For­mer Im­pact chief sets up ‘im­mer­sive agency’

Gulf Marketing Review - - BACK STORY -

UAE For­mer COO of Im­pact BBDO Group, Pierre Az­zam, and founder of the O2 Net­work, Mo­hammed Johmani, have formed a dig­i­tal com­pany, Be­long In­ter­ac­tive.

“I wanted to ven­ture into game-chang­ing, ‘fu­ture-led’ busi­ness prac­tises that en­joy trac­tion and rel­e­vance to clients’ cur­rent and fu­ture needs,” says Az­zam.

He ex­plains that Be­long In­ter­ac­tive is, what he calls, ‘the im­mer­sive agency’.

“In the age of con­ver­gence and the con­sumer 3.0 gen­er­a­tion, de­mar­ca­tion lines be­tween dig­i­tal in­ter­faces are blur­ring.

“And th­ese new re­al­i­ties de­mand that busi­nesses be dig­i­tally ro­bust, with rich, valu­able plat­forms and con­tent that will en­tice cus­tomers to im­merse in th­ese busi­nesses vol­un­tar­ily.”

Johmani adds: “I set up a dig­i­tal busi­ness in 2009 that needed scal­ing up.

“Af­ter be­ing in­tro­duced to Pierre, it quickly be­came ev­i­dent that build­ing the busi­ness to­gether would in­fuse a unique man­age­rial acu­men, as well as su­pe­rior strate­gic abil­ity with a dis­ci­plined ex­pan­sion of in­te­grated skill sets.”

The agency has 23 full­time em­ploy­ees, in­clud­ing: Ma­jid Al Fut­taim Prop­er­ties, Al­dar Prop­er­ties, Abu Dhabi World Trade Center, Yas Mall,, Tawazun Hold­ing, The UAE Min­istry of In­te­rior and the Abu Dhabi Ur­ban Plan­ning Coun­cil.

Be­long­ing: Mo­hammed Johmani (left) and Pierre Az­zam

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