The statutory review of Du’s media agency arrangements has recently been concluded with the re-appointment of OMD, the global communications planning network of the Omnicom Media Group. OMD was first appointed in 2006.
The four-way contest, which started in April and included Mediavest, Mindshare and MEC, was intended to enhance the effectiveness and efficiency of Du’s communications planning and deployment in the future.
Hala Badri, EVP- Brand & Communications, Du, said, “We are pleased to announce our decision to retain OMD as our media agency of record. Despite the rigorous multi-agency evaluation process, OMD’s team demonstration of their sharp understanding of our business and quality of team really stood out. The evaluation focused primarily on optimizing effectiveness and efficiency of our media planning and buying, and the presentations from all the four agencies were really impressive. We look forward to our continued association with OMD to derive the maximum mileage.”
This decision confirms the performance and contribution of OMD to Du’s stunning business success since its inception in 2007. Today, Du enjoys a market share of more than 44% in mobile services and over 4.7 million customers who use its voice (landline and mobile), data, Internet and TV services.
“The telecom sector being such a fluid and dynamic market, we’ve always had to ensure we were on top of our game for Du,” commented Shadi Kandil, managing director of OMD UAE. “This focus and determination has clearly paid off as we’ve been able to not only keep on making the difference for Du but also with our competitors. I am very proud of what our extended team has achieved, which is to demonstrate time and again that our client’s trust in us in indeed well placed.”
This is yet another testament of OMD’s expertise in the telecom sector as it follows the agency’s win of the Vodafone account in Egypt after a hotly contested pitch.
Notes and media contacts
About Du:
Du, the integrated telecom service provider in the UAE, launched mobile telecommunication services in February 2007 across the UAE, in addition to internet and pay TV services that Du provides in some of the free zones of Dubai. Call Select, Du’s nationwide fixed line services for voice telephony, was launched in July 2007. By the end of 3rd quarter of 2010, over 4 million people in the UAE had chosen to become Du mobile customers.
Among Du’s many firsts is its historic Number Booking Campaign for both individuals and business, Pay by the Second billing system, Mobile TV, Mobile Payments, first of its kind ‘WoW’ recharge card (which offers customers the choice between ‘more credit’, ‘more time’ and now the ‘more international’ recharge option with additional credit on international calls) and Self Care.
For business customers, Du business offers include Closed Business User Group and preferred International Destinations. Du Broadcast Services division brings scalable media technology platforms and telecommunication solutions to the broadcast community through its world-class teleport (Samacom) and Master Control Room (MCR) facilities.
Du products and services for consumers and business are available through Du’s retail network, currently numbering 37 Du shops located in strategic locations across the UAE, including the recently opened flagship store located in the heart of Abu Dhabi. In addition, customers can access Du products and services at more than 3000 authorised dealers or through the Du e-shop, accessible at http://shop.du.ae du shops are a one-stop-shop for mobile service, carrier select and the payment of service bills.
Du is 39.5% owned by the UAE Federal Government, 19.75% by Mubadala Development Company, 19.5% by Emirates Communications & Technology Company LLC and the remaining stake by public shareholders. It is listed on the Dubai Financial Market (DFM) and trades under the name Du.
About OMD:
OMD, a global media network part of the Omnicom Media Group, is the largest and most innovative media marketing company in the world, with more than 8,000 employees in 97 markets serving many of the most successful and well-known global brands. It has been rated as the Most Creative Media Agency by The Gunn Report for Media for an unprecedented five consecutive years; Adweek Global Media Agency of the Year for 2008 and 2009; and 2009 Media Agency of the Year by Advertising Age. In the Middle East, it has been named Media Agency of the Year two years in a row at the MENA Cristal Festival (2010/2011) and was the most awarded at the Gemas Effie MENA Awards in both 2009 and 2010.
Contact:
Mr Eric Mirabel
Business Development Director, Omnicom Media Group MENA
T: +971 4 450 0484
or
Ms Loret Wessels
Marketing Communications Manager, Omnicom Media Group
Tel: +971 4 450 0485
