Dubai: Lucy and Camilla d'Abo are setting themselves to ride the third wave — as represented by all things digital — building up in the region's marketing communication space. If they stay the course, it will have a telling impact on the business that bears their name, which they founded in 2004 and then expanded in 2007.
A dedicated digital practice has just been set up at Dabo & Co., which had until now specialised in event management and public relations campaigns. "It was decided 18 months ago and it certainly was not a quick or a reactive decision," Camilla, who wears the title of managing partner, said.
"It was something we had been building up in the light of what was taking place on the digital media side in Europe and the United States. Digital media being a new and relatively untested platform here, we felt an independent agency with no legacy issues could help turn things around much faster for clients."
The next big thing
If there is a near unanimity in the region's marketing communication space, it has to do with digital and how it will be the next big thing for agencies in creating a lucrative revenue stream on par with their core services. The only differences in industry perspectives relate to whether this transition happens now or it would be more of a medium-term evolution.
Any which way it turns out, the d'Abo sisters are ready for it. "It's not about setting up a Facebook page for a client or creating a micro-site for a tactical communication plan," Lucy said. "It's about encouraging two-way communication between the client and the audience.
"This is driven by content and that's why we feel it's not the remit of the tech arm within an agency, but that of the PR team since it knows the content needs of the client more than anyone else.
Dabo & Co. expects its digital operations to turn a profit in the first year and eventually make up 30 per cent of its top-line numbers. Some of the clients for which it does pure PR have signed up for the digital services as well. "It's a fact that 70 per cent of PR clients use our event management services," Camilla said. "We know that's a natural cross-over and it can happen with digital as well.
Interestingly enough, when the business was set up in 2004, it was as an event management consultancy, even though the sisters had an extensive background in PR-related roles.
"It was at the time a boom was building up across the town for corporate-sponsored events, and we felt there was a clear gap to do these in a more professional manner," Camilla said. "Moreover, there were already a lot of PR agencies.
"Even now, it is a challenge to educate potential clients on the value of corporate events and make them move to retainer agreements."
That's where introducing a PR practice in 2007 came in handy. For a business still in its initial phase, it made sense to approach clients with more than one service offering.
"A background in PR meant we were continually being involved," Camilla said. "But it's not easy or as straightforward as one may assume to merge PR requirements with events. But, it did give the business sufficient momentum."
Geographic expansion
Now, with three distinct service offerings in its portfolio and clients with a pan-regional outlook, is it time for the firm to consider a wider geographic presence? Camilla has her doubts.
"It's a very strategic decision to have only the Dubai office; by centralising the communication and handling of clients, we never lose out on quality," she said.
"If we open another office, it should have the same calibre and I don't think it is a trait that can be easily replicated."
Then again, there is now the digital aspect. When it comes into play, geographies and boundaries are just a state of mind.
Corporate ethos
- You are only as good as your last activity — event, press release or campaign. So, make sure everything you do is your best ever as word of mouth is probably the most powerful marketing tool.
- Passion is what drives a brand and should count for more than just a commercial incentive.
- Never get complacent. Be prepared for things to change and ensure you can adjust the business to the needs of the market.
