One of the top international advertising agencies Memac Ogilvy and Mather has introduced its Ogilvy Action subsidiary to Dubai.
The unit, launched with an initial staff of eight in Dubai, introduces the The Last Mile concept which analyses consumer behaviour in the moments prior to a purchase.
“We have brought Ogilvy Action to the Middle East because we see a big need for these specialised services and experts in consumer behaviour and activation,” said Memac Ogilvy and Mather Chief Executive Officer Edmond Moutran.
“It is all about the ‘big’ brand idea that is communicated to consumers at various touch-points to steer consumer behaviour along the path to purchase,” said Edmond Moutran.
“Whether it’s sampling, point-of-sale material, retail merchandising or experiential marketing,” he said.
Moutran said the growth potential in such services was extensive and the company expected to recruit a further 12 people by April. Ogilvy Action will be adopted in 10 regional markets in the next three years.
He said studies have shown that between 40 to 70 per cent of purchase decisions are made in the store. Ogilvy Action enables marketers to “cut through the clutter” and reach consumers at key moments to influence their decisions at the point of purchase, he said. With a GDP of $600 billion (Dh2.2 trillion) and a population of 34 million, the GCC represents the 17th largest economy. Gross leasable retail space is expected to exceed 130 million sq ft by 2010.
The development of high-end shopping malls across the Middle East had made mall shopping part of people’s lifestyles, said Ogilvy Action Business Director Richard Woodward.
“Dominance of malls has been leading to more experiential and personal communications to find and approach potential buyers,” he said. “This will allow reporting at a summary level, all the way down to the individual outlet, giving brands both visibility and insights on what is really happening at the point of purchase.”
Ogilvy unit to study consumer behaviour in UAE