Dubai: The Dubai-based ad firm Crayons Communications has been bought by India-headquartered YAAP, the marketing services firm that specialises in influencer and performance media. The deal has been done to provide specialised content and other value-adds, especially with the Metaverse possibilities taking off.
“Influencer and performance marketing and media buying and planning will continue to be our key focus areas,” said Atul Hegde, founder of YAAP, which has offices in Dubai and Singapore apart from the HQ in Mumbai. “Programmatic and affiliate services will be the new additions, besides the Web 3.0, NFT creation and curation, and metaverse projects, which are in the works.
“These services will be rooted in creative ideas, brand resonance, data, and the use of technology. And yes, the acquisition has increased access to the rest of the Gulf markets.
“Going forward, as the markets correct globally, it presents us a great opportunity for more such acquisitions in this region.”
The digital marketing and advertising space in the UAE and Gulf has been recording a solid year. While client budget spending, according to market sources, is still kept on a tight leash, there are still opportunities for the taking, especially with the FIFA World Cup later in the year in Doha.
YAAP’s client portfolio includes Coca-Cola, Visit Dubai, Lufthansa and Disney. Crayons Communications will operate as a wholly-owned subsidiary of YAAP, so that “clients can continue the working relationships with both organizations while also benefitting from the synergistic value the merger will unlock,” said Hegde. “So, Crayons Communications will continue to retain the brand identity, with the employees operating in their respective roles.”
Crayons has been operating in these markets for over 14 years, handling 250 plus projects and and about 150 clients to date. These include Apparel Group and skincare brand Kaya.
Buy more?
"Our approach to Middle East’s expansion is a combination of strategic acquisitions and in-house capacity building," said Hegde. "As a recognizable brand in the region, Crayons presented an opportunity to fast-track YAAP’s aspirations in the Middle East. Its advertising competency adds to our full-suiteservices in influencer and performance marketing."