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A new UAE-based digital marketing services agency that will deliver unique data driven solutions across the marketing spectrum has been created by the former senior team of Dubai-based Group Partnership, a WPP company.
The new company, GP Inc, is set to exploit the significant growth being experienced by the advertising and creative industry in the GCC region. It is expected to grow from $10.6 billion in 2022 to $12.5 billion in 2025, largely on the back of digital & technology investments within the industry. The GCC countries are digitally empowered, with 92% of internet penetration, while the global rate stands at just 54%.
GP Inc, a short form for “Growth & Performance” is headed up by industry stalwart, former CEO of Group Partnership, Rahul Nagpal, who is joined by his former senior team at Group Partnership.
GP Inc is the umbrella organisation that integrates data in the communication business thereby minimising subjectivity to build greater accountability. It has three verticals that combine to deliver the ‘Growth & Performance” promise: Tuesday Communications for creative content, Mobiiworld for Tech & Innovation and Steroid for data analytics and CRM.
Central to the GP Inc proposition is a unique bespoke digital platform, “GP Sync” that enables clients to monitor the performance of their campaigns in real time, ultimately demonstrating the campaign’s ROI. The AI system, built and tested over the last 24 months, has been curated using the best global tools available in the market today. It is fed data across the four data pipes of Creative, Media, CRM and Tech, giving a single view on campaign performance via an agile dashboard.
Rahul Nagpal, CEO of GP Inc explains: “One thing we lack as an industry is real time integrated feedback on campaign performance. Having been in the advertising sector for three decades and experiencing the advent and impact of data and digital solutions, we wanted to create a unique proposition that takes the intelligence of data analytics to a totally new level. We have re-thought the entire marketing services eco-system where data is at the heart of everything we do. It drives every decision we take, be it Creative, Tech, or CRM, ultimately creating ROI and eliminating any wastage within the marketing ecosystem.”
Alok Gadkar, former Executive Creative Director and Managing Director of Group Partnership heads up Tuesday as partner and CEO. Alok comes with a rich experience across the Retail, FMCG, Real Estate, and Healthcare sectors, amongst many others.
He is joined by former Planning Director of Group Partnership, Rahul Kantharia as Strategy Director who has provided campaigns for some of the region’s most prominent home-grown brands and organisations, as well as global entities within the MENA region.
Dhaval Desai, who used to previously head Technology at Wunderman Thompson – WPP, with over 22 years of industry experience, leads Mobiiworld, a company that boasts a diverse client base across multiple industries and an acclaimed award-winning portfolio.
Steroid, founded in 2011, is led by Lakshmi Krishnakumar, its clients including a wealth of MENA retail and automotive giants.
Rahul Nagpal adds: “All of the GP Inc companies have an impressive track record spearheading campaigns for both international and home-grown UAE brands. We are very excited to be working together with professionals who are amongst the best in the industry, presenting a totally new digital marketing proposition which has never been offered in the region before.”
GP Inc is located in Dubai Investment Park, and employs over 120 people across all its verticals.
