Saatchi & Saatchi has won the Roads & Transport Authority’s creative brief following a competitive pitch.
The win covers all strategic communication activities for the Roads & Transport Authority’s (RTA) brands, including the launch brief for Dubai Tram.
Saatchi & Saatchi, which has been a strategic partner of the RTA since the launch of the Dubai Metro in 2009, will also handle the briefs for the Metro, alongside its marine and bus activities.
The move means Lowe MENA no longer holds the Dubai Metro and marine transport accounts, which the agency had won in June last year on a 12-month contract.
It also means that boutique agency Livingroom, which had handled the first phase of the launch brief for Dubai Tram, is not currently working on the project, although it is understood that different phases may be pitched out on a project-by-project basis.
“We were very pleased to win the RTA pitch because we know it’s a big opportunity,” said Richard Copping, Saatchi & Saatchi Dubai’s executive creative director.
“Saatchi & Saatchi Dubai started with them on the launch of Dubai Metro and we’re familiar with their brand. Because they are progressing so rapidly, with remarkable projects, they offer the scope to produce beautiful work. Naturally we’re looking forward to creating more of that.”
Saatchi & Saatchi, along with Hug Digital, has also landed the brand and social media business for LINE, a mobile social engagement platform with more than 600 million users globally. The two agencies will work together on LINE’s in-app and social activation across the Middle East and Iran.
The RTA was formed in 2005 and is responsible for transport, roads and traffic in the emirate of Dubai.
