Challenges & Sucesses


We reg­u­lar­ly work with top-tier brands in the Middle East, but also help startups put their best foot forward. And while a lot of our work is at strategic messaging and policy level, we aren’t averse to crafting boutique real estate content, or deep diving into a tech client’s business model. We also col­lab­o­rate with agen­cies and brands based out of Lon­don, the US, Sin­ga­pore, and Europe’s cap­i­tals. Here are a few examples of how we’ve contributed to client goals through content that resonates.

The Copywriter in Dubai


The Corporate Presenter


Presenter Showreel

When the Dubai Inter­net City revamped its online pres­ence, the new con­tent need­ed to make a busi­ness case that would get peo­ple choos­ing the hub as their busi­ness des­ti­na­tion.

The Brief

To tell the sto­ry of the DIC, its com­mu­ni­ty and its vibran­cy in a way that would get peo­ple pick­ing up the phone.


The Chal­lenge

DIC has been around for a long time. The free­zone need­ed to be show­cased as a com­mu­ni­ty of inno­va­tors, and not as a sta­t­ic struc­ture.


The Out­come

DIC’s new con­tent gets to the heart of why the com­mu­ni­ty there mat­ters, and what attracts them to the free­zone. It shows why DIC remains the beat­ing heart of entre­pre­neuri­al ideas despite com­pe­ti­tion.


Sample Copy

“It doesn’t matter if you’re an enterprise looking for a hub that sits you right in the middle of MENA’s promising markets. Or an entrepreneur with a great idea, an app developer creating a chart-topping app, or even a coffee shop with incredible sandwiches. If you’ve got the will, you’ll fit right in. All you need to do is bring the desire to succeed. We’ll help you with the details.

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"Your business deserves being part of a hub that connects ideas and markets across the GCC, Middle East and North Africa. Join a community that values innovation, that believes in business success, and that will help you take your big idea to a vast market.”

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in5 is Dubai Inter­net City’s incu­ba­tor. It’s an ecosys­tem specif­i­cal­ly designed to get great ideas in ICT and dig­i­tal media off the ground. And it need­ed its sto­ry told bet­ter.

The Brief

To cre­ate con­tent that shows entre­pre­neurs why in5 is the right sup­port sys­tem for busi­ness suc­cess.


The Chal­lenge

To craft a nar­ra­tive that was con­ver­sa­tion­al, approach­able and yet infor­ma­tive.


The Out­come

Crisp con­tent high­light­ing the val­ue in5 brings to the entre­pre­neur com­mu­ni­ty, and why peo­ple with great ideas should become involved.


Sample Copy

“The in5 innovation centre is an ecosystem specifically designed to get great ideas in ICT and digital media off the ground. We help entrepreneurs take good ideas all the way to market successes. We get involved early in the process of idea creation and feasibility testing. We then work with you through licensing and implementation – right up to commercial launch.

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“We get you business-ready through a mentorship programme where experienced leaders help you manage your startup and stare down challenges. You access the industry’s best minds in HR, marketing, sales, project management, strategy and people management. We understand that funding can be a major bottleneck for small businesses. That’s why we give you a powerful platform to make successful pitches to angel investors and venture capitalists.”

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When H.H Sheikh Mohammed bin Rashid Al Maktoum announced the Dubai Future District - a grand alliance of citywide entities that paved the way for entrepreneurs to relocate and set up in the city, we were tasked with bringing the District’s story to life.

The Brief

Dubai’s biggest entities got together to pave the way for entrepreneurs to relocate and set up in the city. We were tasked with writing crisp content for a website announcing the initiative.


The Chal­lenge

Multiple stakeholders, VIP decision-makers, many layers of protocol, tight deadlines, and a narrative that needed to be just right. This rewarding project was a thrilling challenge requiring collaboration, agility and the ability to tell great stories quickly.


The Out­come

The Dubai Future District website came together in an impossible short time, in a rewarding feat of collaboration. It tells the story of a district that invites people with big ideas to call Dubai home - and tells innovators exactly what perks and benefits are in store for them.


Sample Copy

“The Dubai Future District is your single point of entry for innovation-driven enterprises. It’s the natural combination of everything Dubai offers entrepreneurs, combined in a seamless journey that leads you from inception all the way to market success.

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"Our rich ecosystem of partners opens up an entire universe of support – from visas, accommodation and licensing to banking, regulatory assistance, funding, mentoring, testing and collaboration. The Dubai Future District offers your big idea a home where it thrives. And where you discover the ideal mix of work and play in Dubai; one of the world’s most stimulating places to live."

