Penso wins Yas Island digital brief


Australian communications agency Penso has won the digital account for Yas Island following a competitive pitch against local and international agencies.

The Melbourne-headquartered agency was appointed by Abu Dhabi-based asset management business Miral to handle its social media, content, data and digital work for the leisure and entertainment destination.

The win marks Penso’s first venture in Abu Dhabi, just six months after the agency opened its first Middle East hub in Dubai last December.

Darius LaBelle, general manager of Penso, said: “Our new relationship with Miral and the Yas Island brand represents another exciting new chapter for us in the Middle East. We are elated to work with the team at Miral as it’s the perfect fit for us – it’s a brand that demands strategic and creative growth solutions.”

Yas Island’s creative account is held by Hometown, branding by StartJG and media is being handled by Starcom.

Julie Audette, Miral’s director of marketing and communications, added: “Yas Island is a marquee destination and social, content and digital a