DUBAI: Carat MENA has been awarded the offline media responsibilities for Abu Dhabi Islamic Bank (ADIB), a leading regional Islamic financial services group that serves more than a million customers through a distribution network in the UAE, Egypt, Iraq, Saudi Arabia, Qatar, Sudan and the UK.
The agency’s strength in strategic planning across media touchpoints and a data-driven, consumer-centric mindset provided by M1, Dentsu’s proprietary research tool, were said to be critical factors in the decision to select it for the role.
“This is a pivotal time for ADIB as we accelerate our evolution in becoming a market-leading digital bank by challenging old ways of doing things and pioneering the new,” said Inas Abou Salem, the bank’s global head of marketing, communications and branding.
“Carat’s approach will both complement our in-house digital marketing, while driving our offline media with the data-driven approach and strategic vision needed to drive consistent value for our customers.”
Ramzy Abouchacra, the CEO of Carat MENA, said: “We are delighted to be partnering with ADIB, integrating the best of our agency capabilities to support their digital transformation.
“Their ambition to innovate banking in the Middle East is exciting and clearly aligned with our ambition to redefine the role that media plays in driving transformative growth.”