BPG (Bates PanGulf, part of WPP) is reporting record growth figures as it enters Q4 2023, along with several significant strategic wins for its specialist MarCom services across the UAE, Kuwait, Saudi Arabia, and Oman. BPG's 'digital first, integrated by intent' approach has yielded impressive results, with revenue surging by over 50 per cent, reaching an annualized range of $13 million to $15 million.
Throughout the year, BPG has secured highly sought-after regional contracts, adding brands like Trojena - The Mountains of NEOM, Wasl, Darna Rewards by Aldar, Uber, Talabat Kuwait, and more to its portfolio.
Leveraging its expertise in finance and banking, BPG has acquired strategic branding projects for First Abu Dhabi Bank. Additionally, they've won new business from Bank Dhofar, RAKBANK, and Sohar International Bank, the latter of which recently acquired HSBC in Oman. These multi-practice engagements encompass integrated marketing, communications, influencer marketing, creative advertising, PR, branding, media services, digital and performance marketing, social media, and content management.
BPG's expanding list of clientele includes long-standing partners like Ooredoo, Central Bank of Kuwait, Diraya with Kuwait Banking Association, Wooden Bakery, and Domino's Pizza. The agency's social media division has seen steady growth, welcoming new clients such as Porsche UAE (Al Nabooda), Titan Watches, and DMCC.
“More than four decades in business have shown us that innovation, agility and customer-centricity determine the survival of the fittest,” said Avi Bhojani, Group CEO, BPG. “Today, the brands that are loved are the ones prioritizing customer experience (CX), through a blend of culture, processes and data. BPG 3.0 is here to support the shift in thinking around customer journeys and focusing on their needs.
BPG's CX practice, a vital component of BPG 3.0, has experienced rapid expansion, delivering CX strategies and assets to clients across Dubai, Kuwait, and Oman, generating over $2 million in annualized revenue. The projects range from website design and refreshments to building sales enablement apps and UX/UI optimization.
“Our ambition is not to be the biggest agency, but the smartest and most valuable one built around our clients’ needs,” said Darius LaBelle, President, BPG UAE. “The BPG CX Multiplier, through which we use data and human insights to deliver targeted personal messages across digital and physical channels, has been one of our most successful solutions.”
BPG 3.0, initiated after a significant creative victory in Saudi Arabia, is working towards a unified customer experience through its full-service hubs in the UAE and Kuwait, supported by BPG Cloudworks—a global remote team spanning North America, Europe, Egypt, Lebanon, India, Indonesia, and the Philippines. This transformation, driven by culture and insights, is designed for human engagement and integrated intent.
“BPG 3.0 is coming to life as our business is growing in every dimension: teams, services, revenues, and clients,” said Souheil Arabi, Group Chief Operating Officer, BPG and CEO, BPG Kuwait. “We are doubling down on embracing relevant and appropriate AI tools into our day to day lives, and excited about the role of CX in brand building.”
