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Group Partnership wins creative mandate For Mai Dubai

Mai Dubai appoints Group Partnership as its integrated communication agency of record.

Mai Dubai, one of Dubai’s largest bottled drinking water company, has appointed Group Partnership as its integrated communication agency of record, following a competitive two-month pitch process against leading regional creative agencies.

Group Partnership will drive the brand positioning and develop the creative strategies and direction across all touchpoints, based on a data- and insight-driven model across multiple platforms and disciplines to strengthen the water brand’s presence across key markets.

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Confirming the appointment, Alexander van ‘t Riet, CEO of Mai Dubai, said: “During the 8-week pitch process, we were continually impressed by their thinking, creativity, and integration of ideas across multiple communication channels. The team demonstrated a clear and deep understanding of the category, our objectives and where we want to be.”

“Mai Dubai delivers unsurpassed quality standards and is unrivalled as it pertains to the consumer experience. We don’t compromise and we chose to partner with companies that represent the same values. Together, we are excited to be making big moves within the water category,” he added.

Rahul Nagpal, partner and CEO of Group Partnership, said: “Since its launch in 2014, Mai Dubai has made clear its thirst to become the leading water brand in the UAE, through quality and innovation. They push the limits and showcase an innovative spirit that reflects ours. To win is always exciting but to have won Mai Dubai is something special. We look forward to delivering their brand vision with our bold ideas and further consolidate Mai Dubai’s presence across an ever-changing landscape.”

Mai Dubai has become a household name in only 6 years, and it continuously diversifies its offerings while being responsible towards society and the environment. As of last year, they operate on a net-zero energy model (operating 100 per cent on solar energy) and constantly seek new solutions to quench the thirst of today’s consumers.

Group Partnership is part of the world’s largest communication group, WPP. An award-winning leading creative agency in the Middle East, specialising in creating new and meaningful ways for brands to connect with consumers, based on a bespoke creative led data model.

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