Gulf State rebranding coup for Aberdeen PR firm

AN Aberdeen PR firm is helping a Gulf State rebrand itself.

Reports the Press and Journal newspaper, Fifth Ring Integrated Corporate Communications has carried out a contract summing up the core values for the government department in Ajman – one of seven territories making up the United Arab Emirates. Ajman’s culture and media ministry now has a new marketing logo, which it is hoped will be rolled out to other government departments.

The newspaper says the rebranding was worth a six-figure sum to Fifth Ring and earned it praise and a special award from the emirate’s crown prince, Sheikh Ammar bin Humaid al Nuaimi.

The company’s brand-positioning director, Peter Lyall, who led the Ajman project, is quoted, saying: “In a very short time we have been able to establish a solid commercial relationship with the department; created a strong and vibrant identity; and launched it to their key stakeholders.

“What made this project stand out is that every single element of the work carried out was done simultaneously in Arabic and English, from initial research to every interview and the resulting messaging. It is one thing to rebrand a company, but it is a whole different challenge to reposition a country.”

Fifth Ring employs 80 staff at offices in Aberdeen, Inverness, Houston and Dubai.