Saudi mobile phone operator Mobily has launched a review of its advertising business.
The company, which is headquartered in Riyadh, is understood to have called an extensive pitch, which has been entered by an estimated 10 agencies, including incumbent Impact BBDO. Although Mobily denies the review is taking place, the pitch deadline was 25 April.
Mobily is the official brand name of Etihad Etisalat, the second mobile service provider in Saudi Arabia. It was established by royal decree in 2004 and is owned by multiple stakeholders, including the UAE’s Etisalat, which owns 35 per cent of the company.
Shady Janzeir, internal communications officer, corporate communications at Mobily, would not admit that a pitch was taking place, stating only that: “Mobily is a very dynamic company that is always looking for new and fresh ideas. Mobily does not comment on any ongoing projects before they are launched and publicised.”
In the first quarter of 2009, Mobily’s adspend was $14.8 million, according to the Pan Arab Research Centre. Its main rival is Saudi Telecom.