The move to create a foothold in Dubai was spearheaded by PENSO’s ongoing relationship with Emirates Group, which includes founding client, air service provider dnata and dnata travel, Emirates airline, Emirates Flight Catering, Emirates Service Delivery.
Other regional clients include global life assurance company Providence and aviation business software provider Mercator. It is also on the verge of being appointed to a multi-national business in Qatar and a major Dubai-based financial institution, in addition to being invited to pitch for other work. Almost half of the agency’s revenues, which was founded less than three years ago by leading digital marketing and brand strategist Con Frantzeskos (pictured), are now derived from the Gulf.
Frantzeskos said the time was right to establish a permanent presence in the region. “Our business has grown dramatically in Dubai and increasingly across the Gulf region. We have strong relationships with Emirates Group and other businesses in area and as they have supported us, it’s only right that we do the same and be as physically close to them as possible to ensure we continue to deliver great service and innovative thinking.”
“Dubai was an obvious location to set up, it’s where most of our clients are but more ￼importantly businesses are receptive to longer term thinking. We’re looking forward to helping them and their brands grow to become more memorable accessible and innovative.”
A general manager for the Dubai office, which is located in the creative hub of the Dubai Design District of the city, is close to being finalised and a planner and creative lead will follow. PENSO’s Melbourne-based head of production, David Rigbye will relocate to the Emirate and Frantzeskos will split his time between Australia and the UAE.
“This is a big commitment from the agency but we’re excited about the opportunities the region offers PENSO,” Frantzeskos added. “We also remain committed to continue the excellent growth of our Australian operation and will be announcing some senior hires, including a new managing director and senior planner, shortly.”
Frantzeskos was the former regional digital strategy director for Ogilvy & Mather, digital strategy director at DDB Melbourne and head of digital at Edelman. In addition to aviation powerhouse Emirates Group, PENSO’s other clients include Collingwood Football Club, Business Council of Australia, IAG and Xero.
The agency was also recently appointed to manage marketing and creative for Melbourne’s unique architecture commission and design event MPavilion.