theAdkitchen lands Aldar’s creative brief

Abu Dhabi property giant Aldar has handed its advertising account to theAdkitchen following the company’s second ad review in 18 months.

The Dubai-based boutique agency won the integrated account following a two-and-a-half month review process that saw eight agencies invited to pitch for the business. Three agencies were then shortlisted by a six-member Aldar pitch committee drawn from the developer’s various business groups, with theAdkitchen being named as the successful agency.

Sami Eid, director of marketing and communications at Aldar, said of the appointment: “The shortlist decision was very close, but theAdkitchen showed the creative ability and the strategic thinking we require in this period. The nature of the business is changing and we need an agency to come in and be flexible. We’re living in a moving market and, sometimes, big corporations or big names don’t have the flexibility that we want. Flexibility was very important to us in the selection process.”

This was Aldar’s second review in less than two years, having handed its business to Leo Burnett in July 2010 following a pitch that had initially involved 10 agencies, with the Leo Burnett Dubai office beating FP7 to the business in a final two-way shootout.

Fady Karim, CEO of theAdkitchen, said of the account win: “There’s no doubt that you need some luck on your side, but not as much as you need dedication, determination and focus. Our hard work began with securing the pitch invitation—not a small feat for a boutique agency like us in a pool filled with giant multinationals. But once invited, we worked like there’s no tomorrow.”

Aldar’s projects include Yas Island, Al Raha Beach and Central Market.


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