Case Study
ADNOC Distribution
AgencyFAME Media
DesignationCEO
RoleBrand Strategist
Year2023–24
SituationADNOC Distribution ran the UAE’s largest fuel network, yet remained a distant second choice for consumers.
ChallengeCompeting against entrenched local names like Emarat and EPPCO on their own home ground.
BriefUse the 50th anniversary to reposition ADNOC as a genuinely consumer-friendly brand.
StrategyStop competing on scale and start speaking a more human, less commercial language than the competition.
Scope of WorkBrand strategy and filmmaking.
ResultADNOC made real inroads into the UAE’s fuel retail market, proof that network size and financial backing alone weren’t enough.
NoteThe relationship led to an AED 12 million annual image-management contract, since retained.
Using ADNOC Distribution’s 50th anniversary as the moment to reposition the brand, we moved away from competing purely on network size against entrenched local names and toward a more human, more consumer-facing voice. It worked, ADNOC made a real dent in a market long dominated by scale and financial backing alone, proof that tone and narrative can shift a position that infrastructure alone couldn’t. The relationship has since grown into a retained AED 12 million annual image-management contract.
Selected Film Work