Client: e&
The UAE-based brand e& (formerly known as Etisalat) has rapidly transformed its business from a local telecom provider into a global technology group. But while its business had changed, its reputation had not. Many important stakeholders continued to view the company as purely a local telecom service provider. This misalignment threatened e&'s global expansion ambitions. If our stakeholders didn't understand where e& was going next - and why - e&'s transformation would be unlikely to succeed. We needed to engage in new topical conversations, reach new audiences, and clarify the purpose of our business evolution. Uniting e&’s diverse portfolio around a single value proposition, 'Go for More' became our brand platform from which we could articulate e&'s quest to empower people and businesses everywhere to achieve “more” of what matters to them. It provided a “why” behind e&’s growing suite of digital experiences, platforms, and tools: ones ultimately designed to enrich everyday life and inspire possibility. By focusing on the empowerment of others, the campaign concept was devised with earned attention in mind. A new brand narrative coupled with executive thought leadership, global media orchestration, celebrity partnerships, and activations around cultural moments would tell the story of how e& is supporting the world to go for more. Among our achievements was a 700% brand value increase in 2025, with e& ascending nine positions to become the second most valuable UAE brand. We also hit the highest ‘Top of Mind’ brand performance score in the previous 30 months.
