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ADCB flies 10,000 miles for creative work
Laying out a new advertising campaign is a big task, and ADCB certainly took their time to consider all their options when deciding who should handle their 2009 brand movement. In the end, it was a shop headquartered out of Minneapolis, Minnesota—over 10,000 kilometres away—that was awarded the contract.
The advertising firm Fallon Worldwide, a subsidiary of Paris-based Publicis Group S.A., announced that it signed ADCB as a client in March 2008. In 2009, the agency has run the "Long Live Ambition" campaign in print, TV, online and outdoor formats in the UAE and other Middle Eastern countries.
So far the campaign has been quite impressive.
From an industry perspective, ADCB’s choice seems to beg the question "Why Fallon?" It’s not as if there’s a lack of agencies in the UAE, many of which were undoubtedly part of the initial campaign bidding. What may have tipped the scale in Fallon’s favour is the fact that a number of ADCB executives previously worked for Citigroup, which is a former client of the Fallon network.
ADCB is one of about half a dozen new clients that Fallon brought in during 2008. Even more surprising than the contract is that, according to Rob Buchner, chief marketing officer at the agency, the venture with ADCB was unsolicited. The bank sent an e-mail to Buchner through the Fallon’s website in January 2008, and from there the relationship was grown.
Over the next several months, Fallon employees were flying out to the UAE to meet with ADCB executives and assess the cultural topography in which the campaign would air.
David Sigel, Fallon’s director of account management, hasn’t disclosed a lot of details about the UAE campaign. He has however, said that it was a "significant engagement" for Fallon; one that had Sigel himself visiting the UAE a handful of times since the contract signing.
Shot by French photographer Jean-François Campos, the campaign celebrates the spirit of the UAE, transforming ADCB into a brand that stands for 'ambition' and champions the spirit of ambitious people.
Our hats are off to Fallon Worldwide. Long live ambition!
See examples of the 'Long Live Ambition' campaign at: http://www.longliveambition.com
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