Bates PanGulf Group has unveiled a new corporate identity.

The new identity reflects the company’s rise from modest beginnings 26 years ago as an advertising agency to become the leader in the field of integrated marketing communications in the Middle East.

A key result of the major rebranding exercise is the change of name  – from Bates PanGulf to BPG. However, the existing logo, a hand drawn sun, which is the longstanding visual icon of Bates Worldwide will continue to be used with the BPG identity.

The abbreviated version,  BPG will now be used across all verticals of the agency and will be a prefix to the different SBUs  – BPG Advertising, BPG 141  (Activation) BPG Public Relations, BPG Design, BPG Public Advocacy, BPG Media (media asset management) and BPG Healthworld.

Historically, Bates Worldwide is best remembered for inventing USP (Unique Selling Proposition) and giving the world the popular phrase, “Think Global, Act Local”, both of which have become a part of the global business lexicon.

In 1998, in what became a watershed in the annals of regional advertising, Bates Worldwide forged a strategic alliance with Dubai-based PanGulf Publicity, which was then a leader in the GCC advertising scene, to form Bates PanGulf, covering Middle East and South Asia. Then in 2003, in a turning point for this partnership, Cordiant Communications Group, the holding company of Bates Worldwide was acquired by WPP, among the world’s largest communication services groups, resulting in Bates PanGulf coming under the WPP umbrella. 

Since then, Bates PanGulf’s growth has been exponential, especially due to their ability to quickly capitalise on the huge potential for integrated marketing communication services in the Middle East.

The transformation is such that both Bates and PanGulf have outgrown the roles they were originally tasked with for the GCC region – that of providing advertising solutions. Bates PanGulf is no longer known only for its advertising strengths in the Gulf region but as a provider of world-class integrated marketing communication services across the Middle East and North Africa region.

Unveiling the Group’s rebranded image, Avi Bhojani, BPG’s group chief executive officer, said:

“The new corporate identity reflects the unique integration of multi-disciplinary skills that is fast becoming the hallmark of our group, and a powerful differentiator for us in the marketplace. 

“Our new identity reflects the changes that have taken place in our group over the last few years and it brings the delivery of innovative and integrated communication solutions into even sharper focus”.

He added: “Over the last 5 years we have averaged a compounded annual growth rate in excess of 35 percent with more than 50 percent of our revenues coming from clients who buy multiple services from us.

“Our new identity is also another step towards our Vision to become the marketing services company of choice for leading international and regional brands”.

Andrew Scott, board member of BPG and Director of Corporate Development, WPP, said:

'BPG enjoys a unique independent positioning in the region and is able to access best-of-class services from the array of specialist companies in the Group. 

“The new direction that BPG is taking is consistent with this positioning  and we see integration as a major driver of their growth in the years to come.”

From its headquarters in Dubai, BPG caters to a wide range of international and regional clients in the Middle East, North Africa and Asia region through its wide network of offices and affiliates that are supported by a staff of more than 230 people from over 31 different nationalities.

In addition to its offices in Dubai and Abu Dhabi, BPG also has its own offices in Kuwait, Jeddah, Doha, Baghdad and Beirut.

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