BPG Media has grown into BPG Maxus following a strategic tie-up with Maxus, GroupM's media planning and buying services arm.
This alliance gives the GroupM agency its first presence in the Middle East and North Africa (Mena) markets. This partnership will offer media services and solutions including strategic planning, implementation and buying, analytics and digital communications throughout
the Mena region, said an official statement. BPG Media is the media planning and buying arm of Dubai-based BPG Group, an integrated marketing communications company. Maxus is one of four global media agency networks within GroupM, along with MediaCom, Mediaedge:cia and Mindshare. Both are part of WPP.
"Mena is a critically important for many of our clients and we need a strong presence there," said Kelly Clark, Chief Executive Officer of Maxus Worldwide.
"Both Maxus and BPG Group are committed to creating better value for our clients. This partnership allows us to tap into the considerable demand for more creative and accountable media communications in Mena," he added.
Avi Bhojani, Group CEO of BPG Group, said: "In the light of tough market conditions, BPG Group made a paradigm shift in the way we engage clients.
"Now we have gone beyond offering services and focus on providing discipline and medium agnostic solutions.
"Our affiliation with Maxus will further enhance our integrated marketing communications model. This collaborative approach is a reflection of BPG Group's commitment to become a trusted innovation partner for clients."
Satish Mayya, Chief Operations Officer of BPG Media, said: "Collaboration with Maxus will assist us in developing the right platform to navigate through the new media era, and help us acquire global know-how in an area of communications that is evolving fast.
"By merging our synergies into BPG Maxus, we will be able to deliver exceptional value to clients in the Middle East."