Page 27 - SAMENA Trends - September-October 2020

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Zain Crowned ‘Best Brand’ At 2020 Telecom World

Middle East Awards For 7th Consecutive Year

Zain, a leading mobile telecom innovator
in eight markets across the Middle East
and Africa, has been awarded the ‘Best
Brand’ accolade for 2020 at the prestigious
Telecoms World Middle East Awards for
a record seventh consecutive year. This
accolade was bestowed on Zain by a panel
of expert judges assembled by Terrapinn,
the organizers of the annual Telecoms
World Middle East Conference and Awards
held virtually last week in Dubai. The awards
recognize outstanding performance in key
telecom-related areas across the region
and shine a spotlight on leading players
that have contributed to making the sector
one of the most dynamic globally. Since the positively impacting customer experience that touches upon the most relevant
introduction of its inspiring brand in 2007, and brand recognition. Over the past 12 issues in life in its television commercials.
Zain has been the recipient of numerous months, Zain has invested approximately The 2020 Zain Ramadan commercial
brand-related awards over the years. This US$1 billion in expanding, upgrading, and immediately amassed significant interest
year’s success was driven by numerous rolling out 4G and 5G networks across across social media platforms, with the
factors linked to the company’s COVID-19 its footprint, successfully rolling out 5G 2.35-minute-long content exceeding 34
related digital innovation, corporate services in Kuwait, Saudi Arabia, and million views to date. The Zain Ramadan
sustainability programs, and eye-catching Bahrain. Zain recognizes that now more 2020 Eid commercial, “Open the Doors”
marketing and social media campaigns than ever, the entrepreneur ecosystem has garnered over 36 million YouTube
that have captured the imagination of the needs to grow as the region requires the views, going viral along the way. Both
entire region. The Zain brand is valued at economic diversification that arises from commercials aired to millions of viewers
US$2.55 billion (up 9.9% over the previous the ensuing innovations. Accordingly, the on regional satellite and local TV networks
year) by the Brand Finance Middle East company is focused on numerous digital across the MENA region. Zain has rolled out
Top 50 Brands 2020 annual report, which innovation and startup initiatives across various initiatives, creating opportunities
also recently noted that Zain's brand operations and recently opened the Zain for its people and the communities it
rating is AA. This remarkable valuation Innovation Center (ZINC) in Kuwait, a co- serves. These include the ‘Zain Youth’
and recognition some 13 years after working hub inspired by the success of a (ZY) empowerment initiative that focuses
the brand’s introduction is testament similar facility in Jordan. The innovation on creative and unique solutions in
to the investment Zain has made in this centers offer numerous virtual services recruiting new talent to the organization
area and more importantly the quality during COVID-19 social distancing, and ensuring all employees work toward
mobile and data services that the brand with the facilities geared to encourage delivering the company’s strategy. Zain’s
represents. Since March 2020, Zain has young minds to think and act creatively ‘Gender Diversity and Inclusion’ initiatives
been on a mission-critical period as all in an open and supportive environment. are improving the company’s culture in this
Zain operations have been focused on The goal of these centers is to create a regard, driving the Women Empowerment
providing meaningful connectivity during conducive atmosphere for entrepreneurs program, for example. Zain’s far-
the lockdown to minimize the impact to generate new ideas and develop them sighted Disability Inclusion initiative
of the pandemic on socio-economic into viable opportunities. The strength of ‘WE ABLE’ looks to integrate people with
development. At the same time, Zain has the Zain brand is further reflected by its disabilities within the company and create
double downed on digital transformation growing and loyal social media audience opportunities for them, Zain has set a goal
to better serve businesses, governments, where Zain’s social media fans across its to be Disability Inclusive by 2022. These
and societies, granting increased footprint count over 22 million, with Zain’s activities have all contributed to the further
digital access to essential medical, Facebook counting 11.9 million followers; reinforcement of the Zain brand’s promise
commercial, and financial services. Zain Twitter 7.2 million; Instagram 2.2 million; and business ethos. The company aspires
has also focused on enhancing its entire and LinkedIn 600,000. Zain’s YouTube to unlock opportunities for customers and
network to offer the best technology channels rack up approximately 100 for the communities it serves, remaining
and digital services across its countries million views annually. Every Ramadan, wholeheartedly committed to the region’s
of operation, developments that are Zain seeks to present a new message economic and social prosperity.

27 SEP-OCT 2020