du, the UAE-based telecom and digital services provider, has won two regional awards recognizing its brand evolution and brand architecture.
du and TBWA\RAAD won the Brand Evolution award at The Marketing Society GCC Awards 2026, beating a shortlist that included Microsoft, PwC Middle East, MEOS GEO and World Health Expo.
The award recognized the entry’s challenge, strategic response, positioning, creative execution and results.
du also received Gold for Best Brand Architecture Solution at the Transform Awards MEA 2026, alongside Landor.
The awards recognize different aspects of du’s brand transformation, including its evolving market positioning and the development of a brand architecture designed to support expansion into new areas while retaining the equity of its core brand.
Ibrahim Almayahi, Head of Commercial Brand and Marketing Communications at du, said the recognition reflected the company’s brand evolution and the strategy behind it.
“We took the time to understand what people value about du, what we needed to protect and where the brand needed to evolve, so that we could broaden our role while taking our customers and stakeholders with us,” he said.
The company said the awards recognized its continued evolution beyond its traditional telecommunications role as it expands its portfolio of digital services and experiences while maintaining a consistent brand identity.
