BPG Group, a leading integrated marketing communications firm, is coming out with a new strategy, developed to better address client needs, designed to deliver integrated marketing communications solutions.

The shift in the company’s focus was discussed at its 15th annual workshop, held recently at Kempinski Ajman. Over 215 employees and associates from 15 different countries attended the three-day offsite workshop.

“The world is in turmoil,” said Toby Hoare, board member of BPG, CEO JWT Europe and CEO Team HSBC.

“We are in a period of huge economic change. We have a financial hangover from the boom years of the early 2000...the way out for clients and our industry is through innovation, creativity, courage and sheer hard work.”

He also emphasised the importance of investing in disciplines like digital, branding and public relations, which are growing much faster than the overall communications industry.

John O’Keefe, WPP Worldwide creative director said: “Great creativity is no longer optional. We have to keep on repeating that message; average is not an option. Great creativity is simply good business, while boring creativity is the road to ruins."

“It demonstrates the energy and ambition that BPG is rightly known for,” he added, noting the work being done by BPG Group, as it moves from being a marketing services oriented company to a broader marketing communications solutions provider.

Avi Bhojani, Group CEO of BPG said that in view of the challenging times, it was crucial for the company to re-invent itself.

“While we re-calibrate our business to cope with the short term, the current crisis is an opportunity for us,” said Bhojani.

“We have to go beyond providing services to our clients and instead deliver complete and integrated solutions to the challenges our clients face.”

He also unveiled a new ‘thought kit’ - the 4i model, which is a new way of working within the Group and engaging clients.

BPG members also participated in a syndicated case study project that saw separate teams being tasked to conceptualize and pitch an integrated communications plan for a retail financial services product. – TradeArabia News Service