The Dubai International Film Festival (DIFF) has signalled its intention to refresh its creative advertising by inviting a number of agencies to pitch for the business.
Incumbent Impact Plus has held the business for four years after being appointed twice in succession by DIFF. It is in the running again in the current pitch and joins a field which features Memac Ogilvy, Leo Burnett, Tonic, JWT, AdKitchen and Birdie.
Speaking of the decision to review, Mahsa Motamedi, director of marketing and sponsorship for DIFF, said: “We are evaluating the agencies based on their ability to think strategically and execute professionally and creatively. Unique art direction and copywriting skills in both English and Arabic are the main aspects we will be assessing… all in all, we are looking for an agency to be a true, effective and efficient communications partner.”
She added: “Our advertising has mainly been campaign based. Whatever we have done so far has worked to achieve the festival’s goals while being cost effective as well. Going further, we want to focus on an innovative long-term strategy that complements our new media and digital campaign, and look forward to a new creative path.”
Last year the festival, which had its sixth edition in December, focussed 40 per cent of its marketing on new media.