Du retains incumbent following review

UAE telco du has retained Leo Burnett Dubai as its advertising agency of record following a creative review.

The country’s second telecommunications company, du called a review of its creative advertising account last November. The pitch included the incumbent, which has held the account since the company launched in 2006, and two other unnamed agencies.

Talking of the review, Hala Badri, du’s executive vice president, brand & communications, said: “I am delighted to announce that we have decided to retain Leo Burnett as our creative agency of record.  Our review process centred around category knowledge, deliverables against a scope of work, talent quality and team composition, and financials to support all of the preceding. We saw and heard some really good presentations (which did not include any speculative creative work) from all three agencies that participated, and Leo Burnett presented a comprehensive case for retention, based on an optimal combination of team quality, output quality and financial efficiency.”

In February du rolled out its first major brand advertising campaign since the release of its launch campaign in 2006. Designed to get closer to consumers and banish any negative perceptions about the brand, the campaign was created by Leo Burnett and is currently running across television, print, digital and outdoor and carries the theme ‘open your heart’.

Du is the trade name of the Emirates Integrated Telecommunications Company. It is 39.5 per cent owned by the UAE federal government, 19.75 per cent by Mubadala Development Company, 19.5 per cent by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. Its brand promise is ‘Add life to life’.