From Regional Roots to Global Leadership

e& Group and Weber Shandwick MENAT

On a business level, e& had already confirmed plans to transform from a UAE telecommunications company into a global technology leader. But at the end of 2023, our research indicated that we had not yet reached widespread public recognition of the new identity or purpose.<br />Our change management campaign began with extensive research, audits, and competitive benchmarking. We realized that simply telling people what e& is doing was not enough. Our campaign thus pivoted “from storytelling to story-doing”, with three priorities in mind: demonstrating more outcomes, building more international resonance, and encouraging more leadership in emerging tech. <br />With an earned-first approach, we reimagined everything from our content development to media relations, social thought leadership, executive positioning, and even our earnings reports. Our crescendo was earning the title of ”Fastest Growing Technology Brand in MEA” from global authorities Brand Finance, with a 50% increase in brand value YoY.