And Us wins Batelco

Following a year-long restructuring, Bahrain telco Batelco names And Us as creative agency of record

From left: Batelco marketing director Abdulla Abuidrees ; And Us CCO Fadi Yaish; Batelco CMO Bilal Adham

Following a multi-agency pitch, Bahrain telecommunications provider Batelco has appointed independent creative marketing and design firm And Us as its creative agency of record for its strategic planning, marketing communications, design and branding.

Over the course of the last year, Batelco launched an ambitious restructuring programme aimed at maintaining its market-leading status in the wake of increased competition and a rapidly evolving marketplace.

Bilal Adham, chief marketing officer of Batelco, said: “As Batelco and the world continue to transition to a more digitally-led paradigm, we look forward to seeing the next level in innovation. And Us can come to the table and herald in a new era of creative and business excellence.

He added: “Increasingly we define ourselves less as a telecommunications company and more as a nexus where people and technology meet. Today, Batelco is plotting an exciting new course that will define who we are for many years to come.”

Steve de Lange and Jamie Kennaway, creative directors at And Us, said: “This is an especially interesting time for telecoms – much like every other industry in the world, they’re undergoing a fundamental paradigm shift where they’re being forced to reexamine not only what they do but more importantly what they stand for.

“In our noisy age of digital media, an absence of a clear brand purpose and voice renders any company – no matter its size – essentially invisible. We relish the challenge of working with the Batelco team to help redefine theirs.”

Fadi Yaish, founder and chief creative officer of And Us, said: “As a leading telecommunications company, Batelco embodies exactly the kind of partners And Us strives for – a technology-focused, forward thinking enterprise with a bright future. For us, any partnership is a two-way street, which is why we look forward to working with their team – not just for the innovation and creativity we can add to their business but for the technical know-how and experience they can add to ours. While the landscape looks a lot different than it did 10 years ago, the basic fundamentals of partnership, forward thinking and trust are true today as ever.”

As creative director at FP7 Bahrain, Yaish headed up the team that that saw FP7 and Batelco win an unprecedented slew of awards in 2011-2013, culminating in Batelco being named Client of the Year at the 2013 Dubai Lynx.