Lloyds TSB has appointed Rufus Leonard to launch the brand in Dubai.
The consultancy won a five-way pitch for the work on 1 April against Dubai-based design consultancies.
It has an existing eight-year relationship with Lloyds TSB UK and operates as its group brand development partner.
The Dubai launch of the ‘For the Journey’ campaign, created by advertising agency Rainey Kelly Campbell Roalfe/Y&R and developed by Rufus Leonard for the UK market, will cover implementation for all digital, above- and below-the-line channels.
The news follows Rufus Leonard’s opening of an office in the Dubai Media City in March, headed by Richard Bowcott, who previously worked in its London office as senior strategy consultant.
The consultancy is looking to expand its Middle East team and will be recruiting more staff, says a spokeswoman for Rufus Leonard.
There are currently seven people working in its Dubai offshoot, which shares resources with the UK office and will serve areas including Kuwait, Bahrain, Saudi Arabia and Qatar.