As of July 1, Dubai-based communications group BPG will change.
Gone will be ad agency BPG Bates, PR agency BPG Cohn & Wolfe, digital asset creation shop BPG Possible and media unit BPG Maxus. Instead, the network will rebrand its PR and advertising under one title, BPG Orange.
Its media agency will become BPG Max. A separate, geography-specific unit, BPG Kuwait, will be the third entity sitting under the umbrella of the BPG Group.
The old names are all ones the Group’s agencies had inherited from WPP, which
is a 40 per cent shareholder in BPG. “In a funny sort of way, or for want of a better definition, we became a little mini WPP,” says BPG Group CEO Avi Bhojani. “Our advertising
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