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The Dubai Future Foundation is an entire ecosystem of innovation dedicated to the single-minded aim of reimagining the future in ways that puts Dubai at the global helm. When the time came to tell the Foundation’s story cohesively, we took the lead in crafting the narrative.

 

The Brief

To create cohesive web copy narrative the story of the Dubai Future Foundation, along with its history, projects, initiatives and successes.


The Chal­lenge

The Dubai Future Foundation is an incredibly rich ecosystem of innovation with many moving parts. Our challenge was to understand these elements by dedicating weeks to fact-finding, and then knit them all together into a seamless story.


The Out­come

A long-term collaboration with the Dubai Future Foundation to fact-find and catalogue years of history and outcomes; and then express these cogently in compelling manner.


Sample Copy

*Work in Progress – currently embargoed*
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Not all content must be flashy. When Dubai Pulse wanted to ensure its data was accessible to people and easy to understand, we were tasked with taking a deep dive into the details.

The Brief

Dubai Pulse is a platform that makes citywide data from public sector entities available to the public and other stakeholders. We were tasked with making the datasets more human in language and prose.


The Chal­lenge

Over 38 government entities donated their data, leading to a cacophony of tones, approaches, syntax and approaches to communication. There was a dizzying amount of data and information, and needed to be expressed correctly and succinctly.


The Out­come

We successfully humanised data; looking into all nooks and crannies. We renamed datasets, created succinct descriptions, and suggested a host of optimisations to make data easier to find. Our success resulted in a long-term collaboration with Dubai Data, where we tackled over 600 datasets – turning them into clear, concise, well-organised content.


Sample Copy

*Currently Confidential*
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Dubai Data Establishment is gathering, refining and using data in groundbreaking ways to improve resident and citizen happiness in Dubai. Our job was to tell their story in a website falling under the Smart Dubai umbrella.

 

The Brief

To tell the story of how Dubai Data is harnessing data from all over Dubai to generate brand new insights for a smarter city with happier people.


The Chal­lenge

Data by itself doesn’t excite people. It’s only when you demonstrate what can be achieved by using data to deliver creative solutions that make decisions smarter and people happier is when audiences begin paying attention.


The Out­come

Dubai Data’s new web presence appealed successfully to different audiences. It explained the wonderful thing Dubai is doing with data to laypeople. But it also engaged data professionals and organisational change champions, inviting them to get involved.


Sample Copy

“Imagine data from an entire city identified, organised and interconnected to offer seamless services, smart management and extraordinary convenience.

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“Dubai’s City Data Management strategy aims to do just that through a groundbreaking project: the world’s first citywide data model. It’s a world-first project that identifies and structures data assets from across the city. It sparks new interconnectivity between data elements to drive innovation, superior service and deeper insight."

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When the Dubai Design Dis­trict want­ed an online pres­ence to be craft­ed with­in 96 hours in time for Fash­ion For­ward, time was of the absolute essence.

The Brief

To tell the d3 sto­ry in a clear, crisp way, and help the free zone intro­duce itself and its raison de etre to Dubai’s cre­ative com­mu­ni­ties.


The Chal­lenge

The web design was a con­tem­po­rary, respon­sive grid. Each box could hold 35 words of text. Dou­ble box­es could hold 70. The sto­ry need­ed to move, and it need­ed to fit.


The Out­come

Snap­py short copy com­bined with longer form writ­ing in the inside pages to cre­ate a com­pelling nar­ra­tive to intro­duce d3 to the com­mu­ni­ty in unfor­get­table man­ner.


Sample Copy

"A hub where regional designers share space with global brands. A gateway for regional ideas to access the world. A conduit for international companies to discover new Middle Eastern talent."

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"Multi-purpose office space facilitates global and local design. State of the art offices and showrooms will headquarter global brands. Local businesses benefit from studios, ateliers and workshops. Bridging the gap between international influences and local talent, The District’s offices are designed to meet diverse design needs."

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When the Abu Dhabi Fund for Development announced an AED 1 billion support package for national SMEs impacted by the Covid-19 pandemic, we were tasked with creating  on-message press collateral.

The Brief

Create press releases and internal communiques in English and Arabic to announce the launch of an AED 1 billion fund for concessionary loans to UAE SMEs badly hit by Covid-19.


The Chal­lenge

The announcement was incredibly time sensitive; yet the introduction of statements from high echelons of federal leadership meant multiple protocol offices had be involved. The sensitive nature of the announcement needed careful messaging.


