Key to the agency’s selection was its strength in strategic planning across media touchpoints and a data-driven, consumer-centric mindset provided by M1, Dentsu’s proprietary research tool.
Inas Abou Salem, Global Head of Marketing, Communications & Branding – Abu Dhabi Islamic Bank, said, “This is a pivotal time for ADIB as we accelerate our evolution in becoming a market-leading digital bank by challenging old ways of doing things and pioneering the new. Carat’s approach will both complement our in-house digital marketing while driving our offline media with the data-driven approach and strategic vision needed to drive consistent value for our customers.”
Speaking about the win, Ramzy Abouchacra, CEO – Carat MENA said: “We are delighted to be partnering with ADIB, integrating the best of our agency capabilities to support their digital transformation. Their ambition to innovate banking in the Middle East is exciting, and clearly aligned with our ambition to redefine the role that media plays in driving transformative growth.”