Leo Burnett announced today that it has begun an extensive advertising campaign for Dubai Properties’ Corporate Brand and the developer’s Business Bay Project. The move follows Leo Burnett being chosen by Dubai Properties, a member of Dubai Holding and one of the five master developers in Dubai with free hold status, to be its lead brand agency following a competitive agency review.
Leo Burnett’s work for the rapidly expanding player in Dubai’s fast growing property market will focus on a campaign that will emphasise the developer’s commitment to a journey of excellence, and its ability to create a unique environment for the lives of its customers. The Business Bay campaign will accentuate Dubai Properties’ commitment to making an environment conducive to the success of businesses of all types.
“We have been impressed by the quality of Leo Burnett’s planning, strategic interpretation, creative interpretation, and positive team interaction,” said Nizar Khoury, Chief Marketing Officer Dubai Properties.
“This is a company that has in its presentations managed to challenge itself and to think outside the box. We are happy to have them represent us in one of our most important developments and in highlighting our overall corporate brand,” Khoury continued.
Dubai Properties is one of the property development leaders of Dubai, a city that is seeing no shortage of property development and investment. As part of the Dubai Holding Group, Dubai Properties oversees large-scale development projects such as The Villa, Executive Towers and Bay Avenue. Dubai Properties is also in charge of the AED 50 billion Culture Village, a unique development offering an elite lifestyle in an intellectually stimulating environment, with year-round world class cultural events.
Kamal Dimachkie, Managing Director of Leo Burnett Dubai and Kuwait, had this to say about the expanded relationship: “We are immensely proud of the fact that Dubai Properties has recognised our abilities and has rewarded us with several of their largest projects, including the highly prestigious Business Bay. It is both a matter of trust and respect, and we look forward to working with Dubai Properties and forging a strong alliance.”
One of the top agencies at both a regional and global level, Leo Burnett coordinates marketing and brand strategy for Dubai Properties. The agency oversees and enhances Dubai Properties’ strong reputation, and helps to emphasise the immense expansion Dubai Properties is undertaking throughout the Dubai metropolitan area.
“This is a fascinating time for the property market in Dubai with myriad challenges,” added Kamal Dimachkie. “With a new development being announced every other day, how do you create a brand which will stand out and stand the test of time? I think for the team at Leo Burnett this is what we do best: that is create brands which are enduring and not just create awareness. This is what defines us as an agency and we are very excited to be part of this campaign with Dubai Properties.”
Leo Burnett Dubai is part of the Leo Burnett Middle East and North Africa group of companies, which also includes Starcom MediaVest, iLeo, MS&L and Black Pencil. As part of this group, Leo Burnett Dubai works in partnership with other members of the group to offer holistic integrated communications solutions from digital, database and direct marketing to public relations, media buying and below-the-line activities to its clients.
About Leo Burnett MENA
The Leo Burnett Group of Companies, Middle East and North Africa, whose origin dates back to 1974, has always been progressive in its thinking and approach. From a single brand agency, Leo Burnett as a group has grown to encompass a comprehensive range of communications solutions, including advertising, media, public relations, digital and CRM. The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace.
About Leo Burnett Worldwide
Founded in Chicago in 1935 with eight employees and three clients, Leo Burnett Worldwide, Inc. today operates a global network of over 200 operating units including a variety of specialty marketing services and 94 full-service advertising agencies in 82 countries. Leo Burnett creates ideas that inspire enduring belief for many of the world’s most valuable brands and successful marketers, including McDonald’s, Disney, Procter & Gamble, Marlboro, Altoids, Heinz, Kellogg and Nintendo.
The world’s eighth largest agency network (as ranked by Advertising Age in April 2005), Leo Burnett Worldwide (www.leoburnett.com) is a wholly owned subsidiary of Publicis Groupe (www.publicis.com).
