Serviceplan Middle East named global creative agency for DCT – Abu Dhabi

By Jalaja Ramanunni

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has awarded Serviceplan Middle East the global creative account for Experience Abu Dhabi, following a multi-agency pitch.

Serviceplan Middle East will lead DCT’s global creative marketing campaigns for the next three years.

Akhilesh Bagri, Managing Partner, Serviceplan Middle East, hinted that Serviceplan is working on a campaign for DCT Abu Dhabi that will go live this summer. He said, “The last few months have been very exciting for all of us at the agency. We are very happy that the team at DCT made us work for this coveted win. The brand is one of the most important brands in the region and the journey so far has been a lot of fun. But we still have a lot more to do, and that’s a plug for our exciting new summer campaign.”

Natalie Shardan, Managing Partner, Serviceplan Middle East, said, “The team is ambitious and has big plans to promote Abu Dhabi as a key cultural and touristic destination, not just regionally but also globally.”

The agency aims to use its Übercreativity philosophy to build the best brand and help DCT Abu Dhabi to achieve its vision of promoting Abu Dhabi as a cultural and tourist destination. ‘ÜberCreativity’ is Serviceplan’s strategy to create a “higher form of innovation merging diverse disciplines, cultures, talents, technologies and media”.

Serviceplan is a global independent agency group with tourism expertise, with a successful track record of launching award-winning campaigns for various destinations such as Valencia, Vienna and Berlin.