BUZZ NEWS

Vanksen|Culture-Buzz in the Middle East

Posted on August 21, 2008
Myrtille Bourdaud’hui

Not too long ago very few people were accessing the Web in the Middle East. However, things have recently changed and the number of Internet users is rapidly rising. In fact, 60% of the Middle East’s population is under 30 and, as we all know, young people aren’t afraid of technology. The Arab world is now made up of more than 40 million Internet users. And some places like Saudi Arabia and Dubai have even developed markets that favor the introduction of big brands. It has therefore become essential for brands to incorporate the Internet into their communications strategies in the Middle East.

But venturing into such a market is a true challenge, considering:

the countless differences and the great diversity among Arab countries like Libya, Egypt or Saudi Arabia;
the speed with which customs change and means of communication evolve (70% of under 25s say the internet is their primary source of information);
that Middle East societies have to cope with the coexistence of century-old cultural and religious traditions and the latest technologies. It is therefore essential to be highly familiar with local customs and values.

In order to help brands enter this complex market and launch campaigns for local clients, Vanksen|Culture-Buzz has signed an agreement with Catch, one of the leading marketing agencies in the Middle East.

An interactive marketing agency founded in Dubai in 2001, Catch helps Western brands enter greatly expanding markets in the Middle East and Western Asia. How does it do this? By combining marketing strategies and state-of-the-art technology with its immense knowledge of the regional cultural differences of the countries they cover.

According to Emmanuel Vivier, co-founder of Vanksen|Culture-Buzz, "Catch shares the same values we do: creativity, innovation, responsiveness and ROI research for clients."

On top of demonstrated expertise in digital and mobile marketing, Catch has succeeded in developing genuine know-how for luxury goods, cosmetics and high-tech products with clients such as Estee Lauder, Dior, Calvin Klein, Giorgio Armani and Motorola...

Anthony Rischard, Catch CEO added, "Our shared French roots and culture has allowed our two companies to work together well from the very beginning. These similarities have facilitated a better understanding of processes and a quicker response time, which is to the benefit of our clients. Vanksen|Culture-Buzz’s alternative marketing expertise has allowed us to expand our portfolio of services and provide the Middle East with new high-performing and innovative communications tools that were previously unknown there."

Through this alliance, Vanksen|Culture-Buzz has strengthened its international presence and demonstrated that it is open minded, enabling it to provide clients with a stronger image the world over.