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Yale appoints Praxis as agency on record

Yale, a 175 year old brand and one of the most respected names in the lock industry has appointed Praxis Advertising as its new creative agency on record; covering planning, creation and implementation of integrated communication strategies across the EMEA region. Following a competitive pitch that included several agencies in the Middle East, Praxis was awarded the account. The new partnership will come into effect this month and will see Praxis’s communications cover Yale’s creative development, collaborating on market strategy and brand positioning, across multiple platforms and disciplines.

Commenting on the appointment, Ahmet Astal, CEO, Yale Middle East, said, “We are in the midst of an exciting organizational transformation that has challenged us to try new business methods and refresh our strategic approach as a brand. After an intensive and detail-oriented pitch process, we unanimously chose Praxis as our new strategic partner and we are confident that the agency’s legacy of creative achievements will further drive success for our brand.”

Amitabh Swarup, the CEO of Praxis added: “Yale is truly an iconic brand with an amazing legacy and we’re extremely excited to partner with them and be a part of its journey ahead. Praxis has always believed in creativity powered by strategic thinking and our team is gearing up with some exciting ideas to power up this great partnership.”

For more information, please contact:
Sahil Banga, Account Director, Praxis Advertising
Email: [email protected]
Cell: +971 55 9180212

About Yale
Yale is one of the oldest international brands in the world and probably the best-known name in the locking industry. Established in 1843, The Yale history captures major innovations that have marked the evolution not just of Yale, but of the entire locking industry. In August 2000, Yale was acquired by the ASSA ABLOY Group, the global leader in door opening solutions. Yale is the leading supplier of residential security and safety solutions across all markets in EMEA: from Smart Door Locks, Smart home alarms and digital door viewers to cylinders, padlocks, safes and many other traditional mechanical products.


About Praxis Advertising
Praxis Advertising is an independent marketing communications agency headquartered in Dubai. For over 20 years, Praxis has been building momentum for brands by offering insight powered creative strategies. An “idea first – media next” approach has seen the agency develop innovative approaches to addressing marketing concerns and driving business results. With a power packed team of award winning professionals, Praxis has powered some of the biggest brands in the region. For more information, visit,