Tue Feb 13, 2007

Zabeel gets creative with new acquisition.

Agency looking to grow national creative and marketing roles.

Zabeel has further diversified its portfolio with the acquisition of Dubai-based visual communications agency, Electric Orange. As part of the acquisition, the company is being re-branded as ZED Communications, and will fall under the purview of Amina Taher, Zabeel Executive Director of Corporate Communications.

Speaking on the acquisition, HE Mohammed Ali Al Hashimi, Executive Chairman of Zabeel, said: "Zabeel is much more than a property developer; we are looking to build and create brands, as well as communicate them effectively. As the region`s media and creative hub, Dubai has an incredibly profitable communications industry; our being a part of that makes good financial sense."

Robert Norton, the founder of Electric Orange, said of his decision to sell the company: "With the backing of Zabeel, the company will now be able to realise its full potential."

ZED Communications is set to expand the existing 30-strong team, further building on the agency`s creative and client servicing offering. While the agency is currently offering brand identity and below-the-line services, it is looking to diversify into a through-the-line agency, providing complete communication packages for existing and new clients.

Taher commented: "I want to see more Emiratis taking positions within the media, marketing and creative arenas. The time has come for a true UAE agency to flourish, and develop identities for businesses to compete in the global marketplace. You just have to look at our current portfolio to appreciate the level of quality creativity we have produced over the last couple of years."

Currently based in the Emirates Towers, ZED Communications will be moving to new offices at the Dubai International Financial Centre within the next few months, in order to be closer to its partners and the brands that the Agency represents. The company currently handles work for Dubai World Trade Centre and Amlak Finance, and has been responsible for creating the identities for real estate developments such as Dubai Healthcare City and Tiara Residence.

ZED Communications will offer a broad menu of services, and will look to focus on UAE brands. Taher concluded: "A number of the UAE`s brands are gaining international recognition, but it is time to ensure that every brand coming out of the UAE bears an image that speaks of its origins with pride."

"Brands can`t be everything to everyone; there needs to be more strategic thought and planning when creating company and product identities. The proliferation of outdoor media has damaged some brands, in that they have just thrown the brand out there for everyone to see; there is not specific target audience."