Dubai Shopping Festival calls ad review

Dubai Shopping Festival has called a review of its advertising account ahead of next year’s month-long event.

The festival, which is organised annually by the Dubai Events and Promotions Establishment, currently works with multiple agencies but is understood to be looking for a lead agency that can provide a communications plan that includes elements such as retail and destination marketing.

Ahmed Tageldeen, consultant, strategic marketing communications, CEO Division, Dubai Events and Promotions Establishment, said: “What we’re looking for is an integrated agency that can take on the lead creative for the mainstream campaign and translate that across some of the key touch points for our customers.”

Tageldeen added that he hoped to start communication for next year’s festival towards the end of November. It is not known how many agencies are involved in the review, but the pitch process is believed to be in the early stages.

The Dubai Events and Promotions Establishment (formerly known as the DSF Office) is also responsible for Dubai Summer Surprises and ‘Eid in Dubai’. It also is in charge of brand development and management of the cartoon character Modhesh.

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