Siegel+Gale Revitalizes the Abu Dhabi Water and Electricity Authority's (ADWEA) Digital Experience

New Holistic Digital Strategy is Rooted in a Fresh Brand Promise and Purpose

Sep 05, 2012, 08:00 ET from Siegel+Gale

NEW YORK, Sept. 5, 2012 /PRNewswire/ -- Siegel+Gale ( today announced the launch of digital work completed on behalf of its client ADWEA, a major supplier of water and power to the Abu Dhabi region.  By uncovering ADWEA's story and developing a clear purpose, the global strategic branding firm created a digital roadmap that delivers a unique brand experience.

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The Authority's clarified purpose — to protect and nourish people, profits and the planet — more accurately expresses what ADWEA represents to its region and customers. With this strong foundation, Siegel+Gale was able to redesign the utility's public website. The new site engages business and media audiences, as well as the general public, through unique applications of navigation and videos. The site also includes a digital hub that provides users with the opportunity to connect and converse online.

"During this process, ADWEA clarified its brand story and magnified its true benefit to customers through an improved digital experience," said Philip Davies, president, EMEA at Siegel+Gale. "Abu Dhabi is growing, and it was essential to find the appropriate ways to drive awareness of the organization's role in the region's development."

The site also provides a forum for discussion of Abu Dhabi's people and values, encouraging them to take action toward a more sustainable future along with ADWEA. It's symbolic of a city that is evolving to become a world-class center of research, scholarship and cultural activity.

"A simple, true and powerful brand story can unlock an organization's unique capabilities and opportunities," said Thomas Mueller, global director of customer experience at Siegel+Gale. "ADWEA's new digital experience stands out from any other utility provider in the region by offering a more personal, engaging and interactive approach for its customers."

About Siegel+Gale

Siegel+Gale ( is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for leading corporations, nonprofits and government organizations worldwide. Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Dubai, Shanghai and Beijing and strategic partnerships around the world. Siegel+Gale is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.

Omnicom Group Inc. is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Contact: Abby Trexler CooperKatz for Siegel+Gale 917.595.3042

SOURCE Siegel+Gale