TBWA\RAAD wins regional creative mandate for Mai Dubai 

UAE-based creative agency, TBWA/RAAD has been awarded the account to handle the regional creative mandate for Mai Dubai in the Middle East. Founded in December 2012, Mai Dubai has been a dominant player in the bottled water category and aims to further reinforce its positionin the region. TBWA/RAAD will provide strategic direction and brand positioning as well as creating and implementing integrated communication strategies in the UAE.

“Mai Dubai has embarked upon a transformative journey to become the most recognised and aspirational water brand in the UAE and across the wider region,” says Reda Raad, CEO, TBWA/RAAD. “We are re-evaluating its brand-building efforts and practices in light of what data science has revealed and we aim to strengthen its brand positioning. We look to successfully implement creative concepts that will help the brand consolidate its presence in the larger, more diverse market place that makes up the Middle East region.”