WPP gains foothold in the Ira­nian mar­ket

Campaign Middle East - - FRONT PAGE -

WPP has made its first ten­ta­tive steps into Iran’s f ledgling ad­ver­tis­ing in­dus­try by join­ing forces with a lo­cal agency.

WPP has made its first ten­ta­tive steps into Iran’s f ledgling ad­ver­tis­ing in­dus­try by join­ing forces with a lo­cal agency.

The group’s re­search divi­sion Kan­tar has part­nered with the Tehran- based Rah­bar Bazaar Mar­ket Re­search In­sti­tute, which was founded in 2003 by mar­ket re­searchers Af­shin Vafadar and Azam Alibabaei.

The agency cur­rently boasts big brands among its clien­tele in­clud­ing MCI, Henkel, Unilever, Hayat and BAT Pars.

WPP’s move into Iran comes a year af­ter the global gi­ant be­came the first in­ter­na­tional com­mu­ni­ca­tions group to move into a newly opened Cuba.

The group has been car­ry­ing out data re­search in Iran for some time, WPP chief ex­ec­u­tive Sir Martin Sor­rell told ear­lier this year.

At the time, Sor­rell said Iran’s 83 mil­lion-pop­u­la­tion made the coun­try “the largest mar­ket to have re­ally opened up since the fall on the Soviet Union or the ( Ber­lin) Wall since the end of the Cold War”.

How­ever, WPP re­mains one step be­hind its in­ter­na­tional ri­val Dentsu Aegis Net­work, which be­came the first to for­mally open an agency in Tehran – Carat-ICA – by part­ner­ing with In­ter­na­tional Com­mu­ni­ca­tions Agency ( ICA) in Jan­uary 2015.

Stephen Hille­brand, chief ex­ecu- Cam­paign Sign­f­i­cant op­por­tu­nity: WPP teams up with Ira­nian mar­ket re­search agency tive for the MENAP re­gion at Kan­tar In­sights, said: “There’s been a very high level of in­ter­est in Iran among our clients since the eas­ing of the sanc­tions. With a pop­u­la­tion of over 80 mil­lion peo­ple, Iran presents a sig­nif­i­cant growth op­por­tu­nity for many of our global clients. This agree­ment her­alds Kan­tar’s com­mit­ment to help de­velop new busi­ness op­por­tu­ni­ties for our clients in this im­por­tant growth mar­ket. We look for­ward to work­ing with Rah­bar Bazaar to deepen the ser­vice of­fer­ings for both Kan­tar’s clients, and Rah­bar Bazaar’s clients, in Iran.”

Vafadar added: “Rah­bar Bazaar is ex­cited about af­fil­i­at­ing with Kan­tar in or­der to ad­dress the needs of our lo­cal clients and to at­tract new mul- tina­tional clients. We be­lieve that ac­cess to Kan­tar’s global net­work of mar­ket re­search ex­perts, its pro­pri­etar y con­sumer i nsight and tech­nol­ogy tools and its mar­ket re­search ‘best prac­tices’, to­gether with our ded­i­ca­tion, lo­cal in­sights and ex­per­tise, along with our young mo­ti­vated team will make a com­pelling ser­vice of­fer­ing.” By Eleanor Dickinson

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