Axiom Telecom appoints leading agencies to build the brand regionally and internationally

The brief is to refresh Axiom's brand image in the UAE, and build brand reputation and awareness across the MENA region.

Earlier this year Axiom founder and ceo Faisal Al Bannai announced plans to open more than one outlet a day throughout the Middle East, Africa and Europe during 2006. Al Bannai confirmed that the group is on-target to achieve the ambitious growth plans.

In the last quarter the group also refreshed the positioning of its Fono chain and launched the One Mobile retail brand. It is also gearing up to aggressively enter the Egyptian market in September.

Al Bannai said: "These are most significant appointments. Axiom Telecom is growing at an unprecedented rate in the region and will soon begin to cater to international markets as well.

"We are seeking innovative ways to build on our brand, and believe our choice of agencies will help us deliver a fully-integrated marketing strategy. Both agencies presented us with excellent propositions and we look forward to working with them across the region."

The agencies will report to newly appointed group marketing manager Brad Whatmough who recently joined Axiom from Dixons Group, the UK's leading High Street retailer.

TBWA/RAAD managed Axiom Telecom's above-the-line campaigns in the year 2000, during which the company scooped several awards. The partnership has now been re-established with the agency handling Axiom's through-the-line advertising and brand support activities.

Reda Raad, managing director, TBWA/RAAD said: "In 2000, Axiom Telecom had not yet established its retail division - today the company is the largest wireless retailer in the Middle East.

"We are delighted to work with a visionary client and help shape the company's success. We are committed to allocating our creative resources to the upcoming campaigns and managing the regional roll-out."

Axiom has also appointed Hill & Knowlton as its retained public relations agency to help extend brand visibility and build its reputation across the GCC and Egypt.

Hill & Knowlton's regional director Andrew Bone said: "The Axiom brand proof points stack up: no cost warranty, price promise, superior customer and after sales service, and innovative value added services.

"Our challenge is to communicate those throughout the regional markets where our team of consultants have the insight to deliver campaigns with impact."

Axiom initially commissioned Hill & Knowlton in September 2005 to manage several projects focusing on executive positioning, industry leadership and events to communicate the brand's success.