The Out­come

Impactful press releases and associated collateral that announced SME relief at a time when it was sorely needed.


Sample Copy

"Abu Dhabi Fund for Development (ADFD), the UAE’s leading national entity spearheading global development projects, has announced an AED 1 billion initiative to support national companies during the Covid-19 pandemic.

"The initiative provides concessionary loans for national companies operating in sectors crucial to the UAE economy – such as healthcare, food security, technology and manufacturing. It also considers firms in sectors that are bearing the brunt of the Covid-19 related disruption to business and economic activity."

 

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أعلن صندوق أبوظبي للتنمية، المؤسسة الوطنية الرائدة في دولة الإمارات العربية المتحدة والتي تهدف إلى تحقيق التنمية الاقتصادية في الدول النامية، ودعم الاقتصاد الوطني وتمويل استثمارات القطاع الخاص الإماراتي، عن مبادرة بقيمة مليار درهم إماراتي لدعم الشركات الوطنية خلال فترة تفشي وباء فيروس كورونا المستجد (كوفيد-19). ويأتي إطلاق هذه المبادرة تنفيذاً لتوجيهات سمو الشيخ منصور بن زايد آل نهيان، نائب رئيس مجلس الوزراء وزير شؤون الرئاسة ورئيس مجلس إدارة صندوق أبوظبي للتنمية، وبدعم من سمو الشيخ عبدالله بن زايد آل نهيان، وزير الخارجية والتعاون الدولي ونائب رئيس مجلس إدارة صندوق أبوظبي للتنمية.

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When Abu Dhabi Ports wanted a reliable long-term content creation and copywriting partner, we were chosen as preferred supplier. To date, we maintain a relationship with the ports owner and operator, and assist with content requests.

The Brief

When Abu Dhabi Ports wanted a summarised annual report highlighting key achievements and milestones for 2017, we were tasked with researching and writing it.


The Chal­lenge

Abu Dhabi Ports is a sprawling entity that owns and operates 11 ports globally. It also has multiple divisions and sub-divisions that needed inclusion within the summarised report. Time was of the essence and deadlines were tight.


The Out­come

A crisp and clear summarised report that highlighted the essentials without getting bogged down in unnecessary words. The report took a factual tone, reading like an FT article and reporting on facts, news and updates for the year.


Sample Copy

"Abu Dhabi Ports’ investment in its cruise tourism infrastructure and tourism yielded a record-breaking 2016/2017 cruise season. The extended season, ending in June 2017, saw a 40% increase in vessel calls and a 48% jump in total passengers to Zayed Port and Sir Bani Yas Cruise Beach over the year before. The passenger figures exceeded expected growth figures by up to 600% - testament to Abu Dhabi Ports’ efforts towards transforming Abu Dhabi into a world-class cruise hub."

 

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"The majority of visitors during the 2016/2017 season hailed from Germany (48%), followed by the UK (21%), Italy (10%) and The Netherlands (4%). In 2017, local cruise and waterway tourism capabilities were also developed, with Abu Dhabi Ports signing an agreement with Jalboot Marine to begin cruise ships to the Louvre Abu Dhabi as well as other local landmarks."

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When Savola Foods – one of the MENAT region’s leading strategic investment holding groups – wanted an annual report encapsulating their activities for 2019, the resulting project was an exercise in fact-finding, information gathering and succinct reporting.

The Brief

Present an annual report for a publicly-listed company that would be scrutinised by shareholders and stakeholders.


The Chal­lenge

Full immersion in a sprawling business that owns and operates household names. Almarai, Al Kabeer, Panda, Herfy, Afia and Al Osra are all Savola brands with their own results, news and narratives.


The Out­come

A powerful report that encapsulated leadership points of view while offering succinct analysis to show how Savola Foods was delivering on an ambitious strategy of efficiency, reform and sustainable growth.


Sample Copy

"The year marked a significant improvement in the Group’s performance, moving from losses to profit in a remarkable turnaround. The Group achieved a net income of SAR 475.6 million compared to a net loss of SAR 520.4 million in the previous year. Revenues rose to SAR 22.24 million compared to SAR 21.81 million the year before. We took advantage of the investment community’s appetite for fixed income products by issuing SAR 1 billion in sukuks. Our sukuks were oversubscribed as institutional investors took the opportunity to participate in our offerings, banking on our growth prospects.

