Creative agency’s work with music giant will shine spotlight on listeners, founder says DUBAI: Spotify Premium has chosen independent creative marketing and design firm And Us Dubai as its agency partner in an integrated 2021 MENA advertising campaign. The agency was founded by industry veteran Fadi Yaish in 2018. Before launching And Us, Yaish worked in senior creative roles across agencies including Impact BBDO, FP7, and Saatchi & Saatchi. And Us is working closely with the Premium team to promote a new campaign, “#ShowYourPremium,” which raises the profile of Spotify’s paid service across multiple segments of the Middle East and North Africa market. Souraya Atallah, growth and conversion manager at Spotify, said: “At Spotify, we’re always looking to speak to our audience in a manner that is heartfelt, authentic and true to their unique lived experiences. Authenticity is at the core of everything we do. The And Us work resonated with us because it demonstrated an innate understanding of not just our platform and our audience, but also how to create relevant communications and content in an emotionally engaging way.” The vision behind the campaign is not only limited to celebrating Spotify’s music library, but also aims to showcase listeners, said Yaish. “Nowadays, the kinds of music people listen to is a badge of honor. Much like a fingerprint or signature, your playlist can be a unique identifier that defines who you are. Right now, our MENA Generation Z audience is in the process of redefining their identities and forging a new path forward that is entirely unique, and entirely their own,” he added.