PAE teams up with True Ad for re­gional de­but

Gulf Marketing Review - - BACK STORY -

UAE The world’s largest fullser­vice event man­age­ment com­pany, Plan Ahead Events (PAE), has opened its of­fice in the UAE to serve the GCC re­gion, Tur­key and Le­banon. It re­ports a brand value of $1 bil­lion and has more than 100 of­fices world­wide.

True Ad, an end-to-end di­rect mar­ket­ing com­pany, will rep­re­sent PAE in the re­gion and is tar­get­ing 300 per cent growth in three years.

Es­ti­mates put Dubai’s event man­age­ment in­dus­try at $45 mil­lion for Q2 2013.

For PAE, an an­nual growth rate of 25 per cent has been pre­dicted through the bundling of ser­vices cov­er­ing busi­ness, en­ter­tain­ment and sports this year.

Tip­ton Shonkwiler, pres­i­dent at PAE Global, says that the strong re­cov­ery of the real es­tate sec­tor, along with the growth of the ICT, tourism and hos­pi­tal­ity in­dus­tries, are fu­elling the growth of the re­gion’s events sec­tor.

Ghas­san Chaker, CEO of True Ad, adds: “We be­lieve there should be a more ef­fec­tive ap­proach to mea­sure the ROI of events, in terms of sales as a short-term ob­jec­tive, or as a brand­ing ex­er­cise in the long run.”

Ac­cord­ing to PAE, it is the first home-based fran­chise in the UAE events in­dus­try.

It pro­vides full-ser­vice man­age­ment and plan­ning for meet­ings, con­ven­tions, trade shows, spe­cial events and in­cen­tive trav­els.

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