KARACHI: Following a lengthy creative review that started in March 2020, Dubai Islamic Bank has selected Blitz Advertising as its new creative agency. Bullseye DDB was the incumbent and the Islamic bank had also shortlisted Synergy Dentsu and Orient McCann as well. Due to Covid-19, the review process and subsequent outcome had been delayed.
“The pitch brief clearly stated the brand’s ambition to position Dubai Islamic Bank (DIB) as the number one brand in the mind of their target audiences,” said Shakeeb Faruqui, the creative director at Blitz Advertising, in a statement to Profit. “DIB had done their homework on which segments within their target audience universe to target in order to achieve their desired positioning.”
Speaking to Profit, Faruqui shared that DIB had outlined some key product and service innovations that help substantiate its ambitions, providing the pitching creative agencies with enough meat to weave the magic.
“There hasn’t been a more challenging time for the banking and financial services industry as a vast majority of consumers believe there is little to no significant difference in their products,” said Faruqui. “The pitch brief combined with the state of the category provided a very challenging opportunity and we are proud that our proposed strategy and ideas won us this assignment.”
The Spark affiliate full-service agency is currently producing and shooting the first thematic commercial for the Islamic bank. In the fifteen years that DIB has operated in Pakistan, it has never launched a corporate brand communication, with Blitz Advertising working on its debut TVC and DVC.