The newest telecom operator in the UAE – du – was named as the ‘Best Brand’ in the Middle East at the annual Telecom World Awards Middle East 2007, held recently in Dubai. The operator received the accolade based on its innovative branding and outstanding success since beginning operations in the UAE earlier this year.
In addition to the Best Brand award, CEO of du - Osman Sultan, was a finalist for the Special Merit Award, while the company also received top honors as a finalist in the Best New Service, Best Customer Experience and Best Operator categories.
He commented; “A strong brand is the basis for the success of any organization and it is through the continual hard work of the du team, and the solid contributions from all of our agency partners in helping to build our brand, that have enabled du to be awarded this prestigious accolade.”
Kamal Dimachkie, the Managing Director of Leo Burnett Dubai and Kuwait - the agency responsible for du’s televised advertising campaigns and du’s creative collaterals commented; “It is a privilege for Leo Burnett to share in du’s success, knowing that our agency’s collective creative, imaginative and innovative endeavors have contributed to the brand’s success, and du’s achievement in being recognized as the leading brand in the Middle East’s telecoms sector”.
“Since du’s inception in the UAE, they have tirelessly worked to create a brand which is unique in the region and one that is dedicated to implementing its brand promises - they deserve this recognition,” Dimachkie added.
du was recognized in the ‘Best Brand’ category – where all fixed and mobile operators were eligible to compete. The category recognizes the most effective carrier or service provider in successfully creating a compelling brand. The criteria for entry and eligibility for the award was either a single or multiple campaign implemented since June 2006, in any media.
The Telecoms World Awards Middle East was created to recognize and celebrate leaders, innovators and pioneers in the telecoms industry.
About Leo Burnett MENA
Since its inception in 1981 as the first multinational agency in the region, the Leo Burnett Middle East and North Africa group of companies has always been progressive in its thinking and approach. From a single brand agency, Leo Burnett as a group has grown to encompass a comprehensive range of communications solutions, including advertising, media, public relations, digital and CRM. The group offers both specialization and holistic integration to answer the ever-changing needs of both clients and the marketplace.
Today, the group has offices in Dubai, Jeddah, Riyadh, Kuwait, Cairo, Beirut, Casablanca and Amman. A network team of more than 370 talented employees is committed to enhancing their clients’ competitive advantage through an integrated, multidisciplinary communications approach that converts brand buyers into brand believers.
About Leo Burnett Worldwide
Founded in Chicago in 1935 with eight employees and three clients, today Leo Burnett Worldwide operates a global network of 280 operating units in 82 markets that offers a wide range of marketing disciplines, including general advertising, media services, direct, database and interactive marketing, sales promotion, public relations and event marketing. It employs more than 9,100 people. Leo Burnett Worldwide has helped build some of the world’s most enduring brands. Currently, Leo Burnett handles five of the world’s 25 most valuable brands as ranked by Interbrand.
Since 2002 Leo Burnett has been a wholly owned subsidiary of the Paris-based Publicis Groupe (www.publicis.com), the world’s fourth largest marketing communications holding company in which Tokyo-based Dentsu Inc. holds a significant equity stake.
