‘New me­dia’ agency launches in Dubai

Campaign Middle East - - FRONT PAGE - By Eleanor Dickinson

Former Brnd­str MD Richard Fitzger­ald launches com­pany to kick start ‘new or­der’ of me­dia ad­ver­tis­ing

A start-up aimed at bring­ing a ‘new or­der’ of me­dia ad­ver­tis­ing to the Mid­dle East has launched in Dubai.

Richard Fitzger­ald, former man­ag­ing di­rec­tor of Brnd­str, a tech start-up that al­lows brands to au­to­mate replies to Twit­ter ac­tiv­ity, has founded the ‘new me­dia’ com­pany Au­gus­tus, which aims to fuse the agency model with pub­lish­ing.

Based at Google’s Astro­labs in Jumeirah Lakes Tow­ers and op­er­ated by a team of five, the com­pany’s vi­sion is “to es­tab­lish and main­tain a ‘new or­der’ of dig­i­tal ad­ver­tis­ing with data and con­tent at the heart of ev­ery­thing we do”.

The com­pany pro­vides ser­vices in so­cial me­dia, video cre­ation and branded events. In ad­di­tion to these, Au­gus­tus man­ages and op­er­ates the pub­lish­ing brand Lovin’ Dubai, and acts as Mid­dle East rep­re­sen­ta­tive for Snapchat an­a­lyt­ics and mar­ket­ing plat­form Snaplyt­ics.

Sup­ported by a board of ad­vi­sors in­clud­ing Zee Kane, former CEO of The Next Web, and He­len al-Uza­izi, founder of child en­tre­pre­neur pro­gram BizWorld.org, Au­gus­tus has clients such as Café Nero, The En­ter­tainer, La­coste and De­liv­eroo on its com­pany ros­ter.

Fitzger­ald said: “Au­gus­tus is a fu­sion be­tween an agency and a me­dia pub­lisher, de­signed for ‘new me­dia’. We are bring­ing that al­wayson mind­set to brand pub­lish­ing; we are not a tra­di­tional 40-hour-aweek com­pany.

“We de­cided to look at me­dia con­sump­tion to­day, and while many so­cial plat­forms, tech com­pa­nies and even pub­lish­ing brands are be­ing cre­ated to cater to the dif­fer­ent ways peo­ple con­sume me­dia, there aren’t many mar­ket­ing com­pa­nies cre­ated to pro­vide ser­vices for the new medi­ums.”

Prior to join­ing Brnd­str in Au­gust 2015, Fitzger­ald held the po­si­tion of MENA re­gional head of so­cial me­dia at WPP’s Mind­share for three years. Be­fore that he worked at Lon­don agency We Are So­cial.

At the same time as leav­ing Mind­share, Fitzger­ald founded dig­i­tal pub­lish­ing com­pany Lovin’ Dubai, which spe­cialises in light­hearted con­tent such as res­tau­rant re­views and en­ter­tain­ment guides to the city.

Fu­sion: Au­gus­tus will bridge the gap be­tween agency and me­dia pub­lish­ing

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