DUBAI – Leading growth and transformation consultancy Prophet announced today the launch of the destination brand and campaign for the Abu Dhabi Department of Culture and Tourism (DCT).  

Armed with the desire to position Abu Dhabi as more diverse and progressive and to better promote the emirate’s heritage and culture, DCT engaged Prophet to design a destination brand and campaign that inspires, excites, restores and welcomes the world to enjoy its unique offering.  

“Abu Dhabi has been developing rapidly and it was our job to tap into the essence of this fascinating place and design a brand and campaign to share with the world,” said Jessica Holdcroft, partner at Prophet who led the strategy on the project. “We took a customer-centric, data-led, approach to develop the brand, starting with a deep immersion in all that Abu Dhabi has to offer – both the tangible and the intangible – and to see first-hand the diversity of experiences on offer.” 

The new campaign: “Experience Abu Dhabi. Find Your Pace.” has now been unveiled in Abu Dhabi, the GCC, France, the U.K. and the U.S. Celebrating its Emirati heritage while seamlessly connecting the living culture offered by the Saadiyat Cultural District – home to the Louvre Abu Dhabi – and Yas Island’s exciting theme park and waterfront attractions. The destination campaign welcomes the world to enjoy Abu Dhabi’s enriching experiences, at their own pace.  

“From the positioning and messaging to the verbal and visual expression, the campaign was designed to support Abu Dhabi’s growth ambition to be among world-class destinations of choice,” said Clive Rohald, partner and executive creative director at Prophet. “In order to bring the new tourism destination positioning to life, we crafted a bespoke logotype reflecting nuances of Arabic calligraphy with a strong editorial aesthetic, a more human-centric, natural, reportage-oriented image library, a broad colour palette reflective of visitor passions and a suite of ‘connective’ graphics reflecting ‘connectedness’, pace and rhythm.”  

About the Department of Culture and Tourism – Abu Dhabi 

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi’s culture and tourism sectors and its creative industries, fuelling economic progress and helping to achieve Abu Dhabi’s wider global ambitions. By working in partnership with the organisations that define DCT Abu Dhabi’s position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of its potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, tourism and creative industries. 

DCT Abu Dhabi’s vision is defined by the emirate’s people, heritage and landscape. It works to enhance Abu Dhabi’s status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. tcaabudhabi.ae 

About Prophet

SINGAPORE – Prophet, a growth and transformation consultancy, was recognized with 10 awards, including two gold awards, at the Transform Awards Asia 2022.

The Transform Awards, which recognizes excellence in corporate, product, and brand development work, hosted its Asia awards ceremony on November 21, 2022, at the St. Regis in Singapore. This year’s awards mark the ninth Transform Awards Asia, and the sixth consecutive year Prophet’s work has been recognized. Prophet’s award-winning work included defining a new ingredient brand for IoT technology company, BOE; developing a modernized brand identity for logistics technology company, Enotek; creating premium hotel brands, Josun Palace and Grand Josun, within a refreshed portfolio; and reimagining an inspiring brand story for NewStyle Media Group.

Prophet’s award-winning work includes:

Gold – BOE: Best Visual Identity from the Technology, Media and Telecommunications Sector

Silver – BOE: Best Development of a New Brand Within an Existing Brand Portfolio

Silver – BOE: Best Strategic or Creative Development of a New Brand

Gold – Enotek: Best Visual Identity from the Transport and Logistics Sector

Bronze – Enotek: Best Brand Evolution (Business)

Silver – NewStyle Media Group: Best Brand Evolution (Business)

Bronze – NewStyle Media Group: Best Visual Identity from the Technology, Media and Telecommunications Sector

Bronze – Grand Josun (Josun Hotels & Resorts): Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector

Bronze – Josun Palace (Josun Hotels & Resorts): Best Visual Identity from the Sports, Travel, Leisure and Tourism Sector

Highly Commended – Josun Palace (Josun Hotels & Resorts): Best Creative Strategy

“We’re excited to be recognized at the Transform Awards Asia as it highlights our ongoing commitment to deliver creative and strategic-design for our clients,” said Elaine Fok, associate partner and creative director at Prophet. “This year especially, we’re proud of the diversity of industries and award categories represented in our work, which showcases the breadth and depth of our capabilities. As the region develops and our clients evolve, we’re eager to continue partnering with them to further unlock opportunities for uncommon growth.”

In addition to Prophet’s recognition at the Transform Awards Asia, the firm was also named best consultancy by “Forbes” and the “Financial Times” this year. Additionally, Prophet has been nominated for Channel Asia’s Partner Innovation Awards in the Enterprise category.

About Prophet

SAN FRANCISCO- Prophet, the leading growth and transformation consultancy, is continuing to strengthen its brand marketing and demand generation capabilities with the addition of two new partners: Kate Price and Adam Tremblay. The considerable expertise these new leaders bring will help Prophet’s clients unlock new ways to build relentlessly relevant brands, increase market share, and drive demand.    

“In our recent global research, ‘Brand and Demand: A Love Story,’ we learned the most successful marketers are those that integrate brand and demand marketing efforts,” said David Novak, senior partner and co-lead of the Marketing and Sales practice at Prophet. “We are excited to welcome Kate and Adam to our team of experts whose unique areas of expertise will help our clients break down organizational silos and achieve key business outcomes.”   

