In a move that further strengthens the relationship between Leo Burnett and some of the Dubai government’s most strategic brands and entities, the agency has announced its expanded scope of communications consulting and creative campaign executions for Dubai Holding, DDIA and Dubailand, among others.
Leo Burnett Dubai, which recently announced it was chosen to manage the creative account for Dubai Summer Surprises, will be putting its passionate brand-building resources behind above-the-line and below-the-line work for the entities and projects mentioned above and for the Dubai Development and Investment Authority (DDIA), the Mohammed Bin Rashid Establishment for Young Business Leaders and Global Village.
“As we continue to articulate the Dubai promise to our many stakeholders, it is essential that we partner with a communications advisor that is driven by the same enthusiasm and passion for uncompromising excellence that we are,” said Malek Inja, chief marketing officer, Dubai Holding.
Inja added, “Leo Burnett shows us that it understands what we need and where we want to go by producing fresh, creative and compelling strategies and executions that set new benchmarks again and again.”
Fruits of this expanded relationship include the first TV commercial for Dubai Holding, one of the region’s largest conglomerates, and a strategic communications project outside the region. The Dubai Holding campaign launched in late May with the TV commercial showing on pan-Arab and international satellite channels.
“These Dubai brands and organizations recognize they are competing in the unforgiving global marketplace and, as such, have exacting communications objectives that allow no room for error or misstep. By deepening their relationships with Leo Burnett, these entities reaffirm their confidence in our work, which demonstrates clear results and meets specific business goals,” said Raja Trad, CEO, Leo Burnett Group of Companies, Middle East and North Africa.
The increasing share of work communicating the Dubai brand comes as the emirate continues an aggressive, broad-based development program that has seen GDP grow an average of 9% in each of the past five years and the total number of hotel guests skyrocket an average of 20% per year. As well, Dubai has built momentum for foreign direct investment, which at US$2.1 billion in 2003 is expected to double by 2010.
Kamal Dimachkie, managing director, Leo Burnett Dubai and Kuwait, said that “by consistently delivering breakthrough creativity in a high stakes environment, we have earned a growing role in supporting the development and future of Dubai. We are animated by our commitment to strive harder and reach higher for the creative excellence that builds brands.”
These relationships with Leo Burnett began with the launch of DDIA, a campaign that was anchored by the award-winning “Join us at the top” TV commercial featuring global CEOs walking up the sides of iconic Dubai buildings, including the Burj Al Arab. DDIA is a Dubai government authority entrusted with catalyzing the growth and development of Dubai’s economy.
Formed in 2004, Dubai Holding is tasked with the management of various mega-projects and other entities that Dubai has created over the past five years, including Dubai Media City, Dubai Healthcare City, Dubai Properties, Dubai International Capital and Dubai Humanitarian City.
Dubailand is Dubai’s US$4 billion tourism and leisure project covering 3 billion square feet, while Global Village is an internationally themed shopping, entertainment and dining park located in Dubailand with pavilions from countries across the globe. The Mohammed Bin Rashid Establishment was formed to nurture the domestic entrepreneurial spirit among young UAE nationals in Dubai and promote the development of the key small- and medium-sized business sector.
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 95 full-service advertising agencies in 83 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.
