Zero-carbon city to recruit agency

Four UK agencies are vying for a multi-million pound contract to promote the world’s first zero-carbon city.

Masdar: will be self-sufficient
Masdar: will be self-sufficient

Edelman, APCO, Financial Dynamics and Insights UK are on the shortlist, whittled down from a group of 10 that included Gavin Anderson, Ogilvy, Weber Shandwick, Bell Pottinger, Fleishman-Hillard and Bates Pan Gulf Group.

The successful agency will be put in charge of a global comms programme. The six million square metre Masdar City will be entirely self-sustaining and car-free, with residents relying on a public transport network.

Architect Lord Foster, Emirates-based clean tech firm Masdar and a handful of corporate partners are beh­ind Masdar City, under construction in Abu Dhabi.

Construction will be completed by 2015, at which time up to 50,000 new residents are due to move in. The land surrounding the residential district will contain wind and solar farms, laboratories and plantations.

The city is backed by investment from private equ­ity and blue chip firms including General Electric, BP and Siemens. These companies will receive carbon credits for their involvement.

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