UK-based agency London Advertising is to establish a presence in the Middle East after being appointed to launch Jawwy, a mobile experience made by Saudi Telecom Company.
Following a three-way pitch against BBH and M&C Saatchi, the agency bagged the integrated launch campaign across broadcast TV, online and social media channels in Saudi.
London Advertising has now appointed Paul Ross to lead the Jawwy from STC brand rollout and establish the agency’s base in Dubai.
Prior to joining London Advertising, Ross worked at TBWA, DDB and Saatchi & Saatchi in North America, Europe and the Middle East on global brand development, integrated communications and digital experiences.
He said: “My passion is building brands that become part of the cultural conversation and deliver sustainable growth, so I’m particularly excited to work with Jawwy from STC, a breakout brand giving new ways for us to communicate, interact, and experience the world.”
Earlier this year, FP7/DXB was appointed to launch the as-of-then undisclosed start-up and continues to lead the account as agency-of-record.
Ash Banerjee, former vice-president of brand development at du, was originally chief brand officer for Jawwy, but has since left the venture.
London Advertising’s first big project for Jawwy was released yesterday and features a dramatic film of a motorbike riding into the sea to then surf a wave with the tagline “Impossible possible”.
Subhra Das, CEO of Jawwy from STC, commenting on the appointment said, “Jawwy from STC is the first truly digital mobile experience in an app. We searched internationally to find an agency that could communicate this revolutionary concept. LONDON Advertising nailed Jawwy’s offering in two words with the tag line making the ‘impossible possible’.”