DIFF calls creative advertising review

February 28, 2010

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.

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Dubai creatives join forces for good of industry

April 30, 2009

A group of Dubai creatives have come together to establish a club designed to break down agency barriers and represent the community with a single voice.

The new ‘Creative Club’ had its inaugural meeting last night and included creative directors and executive creative directors from Y&R, FP7, Tonic, JWT, Lowe, TBWA\Raad and Brandcom.

lineveldtThe group, which has found a home courtesy of Sam Ahmed at Studio Central, will be meeting monthly. It will also be forming an executive committee and has elected Marc Lineveldt (pictured), executive creative director of FP7 Dubai, as the inaugural chairman.

The aim is for the forum to become a focal point for senior creatives, all of whom are being encouraged to join the club and help combine the opinions of Dubai’s creative community into a single voice.

The Creative Club follows on from the defunct Creative Directors Forum, which was formed in 2005 by many of the creative directors present last night, including Lineveldt, Vincent Raffray from Tonic, and Manoj Ammanath from Brandcom.

“This is very much what Marc and I wanted to do in the first place,” said Raffray. “What’s different is that in Studio Central we have a great place to meet and a real commitment. It’s a better environment and with all the issues that have been happening recently it’s a good time to get together for the benefit of the community. The goal is to give a voice to the region’s creatives and to raise creative standards.”