 

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"We renewed our commitment to our retail and food business, while simultaneously focusing on optimising our asset allocation, and adapting our investment strategy to dynamic markets in Saudi Arabia and abroad. Our restructuring approach, which prioritised innovation while also focusing on group-wide cost rationalisation and efficiencies, yielded results throughout the year. This was reflected in increased shareholder confidence, with Savola Group stock price outperforming the market – increasing 28.2 percent during the fiscal year 2019, compared to a 7.9 percent overall increase for Tadawul."

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When SEDCO Holding - one of KSA’s largest private hold­ing com­pa­nies - asked for an annu­al report encap­su­lat­ing the activ­i­ties of over 16 hold­ing com­pa­nies, the result was a project requir­ing months of inter­ac­tion and incred­i­bly detailed ques­tion­ing to deliv­er inci­sive report­ing. The outcome resulted in a long-term association, with 4 years of back-to-back annual report writing.

 

The Brief

To deliv­er a com­pelling annu­al report deliv­er­ing results-based con­tent that avoid­ed mar­ket­ing fluff while cov­er­ing 16+ oper­at­ing com­pa­nies as well as core man­age­ment teams.


The Chal­lenge

Under­stand­ing in intri­cate detail the busi­ness mod­els of all oper­at­ing com­pa­nies, and analysing finan­cial results and busi­ness news to craft high spe­cialised yet read­able con­tent.


The Out­come

An annu­al report extend­ing to 20,000 words that analysed in detail every facet of SEDCO Holding’s oper­a­tions to offer ana­lyt­i­cal, facts-based and inci­sive report­ing. The quality of the work presented led to a long-term collaboration.


Sample Copy

"Our new approach is encapsulated in our Focus 2025 strategy, finalized after detailed discussions with internal stakeholders and regional experts. As its name suggests, the strategy prioritizes focus and market leadership.

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"Focus 2025 sees us direct long-term direct investment towards key players in essential sectors identified by Saudi Vision 2030 - such as healthcare, education, hospitality, entertainment, logistics and Information technology. Rather than diversify horizontally, we will target key verticals with depth to attain market leadership.Our real estate portfolios will also benefit from our renewed focus. We are prioritizing local income-generating assets, a move we have organically been making over the past few years. 2018 saw us formalize a discrete Real Estate division under a Chief Real Estate Officer. This is a step towards consolidating all real estate activities into a coherent business, and bring together our expertise across the real estate value chain."

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When DAMAC - one the UAE’s largest real estate developers - wanted to consolidate their online presence, we were called upon create new copy for all DAMAC projects.

 

 

The Brief

DAMAC is one of the UAE’s largest developers, with a project portfolio to match. Our task was to tell each project’s story without resorting to luxury cliché.


The Chal­lenge

The sheer size of the project – with over 100 projects to be accounted for – was a challenge. But more interestingly, we were tasked with sparking desire without resorting to hyperbole, and telling each project’s story without it becoming a hagiography.


The Out­come

Crisp, standardised and evocative copy that painted a clear picture in homeowners’ minds without relying on empty superlatives.


Sample Copy

"Each Hajar Stone Villa is crafted from individual blocks of masonry meticulously fitted together, paying homage to the timeless values of quality, care and attention. Premium in design and exceptional in finish, your home is naturally cooler in the summer and warmer in winter. Marked by artful masonry, heritage and warmth, it is testament to craftsmanship that will last lifetimes."

 

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"Paramount Hotels & Resorts translates bold imagination into an inspirational experience, drawing on a century-long track record of delighting guests. The brand combines service, design, entertainment and lifestyle in thrilling new ways across a series of major global properties."

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When IMKAN - Abu Dhabi’s most exciting semi-government real estate developer - wanted to reinvent its online presence to highlight its research-based design approach, we were called on to write the words.

 

The Brief

IMKAN’s point of difference is clever design powered by data and consumer research. It creates developments that follow users,  and not the other way around. Our job was to express this research-led approach while creating desire.


The Chal­lenge

IMKAN is different. It doesn’t work according to the standard real estate development playbook. There are multiple stakeholders to be satisfied, and many abstract concepts to be explained. Through it all, the people-centric design must be the star of the show.


The Out­come

Copy that leaps off the page. Succinct sentences designed to inspire. Blurbs that enhance IMKAN’s new online presence, and match the spirit of its developments.


Sample Copy

 You’re the Pixel of our picture

"You’re the Pixel in this big picture - the founding block that makes this mixed-use development so unique. Pixel is your place to live, play and engage in the Makers District on Al Reem Island in Abu Dhabi. Residential life wraps around a plaza of creativity with artisanal dining, homegrown restaurants, and maker spaces. Life is brilliant and accessible any hour of the day."

