Majid Al Futtaim

Other · 15 Apr 2024

Majid Al Futtaim Shopping Malls named Memac Ogilvy its strategic and creative agency of record across the GCC after a competitive pitch, covering campaigns, content and social media for 24 malls in the UAE, Bahrain and Oman including Mall of the Emirates, and a new City Centre brand campaign.

Agency: Memac Ogilvy.

Purpose · 29 Feb 2024

A sustainability programme launched from a Carrefour store built in the COP28 Blue Zone at Expo City, structured on three pillars: For You, For the Planet and For Communities. It rates products for environmental impact on shelf labels, uses blockchain traceability to show sourcing, and rewards shoppers for choosing local produce, with a sustainability rating partnership with HowGood.

Experiential · 30 May 2022

Majid Al Futtaim moved a boardroom out of its offices and into City Centre Deira, then ran a vote across all its City Centre malls asking shoppers what they wanted each mall to become. The results were fed to tenants and into the quarterly campaign calendar, and the exercise launched a new brand proposition, It's Your Space.

Integrated campaign · 4 Sep 2017

The group's brand platform, built off its own study across the UAE, Egypt, Bahrain, Oman and Lebanon which found that 92 percent of residents are happiest with family and friends but more than a quarter manage five hours a week or less with them. The campaign showed the emotion of shared moments as a nudge to spend more time together, and became the frame for the group's later work.