Dubai: There is a gap in the UAE market for targeted advertising, according to executives at the newly re-branded Geometry Global, which launched in Dubai on Monday.
“There is a lot of business moving to more direct one-to-one advertising,” said Pietro Leone, Geometry Global chief executive for Europe, Middle East and Africa (EMEA) in a phone interview on Monday.
Geometry Global compiles data-driven market campaigns to target consumer habits and ultimately increase their client’s product sales.
In the UAE, Geometry Global clients include Coca-Cola and British American Tobacco.
Geometry Global, a subsidiary of British multinational advertising and public relations company WPP, was established in June 2013 following the consolidation of other WPP subsidiaries G2, JWT Action and OglivyAction.
It has so far rebranded offices in 56 countries under the Geometry Global name.
“We’re rebranding only the UAE [in the Middle East]. We have a plan for entering the surrounding markets,” Leone said.
There are eight to nine WPP subsidiaries in the Middle East that will be rebranded as Geometry Global next year, according to Leone. However, it is interested in acquiring data management companies in the UAE.
Like many other companies, Geometry Global has mapped out Dubai as its hub and headquarters to the Middle East and North Africa.
“We are looking for acquisitions for growth opportunities in sub-Saharan Africa,” said Steve Harding, global chief executive of Geometry Global, in the same phone interview.
According to Harding the consolidation was needed to establish “the scale and effective network to target what the clients were asking for.”
