Aldar reviews advertising account for second time in 18 months

Abu Dhabi-based property giant Aldar has called a review of its advertising account.

It is the company’s second review in less than two years, having handed its business to Leo Burnett in July 2010. Sami Eid, director of marketing and communications at Aldar, confirmed that an RFP had been sent out, with presentations already received. Shortlisting is expected to take place this week, with a decision due mid-March.

“The nature of the business has changed a lot and the strategy is changing,” said Eid. “We need a fresh perspective for the business. Under Aldar there are now a lot of other components, like hospitality and academies, so we needed a fresh look at all of that. I don’t like to do it every 18 months to two years [call a review], but it’s something we needed to do.”

Leo Burnett, which is involved in the review, had won the account in 2010 following a pitch that had initially involved 10 agencies, with the Leo Burnett Dubai office beating FP7 to the business in the final two-way shootout.

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