du wins two regional awards for its brand evolution and architecture.
du won Brand Evolution at The Marketing Society GCC Awards 2026 with TBWA\RAAD, and Gold for Best Brand Architecture Solution at the Transform Awards MEA 2026 with Landor. Communicate reported both wins on 30 October.
The Brand Evolution award beat a shortlist that included Microsoft, PwC Middle East, MEOS GEO and World Health Expo. Entries are judged on the challenge, the strategic response, positioning, creative execution and results. Communicate's July shortlist report confirms du was among the finalists and said winners would be announced at a Dubai ceremony on 17 September 2026.
The second award, from the Transform Awards MEA, recognises the brand architecture that du built with Landor. According to Communicate, the architecture is designed to support the company's expansion into new digital services and experiences while keeping the equity of the core du brand. Ibrahim Almayahi, du's Head of Commercial Brand and Marketing Communications, said the team set out to understand what people value about du, what had to be protected and where the brand needed to change, so it could widen its role without losing customers along the way.
Several things are unclear. The report does not give the date of the Transform Awards ceremony, and it appeared about six weeks after the Marketing Society's scheduled September ceremony, so the exact announcement date is unconfirmed. Neither show's winners page was available to check, and Communicate is the only source for the results, so this is reported as its account.
For marketers in the Gulf, the pairing shows telcos being rewarded for brand work beyond promotions: a clear architecture, then a story that carries customers along. It is a UAE case, with no Saudi link in the source.
Why it matters
Two awards recognise one telecom rebrand, on positioning and on structure. UAE case; results come from a single report.
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