Dubai, UAE, 12 June 2019: Following a multi-agency pitch, Leo Burnett MEA has won the creative services assignment for Bee'ah, the Middle East's sustainability pioneer, to further establish and strengthen its brand. The agency will develop an integrated re-launch communication strategy and design corporate and brand communications campaigns to forge a deep connection with the Bee'ah audience and take its business forward.
As a purpose-led organization, Bee'ah's vision and ambitions have rapidly evolved to coincide with the growing ambitions of the UAE as it transitions into a greener future. Its forward-thinking approach has not only resulted in a diversified portfolio, but is also a key driver in the company's transition to become a holding group with a new vision of “pioneering a sustainable quality of life in the MENA and beyond”.
Khaled Al Huraimel, Group CEO at Bee'ah said: “Our impact on people's lives and the national wellbeing extends beyond holistic environmental management to being a progressive entity with a positive impact on all aspects of sustainability and living standards. We have selected Leo Burnett to bring our vision to life through a cutting-edge communication program that will help our audience embrace our new identity.”
Driven by a growth strategy that is centered on merging sustainability and innovation, Bee'ah is adopting next-generation technologies and enabling a future-ready economy that bridges the gap between economic growth and environmental consciousness.
As the creative and digital agency of record, Leo Burnett MEA will create a sophisticated marketing infrastructure to deliver uniform messaging across multiple channels to support Bee'ah in reaching its communication goals.
Kamal Dimachkie, COO at Publicis Communications said: “Working with Bee'ah is a big deal and a discontinuity. They are a company of firsts that is tackling critical and socially-impacting challenges. The work Leo Burnett has developed will help them along this journey. We cannot be more excited to partner with them and help them make a difference.”
Leo Burnett will provide strategic support to the Bee'ah team, while collaborating to develop a long-term communication strategy to drive the brand's objectives.