BPG Group Plans to Deliver Integrated Marketing Communications Solutions

DUBAI — BPG Group, a leading marketing communications company in the Middle East, recently held its 15th annual workshop at which it announced a strategic shift in the way it does business.

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Published: Fri 28 Aug 2009, 12:28 AM

Last updated: Thu 2 Apr 2015, 3:46 AM

The thrust of the new strategy, developed to better address client needs in the changing economic climate, is to deliver integrated marketing communications solutions.

The workshop, which was held at the Kempinski Ajman hotel, featured several top industry executives as speakers. They included Toby Hoare, a board member of BPG, Chief Executive Officer of JWT Europe and Chief Executive Officer of Team HSBC; John O’Keefe, WPP Worldwide Creative Director; Ken Mandel, Vice President and Managing Director of Yahoo South East Asia; Paul Bell, Chief Executive of Bell Pottinger Sans Frontiers Group; and Ozgur Aksugur, Global Chief Operating Officer of Blue Interactive in Singapore. Over 215 employees and associates from 15 different countries attended the three-day offsite workshop.

“The world is in turmoil. We are in a period of huge economic change. We have a financial hangover from the boom years of the early 2000...,” said Hoare, speaking on the first day of the event. “The way out for clients and our industry is through innovation, creativity, courage and sheer hard work.”

Hoare emphasised the importance of investing in disciplines like digital, branding and public relations, which are growing much faster than the overall communications industry.

“Great creativity is no longer optional,” said O’Keefe of WPP. “We have to keep on repeating that message; average is not an option. Great creativity is simply good business, while boring creativity is the road to ruins.”

O’Keefe applauded the work being done by BPG Group, as it moves from being a marketing services oriented company to a broader marketing communications solutions provider.

“It demonstrates the energy and ambition that BPG is rightly known for,” he said.

Avi Bhojani, Group Chief Executive Officer of BPG, said that it was crucial for his company to re-invent itself in view of the challenging times.

“While we re-calibrate our business to cope with the short term, the current crisis is an opportunity for us,” he said. “We have to go beyond providing services to our clients and instead deliver complete and integrated solutions to the challenges our clients face.”

Bhojani unveiled a new “thought kit” — the 4i model, which is a new way of working within the Group and engaging clients.

The event also included panel discussions covering the markets of Iraq and Afghanistan.

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