Founded in 1971, on the day that the United Arab Emirates was first formed, ADNOC is one of the world’s leading energy producers and a primary catalyst for the nation’s growth and diversification. It is also one of the largest employers in the UAE employing over 50,000 people.
This is very impressive but back in 2007 nobody knew that, as ADNOC had never effectively defined or communicated its brand purpose.
All About Brands was the lead creative agency on ADNOC’s radical brand transformation journey, developing a brand strategy that shifted perceptions amongst internal, local, regional and international stakeholders.
This included aligning the brand portfolio to a Group-wide monolithic brand structure and developing a unique and compelling brand purpose, elevating the ADNOC narrative beyond oil and gas to create a richer, more relatable and compelling proposition.
Since this transformation, there has been a 145% increase in ADNOC’s brand value, making it the UAE’s number #1 brand. It was recently awarded the title of ‘fastest growing MENA brand’ by a globally recognised authority on brand valuation and is the first UAE brand to achieve a $10bn valuation.
As part of our ongoing relationship with ADNOC we continue to deliver numerous communications and design projects across the business.