Abu Dhabi media zone Twofour54 is in the final stages of a pitch after putting its creative account out to tender.
The process has seen the selection whittled down to two agencies, with a final confirmation believed to be imminent. But possible contenders for the account do not include incumbent Lowe, which was not invited to defend the business.
Lowe was originally brought on board to handle the brand positioning of the ambitious initiative, creating an international media, PR, online and advertising campaign for the launch of twofour54 less than 12 months ago.
Paul Venn, head of communications for twofour54, declined to comment on the pitch saying they were “unable to comment on specific agency relationships”.
The government-funded project, which is part of Abu-Dhabi’s 2030 plan to diversify its economy, hopes to become a centre for content creation in the region and attract established international and regional brands, as well as offering training to nurture young Arab creatives.
Lowe’s work for twofour54 included the creation of the media zone’s name, logo and brand architecture.