AL-FUTTAIM GROUP

THE BRIEF

THE STORY.

The Al-Futtaim Group is one of the largest and most diversified conglomerates in the UAE — an integrated commercial, industrial and services organisation whose portfolio spans automotive, retail, real estate, financial services, engineering and beyond. The sheer breadth of the group means that any agency partner needs to be comfortable switching between vastly different brand identities, audience segments and content requirements, often within the same week. Grassroots regularly acted as a full-circle social media support arm for the business, stepping in wherever additional creative capacity was needed and executing social media content creation and design across multiple brands within the group. Every asset we produced had to sit comfortably within the established corporate look, feel and tone of voice for the specific brand it served — a discipline that demanded close collaboration with each brand's marketing stakeholders and strict adherence to detailed guidelines. Some of the brands we supported included Lexus, where content centred on premium lifestyle positioning and vehicle launches; Famco, the group's heavy equipment and industrial solutions division, which required a more technical and B2B-oriented approach; and Festival City Mall, a major shopping destination in Dubai and the super-regional flagship mall in the Al-Futtaim Malls portfolio, where content ranged from retail promotions and seasonal campaigns through to entertainment and dining highlights. For each brand, we adapted our creative process — from ideation and storyboarding through to final production — to reflect their individual market position while maintaining the overarching quality standard the Al-Futtaim Group expects. The engagement gave our team invaluable experience operating at corporate scale and reinforced our ability to be versatile without sacrificing consistency or attention to detail.