Company: ADQ, Abu Dhabi, United Arab Emirates
Nomination Submitted by: Edelman EMEA
Company Description: ADQ is an Abu Dhabi-based investment and holding company with a portfolio of enterprises spanning key sectors across UAE’s diversified economy, including energy, agriculture, healthcare, and transportation, amongst others. As a strategic partner of Abu Dhabi’s government, ADQ is committed to accelerating the transformation of the UAE into a globally competitive and knowledge-based economy.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leadership Campaign of the Year - Government or Non-Profit
 Nomination Title: ADQ FWD Thought Leadership Campaign
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The ADQ FWD thought leadership platform was launched on September 6th, 2021 to gather insights that can further support building resilience in Abu Dhabi’s diversified economy. Established in 2018, ADQ is an investment company with a mandate to support Abu Dhabi’s transformation into a globally competitive knowledge-based economy. As a trusted partner to the government of Abu Dhabi, ADQ has made significant strides to drive growth and efficiency across its portfolio to support the enhancement and resilience of priority sectors of the economy.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 211 words used.
The pandemic exposed vulnerabilities in the supply chain affecting food supplies. It also placed the spotlight on the UAE’s manufacturing and distribution capabilities in the healthcare and life sciences industry. Following the nation’s commitment to net-zero by 2050, accelerating the clean energy transition became a priority.
To support the advancement of priority sectors, ADQ launched the ADQ FWD thought leadership platform. ADQ gathered local and international industry experts, government officials, academia, and leaders from the business and its portfolio for roundtables discussions on ways to strengthen and advance - Energy & Utilities, Healthcare & Life Sciences, and Food & Agriculture.
The insights were then used to develop white papers dedicated to each sector that aligns with ADQ’s investment focuses. ADQ also developed op-eds focused on the sector at hand and a press release to launch each white paper. All content was developed in English and Arabic, and housed on a dedicated ADQ FWD landing page, supported by social media videos and posts.
ADQ FWD has helped influence and shape policy to help the government achieve its strategic objectives of sustainable economic development and increased self-sufficiency.
Ultimately, ADQ FWD reinforced the company’s commitment to investing in the UAE’s economic diversification, accelerating value creation, and securing sustainable financial returns to benefit future generations.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the subject and content development, the scheduling, etc. (up to 250 words):
Total 246 words used.
Planning for the ADQ FWD platform took about 10 months. Each paper was preceded by an ADQ-hosted roundtable to gain insight. Each paper issue included a fully integrated media and digital campaign. For each paper in the ADQ FWD series, the following took place:
- Planning
- Desk research: an overview of global and regional trends; analysis of existing regional sectors to identify ‘white spaces’ that ADQ could ‘own’ to differentiate its planned content; a benchmarking exercise to understand strategies of similar nations.
- Meetings: Meetings with ADQ’s investment team to ensure paper/content aligned with ADQ’s cluster strategies and national agenda; meetings with co-authors of the papers - consulting firms McKinsey & Bain – to agree on thesis and outline; meeting with ADQ’s Strategic Communications team and digital agency to agree on creative, digital and media strategies, and KPIs.
- Stakeholder engagement/outreach: identification of renowned sector ‘experts’ from government, academia, and private sectors; preparation and execution of formal invite for government officials; creation of e-RSVP landing page.
- Digital/website: creation of a landing page on adq.ae to host papers and support content.
- Goal setting/KPIs: KPIs to measure campaign success, including:
- Digital/social media: website downloads.
- Traditional media: total number of press clippings; coverage in ‘tier 1’ publications; online viewership, readership, and AVE value.
- Campaign planning: development of ADQ FWD brand and visual assets, including portal, static visuals, and video; development of content calendars for social media.
- Scheduling: Publication of papers was timed to coincide with relevant dates on the news agenda.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of January 2020. Even if your initiative started before January 2020, limit your response to activities and results since the beginning of January 2020 only (up to 250 words):
Total 248 words used.
- Roundtable: closed roundtable under the Chatham House Rule
- Paper: following roundtable, includes quotes, data, landscape, and insights
- Press release: local and regional media
- Opinion editorials (op-ed): following roundtable, placement of op-ed, attributed to ADQ spokesperson
- Social media
ADQ FWD exploring Food & Agriculture (September 2021), Energy & Utilities (November 2021), and Healthcare and Life Sciences (February 2022) have been completed.
Food and Agriculture
- Press release:
- Total clippings: 24 (2 print, 22 online; 12 Arabic, 12 English)
- Total print circulation: 251,000
- Total online readership: 15,142,496
- Total AD value: AED 307,318
- Op-ed: Published in The National and Al Ittihad in print and online
- The National print circulation: 40,000
- The National online viewership: 6,960,640
- Al Ittihad print circulation: 105,000
- Al Ittihad online viewership: 547,552
Energy and Utilities
- Press release
- Total clippings: 10 (all online; 4 Arabic, 5 English)
- Total viewership: 7,740,029
- Total AD value: AED 100,587
- Op-ed: Published in The National and Al Ittihad in print and online
- The National print circulation: 40,000
- The National online viewership: 6,960,640
- Al Ittihad print circulation: 105,000
- Al Ittihad online viewership: 547,552
Healthcare and Lifesciences
- Press release:
- Total clippings: 28 (5 print, 23 online; 12 Arabic, 16 English)
- Total print circulation: 3,895,355
- Total online readership: 24,242,921
- Total AD value: AED 367,436
- Op-ed: Published in The National and Al Ittihad online
- The National online viewership: 6,960,640
- Al Ittihad online viewership: 547,552
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 246 words used.
ADQ FWD is in alignment with the UAE’s strategic objectives.
Food and Agriculture
- The UAE National Strategy for Food Security launched its National Food Security Strategy 2051 to achieve zero hunger, and access to safe, nutritious, and sufficient food.
- The timely F&A paper centered around issues of food security and self-sufficiency in the UAE. It also presented ADQ's AgTech initiatives including Silal, an initiative driving local farming. In 2021, companies in ADQ's F&A portfolio achieved a 35% increase in fresh food production for the UAE.
Energy and Utilities
- The UAE Energy Strategy 2050 targets an energy mix that combines renewable, nuclear, and clean energy sources to meet the UAE’s economic requirements and environmental goals comprising 44 percent clean energy.
- The paper reinforced ADQ‘s position as Abu Dhabi’s largest portfolio of Energy & Utilities investments. By focusing on ADQ's deep local presence ADQFWD expanded insight for a sustainable future through state-of-the-art infrastructure that powers the growth of other industries.
Healthcare and Life Science
- The Centennial 2071 project aimed to place the UAE as the best country in the world by 2071 which is why healthcare and life sciences are an integral pillar of the project.
- The Abu Dhabi Economic Vision 2030 highlights increased demand for medical services, innovation, and medical tourism as a growing phenomenon.
- The paper reaffirmed ADQ’s ambition to create a provision-centered, digital ecosystem. It also outlined ADQ’s strategy for healthcare leadership and diversified portfolio of hospital management, laboratory services, medical supplies and healthcare informatics.
| Attachments/Videos/Links: |
|---|
|
