GSCS quits the lucrative Pearl Qatar account

Brand consultant Gregg Sedgwick Creative Strategy has resigned the lucrative Pearl Qatar account, claiming the luxury property development only wanted to build a sales platform and was not interested in building long-term brand equity.

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By  Tim Addington Published  August 21, 2005

Brand consultant Gregg Sedgwick Creative Strategy has resigned the lucrative Pearl Qatar account, claiming the luxury property development only wanted to build a sales platform and was not interested in building long-term brand equity. The Dubai-based agency quit the US$272,000 project after its relationship with the management of Pearl Qatar, which is owned by the United Development Company, “worsened” following the departure of its marketing director Judy Neil. It had been appointed to position the Pearl as a leading real estate development in September last year and shortened the company’s name and refreshed its logo before resigning the account. “We had been appointed to build a brand and, in the end, were only allowed to build a sales platform,” said Gregg Sedgwick, CEO at GSCS. “There is a very big difference and the client was unwilling to recognise the importance of ongoing and consistent portrayal of brand values in accordance with the agreed market positioning — as a result, dilution was occurring and I did not want to be associated with such degradation.” Sedgwick said that the plan was to brand the development the ‘Riviera of Arabia’ but managers at Pear Qatar “didn’t want to invest in building that concept”. He added: “By now that phrase should have entered the vernacular, but it hasn’t.” The agency head said that it had been paid what it was due for the work it had completed. A spokesman from Pearl Qatar was unavailable for comment when contacted by Campaign Middle East.

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