e& brand launch
Etisalat Group relaunched itself as e&, a technology group rather than a telco, splitting the business into four pillars: e& telecom, e& life, e& enterprise and e& capital. Sheikh Mansour bin Zayed announced the identity in Abu Dhabi with the group chairman and CEO present.
- The brief
- Customers, investors and partners of Etisalat Group, as it repositioned from telecom operator to technology and investment group.
- The idea
- Etisalat Group became e&, organised into four units: e& life, e& telecom, e& capital and e& enterprise, with Sheikh Mansour bin Zayed announcing the identity in Abu Dhabi.
| Brand | e& |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | on-ground, digital |
| Source | Khaleej Times |
What other telecom brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Ooredoo | Aamali GoConnectAd film · 26 Aug 2026 | Ad film | – | 26 Aug 2026 |
| Ooredoo | Good to be BackIntegrated campaign · 24 Aug 2026 | Integrated campaign | – | 24 Aug 2026 |
| Ooredoo | What Gravity Tour with Mutaz BarshimSponsorship activation · 20 Jul 2026 | Sponsorship activation | – | 20 Jul 2026 |
| Ooredoo | Doha Marathon by Ooredoo, 15th editionExperiential · 29 Jun 2026 | Experiential | – | 29 Jun 2026 |
| STC | Ramadan RewardsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| STC | 30 days, 30 giftsFestive · 23 Feb 2026 | Festive | – | 23 Feb 2026 |
| du | Bridging the Spaces Between UsIntegrated campaign · 6 Jan 2026 | Integrated campaign | TBWA\RAAD | 6 Jan 2026 |
| Mobily | Ever CloserIntegrated campaign · 26 Dec 2025 | Integrated campaign | FP7 McCann KSA | 26 Dec 2025 |
More from e&
| Campaign | Type | Agency | Date |
|---|---|---|---|
| etisalat by e& identity refreshRebrand · 21 Jun 2022 | Rebrand | – | 21 Jun 2022 |
| Dynamic creative always-on campaignDigital/social · 2 Jun 2022 | Digital/social | – | 2 Jun 2022 |