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Memac Ogilvy named AOR for Pearl-Qatar developers

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After an extensive review, the Qatar-based United Development Company has selected Memac Ogilvy as its advertising agency of record, with the team chosen to lead all strategic branding and creative efforts for the Qatari shareholding company. The Ogilvy Memac team will be tasked with accelerating the marketing efforts of the UDC's artificial “Pearl-Qatar” island, a resort island based in Doha, Qatar, which spans nearly four million square metres. The ambitious urban development, which is the first land in the country to be available for freehold ownership by foreign nationals, will have cost upwards of $15 billion upon its completion. One of the Middle East's top agencies, and a part of the global Ogilvy & Mather network, Memac Ogilvy are already working on the first campaign for the Pearl, and will be guiding brand strategy and creating national and regional integrated marketing campaigns for the resort, including print, broadcast and out-of-home.

The Pearl-Qatar, which is the first land in the country to be available for freehold ownership by foreign nationals, will have cost upwards of $15 billion upon its completion

Hussain Akbar Baker, senior events and marketing manager at UDC, believes that "Building on an already robust sales record, strong reviews and increasing regional and international awareness, The Pearl-Qatar is well-positioned to take advantage of the market shift toward resort-like, mixed-use developments." He says that throughout the agency review process, they were looking for a team that would “Not only bring the best creative and strategic approach, but would also truly understand The Pearl-Qatar brand and where it comes from.”

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The Pearl-Qatar at dusk

Baker feels that Memac Ogilvy “Demonstrated a rich appreciation and understanding of The Pearl-Qatar, along with a deep spirit of collaboration,” and he is “Delighted to find such a strong partner and look forward to working closely with them in order to further advance The Pearl-Qatar brand." Samer Abboud, managing director at Memac Ogilvy Qatar, adds that they are “Pleased to have been selected to represent a brand as iconic as The Pearl-Qatar.” He says his team “Looks forward to the collaboration and contributing to the success of the brand in Qatar and abroad."

Hussain Akbar Baker feels that Memac Ogilvy “Demonstrated a rich appreciation and understanding of The Pearl-Qatar, along with a deep spirit of collaboration.”

The island is located 350 metres offshore of Doha's affluent West Bay District and is one of the Gulf's largest developments. The development represents the country's rich past in the pearl industry, with the island built on an old pearl diving site and the development eventually planned to resemble a string of pearls. It offers a range of residential solutions with a total of 4,700 apartments spread across 31 towers, a number of commercial attractions and a “Venice-like community” called the “Qanat Quartier,” which features an extensive canal system, pedestrian-friendly squares and beachfront townhouses. In short, it aspires to the same kind of luxury and decadence achieved across the Gulf with Dubai's “Palm” resort islands.

Official UDC Website

Official Memac Ogilvy Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK who always picks Qatar in FIFA when he plays a newbie. Because. They're bad.

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