Serviceplan Middle East has retained its role as the global creative partner for the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) after successfully defending the mandate in a competitive multi-agency pitch.
With the renewed assignment, Serviceplan Middle East will continue to steer global creative strategy, brand narrative development, and integrated campaign execution across DCT Abu Dhabi’s priority international markets. The partnership focuses on strengthening Abu Dhabi’s global brand presence while driving consideration and visitation to the destination.
“Serviceplan’s work has driven a strong impact. We look forward to continuing this partnership and maintaining the strong momentum, helping to drive increasing consideration and visitation to the destination and further raising Abu Dhabi’s profile on the global stage,” said Emma Campbell, Director of Sector Marketing at the Department of Culture and Tourism – Abu Dhabi.
Highlighting the importance of the relationship, Alex Schill, Global Chief Creative Officer, Serviceplan Group, said, “DCT Abu Dhabi is a flagship partnership for Serviceplan on the world stage. We are proud of what the teams have achieved and look forward to supporting the next wave of global creative work from our Middle East hub.”
The mandate renewal also reinforces Serviceplan Group’s long-term commitment to supporting Abu Dhabi’s ambition of being recognised as one of the world’s most dynamic and culturally rich destinations.
“For us, this renewal feels like being invited to keep doing meaningful work with people we respect. It’s a chance to continue shaping a voice that’s allowed to grow naturally, not rushed. We’re sincerely grateful not just for the opportunity, but for the belief shown in what we’re trying to build together for Abu Dhabi’s future,” said Nishant Shah, Executive Creative Director, Serviceplan Middle East.
Natalie Shardan, Managing Partner, Serviceplan Group Middle East, added, “Being reappointed by DCT Abu Dhabi feels like both a homecoming and a reminder of what true growth requires. Good things take time, they need belief, patience, and people who keep showing up. This renewed partnership with DCT Abu Dhabi is exactly that, a relationship built steadily on shared trust, shaped over time by the inspiration this city gives us every day. We’re hungry to rise to the challenge and turn that inspiration into global stories worth hearing.”
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