Both Price and Tremblay join Prophet from Kantar and will be partners in the New York office. Price has over 20 years of experience helping clients develop innovative brand strategies, adopt new digital mindsets and find new paths toward uncommon growth. In addition to her time at Kantar, she has held key brand leadership positions at Diageo and Reckitt Benckiser, working on brands such as Tanqueray, Smirnoff and Lysol.   

“I am excited to join Prophet and play a key role in driving real results,” said Price. “I look forward to helping our clients navigate the constantly changing world we live in by working with them to drive their integrated planning muscle and to build agile and integrated marketing organizations that are customer centers and future-ready,”   

Tremblay was previously a partner within Kantar’s Consulting division where he led the Return on Investment and Valuation Practice and worked on a range of growth strategy programs with clients such as Bose, Saudi Aramco, Danone, Pfizer and Heineken. He brings a strong background in financial services including M&A, capital markets, and private equity and has over a decade of brand strategy experience.  

“Prophet’s long-standing reputation as a growth and transformation leader is impressive,” said Tremblay. “I look forward to helping our clients solve critical business challenges and unlock greater value through their brands and marketing, alongside the many experts at Prophet.”   

“The deep expertise and proven leadership brought by Kate and Adam will enable us to help even more clients uncover and realize transformative opportunities from how brands do their marketing to how enterprises design their marketing organizations,” said Mat Zucker, senior partner and co-lead of Prophet’s Marketing and Sales practice. 

About Prophet

SAN FRANSISCO — David Aaker, Vice Chairman of the growth consultancy Prophet, has released his latest book, “The Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society,” which shows the pathway to purpose for organizations.  

The book explains why it’s not enough to make a commitment to ESG or have an ad hoc budget for grants and volunteering. Society needs businesses to design imaginative and impactful social programs that address the most pressing societal challenges; and employees and customers, especially younger generations, demand it.  

When leveraged to bolster an organization’s brand, signature programs bring an image lift and energy to enhance the business—guiding, inspiring and communicating its higher mission to employees and key stakeholders. Simultaneously, the benefactors of the social program gain an endorsement and access to resources—two elements that will present greater opportunity for impact and improve the cause’s ability to make a difference.   

Unlike other books on the subject, David Aaker declares that this win-win model only comes to fruition when branding is a key focus when building the signature social program.  

Other book highlights include:   

• A thorough case for why signature social programs are the secret weapon to helping business leaders build stronger brands and more connected work cultures while supporting important social causes
• Powerful examples from organizations leading with signature programs  
• Tools and insights for integrating signature programs into the organization and business  

The book is available in paperback or e-book version with plans to release an audiobook in 2023. Find more information about David Aaker at davidaaker.com or by following him on LinkedIn and Twitter.  

About the Author 

David Aaker is the author of more than one hundred articles and 18 books on marketing, business strategy and branding that have sold over 1 million copies. A recognized global authority on branding, he has developed concepts and methods on brand building that are used by organizations around the world. Aaker has served as vice chairman at Prophet, a global growth consultancy, for over 20 years. 

About Prophet

SAN FRANCISCO — Prophet, the leading growth and transformation consultancy, is continuing to strengthen its Organization and Culture practice in North America and EMEA by adding three new partners:  Paul Lambert, Michael López and Taryn Sessel. The new leaders’ considerable expertise will help Prophet’s clients unlock a human-centered approach to organizational transformation and support the extraordinary growth of this practice area in both regions.  

Paul Lambert, previously a senior partner at Korn Ferry, joins as a partner in the London office and will sit on the firm’s European leadership team. Lambert brings a wealth of experience in defining new operating models and reshaping workforces and has worked with organizations including the European Satellite Agency, a new European Wide Digital Real Estate Agency and the UK National Rail Operator. 

“Prophet’s holistic approach to redesigning organizations and driving purpose-led, organizational transformation is impressive,” said Lambert. “I look forward to helping our clients to successfully transform whilst getting fit for the future of work.” 

Michael López, previously a managing director at KPMG, joins Prophet as a partner in the San Francisco office. For over 20 years, Lopez has been helping clients accelerate transformational change through new processes, structures and cultures. He brings a diverse leadership style forged from his cross-industry consulting background, experience in the science of behavior change and his time coaching high-performing organizations and teams. 

“I’m thrilled to join Prophet and play a pivotal role in driving impact and meaningful change for our clients,” said López. “I am excited to help clients build cultures that can inspire new futures and possibilities for the organization.” 

Taryn Sessel, an expert in shaping and driving people-centric business strategies, joins as a partner in Prophet’s London office, where she will apply her extensive skills in talent management, change management, leadership advisory and organizational transformation. With more than 20 years of global human resources experience, Sessel – who previously held senior roles at Anglo American and Unilever – has helped organizations within the consumer goods and mining and extractive sectors thrive in radically changing environments and refocus to meet the demands of digital transformation, hybrid work and shifting ESG landscapes. 

“I am excited to join Prophet’s Organization and Culture practice,” said Sessel. “I believe people and culture are the keys to uncommon growth for organizations, and I look forward to helping our clients realize their transformative opportunities.”   

“We are thrilled to welcome Taryn, Michael and Paul to Prophet,” said Tony Fross, partner and Organization and Culture practice lead at Prophet. “The deep expertise and proven leadership brought by this group of talent will enable us to help more clients unlock uncommon growth and strengthen our position as a trusted ally for clients seeking to transform their organization and culture.”   

About Prophet