The appointment follows a highly competitive pitch process involving five network agencies over the course of the last few months. Under the ‘Power of One’ model, Leo Burnett will draw upon the collective talent and services across the Groupe to provide forward-thinking strategic planning, creative, data, communication, and digital marketing solutions for Emirates NBD. 

Moadh Bukash, Chief Marketing Officer for Emirates NBD said, “We are delighted to be partnering with Publicis Groupe, a prominent global creative agency. As a leading banking brand in the region, we have set the regional benchmark for banking excellence over the years. We are confident that Publicis Groupe will help us elevate our brand and engagement with key stakeholders as we aim to maintain our position as the UAE’s most valuable banking brand.” 

This appointment further reinforces a winning formula between Emirates NBD, Publicis Groupe, and Leo Burnett, having worked together on memorable campaigns including ‘Give in to giving’ which promoted volunteerism and ‘It wasn’t me’ for cyber-crime awareness in collaboration with Dubai Police. Recently, Publicis Groupe and Emirates NBD collaborated on the award-winning ‘James Jefferson: How to Grow Rich During the Pandemic’ financial fraud awareness campaign, which was recognized with 3 Gold Effies and 2 Gold Jay Chiats for creative and strategic excellence last year.

Commenting on the appointment Bassel Kakish, CEO of Publicis Groupe Middle East said, “It is an exciting time to be leading Emirates NBD through their next chapter of growth and transformation with Leo Burnett at the helm. Having already achieved positive results through effective and award-winning campaigns in the past, being appointed as the lead creative partner will truly unlock the potential of this partnership.”

Publicis Groupe and Leo Burnett are the most awarded network and agency for creative effectiveness and strategy in 2022 including being the Most Effective Agency and Network of the Year at the 2022 MENA Effies.