Abu Dhabi’s ambitious alternative energy project Masdar is holding a pitch to find a new creative agency after taking the surprise decision to move on from the recently appointed BPG Advertising.
Dubai-based BPG secured the creative account for the multi-billion dollar green energy initiative in November last year in a hard won multi-agency pitch that took place over a six-week period.
Mystery surrounds the decision to curtail the relationship after a mere six months, with neither party able to shed light on the rethink, although it is understood that the contractual notice period has been honoured and the company has decided to move on.
Zarmineh Rab, corporate communications manager for Masdar, said that the decision was in-line with the procedures of the company: “It’s a process that we follow that is part of our procurement process,” she said. With reference to BPG, she would only comment: “They were appointed for the interim process and now we’re going through a process whereby we will appoint an agency.”
Commenting at the time of the business win, Avi Bhojani, CEO of the BPG Group, appeared unaware that their appointment was considered by Masdar as a temporary measure. “I think our passion for the project was a key factor in our success. Our values and expertise are consistent with the local, regional and international targets of Masdar. We are also perceived as an easy agency to deal with.”
Masdar was launched by the WWF and The Abu Dhabi Future Energy Company in January last year and will be the first zero-carbon, zero-waste, car-free city on the planet, eventually housing 50,000 residents.
Starcom manages Masdar’s media planning and buying.