Dubai agency enters alliance with advertising legends BBH

BBH, one of the most respected advertising agencies in the world, has entered into an alliance with a Middle East agency for the first time, Campaign can reveal.

  • E-Mail
By  Tim Burrowes Published  October 9, 2005

BBH, one of the most respected advertising agencies in the world, has entered into an alliance with a Middle East agency for the first time, Campaign can reveal. Dubai-based Face to Face will work with BBH on its newly-won Vaseline account. The agreement comes after the British network, founded by advertising legends John Bartle, Nigle Bogle and John Hegarty, won the global business for Unilever’s US$30 million Vaseline brand. Face to Face will be BBH’s regional partner for the brief. Face to Face managing partner Chris Bell said: “We’re delighted to be working with BBH, one of the world’s leading creative advertising agency networks.” BBH has won virtually every creative award since being founded more than two decades ago but has comparatively few offices around the world — preferring to rely on a strategy of having a few creative regional hubs. It has offices in London, Singapore, Tokyo, New York and Sao Paulo. Its major accounts include Audi, Levi’s, Sony Ericsson, Johnny Walker and Axe. Up to now it has been unrepresented in the Middle East. Bell said: “We will be providing regional support to BBH on the brand and will have the chance to contribute the market knowledge and insights we have gained over 14 years of operating in the region.” Bell refused to be drawn on whether the agreement could see the agencies doing further work together, or even if Face to Face could become part of the BBH network. He said: “Let’s go one step at a time. Our complete focus will be on Vaseline. If more comes in the future all well and good, but our sole focus is on what has been given us.” However, BBH is currently involved in two other high profile global pitches for which it would need a Middle East partner if it won. The larger is the global brief for Unilever clothes washing brand Omo, which is believed to be one of the biggest global brand pitches of all time. And the British Airways account, worth an estimated US$105 million, is also up for grabs. Commentators last week tipped BBH as being narrowly ahead in the fiercely fought race for the BA business, with a decision expected later this month. Publicis Graphics currently holds the brief in the Middle East. Face to Face us run by four managing partners — client services director Bell, founder Mark Sykes, and creative directors Bryan Eustace and Ralph Roden. Clients include Aujan Industries, Emaar and Air Arabia, and it has already worked with Unilever Arabia. BBH chief operating officer Simon Sherwood said of the link-up with Face to Face: “We’re looking forward to working with their team in Dubai.”

Add a Comment

Your display name This field is mandatory

Your e-mail address This field is mandatory (Your e-mail address won't be published)

Security code