Consultancy takes on Emaar creative pitch

Property giant Emaar has hired a consultancy to manage one of its creative pitches in what is thought to be a first for the region, Campaign can reveal.

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By  Tim Addington Published  May 28, 2006

Property giant Emaar has hired a consultancy to manage one of its creative pitches in what is thought to be a first for the region, Campaign can reveal. The UAE-based developer has hired IK Consult to oversee the selection of an advertising agency for what Emaar calls a “major international corporate project”. IK Consult will manage all aspects of the process for Emaar. Four agencies have been selected to take part, including incumbents Team Y&R and Face to Face, in addition to TBWA\Raad and Grey Worldwide. The use of outside consultants to manage creative and media pitches is common in markets outside of the region. Emaar’s decision to use IK Consult, which is the regional partner of Agency Assessments International — one the largest management consultancy’s based in the UK — is thought to be a first for the Middle East. Details on which international project the winning agency will be working on is being kept under wraps by Emaar, but the company has projects in countries including Saudi Arabia, Egypt, Turkey, India and Tunisia. Imad Kublawi, chief executive officer at IK Consult, refused to comment on the pitch process, but Campaign understands that the results will be announced in mid-June. Kublawi was the former chief operating officer for JWT in the Middle East. After leaving JWT in August last year following 16 years of service, Kublawi told Campaign that internal politics at advertisers and agencies were hampering effective brand communications.

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