Impact BBDO and OMD split with bank

Abu Dhabi Commercial Bank has dropped Impact BBDO and OMD in a shake-up of its creative and media service providers, Campaign can reveal.

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By  Steve Wrelton Published  April 9, 2006

Abu Dhabi Commercial Bank has dropped Impact BBDO and OMD in a shake-up of its creative and media service providers, Campaign can reveal. The bank will now use Magna Global, part of the Middle East Communication Networks, for its media planning and buying, while a roster of agencies, including Team Y&R in Abu Dhabi and the Dubai-based Mindgallery, will look after the creative. Campaign understands that the bank plans to forge relationships with a range of ad agencies in a bid to diversify creative output and tailor communications to specific financial products and services. Staff from Universal Media Seven conducted the pitch for media buying, but to avoid a conflict of interest with other MCN business it will be Magna that will handle the account. Magna’s managing director, Rizk Naifeh, said that the company had set up a specific unit to look after ADCB. He added: “We have local knowledge and I think that having an office in Abu Dhabi counted in our favour. We are thrilled to have such a partnership — ADCB has a lot of potential.” A spokesperson for ADCB was unavailable for comment. The bank and OMD hit the headlines last year when they installed what was thought to be the longest-ever billboard in the Middle East. The 400m long and 12m high billboard, which was built by Jumeirah Outdoor Media, advertises the bank’s mortgage services. The billboard’s visual was created by Impact BBDO and is situated on Sheikh Zayed Road in Dubai, one of the UAE’s busiest roads. It is estimated that it is viewed by some 200,000 motorists a day.

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