Axiom Telecom appoints TBWA/RAAD as integrated communications agency

15/8/2010.

Axiom Telecom, the Middle East’s leading mobile phone retailer has appointed TBWA\RAAD as its integrated communications agency. TBWA\RAAD and Ketchum Raad Middle East will provide advertising, public relations and in-store activation services to Axiom Telecom in the UAE and KSA.

The client/agency planning phase of the work has already begun, with TBWA\RAAD and Axiom Telecom, engaging in an intense and comprehensive ‘Disruption’ workshop to analyze the communications sector and identify fresh and engaging new routes to Axiom Telecom’s target consumer group. ‘Disruption’ is the art of asking better questions, challenging conventional wisdom and overturning assumptions and prejudices that get in the way of imagining new possibilities and visionary ideas for a brand.

Faisal Al Bannai, CEO of Axiom Telecom, commented: “We aimed for an agency that shares our passion for the Axiom Telecom brand and can translate our vision and strengths into creative, newsworthy communications. TBWA\RAAD’s disruptive ideas were the right fit to enhance our brand. Additionally, their consumer and market insights and experience in seamlessly managing integrated work made it an easy decision for Axiom Telecom.”

Speaking for TBWA\RAAD, Group Managing Director Reda Raad said: “We are delighted to represent such a well known name in the telecom sector, and particularly happy to be working for a brand that has its roots in the region. TBWA\RAAD was part of Axiom’s launch in 2000, and it feels great to be part of helping this exciting company grow and develop further once more. We look forward to being Axiom Telecom’s valued strategic partner and to help them reach their long-term goals."

Axiom Telecom is the largest and leading authorized distributor and retailer for international mobile device brands in the Middle East, specializing in wireless communication products and operating over 3,500 points of sale across the Middle East.