Unconventional mode of appointment reflects a fresh approach to the traditional client agency relationship
When Dubai-based advertising agency, The Classic Partnership got to know that it had won the advertising account for Global Village, the unconventional manner of being appointed by Global Village set the tone for a fresh approach to the traditional client agency relationship.
An inconspicuously wrapped frame of 100×70 cm was delivered to the CEO with a message “Welcome to the party, Team Partnership.” The novelty of the approach and the eventual confirmation from Global Village was a pleasant surprise for the agency. The Classic Partnership won the advertising account for Global Village following a competitive pitch with a number of agencies.
“We are delighted to be working with The Classic Partnership who have clearly demonstrated that they are an ideal communication partner to help us accomplish our communication objectives,” said Bader Anwahi, Chief Operating Officer, Global Village. “The agency stood out with their strategic and creative approach and we look forward to working with them to bring alive our celebration of world culture in an authentic and novel manner. For us, our agency is a significant and integral pillar in the brand building process and we really wanted to create a very welcoming and supportive environment which is what we have established from the very beginning at the start of our relationship.”
Rahul Nagpal, CEO at The Classic Partnership, said: “We are very excited to have the opportunity to work with Global Village which has created a distinctive presence as a premier leisure and entertainment brand in the UAE. Our team relished the opportunity to work with such an iconic
brand and come up with breakthrough ideas to really push the envelope in terms of our approach. The manner in which we were appointed was also a wonderful acknowledgment of our role as true collaborative partners.”