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Leo Burnett scoops Dubai film fest ad brief

Leo Burnett has won Dubai International Film Festival’s advertising brief following a pitch against six other agencies.

The agency has been tasked with rolling out DIFF’s marketing campaign for the seventh edition of the festival, which takes place from 12 to 19 December. The win incorporates both ATL and digital.

Leo Burnett, which has worked with DIFF before and coined the festival’s slogan, ‘Bridging Cultures, Meeting Minds’, takes over from Impact Plus, which had been handling the account for four years. Also involved in the pitch were Memac Ogilvy, Tonic, JWT,
AdKitchen and Birdie.

Mahsa Motamedi, director of marketing and sponsorship at DIFF, said: “Leo Burnett’s innovative strategy complements our new media and digital campaigns and will help position DIFF as the definitive film festival of the region, carrying forward a legacy that has been established by Impact Plus.”

Kamal Dimachkie, MD of Leo Burnett Dubai, Kuwait & Lower Gulf, said: “Having collaborated with DIFF in the past, we understand the strategic outlook that is demanded by the festival, especially now that it has evolved tremendously in terms of audience participation, the film showcase and number of industry-focused events.”

Media remains with OMD, while Asda’a Burson-Marsteller continues as DIFF’s PR agency.

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