Serviceplan Middle East Wins Global Creative Account for Department of Culture and Tourism

Serviceplan Middle East has been awarded the global creative account for Experience Abu Dhabi, the destination brand managed by the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi). Following a multi-agency pitch, the agency was appointed to lead the global creative marketing campaigns over the next three years.

As one of the largest independent agency groups in the world, the Serviceplan Group brings its global expertise in tourism to the table, with a strong track record of launching award-winning tourism campaigns for Valencia, Vienna, Berlin and many others. Serviceplan Middle East works with other notable global clients to build a strong regional presence, including BMW Group. The German carmaker’s latest ‘Forwardism Comes Home’ campaign was widely acclaimed both locally and internationally.

The Serviceplan Group works to “Build Best Brands” by leveraging the transformative power of Übercreativity – a higher form of innovation merging diverse disciplines, cultures, talents, technologies, and media. Armed with this philosophy, Serviceplan Middle East aims to realise DCT Abu Dhabi’s vision to enrich people’s lives by sharing Abu Dhabi with the world.

Announcing the partnership, Serviceplan Middle East Managing Partners Natalie Shardan and Akhilesh Bagri said:

Natalie Shardan: “We’re very honoured to be selected as the lead creative agency for DCT. The team is ambitious and has big plans to promote Abu Dhabi as a key cultural and touristic destination, not just regionally but also globally. Having lived in the UAE for the past 2 decades, we’re very excited to contribute to these big ambitions. We thank the DCT team for their trust in Serviceplan Middle East and we look forward to a fulfilling partnership.”

Akhilesh Bagri: “The last few months have been very exciting for all of us at the agency. We are very happy that the team at DCT made us work for this coveted win. The brand is one of the most important brands in the region and the journey so far has been a lot of fun. But we still have a lot more to do (and that’s a plug for our exciting new summer campaign that’s going live as this goes to print).”

Nouf Al-Boushelaibi, Executive Director of Strategic Marketing & Communications Sector at DCT Abu Dhabi, said: “We are proud and excited to announce Serviceplan Middle East as our creative partner, and an extension to our Strategic Marketing and Communications team. Serviceplan has demonstrated their commitment and dedication to sharing Abu Dhabi with the world, from the initial pitch process to making campaign visions become a reality. We are confident that we will accomplish remarkable achievements together.”