The Abu Dhabi Brand: Rich
Abu Dhabi is the capital of the United Arab Emirates (UAE). However you may be more familiar with the world’s-tallest-tower-building, 7-star-hotel-opening, artificial-islands-in-the shape-of-a-world-map-making, or palm-creating lunacy of Dubai, the more famous of the two UAE cities. But Abu Dhabi is the capital of the intricately intertwined Emirate states — the Sacramento to Los Angeles, the Albany to Manhattan. The UAE has the good fortune of sitting atop the world’s seventh largest oil reserves, and it’s with these rather handsome profits they have decided to brand themselves and turned to the Sydney office of global ad agency M&C Saatchi and their internal brand consultancy, Re. Re, as I’ve previously described them, is “a small group of brand de