BUZ un­veils ICE con­cept in re­sponse to evolv­ing com­mu­ni­ca­tions land­scape

The Gulf Today - Business - - Happenings13 -

BUZ Man­age­ment and Mar­ket­ing Con­sult­ing (BUZ MMC), a Dubaibased full-ser­vice mar­ket­ing, PR and events agency, has un­veiled the new In­te­grated Com­mu­ni­ca­tions Ex­per­tise con­cept with the in­tro­duc­tion of ICE by BUZ. Championing a global trend in com­mu­ni­ca­tion dis­rup­tion, BUZ has de­vel­oped the In­te­grated Com­mu­ni­ca­tions Ex­per­tise plat­form in re­sponse to the new de­mands of the mar­ket.

ICE, an in­te­grated plat­form that of­fers ex­tremely high value propo­si­tion, seam­lessly takes ad­van­tage of multi-me­dia chan­nels: so­cial, dig­i­tal, on-line plat­forms

and clas­sic PR of­fer­ing full-ledged

360-de­gree mar­ket ex­po­sure and de­liv­er­ing projects at a faster pace.

Formed un­der the lead­er­ship of new ICE Head Hous­sam El Boutary, the com­pany will be­gin of­fer­ing full­spec­trum cam­paigns that fea­ture sin­gu­lar, con­sis­tent and strate­gic brand mes­sag­ing. This move sees

the in­te­gra­tion of the irm’s ex­ist­ing

Pub­lic Re­la­tions, Dig­i­tal & So­cial, and Cre­ative di­vi­sions un­der one um­brella, re­sult­ing in a col­lec­tive

pool of ex­per­tise from highly-quali­ied

pro­fes­sion­als ex­pe­ri­enced in these mar­ket­ing dis­ci­plines.

The user jour­ney comes as the fo­cal point of the pi­o­neer­ing ICE model. The ap­proach brings to­gether all mar­ket­ing el­e­ments in or­der to achieve har­mony and push a sin­gle mes­sage no mat­ter the chan­nel of com­mu­ni­ca­tion. It fol­lows the cus­tomer on all plat­forms, whether dig­i­tal, so­cial, tra­di­tional PR, out-ofhome, or search, as the process goes through var­i­ous stages from build­ing aware­ness, gen­er­at­ing in­ter­est, ed­u­cat­ing, re­tar­get­ing po­ten­tial cus­tomers and on to the inal step of con­sumer pur­chase.

The ap­point­ment of El Boutary is a vi­tal de­ci­sion to en­sure the suc­cess of the ICE con­cept, bring­ing on the view­point of a glob­ally-ex­pe­ri­enced mil­len­nial who has wit­nessed ma­jor changes in the re­gion in his 12 years of ex­pe­ri­ence.

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