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Leo Burnett walks away with Du brief

The UAE’s newest telecommunications operator, Du, has handed its multi-million dollar creative brief to Leo Burnett after a pitch involving five other major agencies.

The UAE’s newest telecommunications operator, Du, has handed its multi-million dollar creative brief to Leo Burnett after a pitch involving five other major agencies.

The pitch, which took place last month in front of Du’s senior management team, included Dubai-based agencies Fortune Promoseven, JWT, TBWA\Raad and Saatchi & Saatchi.

The account was awarded to Leo Burnett, who had already been working on a project basis with the company in the months before its formal launch in February.

Raja Trad, CEO at Leo Burnett in the Middle East and North Africa, called the win “significant”. It comes after sister agency, Manning Selvage & Lee was appointed to oversee the firm’s public relations. Media agency OMD will manage the planning and buying for Du.

Trad said: “We are going to be a full service agency. It is a very significant win for us. It will be a big challenge, but we are very excited about it, and we are looking forward to working with the Du team.”

But one of the losing agencies has complained that Du’s management were not responsive when it asked for feedback on why it had not been successful in the pitch.

Speaking on condition of anonymity, the agency creative head said: “We asked for feedback, and all we got was something along the lines of ‘it didn’t meet our requirements’. While they are not obliged to tell us, most clients will provide feedback as a courtesy. We put in a lot of man hours for the pitch, and it would have been extremely helpful for us to get feedback on why they did not like it.”

The Du logo was developed by London-based Turquoise, and is meant to be a stylised representation of the verb ‘du’. The brand will be used in three colours — blue, green and magenta — and icons will be used to represent individual services such as mobile, fixed line and internet.

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