Campaign Middle East

Publicis Groupe launches Digitas connected agency in Dubai


Publicis Groupe has launched Digitas, its “connected marketing agency”, in the Middle East. The agency will provide brands in the UAE and the wider region with access to its diverse expertise across data, strategy, creative, media and technology all under one roof.

Based in Dubai, the 50-person team will service existing clients including GlaxoSmith­Kline, Renault Middle East, Emaar Hospitalit­y Group, Lactalis Group and Bolton Group Middle East, to name a few.

Digitas Dubai will be led by Tony Wazen, CEO Middle East, who will report to Raja Trad, chairman of Publicis Groupe MEA, and Jane LinBaden, managing partner Asia Pacific, Publicis Groupe.

Trad said: “Digitas presents a tremendous opportunit­y to build upon the excellent progress Publicis has been making as a digital marketing hub in recent years. Thanks to our ability to activate campaigns on the ground, create authentic experience­s across platforms and execute media strategies for our clients, Digitas is a force to be reckoned with.”

Wazen said: “Digitas is uniquely able to bring together diverse capabiliti­es through connecting media with data, technology and created experience­s to win in the moment that count. Our customer- first approach is built on a data driven understand­ing of real-world consumer behaviours, helping to connect brands with consumers in meaningful ways by enabling the actions and providing the content that is most likely to engage.”

The Dubai office launch further extends the Asia Pacific expansion that Digitas started last year, with openings in Shanghai, Kuala Lumpur and Bangkok.

A precursor of Digitas, Digitas LBI, used to be based in Dubai. But that unit merged with Publicis Sapient. The focus then was not so much on media and data, apart from its work with Etihad Airlines

Now the offering is a Digitas one, under the connected marketing agency propositio­n.

An internal launch three months ago set up its full capabiliti­es along with its connected CRM propositio­n to be ready to go to market.

 ??  ?? Tony Wazen: CEO Middle East at Digitas
Tony Wazen: CEO Middle East at Digitas

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