J. Walter Thompson Saudi Arabia has retained the Consumer Business Unit (CBU) account for Saudi Telecom Company (STC) and additionally been awarded the operator’s corporate account, after a rigorous selection process across multiple international agencies.
STC launched an exhaustive communication pitch process in order to identify a communications partner that would support the telco operator on its transformative journey from the number one brand in Saudi Arabia to the most future-ready telecommunications company in the MENA region, in line with the Kingdom’s Vision 2030, says JWT.
Ahmed Alsahhaf, general manager of consumer marketing communication at STC, said: “JWT’s deep knowledge of the CBU, and passion for and understanding of the market, elevated their proposed strategic direction for STC and the transformational journey ahead of us.”
Mohammed Abaalkheil, general manager of corporate communications at STC, added: “We believe that our approach in having a unified agency, especially with JWT, with whom we have had an extensive relationship, will allow consolidation of our communications efforts and hence maximise our return on communications investments. This will enable us to build on proper messages that would help on consistency, serving both the brand and clarity to our consumers.”
The consolidation of STC business with JWT that will serve the CBU and corporate communications units is a three year contract.
Camille Haddad, CEO of J. Walter Thompson KSA and Levant, said: “Our initial partnership with STC began in 2007 and we love the brand. Together over the last 11 years, we’ve changed the brandscape for telcos in the region. Coming into the tender process, we didn’t view ourselves as incumbents. We fought this defensive pitch with determination, rigour and vigour, reimagining the future of the STC brand from every angle to arrive at a strategy that will keep STC in pole position and of utmost relevance and loyalty to existing and new stakeholders. We are extremely proud to be continuing our partnership on this brave, iconic, made-in-Saudi brand.”
STC’s “Unveil Saudi” campaign recently won WARC’s Special, Long-Term Idea, and Gold awards for content strategy that demon- strated achievement of brand goals.