Dubai Bank ditches JWT

Dubai Bank has dismissed JWT as its local advertising agency and appointed Grey Worldwide in its stead. The move comes following JWT’s appointment as HSBC’s global agency.

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By  Matthew Southwell Published  May 22, 2005

Dubai Bank has dismissed JWT as its local advertising agency and appointed Grey Worldwide in its stead. The move comes following JWT’s appointment as HSBC’s global agency. Grey Worldwide, part of the Grey Global Group, will now handle Dubai Bank’s through the line (TTL) activities and has been given a remit to develop the financial institution’s brand and come up with new creative. “We had to switch [from JWT] because they had a global affiliation with HSBC. They [JWT] were forced into it because it was a global account,” said Fadi Matar, head of marketing services & PR at Dubai Bank. Grey Worldwide was one of five agencies that pitched for Dubai Bank’s through the line business. According to Matar, it won due to its knowledge base, existing client list and creative talent. “We looked at Grey’s client list, its experience and the work that it had done. We were looking for an agency that had the right skills, and knowledge of banking products and the financial services industry. This is important because the banking industry moves quickly and we need someone who can move quickly with us,” he said. “While we had some excellent work presented to us during the various proposals, Grey’s contribution really stood out. The interpretation of the brief and the creative concept was outstanding,” Matar added. Although Matar has asked the Grey Worldwide team to generate a raft of new creative for Dubai Bank, he said the brand would remain the same. He also confirmed that the finance house would continue to use a mix of advertising mediums, ranging from print and radio to TV and online. “We will change the creative of our advertising but not the brand of the bank — it will still be young, aggressive and emphasise our quality of service. We are looking to evolve the communication of Dubai Bank. We have done well and last year the bank broke even — two years ahead of plan — but if you do the same thing over and over you get lost,” Matar said. “Although we have been using [all mediums] and will continue to do so, in the future we will do more direct mail pieces and more public relations.” In the Middle East, Grey Worldwide currently boasts a client roster including Nokia, P&G, GlaxoSmithKline, Visa, Jotun Paints, Emirates Computers, and Wafi Mall. Nadim Khoury, management supervisor at Grey Worldwide, said he was pleased to be able to add Dubai Bank to that list.

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