Dubai: The advertising and market services group BPG held its 28th annual offsite event to take up themes related to the industry, not least being AI integration into what they offer. Apart from AI, there is ‘hyper-personalization and sustainability driving new trends’ in the whole agency-client interaction.
“From collaboration without ego to embracing innovation and staying client-centric, we’re reminded that ideas have no seniority; everyone brings something valuable to the table,” said Avi Bhojani, Group CEO, BPG Group. “In the age of AI, we continue to push together for excellence, celebrate success, and stay human by design.”
The ‘BPG Camels’ event, held in Ras Al Khaimah, had 154 attendees from seven markets.
Building on a 50% growth in 2023 revenue, the Group is ‘setting ambitious goals for 2025’.
“Awards validate creative thinking, foster ambition, attract and retain top-tier talent, and build client trust,” said Toby Hoare, Global Client Lead for Unilever at WPP and BPG board member.
“They also enhance brand reputation, with creative brands achieving 2.4x higher income growth over five years. Awards also amplify campaign impact through earned media, demonstrate the power of data-driven creativity, and underscore a commitment to continuous innovation and future investment in creativity.”
The offsite event also had ‘high-stakes’ creative challenges evaluated by a jury of industry experts.
“We recognize the importance of creating a deliberate process that allows our teams to not only generate ideas but also refine and elevate them into meaningful solutions,” said Darius Labelle, President, BPG UAE.
