Serviceplan Middle East Retains Global Creative Mandate for DCT Abu Dhabi

​Serviceplan Middle East has renewed the global creative mandate for the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), following a multi-agency pitch. This renewal reinforces the commitment Serviceplan Group has towards Abu Dhabi and the goal to position it as one of the world’s most vibrant and culturally rich destinations.

Under the renewed remit, Serviceplan Middle East will continue to lead global creative strategy, brand storytelling and integrated campaigns across DCT Abu Dhabi’s key markets.

“Serviceplan’s work has driven a strong impact. We look forward to continuing this partnership and maintaining the strong momentum, helping to drive increasing consideration and visitation to the destination and further raising Abu Dhabi’s profile on the global stage,” said Emma Campbell, director of sector marketing at the Department of Culture and Tourism – Abu Dhabi.

​Nishant Shah, executive creative director, Serviceplan Middle East, commented, “For us, this renewal feels like being invited to keep doing meaningful work with people we respect. It’s a chance to continue shaping a voice that’s allowed to grow naturally, not rushed. We’re sincerely grateful not just for the opportunity, but for the belief shown in what we’re trying to build together for Abu Dhabi’s future.”

​Natalie Shardan, managing partner, Serviceplan Group Middle East, added, “Being reappointed by DCT Abu Dhabi feels like both a homecoming and a reminder of what true growth requires. Good things take time, they need belief, patience, and people who keep showing up. This renewed partnership with DCT Abu Dhabi is exactly that, a relationship built steadily on shared trust, shaped over time by the inspiration this city gives us every day. We’re hungry to rise to the challenge and turn that inspiration into global stories worth hearing.”

​Alex Schill, global CCO, Serviceplan Group, said, “DCT Abu Dhabi is a flagship partnership for Serviceplan on the world stage. We are proud of what the teams have achieved and look forward to supporting the next wave of global creative work from our Middle East hub.”