SABIC keen to go global to share its success story

Saudi Basic Industries Corporation (SABIC) is boosting its communications strategies to tell its story in a powerful and compelling way across the globe.
SABIC recently announced the selection of The Interpublic Group as its global communications agency partner of record to support all areas of communications including, amongst others, advertising, media, public relations, design, web marketing branding, brand activation and other projects such as event management and sponsorships, etc.
The decision follows an extensive six-month, competitive review process in which SABIC invited IPG, Omnicom, Publicis and WPP to participate. The approach reflects the importance of having globally unified corporate communications services operating with a single voice in all global geographies via best in class talent across the globe, to help ensure the company’s brand is brought to life in the most effective and differentiated way, articulating its strategic goals.
Commenting on subject strategic move, Samir Al-Abdrabbuh, vice president, SABIC Corporate Communications, said: “Whilst all invited global agencies are respected leaders of the field in their own right, a fair and rigorous technical and commercial evaluation and procurement process resulted in the selection of IPG as SABIC’s strategic global ‘one-stop shop’ communications agency partner, and the team is best positioned to take us to the next level — strengthening and leveraging our brand worldwide.”
“We have very high expectations as we seek to power our communications strategies to tell the SABIC story in a powerful and compelling way across the globe,” he added.
Al-Abdrabbuh said: “Interpublic presented a strong consolidated business approach that will serve our entire spectrum of communications activities.”
Michael Roth, chairman and CEO of IPG, said: “We are honored that SABIC has decided to place its trust in our ability to deliver the highest standard of communications services on a global basis.”
Roth said, “We will be providing our services through a new IPG strategic business unit that reports to me with core strategic services accessing the best of talent across the group.”
“Key staff for this new unit will come from McCann Worldgroup’s business-to-business specialist, McCann Enterprise and Weber Shandwick, among others. This will bring SABIC best-in-class agency talent, coupled with strong resources easily accessible wherever they are in the world on a 24/7 basis. The whole team is thrilled with the win after such a comprehensive and competitive process and we look forward to kicking off the work,” Roth added.
SABIC announced its intention to put the account up for review in July 2012, when it invited the four largest global agency groups that met specific criteria to participate in the process. SABIC ranks among the world’s top petrochemical companies. The company is among the world’s market leaders in the production of polyethylene, polypropylene and other advanced thermoplastics, glycols, methanol and fertilizers.