed to be pitching for Careem’s creative account.
Mai Dubai, the Dubai-based bottled water company, has appointed TBWA\RAAD as its lead Creative Agency of Record after a competitive pitch process that included several leading agencies in the Middle East, such as Saatchi & Saatchi.
TBWA\RAAD will work with Hearts & Science on Mai Dubai’s media planning & buying.
The new partnership will come into effect this month and will see TBWA\RAAD and Mai Dubai collaborate on creative development, market strategy development and brand positioning across multiple platforms and disciplines in the UAE and across the wider region.
Confirming the appointment, Jay Andres, CEO of Mai Dubai says in a statement: “TBWA\RAAD impressed us with their data-driven approach as well as proposals on how to take the brand to the next stage. They were particularly in tune with our objective to take a Dubai brand and turn it into a regionally recognized and preferred one. We are happy with our choice and look forward to a productive partnership as we grow to be a region-leading, sustainable and innovative bottled water provider.”
“Mai Dubai has embarked upon a transformative journey to become the most recognized and aspirational water brand in the UAE and across the wider region,” adds Reda Raad, CEO of TBWA\RAAD. “We are re-evaluating its brand-building efforts and practices in light of what data science has revealed and aim to strengthen its brand positioning. We look to successfully implement creative concepts that will help the brand consolidate its presence in the larger, more diverse marketplace that makes up the Middle East region.”