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Backed by an unprecedented amount of new business, award-winning agency BPG (Bates PanGulf, part of WPP) is undergoing a strategic transformation to enhance its professional advisory services and meet client needs.
Backed by digital first and integrated through intent positioning, the transformation aims to create a simplified, silo-free organization; poised to capture opportunities across the MENA region. These recent victories alone will bring in more than $6 million.
Avi Bhojani, CEO of BPG Group, said: “Over the past three decades, three pivotal moments have shaped BPG. In 1995, BPG 1.0 was born after receiving a comprehensive mandate from the Dubai Government to create and execute the Dubai Shopping Festival. After winning a public outreach mission in Iraq, we evolved into BPG 2.0 in 2003. After a major, game-changing creative win in Saudi Arabia, it’s time for BPG 3.0, with a string of wins through 2022. We are transforming into an agile and integrated agency, able to scale rapidly to meet client needs and operate in a rapidly evolving business environment. Through our client-centric strategy and execution, we look forward to building and strengthening more in 2023 and beyond Mena brand.”
strong pipeline
In 2023, a strong pipeline of existing work will be complemented by a series of cross-sector business wins. Notably, this includes Jumeirah Group, after BPG previously provided design, content and creative responsibilities for the global luxury hotel company, which operates more than 6,500 world-class properties across 25 luxury properties in the Middle East, Europe and Asia. main investment portfolio. BPG’s multi-year responsibilities with a major bank in the Sultanate of Oman included delivering brand, advertising, content and customer experience across the country, as well as supporting regional expansion. BPG’s win against fierce competition from global networks and independent agencies demonstrates the power of its convincingly integrated offerings.
Other recent significant new business wins include Grohe, Kwai, Titan Eyewear and the UAE’s Zayed Sustainability Award, as well as Kuwait’s Assima Hospital, Dhaman National Health Insurance, Ooredoo Telecommunications and Weyay Bank. Assignments include integrated marketing, communications, influencer marketing, creative advertising, branding, media services, digital and performance marketing, social media and content management.
BPG will continue its expansion trajectory in 2023 with the recruitment of 15 key staff across PR, media, user experience, content and creative in the UAE. The agency’s strategic transformation was powered by a reimagined structure and business processes to deliver integrated solutions that were silo-free, location-agnostic and client-centric. Solutions like BPG CX Multiplier harness the power of data, technology, creativity and strategy to meet clients’ needs. Notably, in 2023, BPG will productize to meet specific client needs, positioning the agency for greater scalability and success.
To ensure a successful execution, Souheil Arabi has been promoted to Chief Operating Officer of BPG Group. In addition to consolidating the Kuwait business, Souheil will oversee BPG’s expansion, consulting and productization plans in the MENA region. A BPG veteran since 2001, Souheil has established BPG Kuwait as the country’s leading agency meeting the need for award-winning, digitally savvy integrated solutions developed and delivered by multicultural teams.
collaborative culture
Says Arabi: “BPG’s success is built on our culture of continuous evolution and collaboration. With this transformation, we go one step further: using technology to create an agile, integrated and collaborative platform built around exceeding customer needs and creating customer satisfaction.” Built to put the needs of our customers at the heart of everything we do.”
Darius LaBelle was promoted to President of BPG UAE and Viju Varghese was promoted to President of BPG Kuwait. Ketaki Banga has been named chief communications officer and Mark Soufiar has been named chief media officer. Aaron Arthur is now Chief Creative Services Officer, overseeing creative output in Kuwait and building cloud-based remote services offerings. Chief Creative Officer Ramy ElSakka will oversee all branding, creative and content output in Dubai.
Darius LaBelle, President, BPG UAE, said: “Our team, structure and services were designed to build the BPG CX Multiplier, through which we use data and human insight to deliver targeted personal messages across digital and physical channels. “With integrated teams across content, communications, media, data, experience and brand, we can truly put customers at the heart of our strategy and products. It’s an exciting proposition, our success and new business wins in 2022.” It proves it.”
Full Service Center
BPG is creating a unified client experience through its full-service centers in Dubai and Kuwait, supported by remote talent from North America and Europe, Egypt, Lebanon, India, Indonesia and the Philippines. Its strategic transformation is culture-inspired, powered by data-driven insights, and built on people and intent. BPG was born in Dubai over forty years ago and has been part of the growth and evolution of the MENA region. Its silo-free culture integrates all of its disciplines, from advertising and public relations to media buying, digital marketing and more, into unified offerings built around client needs. — trade arab news agency
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