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"Pixel takes you from restful minimalistic living to a neighbourhood bursting with street-level creativity in a matter of steps. A pedestrian plaza is the centrepiece of a community that engages, energises and invites exploration. The pristine accessible beach and water promenade adds fresh dimension to a well-rounded lifestyle."

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When the newly-opened Sof­itel The Palm want­ed an expe­ri­en­tial microsite detailing the hotel’s entic­ing offer­ings, it was time to strap on the bathing shorts.

 

 

The Brief

To create an experiential microsite in the Sofitel global brand voice. The ask was to immerse guests in Sof­itel the Palm’s soft hues, low rise design, and inter­play of water, light and foliage.


The Chal­lenge

To use words burst­ing with descrip­tive pow­er and make poten­tial clients waste no time in click­ing the “Book Now” but­ton – while ensuring the site was unmistakably Sofitel.


The Out­come

One of the most evoca­tive projects we’ve ever been engaged in. It entailed a stay at the hotel, myr­i­ad inter­views, and sev­er­al tours of the facil­i­ties.


Sample Copy

The Resort

“Water, light and foliage create a sense of airiness in an expansive low-rise resort. The first thing you’ll notice is the attention that has gone into choosing materials. Rough grain and smooth woods combine with marble, leather and suede. Natural light is used to excellent effect, and water features are a constant companion. Your concierge, valet and housekeeping staff is welcoming and attentive, making you feel right at home.”

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"Folding wooden doors cordon off the bedroom from the living area and bathrooms. A circular white stone bath is the centerpiece of a large bathroom. The large terrace has room for a table and a settee to relax in, and looks out onto the private beach a few meters away. Complementary Wi-Fi access is available throughout the resort, and here is no exception."

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In the mid-2010s, Azizi Developments made a very aggressive play for market share in the reasonably-priced real estate tier.  Under a dynamic CMO, we were called on to do very tactical direct response copy across multiple sales channels.

The Brief

Our brief was simple – to make words result in action. We were tasked with creating direct response copy that got buyers picking up the phone.


The Chal­lenge

What got buyers moving? How would we figure it out? In a fast-moving environment, every word counted. And with our tactical copy making it onto billboards, into print, and onto the radio waves, there was no place to hide.


The Out­come

Tactical and direct response campaigns that tangibly improved lead generation and became the start point for conversion funnels eventuating in sales. Each step was considered, improved and then improved again.


Sample Copy

A Print ad

"Here’s some advice: Buy property in high demand areas.

Because when more people want to rent, you get better returns and your property goes up in value. In 2017, Azizi Developments is delivering apartments in Discovery Gardens, where 240,000 people already live. Here is demand that will endure.

Call 80029494."

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"Here’s some advice: Buy property where financing is easy. Because banks want to finance properties in established communities by reputable developers. Azizi Developments is the largest private developer in Al Furjan, and has its own mortgage department to get the best deals for you.Call 80029494."

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When Twitter -  one of the world’s most powerful social media platforms - began creating success stories to promote its tools for business, we were tasked with leading on the stories coming out of the Middle East.

The Brief

When Cadbury Arabia used Twitter to drive the conversation around its new cookie-flavoured chocolate, we were tasked with interviewing the client and constructing the story.


The Chal­lenge

Each Twitter case study on marketing.twitter is produced to the highest quality. Pulled from all over the world, they are standardised, consistent in tone and world-class. Our Middle East case studies also had to follow a rigorous process of fact-finding, crafting,


The Out­come

A crisp narrative that followed Twitter’s guidelines and tone instructions while showcasing clearly how Cadbury Arabia managed to do something special with Twitter’s tools for business.


Sample Copy

"When Cadbury Arabia (‎@CadburyArabia) and Oreo (‎@Oreo) partnered to launch a new cookie-flavoured chocolate, the treat was an opportunity to grab headlines across the Middle East. ‎@CadburyArabia turned to Twitter to create buzz, generate curiosity, and get people talking."

 

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"@CadburyArabia set up a social media newsroom to monitor trending topics on Twitter and made its launch relevant to topical conversations from big football games to art gallery openings. To drive intrigue, the brand initially joined conversations around important stories and events with the  ‎#WeHaveTheBiggestNews hashtag. It used Promoted Trends to spark discussions around popular topics and prompted user responses using conversational ads carrying the ‎#CadburyOreo hashtag for its big reveal."

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