As part of its 2014 strategy to widen awareness of its services across the region, Huawei – a global information and communications (ICT) solutions provider, announced a partnership with Serviceplan Middle East, the Dubai arm of Europe’s Largest Owner-managed Independent Agency.
This partnership will see Serviceplan develop Huawei’s on-going advertising strategy in the region delivering above and below the line campaigns to support the company’s range of smart devices.
Serviceplan Middle East will target Huawei’s wider consumer market and generate greater awareness and demand for its devices across the UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Iraq and Pakistan.
Ashraf Fawakherji, Vice President of Huawei Device Middle East, said: “We look forward to working closely with Serviceplan Middle East to deliver a host of creative ad campaigns to support our rapidly growing consumer business group. Serviceplan has a sterling reputation globally and within the region, delivering targeted and creative advertising campaigns raising brand reputation and recognition for their clients. 2014 is going to be an exciting year for Huawei as we prepare to launch a number of flagship devices in the region and these marketing campaigns will play a significant role in widening awareness of our product line across the Middle East.”
Rami Hmadeh, Managing Partner of Serviceplan Middle East, said: “We are excited about working with Huawei and look forward to developing effective and powerful advertising strategies and campaigns. Since our rebranding into Serviceplan late last year, we expanded and increased the number of our divisions, and now have a leading-edge family of products that we believe can play a significant role in elevating Huawei business across the Middle East.”
This partnership comes at a highly opportune time as it coincides with the 2013 creativity rankings announcement, produced by the German specialist publisher Horizont, which listed Serviceplan at No.1 for the first time. Serviceplan Middle East, therefore, brings both its strong regional insight and proven creative heritage into this new and exciting partnership.
The partnership with Serviceplan Middle East builds on Huwaei’s objective to develop closer ties to its regional consumers and reflect Huawei’s recently adopted Arabic word mark being used in future ATL and BTL campaigns.
According to Huawei’s 2013 global revenue announcement, which includes Huawei’s expanding Consumer Business Group, the company recorded an estimated $39.44bn last year, a significant 11.6% increase year-on-year from 2013. In line with its plans for 2014 Huawei will look to increase these revenues through flagship product launches, which will be supported by these strategic advertising campaigns in the region.
Memac Ogilvy & Mather
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