Solve Completes Abu Dhabi Commercial Bank Rebrand

Solve has created ADCB’s largest marketing campaign to date under the tagline “Money Can’t Buy Ambition.” The extensive multi-million dollar campaign will canvas the UAE starting November 18 with large-scale outdoor, full-page newspaper ads, digital takeovers, an introductory microsite and the formal launch of ADCB social media channels.

ADCB’s latest campaign is the next chapter in the bank’s history as one that supports the ambitions of the UAE people. “The work is a celebration of our customers and the important role their ambition plays in achieving great things,” said Martin Scott, Chief Marketing Officer and Executive Vice President of ADCB. “Our partnership with Solve has brought a new level of insight and creative excellence to our brand.”

The campaign is the first from agency Solve, named lead global creative agency for ADCB earlier this year. “It is a bold statement for a bank to say it’s not just about the money, it’s about the ambitious people of the UAE who do great things with it,” said Hans Hansen, Solve Creative Director. The account had previously been handled by Fallon Worldwide in both Minneapolis and London.

ADCB marks the third major client addition this year to the Minneapolis agency’s roster following Solve’s wins of Bentley Motors and True Value in competitive reviews earlier in 2013.

Solve partnered with Saatchi & Saatchi Dubai to help execute the campaign on the ground in the UAE. “Partnering with Saatchi has allowed us to establish a highly productive team that literally works around-the-clock for our client on the other side of the world,” said Ryan Murray, Account Director at Solve. In addition to the new brand campaign, ADCB will also unveil a new identity and branch experience designed by the Dubai office of Start JG, a London-based design firm.