Insights

Over nine years of collaboration, we identified key challenges in EtihadWE’s brand perception. Many still associate it with FEWA, hindering brand recognition. Communication has focused on service updates rather than engagement, limiting connection with stakeholders. To stand out, EtihadWE must go beyond being a utility provider and position itself as a leader in sustainability, innovation, and national development.

Imagination

Using Quill’s IQ Model, we built an integrated communications ecosystem to strengthen EtihadWE’s brand. The first step was reinforcing brand recognition by ensuring consistent use of the name. We then positioned EtihadWE as a leader in sustainability, economic growth, and innovation. Shifting from transactional updates to storytelling and thought leadership, we aimed to educate, inspire, and build trust with its audience.

Integration

For nearly a decade, Quill has been EtihadWE’s exclusive agency, enhancing its brand through content, PR, media, digital marketing, and events. We’ve positioned EtihadWE as a utilities leader with initiatives like UAEV, Industrial Tariff Reduction, “Manzily” Energy Services, ZGB, the National Diploma Programme, and DSS. Our partnership showcases Quill’s expertise in insight-driven communication, driving EtihadWE’s success.