There’s been a lot of speculation and talk about Abu Dhabi stealing Dubai’s dwindling thunder, but Abu Dhabi based industry insiders also deny the two emirates are fighting for the limelight. Abu Dhabi is merely expanding – albeit at an astonishing pace – the way Dubai did a decade or so ago.
“Abu Dhabi’s growth started some time ago, not at the time of the downturn,” says Saad El Zein, chief communication officer of Baynounah Media Group in Abu Dhabi. “The highlight may be on Abu Dhabi now because of the downturn, because it was able to survive the economic situation, but the plan was always there. I think it survived because of very wise planning and a strategy to protect assets and business ventures.”
Abu Dhabi’s 2030 strategy is one based on a diversified macro-economy, among other things. With so many events and plans and businesses coming up day after day in the capital, the 2030 plan seems to be in full effect. “Since the establishment of twofour54 [the emirate’s government-owned media hub], Abu Dhabi has attracted a lot of media ventures from all different disciplines, both regional and international,” says El Zein. “Abu Dhabi is witnessing growth from different aspects with the development of real estate, big events like the Formula 1, the Middle East International Film Festival, or the Abu Dhabi classics, Masdar City, or the establishing of the IRENA [International Renewable Energy Agency] headquarters here. Big events such as those need communication support from different disciplines.”
One of the disciplines needed in a rapidly expanding city like Abu Dhabi is branding; The Brand Union opened up its office in the capital in March 2008, a decision made through a focus on relationships with clients such as Mubadala, Abu Dhabi Authority for Culture and Heritage (ADACH), and the Tourism Development & Investment Company (TDIC), says Toby Southgate, managing director of The Brand Union Middle East. “There’s an expectation that the emirate will become a key regional, and ultimately global, player,” says Southgate. “Organizations like twofour54 are providing a platform for development across a whole range of media segments, and there’s a significant population of young and ambitious people coming through the leading universities.”
With so much happening in Abu Dhabi and a lot of it being stimulated by government investments, the media and communications industry has benefited greatly. While business has dwindled in Dubai, things are stirring in Abu Dhabi. “Over the past year or so, recruitment from Dubai in the communications and media and marketing business is growing,” says El Zein. “There’s a big hype about what’s happening in Abu Dhabi, and all the activities are being supported with very well thought of strategies and communications support.”
The IAA recognizes the importance of Abu Dhabi and the UAE chapter will be actively seeking to engage the communication community in 2010
Southgate says the advertising and marketing industry in Abu Dhabi is “ambitious, motivated, and maturing.” and that the agency landscape has evolved along with the city’s varied activities and expansion. However, El Zein says the capital’s biggest challenge lies in fulfilling the achievements it sets out to complete. “Something like the Formula 1 event superseded all expectations,” he says. “They’ve set the standards very high, and there is a lot to achieve still. The challenge is to translate those things into reality.” Abu Dhabi-Dubai rumors of thunder stealing may have to be quelled, but one thing is clear: Abu Dhabi’s got tongues wagging.